Look inside this huge guide!
240 pages
PracticeSpot Press, 2003
$28.99 with free delivery to your studio door
Special discount price for webvertisement subscribers
of $19.99 with free delivery.
Also by Philip Johnston:
:: The Practice Revolution
:: Not Until You've Done Your Practice
Section 1: Why this book was needed
- Introduction
- A welcome to the biggest Studio Promotion guide ever assembled
Section 2: Getting Started
- Taking Stock
- Undertaking a reality check of your past promotion activities.
- Creating a copy of your Future Teaching Schedule
- So the rest of the book can help you make it happen.
- Setting the right fee
- It's a big decision, but most teachers get this wrong. You'll be surprised at how.
- Improving your desktop publishing skills
- A look at how to develop your desktop publishing and layout skills so that you can produce your own professional-looking ads
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- Your voicemail message
- How to get this first impression right, and why it's worth spending serious time polishing it.
- The qualification edge
- An upgrade never hurts in the quest for more students. This chapter takes a look at some key areas to target.
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Section 3: Campaign Elements
- Your Yellow Pages Advertisement
- Some of the most effective advertising you'll ever do, but how much should you spend?
- The power of walking distance
- Shouldn't be a reason that students come to you, but it often is. Here's how to take advantage of it.
- Reciprocated business cards
- An outline of a win/win tactic that can bring students from unexpected quarters
- Becoming a media expert
- It's not as hard - or as scary - as you think. This chapter gets you started.
- Keeping yourself motivated
- All this promotion is hard work. A timely look at how to keep yourself enthusiastic.
- Setting up discounts for referrals
- A look at how to make this work, without trapping yourself
- Combining forces with other teachers
- A step-by-step guide to getting an ad nobody can miss
- Advertising a scholarship
- More than a gesture, this chapter looks at how a scholarship can be a powerful student magnet
- Setting lots of mousetraps
- If only one type of ad is enough, Coca Cola would only have one type of ad. A look at why you want lots of ads working for you.
- Creating a free-lessons holiday program
- How to turn these trials into full-time fee paying students
- Establishing a teacher exchange program
- A look at how an exchange program works, and how it can help your phone ring.
- Targeting niches
- Examing why a jack-of-all-trades approach might not be the smartest way to build your studio numbers
- Becoming involved in local schools
- How to tap into the biggest source of students in your area
- Calling on your strengths
- The art of tailoring your choice of promoting strategy to your own unique abilities and preferences
- Strategic Partnerships with music stores
- How to estalish a presence and preferred-teacher-status with the stores that supply your future students.
- Making use of your car
- The art of promoting your studio while you sit at red lights.
- Promotion with other child-based businesses
- A look at how a variety of child-centered enterprises can help eachother grow - your studio too.
- Writing your own column
- An extension of the media expert promotion technique
- Starting a choir or chamber group
- With benefits going well beyond studio promotion, this chapter looks at how to set up your own ensemble
- Effective use of promotional merchandise
- There's a reason so many other businesses do this. This chapter looks at how you can tweak this technique to work for your music studio
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Section 3: Campaign Elements (cont.)
- Keeping local media informed
- A how-to guide for getting your student successes listed in the paper
- Selling a resource through a local store
- A powerful credibility and profile enhancer for the creative teacher - this chapter looks at how it could work for you
- Advertising student concerts
- Your recitals are great opportunities for promotion - if you can get the right crowd along
- Advertising and running a practice-athon
- Good for your students' work rate, and attracting interest in your studio. This chapter outlines how to get your own practice-a-thon happening.
- Letterbox drops
- The must know guide to this widely - but badly - used technique
- Learning from other ads
- How to use other campaigns (and not just musical ones!) to inspire your own
- Becoming active in your local MTA
- How to become the colleague everyone recommends first
- Offering free lessons as a raffle prize
- More free lessons that can pay for themselves one hundred fold. A look at how to set this up.
- How to give a free seminar for parents
- A brief look at the art of presenting to prospective students, and how to make it an event to remember.
- Being prepared to spend - budgeting for all this
- A look at why you need to spend money to make money
- Making the pie bigger
- Because it's not a zero sum game. A look at how to make the whole idea of music lessons in your town more attractive.
- Creating a competition...with a twist
- How to build an event that can't be ignored
- Newspaper advertising
- Space limitations and expense mean that when you lodge this, it has to work. This chapter looks at how to get the results you need.
- The power of repeated exposure
- A look at why you shouldn't panic if an ad appears to produce no results
- Making use of letters to the editor
- An opportunity to become a known positive voice for music and the arts
- Hosting your own community radio show
- Seriously! Don't write this exciting promotion option off until you've read the chapter
- Public bulletin boards
- A lot of music teachers do this already - this chapter looks at how to make yours stand out from the crowd
- Involving yourself in the community
- Because that's where all your students will come from. A look at why you won't fill your studio if you try to operate as an island.
- Stop thinking like a musician!
- A surprising look at the ways your musical training can actually hold back growth in your studio
- Mentoring up-and-coming teachers
- Creating the perception - and the reality - that you're a master teacher
- Setting up a studio webvertisement
- The ultimate online presence for your studio
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