HOW TO WRITE A DANCE STUDIO AD USING "RECIPES"
In this article you're going to learn how to write your dance studio ad, even if you've never written any advertisement messages before!
The way you're going to do this is by using my direct response copywriting ad "recipes".
Direct response means that the ad is meant to get people to take action, show up at your dance studio, and help you generate new students and make sales...
If you follow along this article, by the time you’re finished reading, you will have different ads fully written and ready to go!
You will be able to use these for your facebook ads, Instagram ads or any other social media platform…
I’m also going to teach you how to think about dance studio advertising in general, so that you can come up with your own unique ideas for ads…
Don’t worry if you’re not a writer, the methods I’m going to give you are super simple so that even if you’ve never dabbled with advertisement before, you’ll still know what to do!
DO YOU WANT US TO WRITE YOUR DANCE STUDIO ADS?
If you prefer to get help with writing and doing your dance studio advertising, book a FREE strategy call with us. We’ll be happy to talk to you and help!
DANCE STUDIO AD COPY
After reading tons of books on how to write advertisement copy, and spending over $40k on promoting my own dance studio and online dance programs through Facebook ads…I’ve learned that ad copy is like a cake recipe!
There’s a formula to it...and you don’t need to be good at writing!
All you have to do is follow the formula, and you can write ads that are really good, and produce great results (aka: lots of new dance students through your doors)!
Here are the 6 ingredients that go into your dance studio ad recipe:
Dance Studio Ad - Ingredient #1: THE AVATAR
The first thing that you want to know when you’re writing a dance studio ad is "Who’s this for"?
Who’s going to see your ad?...Who’s the ideal client you're trying to attract?
If your studio focuses mostly on dance lessons for kids, then your target avatar is parents. Or, if your studio focuses on adult dance classes then your avatar is adults.
But, you need to go deeper than that! What kind of parents are you looking for? What kind of adults are you looking for?
Let’s say your studio focuses on Zumba dance workout classes for adults. Therefore, your ideal client is way different from a studio who focuses on teaching beginner salsa lessons for adults.
One client is looking to get a workout, while the other one may be looking for a social activity.
You need to be really clear on who your ideal customer is because the ads that you’re going to write, are going to be for them. The more you know about this avatar the better your ads will be!
Try this exercise: Write a list of qualities that your “avatar” (your ideal client has)!
Here are some examples:
DANCE STUDIOS THAT FOCUS ON KIDS
Parents of kids who:
DANCE STUDIOS THAT FOCUS ON ADULTS
These are just a few examples of characteristics to include in your avatar list. Like I mentioned before, you want to make this list as long as possible so that you have lots of options to play with. You will definitely need these when writing your ads!
So, pause your reading for a moment, and take a few minutes to do the exercise above before continuing!
Dance Studio Ad - Ingredient #2: THE HOOK
The hook is the first part of the ad where you get someone’s attention!
See, this is important because people’s attention span is really short, especially when they are using social media aimlessly, scrolling around.
You need to give the person who stumbled across your dance studio advertisement a reason to stop scrolling, and pay attention! “How do you do that?”
For instance, here are a few examples of different hooks that you can use:
Adults dance studio:
- Hey Miami! Looking for something fun to do after work? Come check out our salsa classes…
- Houston Ladies! Looking for a fun way to burn some calories, while having a blast? Check out our zumba classes…
Kids dance studio:
- Dallas Parents! Does your kid love to dance? Come check out our jazz dance classes for teens...
- Hey Chicago! Do you have a kid at home that can’t stop shaking it whenever the music is on? Check out our kids hip hop classes…
The point of the “hook” is to call out your avatar to get their attention. This way, you get a chance to present to them your offer!
In a sentence or 2, you get someone, who’s aimlessly scrolling through Facebook, to stop and think “oh, wait a minute… They are talking to me! What’s this about?”
If you successfully manage to get that person's attention, you now have a chance to present them with your offer!
Dance Studio Ad - Ingredient #3: THE OFFER
Once you have someone’s attention, you make them an offer!
The “offer” is what people are going to get, by taking action or “responding to your ads” (That’s why it’s called direct response ads).
For instance, here are a few examples of offers:
In addition, here are a few tips to keep in mind about the offer :
The more clear the offer, the better!
Let me give you an example of what not to do:
“Get a free tutu when you show up, and then after your second class if you sign up we’ll give you a box of chocolates”
Remember, people have short attention spans! If they get confused, they won’t pay attention, and you will lose them! Keep it simple and easy to understand!
Also, the better the offer, the better results you will see with your ads!
Here’s a few examples of weak offers:
“Get 10% off your first class”
“Save $5 off your first package”
Those offers are not going to get anyone excited! Then, which offer should you go with?
I personally prefer either the 1 free class, or the free 1-week unlimited class pass. The reason for that is that anytime you give anything “free” you get a lot more responses from your ads.
