Imagine you’re at a friend’s party. You’re introduced to someone new, and she asks, “So, what do you do?” You explain you own a yoga studio and teach Hatha yoga, including advanced classes and private sessions, perhaps you mention where you studied and how you’re planning to go to an intensive yoga workshop this summer. After a few minutes she smiles politely and says “Oh, that’s interesting…” and either shifts the conversation elsewhere or excuses herself. Perhaps you shrug it off as her being disinterested in what you do. Later on, your friend (the one who introduced you to this woman) mentions that the woman you spoke with had chronic back pain. Why didn’t she say anything about it? Why didn’t she seem interested in yoga?
This woman could have been a potential student and perhaps an ongoing client for private sessions. Unfortunately, you not only lost out on potential business, but she missed an opportunity to ease her back pain. If she had tried yoga, and if her pain was reduced or eliminated, she might have been your best source of referrals (“Remember how I used to have that awful back pain, but since I started doing yoga, it’s gone!”) We usually look for win-win situations, but this was a lose-lose disaster. You didn’t get a student and she still has back pain. So, what went wrong and how could it be done better?
First impressions are always a learning experience about each person from both sides. However, we don’t ask what we really want to know, instead we ask other questions we think will bring the desired answers.
One key question we use is “So, what do you do?” This is really asking, “What can you do for me?” For example, if the person says, “Oh, I fix computers, ” you might need this guy’s help next time your PC is out to lunch. However, giving a face value answer is a big mistake because what people ask and what they really want to know are two very different things. If you answer the question they ask, they don't get the answer they want. For example, if the person says, “I am a file systems quality engineer for Apple, ” now I have a formal label, but I really don't know what that means to me.
At face value we don't communicate much real value because the person you meet may not understand what you do or how it benefits them. One of the greatest challenges in talking about, and marketing, professional services is we tend to answer questions about our services at face value.
You should never miss an opportunity to connect with a potential student or client again. Next time give an answer that will leave them feeling like “I want that!” This answer is sometimes called a “Tag line.” How do we create a compelling tag line? First, a couple of guidelines:
*When you first start answering someone’s questions, you usually have 15 seconds to catch their interest before their eyes glaze over and they start wondering about what will be for dinner.
*After you say your brief piece, listen! Their story is just as important as yours.
The key is to identify yourself and then target your specific audience. Consider these examples – as you read them, ask yourself if it is clear exactly what this person can do to help you (or someone you know).
1. “I’m a mechanic. I fix Volvo’s that have troublesome engines and transmissions.”
2. “I’m an accountant. I help small business owners with little tax experience easily make it through an IRS audit.”
3. “I am a yoga studio owner. I work with people who suffer from chronic physical pain to eliminate the pain and resume the active lifestyle they used to have.”
These answers are much more compelling than, “I own a yoga studio. We teach Hatha yoga, including advanced classes and private sessions.” Again, the key is, the listener must be totally clear on exactly what you do that may be of help to them (whether now or someday in the future when they need it).
Here’s is the formula:
1. First, start with a short “I am _______.” statement. (“I am a yoga studio owner.”)
2. Next, “I [insert a positive adjective (help, fix, teach, support, etc.)] Followed by who you wish to appeal to (“I help people who suffer from chronic physical pain”)
3. After that, describe what you will do for the problem or challenge (“to eliminate the pain”)
4. Finally, you can optionally add a positive outcome (“and resume the active lifestyle they used to have.”)
Yes, I know it starts by focusing on a problem or trouble people have instead of just extolling the virtues of yoga. Most people will take action to eliminate a problem they have or to relieve pain, but are less likely to do something good for themselves.
Once they experience it, they’ll be hooked! How would the studio owner in the beginning of this article feel if two years later the woman with back pain came in, still suffering, and within a few months of yoga, the pain was virtually gone?
Because the studio owner didn’t know how to effectively share how she could help, this woman spent two years unnecessarily suffering. Remember, you’re helping people – this is what it’s all about.
Here are some you could try:
“I teach yoga. I help busy professionals reduce stress and anxiety so they can feel refreshed at the end of the day.”
“I am a yoga studio owner. I work with people searching for greater spiritual connection to find a greater connection.”
“I own a yoga studio. We provide a place for women to find a deep sense of community and connection with other women who desire a sense of belonging.”
You’ve no doubt noticed they are very specific. You’re probably saying “But I work with all kinds of people.” Of course you do. But we as human beings want to feel like we’re being specifically catered to.
Imagine you own a Volvo that’s been making funny noises from under the hood. You talk to two mechanics and the first one says “I can fix anything. Any make, any model, any year.” The other one says “I fix Volvo’s with troublesome engines and transmissions.” Who do you bring your car to? The Volvo mechanic may fix other kinds of cars just as well. What does this mean to you?
It means you may have 3 or more tag lines. You ask people what they do first (or some other appropriate question) in order to determine which tag line to use.
Tag lines are not just for the studio owner either. Once you refine it on your own, share it with your teachers and staff. Have them improve your ability to help people (and get students) by describing themselves in a similarly compelling way. It also helps them learn more about your target customers.
Wouldn't it be great if it got easier after the tagline? The good news is that it does, but not quite yet, because people keep talking in code.
The second common question is, "That's great, how do you do that?" But don't use a face value answer again. Translate the question as follows: "What kind of results do you produce for your clients?" Then answer like this:
"The students who work with me often get excellent results. They are able to alleviate most of their pain through an ongoing gentle yoga routine. Often within six months they begin to live an active and healthy lifestyle again.”
Successful results are a language that everybody understands. This kind of marketing language gets attention and interest from potential clients.
The third common question is, "That's terrific. But how does your service work?" The vast majority tends to answer this difficult question in one of two directions:
*They go into "tech-talk" that explains their approach or process in excruciating detail. Tech-talk can be confusing to the average person: "The sub-optimal performance horizon undermines the maximization of variable input factors in the productivity matrix." Huh??
*Or they use generic terms to explain their service, which lose the needed impact. "Well, we're all about productivity, and commitment. When we get those things going, our results improve pretty fast." Well, Duh!
Nobody really wants to know how your service works. The hidden question behind the question is: "Do your services actually work?" Answer with something they can understand.
*Tell a story. Success stories that outline how you helped a specific client will get listeners hanging on to your every word:
"We met a very distraught woman who suffered from chronic back pain for years and who was unable to go to work since it affected her so much. We provided a gentle routine for her body to ease into and to help her build strength, release muscle tension, and improve flexibility, bringing her body back into balance, and alleviating her pain. Nine months later she was able to go back to work, play with her kids, and actually go shopping for hours again."
If your studio alleviates chronic back pain then come up with a few student success stories. Practice telling them to friends or fellow teachers to refine them. They create a powerful persuasion tool for gaining the interest of potential students.
Remember, most students and clients have chosen to spend just a few hours per week on yoga where you have devoted your life to it – it may mean something entirely different to them than it does to you. Learn what it is all about in their lives, and you will be able to serve more people (not to mention create even better tag lines). You may be amazed at the new students you gain and the results you achieve.
Coach Al Lipper
Business Coach for Yoga Studios