The Follow Up Email

OK, where are you in the process?

You’ve already sent out your Offer Email.

Once you’ve sent out your Offer Email, you will begin to receive replies.

Some will be positive.

Some will be negative.

Some emails will raise objections or ask questions.

You now need to send a Follow Up Email.

Here’s how to deal with each:

Positive Emails

For those parents who are instantly “in”, you won’t have much to do.

Email them back and let them know how excited you are.

Let them know the start date.

Tell them that you will be following up with them “this weekend” to discuss the scheduling. Tell them that it’s possible that they might have to make slight adjustments to the schedule since their child will be coming for an hour now.

Leave it at that.

At a later date, you can figure out where you new group slots will be… once you’ve received a lot more responses.

Once you’ve figured that out, you can send them an additional email about scheduling. That’s pretty standard.

Negative Emails

There will be some people who say: “No.” This is usually a very small group.

For those who say “no”… I would send back a simple email asking them why.

You want to be non-confrontational with this email. Be genuinely curious. It will come through.

Their reasons will be quite instructive. It will help you in your future marketing efforts.

It’s also possible that some of these people can be swayed by giving INFORMATION if there is a misunderstanding.

You could write something like:


Thanks for your honesty about why you didn’t want to join the new program.

Honestly, it’s not my intention to sway your opinion one way or the other.

However, I noticed you said that you didn’t want to join because of [REASON}.

I wanted to give you a little more information about that, because it sounds like I didn’t communicate something very clearly.

What’s actually true is [ANSWER THEIR OBJECTION}…

I hope that helps! I just wanted to make sure that you had all of the facts and figures!

Very best,


As you can see, I take a very nurturing and non-threatening tone in my emails. It’s positive, it’s light, it’s cheerful, it’s always seeking to be “clear”.

These types of responses can actually change people’s minds.

Questioning Emails

You will find that most parents are in the middle… they are leaning “yes”, but have questions. There might be neutral families or people leaning “no.”

All of these people can be easily moved into the yes column with honest, simple answers to their questions.

They might ask:

“Is this a group?”

“How does it work?”

“Why should we switch?”

Here’s an actual example response I coached one of my clients on writing. This is in response to a simple email that said: “Is this a group? How does it work?”

Hey Maggie,

I got your email, you asked a great question.. Let me explain a little more. This program will meet for an hour each week, which gives students time to learn their music at their lesson, which makes their practice at home feel much easier. [CHILD’S NAME] will be moving at their own pace. HE / SHE will be moving at the perfect, which means [CHILD’S NAME] will go faster because he has more time with me!

Yes, it is a small group, however…

This is not a competitive environment. Kids are encouraged to do their best, which brings out their best.

And, as I mentioned in the original email, this curriculum that I’ll be using is being used in more and more studios around the country. It’s helping get kids through their books faster… I’m very excited for [CHILD’S NAME] to start using it!

If you have more questions, please let me know!



A quick note… you’ll notice that I answered a question they didn’t have. I mentioned that it’s “not a competitive environment”, even though they didn’t ask.

This is addressing an objection that isn’t verbalized yet by moving them past the sale. This gets their mind off of the group question and on to something positive. Often times it works very well to lead them to think positively before they have a chance to dwell on the decision or dwell on the negative.

It gives the client the ability to think of what the child will do during the lesson vs. the pressure of having to say yes or no to the group format.

Find different ways to say in person and in email that the students will learn all of their music with you during the lesson. Remind them of the outcome: it will make home practice easier and help them move through their books faster.

It really all comes back to sticking with the message.

How does a parent say no to more practice / learning all of their music with you?


Once you’ve sent out your Offer Email, you will start getting responses back.

I’d like you to do two things.

  1. Take a screenshot of positive responses and post them to the SGL Facebook group.
  2. Take a screenshot of negative responses and post them to the SGL Facebook group and TAG ME (@Daniel Patterson). I will come in and make recommendations on how you should respond to that person.

Also, you might save some especially tough objection emails for our LIVE Q and A SESSIONS. We can all play “Let’s Try to Stump Daniel”… and I’ll give you recommendations and a possible response on the spot.

This will also be a good place for us to delve deeper into subtle nuances of communication and marketing in your studio.

Congrats, you have gone a long way to getting a high participation rate in your new group program!

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