The Profitable Studio Blog
The Benefits of Annual Planning
And just like that, we’re at the start of 2023. There’s something so incredibly optimistic about the beginning of a new year. Our slates have been wiped clean to make room for a new set of 365 days to be spent however we wish. Now, you can either read that fact with a sense of dread, or with pure positivity.
The New Wave of Marketing
When I first opened my yoga studio, I sent a monthly newsletter with our upcoming trainings and workshops and posted daily on social media about our class schedule. That was my marketing strategy. I didn’t know what to write, how often to send emails, or what to post on social media.
Conquering Your Fear of Numbers
When I first opened, I was definitely scared to pull my numbers. Because what if the numbers told me something I didn’t like? What if they told me something I couldn’t fix or didn’t know how to fix? What if they told me I was failing? What I didn’t know at the time, was that looking at my KPIs would guide my path to profitability.
Why this $1,600 Baby Bassinet has the Best Marketing Ever (and what it can teach you about your business)
Customers make purchases based on one of two factors: price and brand. That’s it. Obviously, the fine people at SNOO know their target clients aren’t bargain-hunters, but they do know that they need to do a really good job of convincing their audience why they should buy a baby cot that costs 8 times the average price.
5 Things I Wish I Knew as a Newbie Studio Owner
I can feel that winter is thawing in the yoga world too. The pandemic was devastating for the boutique fitness industry. Thousands of businesses closed and the ones that were left struggled to get by with waning memberships, disengaged staff and the looming threat of another shutdown. We’re not out of the woods yet, but I’m hopeful as I watch new businesses crop up left and right. It’s a new day.
It's All Connected
I remember the moment when the whole connection thing clicked for me. As part of my yoga teacher training, my instructor offered each of us a private session to focus where we wanted to in our practice. At the time, I was struggling a lot with migraine headaches and spending a whole lot of time focusing on the obviously tense areas of my body - my neck, my shoulders. My teacher (who is as brainy as she is intuitive and magical) had one look at me and said, “I’m not surprised your head hurts, look at your feet!”
The Trouble with Coaches Is
Over the weekend, I went out for a walk with my dog, Martha Beck’s life coach training ringing through my headphones — and I was smacked in the face with something I’ve been feeling for an entire year, but haven’t quite had the words for. Martha was talking about finding your niche as a coach (though this applies to any business owner) with an exercise she calls “To Hell and Back.” The premise is that one’s Zone of Genius lies in their shared (hellish) experience with their clients. That when we’ve been to hell, we empathize more deeply and work more passionately.
Whose Language are you Speaking?
Good sales copy can magnetize your dream client, illicit a serious visceral response and easily motivate them into buying — but there’s one catch, and it’s an important one: you absolutely MUST be speaking THEIR language. Not yours.
The Key to Client Attraction: Building the KLT Factor
But let’s say you’re all set up with a killer followup strategy, and you need new clients to fill the top of your funnel. It all boils down to one thing: the KLT factor. Prospective clients need to Know, Like and Trust you enough to enter their credit card information into your system. So let’s break down how to do it.
Shining a Light in the Dark Places
I often speak about shining a light in the dark places: in my yoga and mindfulness teachings and certainly in my business coaching. In yoga, we talk about noticing and acknowledging the whole of the human experience: the good, the bad and the habitual. We talk about vulnerability, and as the Queen (Brene Brown) says, “Only when we are brave enough to explore the darkness will we discover the infinite power of our light.” The same is true for your business.
On Trusting Your Team
I travel quite a lot, but realized that this time felt a little bit different — my studio was open, but I didn’t think about it for a single second on this trip. I wasn’t checking attendance or refreshing the sales report or answering emails. I have my team to thank for that.
I learned how NOT to run a business in the yoga studio
One of the key components of my story is my experience working in other yoga studios. Without a doubt, this is what shaped who I am - both as a Studio Owner and definitely as a coach. I started teaching yoga in 2012. I actually auditioned for my first job (and got it) the Monday after I’d graduated from teacher training over the previous weekend. I was young and starry-eyed, eager to share my newfound knowledge and passion with the world. I hadn’t the slightest clue what working at a yoga studio was like.
The Power of Your Product
So in true Nicole fashion, I started thinking. What is it about this business that works so well? It isn’t the beautiful ambiance (there really isn’t any), it’s certainly not sparkly marketing strategy (I’ve lived in town for a long time and have hardly ever seen an ad) and it’s DEFINITELY not cheap as far as Chinese food goes. This place is jamming because the food is really, really f$%king good and people talk about it.
The Unsung Hero of Studio Marketing: Email
I always have a chuckle when I hear people say that “email is dead.” In my own studio business, that couldn’t be further from the truth. In fact, I lovingly refer to email as my “golden goose.” Whenever I want to sell quickly, it’s my go-to strategy. The “why” is really simple: your email list is a group of customers that you already have a relationship with.
The Future of the Wellness Industry (and what it means for your messaging)
Americans are, by and large, reporting exercising less and stressing more. Of course they are. In fact, stress reduction is the #1 reason people DO exercise. But what I found even more interesting are the reasons consumers are NOT moving their bodies.