Ready for another On Air Coaching Call?
Great, today I have with me Ms. April, a voice, piano and theory teacher from Ontario Canada. I have a great affinity for Canadians because I am one! Although I’ve been living in the USA for my entire adult life!
Anyway, let’s get right into the coaching call highlights.
In March 2020 (doesn’t that sound like the start of every conversation lately???) April had to quickly shift from in person teaching to online teaching. And once she did, she realized that theory was something that just didn’t translate as well as the other parts of her lessons… which made her go down the course creation path.
April’s initial goal was to have her existing students continue with their theory. That's it. Just some courses that her students could use to learn the theory outside of lessons. Using the theory books that she was already teaching, she received permission from the publisher to record herself teaching the material week by week. This is what she sent to her students. It was a solution that worked for her and her students. She received fantastic feedback from parents too!
The feedback has led many parents to request that theory continue to be delivered via online courses instead of inside the lessons, whether online or in person!
What can you give to your current students in order to make it more successful for them in their own learning? That’s the first place that you can look to create an online course!
Now that April knows her courses are successful at teaching theory, she wants to go beyond her private student base… and now we’re getting into the coaching part of the call!
She has tried to be present online, on both Facebook and Instagram.
She has done some ads, but doesn’t want to be spending a whole lot of money with that without knowing if it’s really helping.
She is focusing on trying to get the word out, doing interactive posts, and sharing what she’s offering.
She realized that instead of just trying to outright sell her courses when people would inquire, that having a little bit of a conversation with them rather than just trying to sell it to them outright was a much more successful approach.I asked her if she was interested in having a larger group of students go through the theory courses together, rather than independently which piqued her interest, for sure!
Which got us talking about launch events (how fun, right?)
That could be a challenge, a workshop, a webinar, etc. - or even an email sequence of some kind and get them to buy into your methods and your teaching style through some free introductory outlet. April and I chat about some ways to come up with that free content that is valuable to her audience, as well as ways to incentivize signing up right away.
April’s students are kids and therefore it’s really talking with and to the parents that is going to lead to courses being purchased.
You could do a webinar for parents - show them how getting their theory through video lessons is going to help their child be more successful, and show them exactly what their child is going to be going through in their online course. Show them that there's THIS potential.And the other way that we determined that April could have more students using her theory courses is to collaborate with and partner with other music teachers who use the same collection of method and theory books. The thought being that if other teachers were not interested in creating their own theory courses, they could send their students to April’s courses and form a partnership with her.
This direction is something I really hope April pursues because it’s a winning one for all parties - April, the students and the other teachers.
As April continues to explore launch events, she’s going to want to evaluate the benefits of groups or cohorts going through a theory book at the same pace. It might include having monthly workshops or group zoom sessions to discuss a set of lessons. And it might come to a point where April has a few teachers that she works with who do those group lessons with her – these are the teachers who have all their students going through April’s theory courses while they teach the method books and practical elements.
There is really no limit online – right? We’re always expanding!
So, there’s the angle of going straight to the parents and the angle of working with other music teachers… but the fundamental elements don’t change: need to have some kind of launch event that will entice the other party to be open to the possibility of this format for their student/child.
“It's really the teachers that use the theory, it's not the parents that go out seeking theory lessons.“
Back to the launch events… we discuss the role of an email marketing platform (I recommend ConvertKit BTW) and April’s question specifically is “what would be the step by step that you would take in order to get them onto that list to then have that progression go through of the know like and trust email sequence?”
The two methods of having people join your email list are through some kind of freebie that you’re giving away or through the launch event.
I love when we can do a download that the parent can learn about the advantages of piano. Are you on the fence about piano lessons for your child? Here are some of the reasons why and here is an activity that you can do with your child to see if they're ready.
Any time that we can educate the parent and inform the parent and excite the parent where they can translate that into the conversation that they're having with their child. It's a winning situation.
When I'm working with people who work with adults, it's a little bit different because you want to make sure that whatever your freebie is is something that they can actually do. And in April’s case where the student is a child, you want to make sure that what you're bringing to the table is something that the parents feel confident in. It's that it's that trust factor.
We talk about linking social media posts with this type of content back to the freebie, instead of it staying in social media land.
For the email sequence, I recommend a 5 - 10 day sequence of 3 - 6 emails.
Here's your checklist
Something really simple that they can do with their child every day or every other day
Give them content in the same way that you’re going to deliver content inside your course (video content, audio, pdf etc.) - they need to really connect with you and your teaching styleOnce the email sequence ends, send monthly emails to your list to keep the idea of piano lessons top of mind and for the parents to determine when/if their child is ready.
And once the once-a-month thing becomes doable, start sending emails more often. But no more than once a week, probably. And we want these to be educational not promotional :)
We wrap up the conversation with a bit more chatter about ConvertKit and using social media. If you’re interested in connecting with April, her Instagram account is @msaprilsmusicstudio and Facebook is https://www.facebook.com/msaprilsmusicstudio/.
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Be sure to book that call with me http://callwithjaime.com/ and let’s connect on Instagram!
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