THE 3 C’S OF AN EXCELLENT MARKETING COPY THAT GETS STUDENTS INTO YOUR ART STUDIO

Sep 05, 2023 |
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What is Marketing Copy? It is the content your Customers see when they come in contact with you on your website, social media, newsletters, registrati

What is Marketing Copy? It is the content your Customers see when they come in contact with you on your website, social media, newsletters, registrations, blogs, videos, and ads.

Writing marketing copy is unique and different from other types of writing. Instead of entertaining, its ultimate goal is to sell: by attracting the right Students, positioning your Art Studio as the place to be, encouraging sign-ups, and retaining Students.

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When your Customers read your copy, they have a shorter attention span than a goldfish, and you need to get to the point within seconds. It is best to keep it at 8th-grade level, with no jargon or shortcuts, to make it very simple to understand.


There are three elements - the 3 C’s - that you need every time for your copy:


C - Customer

Always make it about the Customer. Yes, your Studio and classes are great, and you want to talk about them. But the best way to approach your message is from your Students perspective: what are your Ideal Customer’s needs and wants. Make THEM think your Studio is great, and your classes benefit them. They must see “what is in it for them” right away.

For example:

  • Instead of saying: We’ve been in business for 10 years! Come and celebrate on [date] and get a free class pass, kit or [your offer].
  • Say this: Let’s celebrate on [date]! Get a free class pass, kit, or [your offer] when you visit us, as our gift to you for our 10th Anniversary.
In his book Building a StoryBrand, Don Miller talks about how every story has a Hero who has a problem and meets a Guide who has a plan to solve that problem.
Who do you think the Hero is? Not the Company. It is the Customer! Always. Many companies make a mistake to position themselves as the Hero and have the spotlight. But they need to be the Guide in a supporting role who is helping the Hero (Customer) achieve their goal (get the Princess, learn to make Jewelry, and so on.)
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C - Content

Walk them through a story about your Hero’s transformation when they take your classes. Tell them what they will get as a result.

For instance, if your Ideal Customer for a class is a hyperactive boy who is behind in school, and your class helps him learn to focus, then your message can be.

  • Hero: 7-10 year-old boy
  • Problem: Is hyperactive
  • Plan: Specific painting technique
  • Success: Learns to focus and excels in school
  • Message: In our class we teach specific painting techniques to hyperactive kids, so they learn how to focus and excel in school



C - Call to action

A useful Guide tells the Hero what to do next, which is called in marketing Call to Action (CTA). Once you proved that you can guide them through their problem, tell them what the next step is. Do not let them guess. You worked very hard to convince them that you are the Art Studio they need. There is no point in sharing a great story, writing an amazing copy, and not taking them anywhere. Give them the CTA: register, take a tour of your Studio, watch your video, or give you their e-mail.

Whether for your website, social media, newsletter, blog, videos, and ads, always apply the 3C’s for your copy:
1. Customer
2. Content
3. Call to Action

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