New Teacher, New Class, No Students

[yogaspy]

I recently started teaching a yoga class for teenagers at a wonderful studio in an upscale neighborhood. I haven't done a whole lot of marketing... at first I just relied on the studios mailing list/flyers, which wasn't successful at all.

I had one student the first week, then none, then three, and then back to zero again. I've recently started networking with youth organizations trying to get the word out to girl scouts, boy scouts, sports teams, PTSAs, etc. offering the first class for free (at the schools where my first three students were from). I've gotten a few responses and hope to create a buzz through these organizations.

I've offered a special bring a friend get half off incentive and have been sending out a little emailed weekly yoga reminder to the few students I've taught. I've posted on craigslist a couple of times, but my listing is pretty close to the bottom so I don't think many people will find it... I'm planning to put flyers up around town, but I'm not sure that will be effective.

What else can I do?

[luckyvic]

I hear you. It seems we all start out that way, we want to teach but where are the students??? I did a lot of pounding the pavement & posted flyers everywhere for about a month. I also sent an email to everyone I knew. I make an announcment that I was teaching & posted my rates & schedule. I asked all of them to forward the information to everyone they knew. I also walked around to all the neighborhoods in the area & left flyers in peole's mailboxes. The first month was a lot of work but that's how I started to get the first 10 students. They told people & my business has started to grow. I also told my Chiropractor & he referred people. I also donated free yoga lessons to all the local charities & pople continued to come. It is something that I continually have to do. I tried Craig's List & have gotten two students in the last month. I am awaiting more info from Harlan & Sara!

Luckyvic

[yogaspy]

This one is obviously geared toward parents--the people who have the money. I'd love to hear your feedback.

Header:

Parents: Invest in Your Teen's Lifelong Health

Body:

As parents, you know how hard it can be to motivate your teenager to eat healthy foods, get ample rest, and exercise

[yogaspy]

Seriously Harlan....
No advice for a struggling teacher?

[Administrator]

Hi. I'm sorry. I don't know how I missed your post.

First, your ad in Craigslist has no appeal - either to teenagers or to their parents.

What teenagers would want to do yoga?

Who are they?

You're going to have to find them and talk to them.

I'm guessing it's dancers who want to be able to stretch.

Or over-weight teenagers who need to shed some pounds.

Or children who aren't succeeding in school who need to develop a greater ability to focus.

But teenagers aren't the real market for yoga.

Marketing isn't claiming a little niche and saying "I want to teach yoga here."

Or in Harlan language:

Marketing isn't building a road and seeing if traffic comes to it.

Marketing is seeing where the traffic is and putting up a toll booth.

I suspect you are not in the correct market to sell yoga services.

There's a million dollar lesson here if you'll listen.

Peace.

[MarleensYoga]

I have had more success giving teenagers a discount to attend my adult classes than with a class created especially for them. The latter struggled and died fairly soon.

A few months ago I had two high school students come to my adult evening class. When they asked me afterwards how much a drop in class was, I told them I realized money is always tight in highschool so I'd give them a 2 dollar discount. They were so happy, they started bringing friends!

I think teenagers prefer doing 'adult' things. It is really, really hard to get just the right tone with a group of just teenagers. As a group they are hypercritical. Mix them in with adults and they aren't as self conscious anymore and there is less need for being cool while doing yoga.

And keep in mind that they're fickle. They'll come to 10 classes in a row, dissappear for two months, come back, etc.

I enjoy teaching my teens now, together with the menopausal women and the stiff construction workers. It makes for a great mix!

Marleen

[yogaspy]

Marleen,
Thanks for sharing your experience. I totally agree with what you say about teenagers looking for grown up activity. I actually expect to get more of a response from those in the "tween" category who are excited about becoming teens. Either way, I can remember when I was growing up I fell really self-conscious around adults, but could be comfortable and relax with people my age. Plus the approach to teaching teenagers is SO much different than adults that it makes a lot more sense to do a class just for them. I hope to address their specific needs.

Harlan,
Honestly, I haven't found your feedback on these Craigslist ads very helpful..

The appeal for parents is that they will help foster healthy lifestyle for their kids.. kids who might otherwise turn (and probably are turning) to alcohol, drugs, food, video games, etc. for comfort.. What about that doesn't appeal to parents??

And why wouldn't teenagers be a market for yoga? They're involved in all sorts of activities... dance classes, music classes, organized sports... If anyone has the time, and the disposable income, to get involved in something like yoga it's them. It just hasn't been marketed as a "teen activity" yet.

One thing that I think you're not taking into consideration in your forum (and your articles) is that a lot of yoga teachers, teach to provide a service to their communities.. not to get rich. I actually have job that pays the bills, and I have no desire to quit it to be a full-time teacher. I'd just like to share all the gifts yoga has given me with a group who I know has a lot to gain. I'd simply like to create a community of young students who can practice, grow, and have fun together. In other words, I'm interested in getting students, not necessarily money.

