October 19, 2013: Building a Voice Studio! So many teachers ask me how I built my voice studio. In order for me to give a clear and precise answer, I must go back to the days before the internet. It was my website (voiceteacher) which assisted me in building my international career. But before that time, it was just old-fashioned hard work in networking, making every day an opportunity to meet people. Networking can simply be putting the word out to friends that you are opening a studio. If you are in the arts, most likely word will spread. But there are specific questions to ask when trying to build your client base. 1. Are you approaching local conductors of community and church choirs, offering a free seminar on vocal health in a choral setting? 2. Do you have a website that sparks interest, including articles on your experiences in singing and what your skills can offer the reader or potential student? This can allow the reader to see what your expertise can offer them directly and if you offer something that the vast majority of those in the marketplace do not offer. 3. If you are a performer, have you included material on how you achieved your career? So many are looking for ways to promote their performing career, and if you share your journey, it will inspire a great deal of interest. 4. Is there a community theater group that you have approached about offering coaching during a musical production? Many theater groups are interested in vocal health, and when you offer such services, you are creating an interest in your private work. 5. Have you done research with a good ENT, making certain that your knowledgebase is expanded to include the medical community? This can give you a platform of information that can attract those who are interested in a safer approach to singing. 6. Have you joined local professional teaching groups that offer you some kind of exposure? Professional teacher groups would be another way to publicize any master classes you might be offering or any other type of class. They may also have a local publication in which you can adverstise. 7. Have you worked on offering a Facebook page with a video of what you do. Often a video will attract more people because it feels more interactive. 8. Master Classes! Even if you have 3 students, do a master class! This will create an interest from their family members and friends. 9. Have you looked at your people skill or read books on this subject, so that you can offer your most positive energy when approaching potential students? I have seen many teachers who get in their own way because they don’t have the ability to be positive in their approach to people. Fine-tune your people skills, especially if you feel shy about making yourself visible. 10. Do you carry business cards (yes I know it is old fashioned) so that you can pull one out of your pocket at a moment’s notice? Make sure that your business card reflects a professional studio. They should look somewhat formal, not ‘cute’. 11. Do you take time every day to plan your teaching career, asking yourself, “What action step can I take today to further my career?” Working every day opens doors and opportunities just by connecting with people. 12. Have you asked to observe other teachers to enhance your teaching skills and to gather more and more information? While some teachers are opposed to this, others are not. This can expand your knowledge base, even if you learn what NOT to do. All of the questions listed above are crucial to building a voice studio. I presented my first master class in New York in 1978. I had 2 students singing, a 9-year-old soprano, and a 65-year-old mezzo. They invited friends and family and we had a wonderful time. I served cookies and punch after the gathering so many of the auditors asked me for lessons after they saw the work. This is critically important. If you offer a master class and there is not follow-up opportunity, then you have lost your interest base. A great deal of PR is based on socialization. Do you engage people after the event? Are they free to ask questions? Is there a positive ‘socially inviting’ feeling after the event or toward the end of the event? I often ask a question to a group, “Did anyone ever have this experience or that experience?” The audience enjoys feeling included in the event and if they like it, they will come to the next one. Keep momentum going by offering a series of classes. If you have as many as 8 singers, you can have 4 on each class. Make sure that classes are not too long. An audience really likes 2-hour classes, but if you work with more than 4, you are looking at a 3-hour class. If this is the case, make sure there are breaks. You will find that people will want to greet you during these breaks, so make sure you have business cards on a table and that you have some in your pocket to simply pull one out. What is your expertise? Technique, or repertoire or both? Stay with your expertise! This is my personal motto. My expertise is in technique, voice structuring, and working with damaged voices, so I keep my focus on my best skills. This is very important, because if you are offering yourself to the public you need to present only your best and most accurate knowledge. I remember going to a master class with Arleen Auger. She was not a hugely technical teacher, but she had some good ideas in body usage, which she shared beautifully. She was positive and kind to the singers. This is CRITICAL! How often have yo been to a master class where the teacher feels the need to humiliate? My answer is OFTEN! TOO OFTEN! This is simply abusive in a public setting. If you are confident in who you are and what you do, this is never necessary. Breakfast Club! Breakfast is a great time to share a meal and network. Call a conductor or coach or someone who’s work you respect and invite them to breakfast. This allows the opportunity to share with someone who is also in the arts field. You may learn a lot about what to do or what NOT to do. But breakfast is a great opportunity to network and share. You could also start a breakfast club in your community for people in the arts. Just have one morning a month where you invite a group of artists to come together and share. This makes for a happy occasion and offers many opportunities. Do you attend performances of your students? Attending performances and making your face known is a type of networking. I admit that I have so many students that I cannot make it to all their performances, but I try to make it to some. You will meet others in the field. Choral concerts are a great opportunity to meet a lot of people. Perhaps you have a student in the choir and they have lots of friends also singing. Perhaps they want to introduce you to their friends? Work every day! I repeat! Work every day at promoting and building your teaching career. If you are confused as to what direction to do, call a friend for advice; someone in a similar field. Some think that I was an overnight success, but I have been at this for 40 years. I started very small and built up my studio from there. I am grateful to Nathan Hull for talking me into a website, because this is what people read in today’s world. I hope this posting has helped to inspire some creative ideas for you. Wishing you a wonderful day. David
Posted on: Fri, 18 Oct 2013 12:55:50 +0000
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