Freelancers are always wondering how to get new clients, and music teachers (especially you piano teachers!) are always wondering how to get music students. Lots of resources will suggest a dozen places for you to advertise your lessons online, or suggest on relying on word of mouth.
But the reality is that in expertise-based service businesses, the best way to attract folks is to demonstrate your expertise. Your potential customers do need to know about you, of course, but fliers and facebook ads aren't always the best way to accomplish that.
The best advertising is you, and the best word of mouth will come as a result of you getting in front of your potential customers -- and lots of them at once -- to show them that you are an absolute expert, and that they need to be taking lessons from you.
So how do you get more piano students (errrr....music students :D) by demonstrating your expertise in front of many potential students at once? By teaching masterclasses.
Alright, let's dive into what masterclasses actually are. Imagine you're not just teaching, but you're also performing. Except, in this performance, your audience is not just there to listen; they're there to learn the ins and outs of what makes your music tick. That's the essence of a masterclass.
A masterclass is like a hybrid between a concert and a lecture. You, the expert, are up there sharing your knowledge, techniques, and passion for music with a group of eager learners. It's an opportunity for students to see up close how you tackle the challenges of your craft, from interpreting a piece of music to the nuances of technique that can't be captured in a textbook.
If you took music classes in high school or college, you were likely exposed to a master class or two. They can be a fanstastic insight into how other musicians actually think about and approach the music they play.
For students, especially younger students, it's a chance to learn from someone with similar backgrounds and experiences. And to give them the sense that they too can do whatever it is that the masterclass is conveying. It can be really inspiring! For you, it's a chance to showcase your expertise and connect with potential students on a level that's just not possible through traditional advertising.
Think of a masterclass as storytelling. You're not just there to teach; you're there to share a story - your story! It's about the journey you've taken as a musician, the lessons you've learned along the way, and how those lessons can help your students on their own musical journeys.
And here's the kicker: those students will remember how you made them feel during that masterclass long after they've forgotten about any flyer or Facebook ad. They'll remember the moment they understood a concept for the first time or the piece of advice that changed the way they approached their instrument. That's the kind of advertising you can't buy.
Plus, since you're reaching them in a group setting where they are alongside their peers, you get the benefit of a network effect that isn't present in other outreach methods. You've built a common experience into their relationships and, if you've done a good job, they will talk with each other about it. And that will strengthen the base that your word-of-mouth is built upon.
So, we've established what masterclasses are and why they're a golden opportunity. Now, let's talk about how they can be your secret weapon in demonstrating your value and expertise.
In the arts, seeing is believing. You could talk all day about your qualifications, the concerts you've played, and the students you've mentored. But there's something undeniably powerful about experience. When you dissect a complex piece in front of an audience or share a technique you've perfected over the years, you're providing tangible proof of your expertise.
One of the coolest things about masterclasses is the level of transparency. You're opening up about your process, your struggles, and how you've overcome them. This vulnerability isn't a weakness; it's a strength. It shows you're human and that you've worked hard to get where you are. Students respect that. They trust someone who's not afraid to admit they're still learning, too.
Remember, the impact of a masterclass doesn't end when the session is over. Students talk. They'll share what they learned, how you taught it, and how it made them feel. This word-of-mouth is priceless. It extends your reach far beyond those who attended, creating a buzz about your teaching style and your understanding of music. This is a way that you can cultivate and control -- to some extent, at least -- that word of mouth marketing, instead of just hoping that it happens.
A masterclass also gives you a platform to dive deep into your area of specialization. Whether it's baroque counterpoint, the subtleties of jazz improvisation, or the intricacies of modern composition techniques, you're showcasing your niche. It's this expertise in action that can turn a casual observer into a committed student. They don't just see what you know; they see what you can teach them.
Now that we've talked about why masterclasses are such a powerful tool for showcasing your value and expertise, let's get into how you can pinpoint your unique strengths and areas of specialization. The goal isn't just to focus on what you're good at, but how you can bring your unique perspective to the topic.
First things first, let's figure out your niche. This goes beyond simply saying you're a violinist or a pianist. What about your playing, teaching, or musical interpretation sets you apart? Maybe you have a knack for bringing out the emotional depth in music, or perhaps you're all about the technical precision. Whatever it is, that's your starting point.
Brainstorming your niche can be part of a larger positioning strategy, which I go over in my video about how to advertise music lessons.
