First impressions. We all know they are important. We all likely wouldn’t wear a sweat suit to a job interview. But are you unintentionally ignoring the role that first impressions play when you create your piano lesson advertising? Let’s change that!
According to Nobel-Peace prize winning author and psychologist Daniel Kahneman, our brain uses mental short-cuts to make decisions based on something he calls What You See Is All There Is.
What does this mean?
It means that people looking at your advertising are making lasting assumptions about you, the quality of your lessons, the feel of your studio… basically everything… all from what he calls “known knowns”; what they see directly in front of them.
No pressure.
If it’s time to spruce up your piano lesson advertising (and hey, about once a year it’s time!) then check out our 4-step process below. Advertising can be a bit of a bland subject, but we hope our humorous take will leave a lasting impression that will inspire you to give it a try 🙂
1. Being Honest With Yourself… Is Almost Impossible.
Positive first impressions are hard to predict. After all, it was YOU who just spent 5 hours designing the landing page of your website and you’re likely quite fond of it after all the quality time you’ve just spent together. And so, you probably make your own “first impression” assumptions about your own work.
Typically it goes like this. “Hmmm… How does that look?… Perfect. You’re a marketing genius.”
But what will others think?
This is where some brutal honesty is actually a good thing (not like when you purchase an expensive article of clothing, rip off all the tags, and then choose to ask your spouse “Do you like this?”)
This time you actually want to hear people’s first impressions. You want to hear “It looks a bit dark and scary.” or “It makes me think of bubble gum ice cream” or any of the other incredibly astute statements you’re likely to receive.
But if you’re not purposefully running a dark and scary piano studio or if you’re not including free bubble gum ice cream in your piano lesson offerings… then you need to know this information and be willing to change what you may have assumed was perfect.
2. Keep It Simple… Like That Party Guest We All Love.
Think of your piano lesson advertising as a guest at a party.
Is it the person who sits unnoticed in the corner playing with the mini sausage roll skewers making people to glance uncomfortably over their shoulder, unsure of what to say to him?
Is it the person who dominates the conversation and makes people to excuse themselves to “freshen up” only to never return?
Or is that interesting and quietly handsome person who engages others in conversation, shares relevant information when asked and leaves others wondering about him (or creeping him on Facebook) long after the party is over?
You know which one you want to be – fix up your advertising with this in mind.
3. Find The Right Sets Of Eyes… “Any Eyes” Is Not Helpful.
Selling Vegan food at a Rib Festival would be a tough go and would likely not be the most profitable day. In fact, the Rib Enthusiasts who have Vegan friends (Does that exist?) are less likely to recommend that Vegan food vendor because his presence was so out of place.
Is your lesson advertising in the right place at the right time, or are you unintentionally flogging tofu to meat lovers? Don’t fall into the trap of thinking that “any eyes” on your advertising is a good thing. In fact, it may even be detrimental.
Well-placed advertising is a powerful tool. Poorly-placed advertising contributes to negative first impressions no matter how beautifully designed your materials may be.
4. Back Away… Like You Would From A Starving Grizzly.
I’m from Canada and from a young age it’s drilled into us that when you meet a bear, you should slowly back away. You shouldn’t try to fight it with your bare fists. You shouldn’t turn and run.
So it goes with advertising. If webpage design or graphic design is your own version of a snarling grizzly, resist the urge to beat at it with your bare hands. If setting up a Facebook page or a youtube account is as frightening as a 600 lb mammal with claws and teeth… don’t turn and run.
What should you do? Back away slowly (if you’d forgotten this already you should really delay your trip to the Canadian Rockies).
By “backing away” we mean handing over the aspects of your advertising that you do not feel confident doing yourself to someone who is a grizzly-tamer and can handle it like a boss.
If You Wouldn’t Send Your Advertising To Dinner…
The best way to check in on your advertising is to ask… “Would I send my advertising to an important formal dinner in place of me?” Would it accurately represent you to the other dinner guests?
If the answer is “no”… then it’s time to spruce it up!
Read Also:
The 5 Essentials of Your Piano Studio Advertising Campaign
10 Steps to Finding Piano Students and Growing Your Studio
Give People a Reason to “Like”, or Better Yet Love, Your Piano Studio
Kristen says
July 29, 2015 at 7:25 amGreat tips! I just made a studio website and will take the suggestion to get some first impressions. (Any takers? KristenWildeMusic.com)
Jolene Taylor says
July 29, 2015 at 7:46 amI like what you’ve written. I would like a bigger font size. My first impression of your studio is that it lacks color. I suggest you add a colorful window treatment along the top of the window to bring some color into the room. Best of luck to you.
