Part of building a relationship is familiarity. You can’t grow to like someone if they’re hiding from you and not talking to you.
Consistency matters. You have to show up.
Not because the marketing gods say you should post on Facebook at least 3 times a week to be effective, but because you actually want to build relationships with people. Your superpower can help your ideal student to connect with music so you want to give them the opportunity to see it.
For people to see you and grow their relationship with your business, you need to have a system in place for posting regularly. ⚙️⚙️⚙️
Don’t rely on showing up as and when you have time. We’re all busy, we all forget, we’re all human. Set a regular task in your schedule (once a month is usually a good pace) to set up emails, Facebook posts, Instagram posts and whatever other marketing you’re trying at the moment in advance.
(There are many tools out there for setting these posts to publish later so that you don’t have to be there in real-time. I’ll link to a few in the ‘More to Explore’ section below.)
Imagine you’re at a party and someone walks up to you.
“Hi, I’m George. We met once before at Julie’s chess tournament.”
“Oh hey, George, great to see you again! What’s new with you?”
“Well I went to the bank today…”
“Uh, huh. Anything fun happen at the bank?”
“I wanted to lodge a cheque in a foreign currency so I queued to go to the teller instead of the automated machine. You have to go to the teller counter if your cheque is in a foreign currency, you see, so I joined the line.
I got this cheque from Agatha because I cleaned her garden last week. Agatha thought I was so awesome at cleaning her garden that she paid me more than I asked for. I keep a note from Agatha in my pocket about how awesome I am, see?
So I joined the queue in the bank to lodge this cheque, because Agatha gave it to me in a foreign currency…”
Wow. George is one dull guy, right? More than that, he’s boring and self-involved. What a winning combination!
Don’t be George.
You can’t just show up with any old garbage and expect people to like you. We would not want to be friends with George after this interaction, and we probably wouldn’t want him to clean our garden either, no matter how glowing the note from Agatha might be.
Great conversationalists are focussed on the other person. Even when they’re telling a story about themselves, their attention is on entertaining or connecting with the listener.
We do this instinctively in-person, I hope. But it’s all too easy to fall into the George trap online because we can’t see the other person.
So each time you write a post or a page I want you to ask yourself these two questions:
Imagine you’re actually talking to one of the parents in your studio as you write and edit posts. Imagine yourself telling this to them (or the version of them before they joined your studio) face-to-face.
I don’t want to give you writer’s block, so here’s a list of prompts to get you started:
Don’t worry if this is a struggle in the beginning. Once you get started it will get easier to find your balance and regular posting groove with time. Like any muscle, it needs to be strengthened.
1. Decide on your scheduling system and get started with your first batch of posts.
2. Share one of your posts, pages or messages and ask for feedback on any struggles you had in writing it.
3. Help at least 3 other members to reach more people that need them by replying to their feedback requests.
If you only want to schedule Facebook page posts, you can do this right within Facebook itself. Here’s their help article on how to do that.