I was grocery shopping yesterday and I snapped a quick photo of a piano teacher’s ad hanging outside that caught my eye. Something about the ad just didn’t sit right with me and I thought, “Hey! There’s got to be a blog post in there somewhere…”
Here’s the Ad…
It’s Not All Bad…
Before I begin my rant, I have to admit, this ad must not be all bad. Obviously a few people have taken a phone number… (I can’t imagine who though!). So what does this ad do right?
1. Brightly colored paper – I personally hate ads on florescent paper, but hey… they often work. If you are fighting for eyes on a massive bulletin board, go with what catches the eye…obviously this caught mine!
2. The Offer Is Clear – There is no mistaking what this lady is offering… cheap piano lessons (sign me up… *sigh*)
Why I’m Miffed… Sort Of
My initial reaction to this piano ad was one of horror. In my opinion, it devalues piano lessons as a whole. This teacher is offering rates way, way, way below the industry norm. And sometimes, that’s all it takes to start a price war… so to speak.
Let Them Battle
However, it’s a war I want to be no part of! I believe client quality goes hand-in-hand with the quality of your piano studio; advertise cheap piano lessons and you’re going to get cheap clients… which means you are going to spend half your time teaching and half your time chasing payments or rescheduling lessons.
Which is why I’m only sort of miffed at this piano ad. We take great pride in our music school, and our image, attitude, and our rates reflect this. In turn, we attract wonderful families who make our lives a whole lot easier than the alternative.
What do you think of this ad? What has worked for you when creating print advertising? Share your thoughts by commenting.
David Barton says
My philosophy over the years has been to ignore these type of adverts and concentrate on my own. Sadly, these sorts of teacher always attract some pupils… There’s nothing in that ad which would make me consider them!
Emily Davidson says
I am shocked. And I agree with you.
Dorla says
$8? Is she serious?
Anna Linzey says
I does say “Piano Introduction” which might mean that she can’t take her students very far.
Catherine says
I do like beginners, and most of my current students are beginners of all ages. I have been thinking about this lately: What do I say on my website that encourages beginners to join my studio, while not reeking of “cheap” or “low quality”? I’ve had several inquiries that ask if I take beginners, and one adult student who said she was a bit nervous about calling, because she wasn’t sure what to expect, so I realize it isn’t very clear.
As for the interview, I have started telling parents about The Achievement Program (RCM), and explained that it is optional for all students, but encouraged for those who want an independent evaluation of their skills. Just yesterday, I started a young beginner (age 6) and explained that the expectation is that the student will obtain the skills to test in 18 months to two years. The parent’s response to the student was “Hear that? We have to practice, because we are in this for the long haul.” I thought it sounded like I communicated that 1) piano lessons are not an overnight success story and 2) you have to work hard to get enjoyment out of taking lessons and playing.
Gemma says
No, you shouldn’t be bothered at all. It doesn’t affect you, people who can’t afford higher prices get the chance to learn how to play a magnificent instrument and like you say, you will still attract ‘better’ clients (although that can be seen as very offensive) despite cheaper competition.
Trevor says
Hi Gemma,
You are completely right – addressing them as “better” clients was probably a poor choice in words. Often people who are more financially committed to something are therefore more committed in other ways too – and that can make our life as a piano teacher easier…which is where I got the “better” from. However, kids who cannot afford lessons and sign up for less expensive options are definitely no less deserving of a good piano education than those children who have financially well-off families. Thank you for your comment!
Jessica says
In my experience you get what you pay for. If you pay for cheap lessons, then likely cheap quality is what you are going to get. When I get interested students I make it clear what my qualifications are. If they don’t want to pay my fee, too bad. It may be a bit different if a student is with me a while and extenuating circumstances (ie job loss) arise and they can’t afford it anymore, but that’s the only time.
Janet says
When I was growing up I wanted piano lessons so much, but we could not afford them. The lessons I did receive were really a gift from a very talented and gracious teacher, willing to take less than half the payment of the going rate. I can see a need and a place for charging low rates for beginning lessons. Many of my students would not be able to afford lessons at the “going rate”, and would simply have to go without. I guess my studio is more like a mission instead of a business…and I realize not everyone can afford to do that. My low rates are not intended to “cheapen” the private lesson trade, but give people a chance to learn and enjoy music, who otherwise could not afford it.
Margaret Andres says
Perhaps an option might be to offer bursaries to your students who cannot afford the real worth of their lessons. This might allow them to still take lessons without putting other teachers, who might be relying on their teaching income, to avoid a financial disadvantage.
Andrea says
Great idea!
Andrea says
Hi Janet,
Thank you for presenting the “flip-side” to this! 🙂
Nikkol says
Oh mylanta… I try to avoid looking at these types of ads and it is very hard… the thing I keep in my mind is that the student won’t go far. AND our chapter looks at the “outside teacher” and try to get them to come to at least a couple of meetings, and then to join our chapter, the state chapter & MTNA. But overall, I cringe at these adverts… and just want to scream.
robin mdden says
I noticed it said “Introduction”. So perhaps. she starts the first couple lessons at $8, to get new student in the door, but then has the opportunity to both inform and inspire at better rates after that.
Rebecca Brown says
When I see ads like this, I think, “Oh, Lord! In about a year a wave of unsatisfied students are going to want to transfer to my studio. And I will have to help them fix a lot of bad habits.”
Trevor says
Yes…sometimes these flyers do our advertising for us in an odd kind of way!
leslie says
I am less offended by the price than “by ear”!!!!! Please, no!!!!!! That’s a student on my waiting list next year, that I have to re-teach!
Jaclyn says
This really bums me out. At the same time though, I am happy to see that I am not the only one who is so bothered by this type of ‘business’. I have pretty reasonable rates AND I currently drive to my student’s homes (*sigh*…one day I’ll be at a studio). A few months ago I had a mom quit on me and switch to a high school student who was charging $10 a lesson. She said the offer was too good to pass up. I’ve been teaching for 15 years and take what I do very seriously, so to say the least I took that one pretty hard. The worst thing was that they were going to the girl for a month behind my back to ‘try her out’ so it was not only a blow to my ego but very humiliating as well. Anyhoo, when ‘teachers’ do this type of thing it really saddens me. Teaching piano is an art and should be treated as such. This type of thing certainly cheapens what we do.