The downside to it is that whenever you are giving away something “free” you get a lot of tire kickers. Therefore, be prepared for that as well.
Dance Studio Ad - Ingredient #4: OBJECTIONS
After you’ve presented someone with your offer, people start to find reasons why they shouldn’t take you up on the offer. This is normal - we all do it!
Nobody likes the 'unknown'. People don't like to try something they don’t know they (or their kids) will enjoy! Here are a few examples of what I mean:
Let’s pretend they just read your ad that says “Get a FREE trial salsa class”
They might think…
You have to remember that you’re not there in person to talk to them. Every person has their own set of concerns. Subsequently, you have to handle the most common concerns in your ad text (aka "ad copy"). Otherwise you will lose a ton of people.
EXERCISE: Take a few minutes to write a list of concerns people might have before coming to your studio!
For instance, here are a few examples:
Adults dance studio:
Kids dance studio:
Knowing these concerns ahead of time will ensure that you don’t accidentally turn someone from a “yes, this sounds fun” to a “Hmmm, but will I feel awkward if I went by myself?”
Dance Studio Ad - Ingredient #5: BENEFITS
Have you ever asked yourself why do people do things? It turns out there’s an actual psychological answer to that! Psychologically speaking, people do things for 2 main reasons:
They either want to (1) get a reward or get some pleasure, or they want to (2) avoid a certain pain.
When it comes to writing your ads…“Benefits” are the things that your avatar is looking to gain from doing the thing that you’re offering them! They are also the “reasons to come” you communicate to the person reading or watching your ad. For example:
Adults dance studio
Kids dance studio
You don’t need to list every benefit in the world in your ad copy, because a few powerful ones will do!
But, you do want to make sure that you write a long list of benefits. This will give you lots of options to play with, when the time comes to write these ads!
Dance Studio Ad - Ingredient #6: PAIN POINTS
This is the second type of motivator that gets people to take action!
Why focus on pain? Because if you can convince the reader that by taking advantage of your offer, they can get rid of pain… Then they will be more motivated to take action!
For example, here are a few instances of different pain points:
Adults dance studio:
Kids dance studio:
Like I said before, when it comes to your advertising copy... If you can communicate to people that your offer can help them avoid pain, it can be a powerful motivator that gets people to take action!
With that said, I don’t suggest you focus too much on pain as it can definitely be a downer!
Dance Studio Ad - Ingredient #7: CALL TO ACTION
This is the last of the ingredients that you need to include in your ad!
The “call to action” is usually a statement at the end of the ad that invites people to take action on the offer that you’re giving them!
For example:
Adults dance studio:
- If you’ve always wanted to learn how to dance hip hop, click on the button below, take advantage of our free dance class, and come check out our studio!
- If you’re ready to get your sweat on, burn calories, and have a blast dancing to your favorite songs… Take advantage of our free class! Click the button below to sign up!
Kids dance studio:
- So, if you want your kid to make friends, be healthier, and channel his energy into a positive, creative outlet… Then click the button below, sign up and take advantage of our free 1-week unlimited class pass!
- So, if you have a kid who loves to dance… Then take advantage of our unlimited class pass! Bring her in and I guarantee that she’ll love the classes! Click the button below to sign up now.
Calls to action are meant to remind people what they need to do if they want to claim the offer in your ad. It might sound funny, or you might think “is it really necessary to tell people ‘click on the button below’? I mean they know it’s an ad, don’t they?”
Well, you would think so… Except that, when people are on social media, their brains are off. Therefore, the short answer is YES - you need to tell people what to do.
Time To Write Your Dance Studio Ad - Here Are Some Tips On Copywriting!
MAKE IT ABOUT THEM!
The number one mistake that people make when writing advertising is that they make it about themselves!
For example:
You want to stop writing “we” and “I” as much as possible. People don’t care about you, or your studio! They care about themselves, they care about what’s in it for them! What they're getting out of it…
What benefits will they receive? What pain are they going to avoid?
It’s ok to use some “we” or “I” when it makes sense. However, most importantly try to frame things from the perspective of the reader!
For instance, here are some examples:
See the difference? It might feel counterintuitive at first to write ads and not talk about yourself because you might feel like it’s too salesy…But in reality, the opposite is true!
When you start to speak about yourself in this way: “We’re the best school with the most amount of awards”...It makes people think that you’re bragging, and your ad comes across as arrogant.
Once more, think about the person reading the ad, and make it about them and what they are getting!
“So that you can” & “Which means”
Now that you understand that the ads need to be about what the reader is getting…
I’m going to share with you 2 copywriting Swiss knives, so that no matter what you’re writing about, you can make it about the person reading your ad.
