Words That Sell
Ask your customers what their hopes fears and desires are. The feelings they express are probably shared by others in your community. By using the words your customers use you can craft sales copy that will resonate with other like minded parents (aka your ideal customers)
Your Customers Will Tell You What To Say
In this episode I revisit episode 17 where I asked a previous customer, Marissa Rosen, questions about what it is that she hoped that music lessons would bring to her son’s life. I asked what it meant to her son and to her that her son’s now this celebrated and musician in the community. I looked at some of the key things that Marissa said and some of the phrases that really stuck out. I then wrote sales copy based on what she said. So basically I had a customer writing sales copy for me. All you have to do is listen carefully and use their exact words and write copy, write sales copy from that.
Playing Music is Easy
Two themes that I heard come up time and time again throughout the course of this interview with Marissa is a feeling of pride-how her son Josh feels proud and how she and her husband feel proud. She also talked about her perception that music is hard to do. This is something I’ve heard multiple parents talk about-how hard music is. I think that’s something music studio owners can really tap into or explore in their sales copy.
Here’s is some copy I wrote based on this idea of pride, difficulty and amazement.
You’ll be both proud and amazed when you hear your child play music for the first time. We make playing music fun and easy.
Learn To Play Music in Just 30 Minutes
There is this idea of you’ll feel proud and you’ll be amazed, amazed at how quickly your child was able to learn how to play music. Your child went into their first lesson, 30 minutes later, they come out and they’re playing music. If you can deliver on that your customers will feel proud of their child, they’ll be amazed at how talented they are and they’ll be amazed at your teaching abilities.
Everyone Can Play Music
Something that I’ve heard parents say time and time again is that they don’t have any musical talent. Marissa said she doesn’t have any musical talent. She mentioned that her husband doesn’t have musical talent. I don’t believe in that. I think we all have a little bit of musical talent. People just aren’t given the opportunity to discover their musical talent or to let it blossom. They go into music lessons that are presented in a way that makes music seem hard.
Piano Lessons From Elton John
My parents sent me to piano lessons and I never practiced. Meanwhile, my babysitter was teaching me pop songs and I would play those songs non stop. My mom would get on my case about not practicing. My babysitter was teaching me how to play Styx and Elton John-much Cooler. I think the issue isn’t whether people have musical talent or not. The issue is how music is presented to them.
You Too Can Be a Musician
Something that came up in this interview is this whole idea of identity that her son now has-the identity of a musician. It gives him a sense of purpose and a feeling of belonging. I wrote a couple sentences with this in mind.
Making new friends in new situations can be a challenge. Music is an easy way to connect and meet new people.
That’s really a sales pitch for just playing music in of itself. Again, I would copy this and paste this, put it away in a swipe file. I might say something like that on a phone call. I could see this making new friends idea of being something that you maybe weave into your studios mission statement.
Marissa went on to talk about now that her son Josh is a musician. His status among his friends has changed and he’s found his place in the social order of his peer group and she said “he’s a music kid and he’s really proud of that”.
I liked that she said he’s a music kid here’s what I wrote in response.
He’s no longer just another kid in the hall. He’s a musician.
I can almost see that being a Facebook ad or some type of poster you have hanging up at your studio.
Musicians and Status
Marissa talked about this sense of belonging that her son feels. She says that music allows him to contribute to the community. It’s one thing to be a part of a community, but to be a kid able to contribute to the community, to be the person that people turn to when music is needed increases your value to the community.
I wrote some sales copy that plays into this whole idea of status, of being a part of a community of having this elevated status within the community. Being someone that other people are excited to see when you show up. Because when you show up, it means that there’s a good chance that music might happen.
Everyone will smile when you walk into the room. “Hey look who it is” the host declares as she greets you with a hug. “Dust off the piano. Let’s gets some drumsticks” The party doesn’t start until the musicians arrive. Learn to play music. It’s a great way to meet people and make new friends.
This taps into this whole idea of meeting people, making connections, something that all parents want for their child. They want their child to be able to go into a new social situation and navigate through it. Music is a great way to do just that.
In this episode I sit down with website designer, developer AND music studio owner Christina Lopriorie to discuss how to create an amazing website.
Intro music: Dusted by Fojimoto
Transition music: Levi Simon
Outro music: Rain and Revolution by City Breathing
What topics would you like to hear discussed on this podcast?
Send me an email at firstname.lastname@example.org to share your thoughts.