Here are a few prompts to get you thinking about your masterclass topics:
The key to a successful masterclass is making sure your topic resonates with your audience. If you're speaking to a group of high school students, for example, tailor your content to their level and interests. A masterclass on the challenges of college auditions could be incredibly valuable to them. Intermediate adults and intermediate children might have different interests or topics that you could focus on.
Your expertise likely has applications beyond your immediate instrument or genre. A jazz musician can teach classical players about improvisation, or guitarists about music theory. A singer-songwriter can teach an orchestra class what it looks like to record and mix a track at home. A classical singer can show pop vocalists how to use classical techniques to improve their sound.
You don't only play X instrument. You've built a huge toolbox of skills surrounding that instrument, your approach to it, and your overall understanding of music. The more ways that you look at your expertise, the more types of students you can reach.
But of course, to teach a masterclass, you need to have a venue at which to teach!
Schools and universities are probably the most common place to offer masterclasses. University music departments will often host masterclasses.
That said, k-12 music classes are probably a more approachable venue, as you'll be able to reach a breadth of experience levels, and they're also prime candidates for lessons.
Music stores and studios often host workshops and masterclasses to attract customers and create a sense of community. These venues come with the added benefit of having all the necessary equipment on hand. Collaborating with a store can also help with marketing your masterclass to their customer base, providing a ready-made audience interested in music.
Don't overlook community centers and libraries. These public spaces frequently offer educational programs and are always on the lookout for unique offerings for their patrons. Hosting a masterclass here can reach a broader audience, including hobbyists and music enthusiasts who might not have access to school or university programs.
These days, online masterclasses have become increasingly popular. Platforms like Zoom or YouTube Live can extend your reach globally, allowing you to connect with students who are miles away. Online masterclasses offer flexibility in scheduling and eliminate geographical barriers, making it easier for anyone interested in your expertise to join in.
Remember the relationships you've built over the years? Now's the time to tap into that network. Reach out to fellow musicians, educators, and venues where you've performed in the past. They might be willing to host your masterclass or help spread the word. Personal recommendations can go a long way in filling seats.
Retirement communities and senior centers may be overlooked gems for hosting masterclasses. These venues are filled with individuals who have a love for music, some with the time to invest in new skills and others who appreciate the joy and nostalgia that music brings. By offering masterclasses here, you tap into a unique audience that can benefit from your expertise.
Once you've dazzled them with your masterclass, the next step is crucial: turning those attendees into regular students.
Make sure that you try to connect with folks immediately. Pass around a sign up form for you email list. Have printed materials like handbills, fliers, and business cards and make sure that you get them in the hands of attendees. If you're teaching at a school, then you'll likely just need to filter this all through the teacher. Just make it clear ahead of time that this will be part of the scheduled program, as it really is critical to the marketing side of the equation. If the teacher has a way to email families, see whether they can do pre-event and post-event emails to families.
Add attendees to your newsletter, invite them to future events or masterclasses, and keep them informed about what's happening in your teaching studio. ISometimes, the decision to start lessons comes later, and you want to make sure you're top of mind when they're ready.
The follow-up is where the magic happens. Don't let the momentum fade away. Send out a thank you message to all attendees, expressing your gratitude for their participation and interest.
Include in this message a gentle reminder of how they can continue their journey with you through regular lessons. Personalize these messages if possible; a personal touch can make a big difference.
Once you've secured these new students, you can use music lesson scheduling software like CodaCal to streamline your scheduling and automate your invoices and payments.
Everyone loves a good deal, and special promotions or introductory lessons at a discounted rate can be just the nudge attendees need. Consider offering a promotion exclusive to masterclass participants. This could be a discount on their first few lessons or a special package deal. Make this offer time-sensitive to encourage quick action. It's a win-win: they get to continue learning at a great price, and you secure new students.
Beyond discounts, you can offer a one-on-one introductory lesson. This can be an excellent way for potential students to experience what it's like to work with you in a more personalized setting. It's an opportunity for them to get a taste of your teaching style and for you to assess their level and needs. Make it clear that this is a no-pressure situation; they're free to decide afterward if they'd like to sign up for more lessons.
I hope that this gives you some ideas on how you can expand the way that you approach your student acquisition strategy. If you've had success with masterclasses, please let me know. I'd love to hear about your experiences.
Remember, you have a larger skill set than you think, and all of that knowledge can be re-framed into a teaching context. Best of luck!