Maria Laura Tumbeiro says
July 29, 2015 at 10:28 amI really love the picture of your studio and I believe it’s a great idea of having comments of your students in the page!
Andrea says
July 29, 2015 at 1:45 pmHi Kristen – good for you! Going for step 1 right away 🙂 Can I weigh in on your website? First of all I love how clean it is – easy to navigate and it’s professional looking. Testimonials are great on that first page – they are really convincing. Your studio looks welcoming and tidy and like a “safe and happy” place to leave ones kids 🙂 I do agree with Jolene that a little bit of color or personality or “kid-friendly” decor would go a long way if you’re going to put a picture of it on your website front and centre – I see you specialize in young beginners so it would be helpful to give that first impression immediately. Even just one colourful poster or piece of art on that left hand wall would go a long way. Could you also add a photograph to the “Piano” and “Violin/Viola” pages to make them look more friendly? You can purchase stock photography of smiling kids playing instruments – this would go a long way. Also, putting the text on those 2 pages in bullet form would make someone more likely to read the entire thing. The biggest bit of advice I’d have about you website is that I really wanted to see a picture of you! I see that group photo but I didn’t know which one you were. I think this would add the final touch of personality that would really compliment the professional look you have going. 🙂
Heidi says
July 29, 2015 at 1:59 pmI totally agree with Andrea here!
Heidi says
July 29, 2015 at 2:01 pmIt might also be a good idea to share something special that you do as a teacher that makes you stand out. What is special about you or your studio that other piano/violin/viola teachers might not do? Just echoing another marketing strategy from Andrea and Trevor!
Andrea says
July 29, 2015 at 2:08 pmGreat point Heidi – aside from what she already has an “About my studio” page would be a great compliment to the “About me”. Actually – simply having one well-worded “mission statement” on that first landing page under the testimonials would be really effective. Have you checked out this link? It helps you create a mission statement for your studio 🙂 https://www.teachpianotoday.com/2013/06/17/the-piano-teachers-mad-lib-mission-statement/
Kirstie says
August 7, 2015 at 1:31 amWow, Kristen, I really love how easy to navigate your site is. It’s very concise yet gives a lot of info about you and your studio. I agree that I’d love a pic of you…. Maybe even a video or recording of you playing?
Your studio is so organized! Love the way you have your stringed instruments on the shelves!
Wishing you the best!
Kirstie says
August 7, 2015 at 1:23 amI generally am shy about sharing my website with others and especially with other music teachers and I’m even more scared to ask for feedback. But Kristen is my hero right now and I’m going to take the bold plunge she did by sharing my site and asking for everyone’s feedback. http://Www.ktunesmusic.com
Thank you in advance! I’m looking forward to tips or advice!
Kristen says
August 22, 2016 at 6:05 amLooks nice! I think I’ll be neat to see some pictures of some kids playing instruments on the sight.
Kristen says
August 22, 2016 at 6:09 amI would also be curious for feedback on mine. After reading your suggestions Andrea I think I’m in need of an update but I think I need outside feedback as I’m not sure where to start. it it’s been about 2 to 3 years since the last real update. I also transitioned from a 1 teacher Studio to employing multiple teachers. Any suggestions?
Andrea says
August 22, 2016 at 11:13 pmHi Kristen! Happy to provide some feedback!
First off the things I love:
– love your “cover photo” – great tag line that immediately draws interest
– Your teacher photos look really professional and they all seem super friendly and approachable (important!)
– Love that you have a contact form – that eliminates the “one extra step” of opening an email program to contact you
My suggestions:
– Your first photo on your main page should be colorful and indicative of what you want people to know about your studio immediately. I would avoid black and white and maybe choose something with the personality that I know you have 🙂
– The teacher bios are lovely, I think having them in bullet form would mean that more people would read them. Website visitors are fickle and bore easily.
– Adding more space under your heading on your “Piano for Preschoolers” page and the paragraph would look more professional. This page could also use a bit of color. As you are marketing to preschoolers color and a young atmosphere is important.
– Overall, adding more photographs or graphics etc. to your pages would really make them pop.
– I’d love to see one clear “mission” for your studio – what makes you unique and why do your students love you? This should come across very strongly on all pages.
Hope that helps! 🙂
Angela Gardner says
February 17, 2017 at 12:41 pmHey Andrea! My husband and I are taking the plunge to make our music studio are primary source of income so I’d love some feedback on our website. Our website is hosted through My Music Staff, hence the domain name being so long. If you haven’t heard of them they are an awesome online invoincing/personal secretary for music teachers. Love it! Anyway, I’m worried our website might be a little stuffy, or perhaps too professional (if there is such a thing). Let me know what you think. And thank you in advance!
gardnermusic.mymusicstaff.com