They are the phrases “so that you can” and “which means”
These two simple phrases can tie anything back to the reader. So, let me show you:
Take a person who’s looking to get a workout but hates the gym because it’s boring…
So you write:
“This dance class burns 500 calories”... Because you think that the person reading the ad will connect the dots like this: “Dancing is fun” and “Oh, wow… it burns 500 calories… I’m going to have a blast and get a good workout!”
Well, the truth is that people on social media are lazy, and their brains are off. Therefore, you have to literally spell it out for them!
That’s when the phrase “so that you can” or “which means” comes into play!
Now, let's add these phrases to the example above:
“This dance class burns 500 calories WHICH MEANS that you’ll get a great workout in, without having to be on the boring cardio machines all day...”
Or,
“This dance class is fast paced SO THAT YOU CAN burn tons of calories, all while having a blast dancing to your favorite songs!”
Do you see the difference? Let’s try another one…
Parent has a shy kid, and wants him to socialize and make friends, so you write:
“Dancing helps with shyness!”
That’s ok, but it’s not enough…Let’s add “so that you can” and “which means”:
“Dancing helps with shyness… which means that your kid will break out of his shell, learn to socialize and make lots of friends!”
Or,
“Dancing helps with shyness, so that your kid can break out of his shell, learn to socialize and make lots of friends!”
Other examples:
There are times when you’re writing an ad and you want to brag about how good your dance school is, but still make it about the person reading the ad:
For example:
- “We offer the most amount of dance styles in the city”
- “We’re the highest rated dance school”
Simply add the phrases “so that you can” or “which means” and it won’t come across as being arrogant:
Here’s how you would do it:
“We offer the most amount of dance styles in the city, so that your kid can try out what styles he/she likes best!”
“We’re the highest rated dance school, which means that other people said that you’ll definitely have fun when you come to our studio!”
See, what I did there? I turned a brag statement into a positive for the person reading it. I gave them a reason to care! That’s your goal when you’re writing copy for your dance studio ad!
DANCE STUDIO AD RECIPES
Alright guys, you now have all the ingredients that you need to write your dance studio ad!
It's time to put all the ingredients together and bake this cake! Lol
Seriously though, I’m going to give you a few recipes that will make writing your ads a lot simpler. Then I’m going to give you a few examples based on the things that we already wrote above!
ADULTS DANCE STUDIO RECIPE #1
Hey [city name], do you [want benefits] without [pain point]?
Then I want to invite you to check out our [classes] studio here in [city name]
[classes] gets [benefits]
No more [pain]
Right now, we’re giving away [offer]
[handle objections]
[call to action]
AD COPY EXAMPLE #1
Hey Miami! Do you want to get some exercise but you rather watch grass grow than go to the gym?!
Then I want to invite you to come check out our zumba dance classes at our studio here in Miami
Zumba burns a ton of calories, while you’re dancing to your favorite songs, so that you get your sweat on while having a blast!
No more boring cardio machines, or boring weights!
Right now, we’re giving away a FREE class pass so that you can come try out our studio!
You don’t need any dance experience…
We have classes for all levels of dance experience!
We’re located in main st, near the mall… 12 mins away from everything…
Click the button below to sign up now, and get a FREE class pass!
I guarantee you’ll love the classes!
See you soon!
ADULTS DANCE STUDIO RECIPE #2
Hey [city name], if you want [benefits]...
I want to invite you to check us out, we’re in your [city]
Right now, we’re giving away [offer]
[handle objections]
So if you want [benefits]
[call to action]
AD COPY EXAMPLE #2
Hey Miami! If you’re looking to do something fun, and meet new people…
I want to invite you to come check out our salsa classes here at our studio in Miami!
Right now, we’re giving away 25 1-week unlimited class passes!
You don’t need a partner…
You don’t need any dance experience…
We offer dance classes for all levels (beginners, intermediate, advanced)
You can learn even if you have 2 left feet!
We’re located in main st, near mall… 10 minutes away from everything…
We have classes available after work hours during the week, and offer weekend classes as well!
So if you’re looking for something fun to do, and meet new people…
Click the button below to sign up and get a free 1-week unlimited class pass!
See you soon!
KIDS DANCE STUDIO RECIPE #1
Hey [City Name]! [avatar]
Then I want to invite you to take advantage of [offer]
We have offer all of these [dance styles you offer]
[Hand objections]
Your kid will get [benefits]
We’re located in [approximate location] (don’t give your exact address in the ad) which is 10 minutes away from _______
[Call to action]
So, let’s fill out this recipe so that you understand how to use it…
KIDS AD COPY EXAMPLE #1
Hey Miami! Do you have a kid at home who can’t stop dancing when the music is on?
Then I want to invite you to bring your kid to try a FREE dance class here at our studio!
We offer all different dance styles including ballet, tap, jazz, hip hop!
