What’s your advice on sending out an email to families who may not know the program is group?


Daniel: “I want to send out an email to families who may not know that my program is a group. Your thoughts?” So, this is one thing that I have… given people leeway on. There are the three emails. The first email, I pretty much say, do this word for word. Second email, this is where I… would allow for there to be deviation. There are people who straight up, in their second email wrote, this is a group lesson. In the email. And they didn’t have any problem with it. There are other people that they individually followed up with families. There are other people who did a third email, before the, like that email that you send right before, I can’t remember what I call it inside the training. It’s kind of late here. I’m a little tired. I got up at 5:30 this morning. Whatever that email is you send right before that first lesson, where you’re kind of telling parents, hey, this is what you can expect. Like that expectations email. They added a fourth email right before that, where they’re like, hey, this is what things are going to be like.

Now, there is also something else to take into consideration here. And that is this. In the training, I talk about three different ways you can handle this. A hard, this is it, or you have to leave. So like a hard offer. It’s group lessons or nothing. A soft offer, where you’re like, hey, would you like to join this program? And you give people the option, and you keep your private lesson program, and you have the group lesson, and you do that. I don’t necessarily recommend that, I did that at the beginning. It took me like three or four years to fully convert over to group because I did it that way. I wish I could go back in time and have more confidence than I do. Part of the reason why you all are even here is because I learned it through the school of hard knocks, and I’m here to tell you what not to do.

So you can do it the soft way, I’m getting to a point with this. And there’s kind of that middle way where you say okay, you can stay for now, but come January 2019, everyone has to go to group. Because there are those three ways. And because there are other ways that people have done it, it would require like 18 different versions of an email of how to announce to families it’s group. And so what I have just done is said okay. Here’s all the marketing messages. Here’s everything you need to know. Here’s what you need to be focused on. Here’s the likely objections you’ll get from parents. Given all that information, all that support, whatever way seems best to you to announce that to the parents, given your personality, given which of those three options you’re going to be doing, whether it’s the hard push, or whether it’s the soft, or whether it’s the middle one. I think that particular component has to be very unique to you.

Because if I were just in the training say hey, do this hard. Just come at these parents hard, and whatever, I know, because I learned through the school of hard knocks early in my coaching career so to speak. There were some clients that trusted me in that way, and ended up like losing sleep, they were super nervous over this. And I really did a number on them mentally, because I was like no, just do it this way, do it this way, do it this way. And I learned early on, a couple years ago, okay, I shouldn’t be pushing people this hard to do it exactly the way. So it really has to be to your comfort level. And then that’s why there’s all the marketing material and all of that training in there that says here’s the messages, here’s what you should be focused on, here’s what parents will likely say to you, here’s what I think will work. But then it’s on you to decide how hard you’re going to push these parents. And also, knowing your situation. There are people I’ve worked with that they live in a suburb, they’re not even really doing a lot of marketing, and their phone is ringing off the hook all the time. They’re constantly getting emails.

There are other people I know, that they are not in that marketing situation. They don’t have that strong a demand on their studio. That factors into the decision on how you do this. I think for my part, because of just my observation of myself, and work I did in the past, and all the people who have now gone through all this with me. I just think it’s inappropriate for me to really push a particular way. So I think it’s up to each individual person, given all that support, and resources how exactly you’re going to break that. Which is why in the group I said hey, when some of these people who have done this before, people who did it 2017, people who did it back in 2016 with me. Jump in there, tell me your story about how you did it. How you broke that news to parents. Joanne, hold on let me unmute you here. Okay go ahead.

Joanne: That was my question earlier today. I’ve sent out everything, the students are starting on Saturday. And people are wondering why their children are scheduled together. Because they thought they would both get an hour. I don’t know how they figured that would work, but from hearing it from everybody, it sounds like in my final email, when I sent it out, I invite the parents to come and see my setup. Have them come in and then… I don’t want them to come in and, oh no, we didn’t know that. And get all upset. Because if they really think it’s a private lesson for an hour. Do you have any other ideas?

Daniel: I don’t know if I have more to say than what I said in that bit back there, other than, if that is a concern on your part. First off, I would get clear on is this every parent, or is this just a few parents? Because if it’s just a few parents, then I would address those people individually. If you’re getting the sense that it’s everyone, then address everybody individually as a group. So like, send out an email where it’s blind copied to everyone. And talk to the person as if you’re just talking to them. Past that, having a conversation, there are people who historically that happened to them, where a lot of parents thought it was going to be a one hour private lesson, and then they show up, and they see all the people getting out, they’re like what’s going on? And honestly, they had a few uncomfortable conversations, but as far as I know, no one quit. I think maybe a few bumped back to one-to-one lessons. They let those parents do it. But by and large, they still had a high percentage of people converting over and staying. And what they did was really just focused on those first couple weeks, those kids having a really good experience, leaving the group happy. And you know, the parents overall didn’t care.

But again, if you’ve got that concern, I would get clear on who you need to follow-up with on, and then just follow-up with them individually.

Joanne: Yeah I did follow-up with those ones that asked that, but the ones that haven’t asked, that’s the ones I’m wondering about. Do they, have they clued in? I mean, I could add something to the final email too.

Daniel: That could be good.

Joanne: [inaudible] scheduling nightmare. I don’t want to have to pre-schedule.

Daniel: Sure. I get that. So yeah, I would just say, think very carefully about how you do that. And maybe you do put that in the final email. I would avoid saying group lesson. Again, there’s a lot of baggage attached to that word that, in some cases, is deserved. But at some point, parents just don’t know. So I would keep them focused on what the kids are going to get out of it, in that email.

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