When I try to teach someone to do a yoga pose, I focus on what they do well and then give them ideas to help make them feel even better in their pose and in their bodies. I would never say... you know, you obviously aren't going to be successful in this pose, so you should probably try a different one... That's not helping them reach THEIR goal.

[Administrator]

Originally Posted by yogaspy

Harlan,
Honestly, I haven't found your feedback on these Craigslist ads very helpful..

The appeal for parents is that they will help foster healthy lifestyle for their kids.. kids who might otherwise turn (and probably are turning) to alcohol, drugs, food, video games, etc. for comfort.. What about that doesn't appeal to parents??

And why wouldn't teenagers be a market for yoga? They're involved in all sorts of activities... dance classes, music classes, organized sports... If anyone has the time, and the disposable income, to get involved in something like yoga it's them. It just hasn't been marketed as a "teen activity" yet.

One thing that I think you're not taking into consideration in your forum (and your articles) is that a lot of yoga teachers, teach to provide a service to their communities.. not to get rich. I actually have job that pays the bills, and I have no desire to quit it to be a full-time teacher. I'd just like to share all the gifts yoga has given me with a group who I know has a lot to gain. I'd simply like to create a community of young students who can practice, grow, and have fun together. In other words, I'm interested in getting students, not necessarily money.

When I try to teach someone to do a yoga pose, I focus on what they do well and then give them ideas to help make them feel even better in their pose and in their bodies. I would never say... you know, you obviously aren't going to be successful in this pose, so you should probably try a different one... That's not helping them reach THEIR goal.

The purpose of this website and this forum is to help yoga teachers achieve financial balance in their lives.

Giving away their services is a wonderful thing but it doesn't get the bills paid.

Our recent survey revealed over 92% of the yoga teachers participating made $10,000 a year from yoga. I suspect most of them wish they could teach yoga and make a better income.

I am not a yoga teacher. I am a marketer. I look at ads, websites, flyers, and radio and television commericals all day.

In the real world, I coach businesses in going to the next level.

The principles of what works in business are the same whether I am selling a widget or a yoga session. My strategies & Craigslist ads took Sara from struggling yoga teacher trying to make ends meet with multiple classes to a six figure income in just months.

If you want to give away your time and help teenagers, may God bless you and give you strength.

But if you are planning on making money from this venture, your ads have no appeal.

In the teenage years, the parents aren't making the decisions for the teens. It's largely what the teens want.

A number of years ago, some genius at Weight Watchers had a brilliant idea.

Let's market weight loss to men!

They spent millions on the campaign ignoring the fact that 94% of the weight loss market is female.

The campaign bombed. Why? Because there wasn't a male market for weight loss.

And right now, there isn't a teen market for yoga.

There's a kids market, a senior market, a pre-natal market, a couples market, a weight loss market, a flexibility market, a reduce pain market, and a spiritual market.

But sadly, there's no teen market - yet.

Now you've tried marketing to teens and it hasn't worked.

The words you so believe should work on parents or teens haven't.

"I had one student the first week, then none, then three, and then back to zero again. ...

I've posted on craigslist a couple of times, but my listing is pretty close to the bottom so I don't think many people will find it... I'm planning to put flyers up around town, but I'm not sure that will be effective.

What else can I do? "

Why haven't those parents responded to your logical appeal?

Because there's no market here. And teens are not using Craigslist - it's for adults.

Teens are on Myspace, YouTube, Facebook, etc.

If you want to share your gift of yoga with the world and be compensated for it, right now - teens is not where I would aim my energies.

But if yoga is not your income and you don't care about earning an income from yoga, go to a Y or teen center and give freely of your time.

Peace.

Harlan

[yoginiaz]

Yogaspy,

Can the studio offer two classes at the same time? Can there be an adult class running at the same time as your teen class? Also, I think teens have such a busy schedule, like you said, they are involved in so many activities, it can be difficult to fit in the time and desire (both from the teen and parent perspective). Are you able to teach yoga as a PE class or as an after school activity? And lastly, in regards to your Craigslist ad, I would change the bio to something more personal....start building a relationship here. Forget the yoga jargon and speak personally how yoga changed your life as a teen and how you specialize in working with this population.

[Administrator]

Originally Posted by yoginiaz

Yogaspy,
And lastly, in regards to your Craigslist ad, I would change the bio to something more personal....start building a relationship here. Forget the yoga jargon and speak personally how yoga changed your life as a teen and how you specialize in working with this population.

The first rule of marketing is remembering everyone's favorite radio station is called. W.I.F.M.

Or - What's In It For Me

Writing about yourself - unless it is a first person weight loss testimonial is generally to be avoided.

Been tested thousands of times.

Writing about yourself has no interest to the prospects.

Write about their hidden wants and needs.

Peace!

Harlan