Mom’s and Music Lessons
Behind every kid lies a story that few of us ever uncover. A mom contacts you and tells you her kid want music lessons. But that’s not what she wants. She wants what music lessons can do for her child. With each parent and each kid there’s a different story. That is why you need to reveal your customers need so you can better understand them.
If you understand why a parent is contacting you, and what transformation they seek, you can build trust by painting a picture of the outcome they desire.
In this weeks episode I crack open a beer with Jenn and Sandy Cohen to discuss the transformation they seek for their son Ethan. It’s never about music lessons. It’s always something more layered than that. Jenn seeks balance for her son. Ethan is athletic and social. She believes that music can allow him to connect with another side of himself. A more sensitive, introspective creative side. Balance is what she seeks. That’s her pain point.
Are Lessons a Painful Rite Of Passage?
But the pain extends beyond the desire for balance. Jenn took music lessons herself as a child. And like every mom I’ve interviewed, she hated her lessons. The pain goes even further. Jenn’s mother is herself a classical pianist. Her mother places a lot of value on not only music lessons but classical music lessons. More specific-classical piano lessons. Because, as Jenn says, that’s the “right way” to learn. I’ve heard other mom’s say “well isn’t that what you’re supposed to do?”
Us music folk know that piano is just one way. Classical music is one of many flavors. Perhaps the most complex and rich flavor, but still just a flavor. Music is music. It either sounds good or it doesn’t.
Make Your Mamma Proud
Jenn comes from a family with music traditions she wants to honor. She wants to make her mom proud by sending her kids to traditional piano lessons. Yet she had a negative experience with piano lessons. Certainly, an experience she doesn’t want to subject her kids to. She wants to be a good mom. She wants to be a good daughter. She wants her son to have balance in his life. She wants her son to be happy.
What if Jen Cohen contacted your music studio for lessons? By asking the right questions you could reveal Jen’s story and paint points. This would allow you to position yourself as a trusted guide. You could offer her insight and wisdom on music lessons and how they apply to Jen’s unique situation. Empathy leads to not just customers but loyal customers. Loyal customers is the secret to student retention.
Intro music: Dusted by Fojimoto
Outro music: Rain and Revolution by City Breathing