We divide the classes into age groups, so that your kid ends up with other kids of the same age…
Our teachers are really kind, caring and welcoming so that your child feels right at home…
Dancing is the perfect activity that gets your kid to socialize, focus, and develop coordination!
We’re located on main ave, near dolphin mall, 12 mins away from downtown…
So, if you have a kid who loves to dance… Then take advantage of our FREE class pass!
Bring your kid in and I guarantee that they’ll love the classes!
Click the button below to sign up now.
KIDS DANCE STUDIO RECIPE #2
Hey [City Name]! Want [benefits]?
Then I want to invite you to try dancing at our studio
Dancing gives you [benefits]
Right now, we’re doing a special promotion…
We’re giving away [offer]
Your kid will have all these [dance styles you offer] to pick from...
[Hand objections]
Your kid will get [benefits]
We’re located in [approximate location] (don’t give your exact address in the ad) which is 10 minutes away from _______
[Call to action]
KIDS AD COPY EXAMPLE #2
Hey Dallas! Want your kid to do something healthy, instead of sitting in front of the TV all day playing video games?
Then I want to invite you to bring your kid to try dance classes at our studio…
Dancing is a fun activity that gets your kid to socialize, focus, and develop coordination!
Right now, we’re doing a special promotion for our studio!
We’re giving away 25 1-week unlimited dance class passes so that your kid can try out our studio!
Your kid will have lots of different dance styles to pick from including ballet, tap, jazz, hip hop!
All the classes are divided into age groups, so that your kid ends up with other kids of the same age…
Our teachers are really kind, caring and welcoming so that your child feels right at home…
Dancing is the perfect activity that gets your kid to socialize, focus, and develop coordination!
We’re located on main ave, near dolphin mall, 12 mins away from downtown…
So, if you want your kid to make friends, be healthier, and channel his energy into a positive, creative outlet… Then click the button below, sign up and take advantage of our free 1-week unlimited class pass!
PICTURE ADS
In conclusion, this how you write the copy for the ads. However, there’s still a part that’s missing. Anytime you run social media ads, you’re going to need a “creative”.
A “creative” simply is a video or a picture that gets displayed along with your copy. So, first let’s talk about the picture. Here are some do’s and don’ts when it comes to choosing pictures for your social media ads:
DO’S
DON’TS
Here are few examples of good images for your ads, and images you shouldn’t use for your ads:
BAD IMAGES:
Why is it bad? The image is blurry. The kids are not synchronized. There's an adult in the background. The class looks empty. It doesn't look like FUN.
Even though I like that you can clearly tell who the avatar is in this picture, the image is blurry. The kids look confused. They are not synchronized. It looks like only one kid is having fun...
While this image might mean something to the parents of the girls in the picture... To the rest of the world it doesn't mean anything. Therefore, don't use dance team pictures for your ads. Not many parents will connect with the picture.
This image is not terrible, but it's not great either. I like that you can see the avatar clearly (5-7 year old girls), and the colors are good, BUT you can't see their faces really well.
GOOD IMAGES
This image works because you can clearly see the face of the girl dancing (your avatar). The colors are bright. The picture is clear. The girl has a smile on her face, therefore the picture looks inviting!
This picture is great! Because you can see the children's faces, you can tell who the avatar is. Also, the colors are bright, which makes the picture pop.
Even though the kids are not synchronized... This picture looks fun! You can see faces of the avatar. The kids are smiling.
This one is just like the first image. Firstly, you can clearly see the face of the girl dancing (your avatar). Secondly, the colors are bright and the picture is clear. Thirdly, the girl looks like she's having fun!
The most common mistakes when choosing pictures for your dance studio advertising
Here are a few mistakes I see a lot of people make, whenever they choose their pictures:
Remember, the ad has to be about what the person reading it is getting, not about bragging about your studio, or showing off your photoshop skills. The goal of the picture is to get someone to stop scrolling.
And the second goal is that the picture clearly portrays your avatar having fun!
If you have any questions feel free to comment down below!
CONCLUSION
Finally, this is the end of the first part of the copywriting series, where you learn how to write your dance studio ads. By now you should have your ad completely written. In fact, you should have multiple variations of your ad written out!
Take a moment to share this post with any dance studio owners you know, who need help with their dance studio advertisement before going to part 2!
VIDEO ADS
In the next blog post, we’re going to talk about how to promote your dance studio using video ads. If you’re interested in learning how to get more students by using video, click the link below:
“Dance School Advertising: How To Get More Students Using Video Ads”
DO YOU WANT US TO WRITE YOUR ADS FOR YOU?
If you need help writing your ads or running social media ads for your studio, BOOK A FREE STRATEGY CALL! We’ll help you craft your dance studio advertising message, so that you can bring in lots of students, and grow your studio FAST!
Thank you so much for reading and see you in the next article!
Hervin.