Dance Studio Marketing – Find Your Target Market

In order to develop an effective dance studio marketing strategy, you must first identify the right families or dancers to target. A solid understanding of your target market will save you money, increase your response rate, and generate a higher return on investment from your marketing efforts and is just plain smart dance studio business management.target-market

Potential paying parents or dancers experience a range of business and personal pains and have different motivations for looking at your dance studio over the others in your area. Your messaging should speak to those pains and motivations; a one-size-fits-all approach will not be effective in driving new students to your studio.

There are two primary strategies that you can employ to reach your target market: PUSH or PULL.

A push strategy consists of:

Singling out specific members of your target market by purchasing lists from list brokers or publications for you local community.
Pushing your message to the target market through print advertising, banner ads, e-mail marketing, telemarketing, and direct mail campaigns.
Seeking a direct response from these prospects to visit your studio, not visit your studio, or sign up on your site to receive direct response marketing.
A pull strategy consists of:

Targeting a broad audience and allowing prospective paying students or parents to “self-qualify” themselves for your dance studio.
Generating “buzz” about your dance studio through PR, community events, online content syndication (blogs, forums, facebook, twitter), word of mouth, and referral programs.
Developing a highly visible brand to pull students in and encourage them to learn more about your exciting dance studio.
Both methods can drive excellent response rates, especially when used in tandem, but in a down economy, pull tactics are particularly effective for dance studio marketing. Why? Because right now, parents are carefully managing their budgets and don’t want to be “sold” to. Instead, they want access to valuable information that will help them make the right choice about where to have their students dance. So the best way to leverage the current market to your advantage is to make your website an oasis of knowledge that will pull prospects to you then encouraging them to sign up for that info and use Dance Studio Marketing Systems to do the rest. It will pay off!

Direct Marketing Disasters: 3 Non-Copywriting Mistakes That Kill Sales (It’s Just the Copywriter)

When you work with clients it can become all too clear that bad copywriting is not the only source of failure in marketing. However, in a classic case of CYA its can be the unfortunate soul brought in to write the copy who shoulders all of the blame when a project fails and also is the undisputed hero when it all succeeds.

Neither is actually the case. The copy is always the most obvious piece of any marketing activity but it is not the only piece.

Here are three other ways any given marketing campaign can fail even with the most brilliant copy:

1) Poor Or Absent Market Selection. Not selecting a target market at all or doing such a poor job of it that you are unable to target it effectively. Most business are not actually in the business of selling to everyone. We don’t sell laundry powder or disposable razors, etc. In most cases there are limits on who we sell to. So being crystal clear about who you are selling to makes the world of difference.

Amazing as it may seem, just getting crystal clear about who you are selling to makes a world of difference to the other people working on your marketing. Matching message to market makes a huge difference to response rates. I’ve seen response rates more than 4X just by simply using laser targeting of markets and matching the message appropriately.

2) Inappropriate Selection And Use Of Media. There are many ways to take great copy and then ruin it with inappropriate or inadequate media. I’ve had clients take strong copy, cut it up and then try and send it as a chopped up sales letter only to see it fail.

Not surprising, because you don’t send one letter to 100 people and expect an avalanche of business. Considering the hurdles involved in getting the sale, I’d have been impressed with an enquiry.

Another supplier of ours sends a 2 page brochure for their marketing services and expects that to impress their prospective clients.

It shows unrealistic expectations. Conversely, I will spend several hundred dollars following up with clients when the cost of sale allows this. The follow up makes a considerable return on investment. It’s when you want massive returns off of small spends that you get in trouble.

3) A terrible offer. Not enough effort invested in coming up with a slam dunk offer will affect the response rates of a campaign. You need an irresistible offer, not an offer that is too good to be true. Cos if it looks too good to be true, it probably is. Irresistible offers are good enough to be true and they gnaw away at people until they respond.

Property Not Selling? You Need to Think Like a Marketer

America is in an unprecedented real estate crisis. If you’re a home seller, a real estate agent, or a mortgage broker, you don’t need to be told this–it’s your reality. Not being able to sell a home quickly and for what it’s worth may be threatening your financial future, your plans and dreams, your peace of mind.

Number of days on the market is up. Number of houses on the market is way up. The value of homes in many areas is in shocking decline. And new home construction is reportedly the lowest in 17 years.

In a seller’s market, little work is required to sell a home. You list it for sale; people come and look; you receive offers on it (perhaps you get two or more competitive offers); when you get one you like, you’ve probably made a tidy profit on the property.

Not so in today’s market. According to the gloomy current reality, your property may linger on the market for a year or more, and may sell for as little as half what it was worth three years ago. And that is disastrous for those who, like most people, have the bulk of their net worth tied up in their home. Many baby boomers don’t expect to retire for this very reason.

But let me tell you some really good news. Some people are selling their homes quickly and at good prices. How? Well, they know something most people don’t: in a housing market like today’s, anyone who wants to sell a house must think like a marketer. Because a home for sale needs to be promoted just like any other product.

The way you do that is by using Direct Response copy.

So if you’re a home seller or a listing agent with a property you’re serious about selling, here’s what you do: find a Direct Response copywriter. Not necessarily one with a real estate background, although an interest in real estate is helpful. Marketing is what a Direct Response copywriter does–and marketing a house is pretty much like marketing any other product. A house has features and benefits; it has something that makes it stand out from its crowded field of competitors. A Direct Response copywriter knows how to leverage what your property offers into a saleable product.

Find that copywriter and ask him or her to create Direct Response materials to sell your property. Yes, it’s that simple.

And here’s the bonus: everyone knows real estate is a commission-based business, so the copywriter you choose should be happy to receive his or her fee when you sell the property.

If you’re trying to sell property and not having much success, you (honestly) have nothing to lose. Contact a Direct Response copywriter and get that property sold.