It’s time to ditch your wishy-washy marketing strategy and find your niche as a singing teacher.
When it comes to marketing, vocal coaches often make a common mistake – they try to be all things to all singers.
In a bid to drum up as much custom as possible, they attempt to tick every box with a website that screams, “come one, come all!”.
But, as US-based vocal coach Norwood discovered, being clear about who you are and what you do best can really pay off.
When you’re specific in your marketing, it helps singers with similar passions and interests find you. Not only is this good for business, but it also means you get to teach the students that you most enjoy working with.
Speaking on the Singing Teachers Talk podcast, Norwood explains that he took an “I can teach anybody anything” approach when he started coaching.
“I cast a wide net,” he says. “But you find that you don’t attract as many people that way.
“When I got more specific in my marketing, things really took off.
“I said to myself, ‘I can still teach a wide range of people, but I’m going to focus my marketing and my approach on a specific group of people – people within the queer community who I relate to and have something in common with’.”
Norwood runs Transitions Voice Lab, an LGBTQ+ friendly singing studio that also offers transgender voice therapy.
“A lot of my students aren’t in that community, but a lot are. It’s a nice mix. I’ve found more success having that focus instead of trying to be a jack of all trades and master of none.”
“A great point for teachers who are starting a studio is to try and figure out what makes them different as a teacher,” he says.
“Maybe you’re like me, and you’re part of a specific community that is underrepresented.
“Maybe you specialise in a specific niche or genre that people might be seeking out.
“Or maybe you’re really, really good at teaching one aspect of singing – like you’re the best at teaching how to release tension in the voice. Identify what makes you different and make that a feature.”
To learn more about Norwood’s work at Transitions Voice Lab, listen to the podcast here.
Check out BAST’s Teaching Transgender Voices educational video Dr Emerald Lessley.