Club Leadership Notes:
Selling the benefits of Square Dancingby Bernie Coulthurst, editor
of Club Leadership Journal
(reprinted with the permission of American
Square Dance Magazine)
Selling the benefits of square dancing is our
weakest link in the overall marketing plan. We talk about lessons lasting many
weeks. We talk about beginner classes. We talk about mainstream dancing. We talk
about Plus dancing. We talk about square dance attire. None of these subjects
refer to the benefits of square dancing.
I have seen flyers with the
SQUARE DANCE LESSONS STARTING SOON
LEARN TO SQUARE
DANCE - CLASSES ARE STARTING SOON IN YOUR AREA
What is wrong
with these headlines? They are not positive. They are not truthful. They do not
mention the benefits of square dancing.
Let's look at these three
statements in a little more detail. They are not positive because they use two
rather negative words, namely LESSONS & CLASSES. These two words remind
people of their childhood days of going to school which most did not enjoy. When
you use these two words in your flyers and in your sales pitch you will turn off
a large percentage of your prospects. They simply had enough lessons and classes
in their younger years. We prefer to simply call them NEW DANCER DANCES! Why?
Because that is exactly what they are, dances for new dancers.
headline has to be an attention-grabber so the prospect will continue to read
the details in your flyer or ad. Headlines should be very short - sometimes only
one word. The headline should be a sentence. It can be a statement or a
question. Whatever you come up with, it needs to get the attention of your
targeted reader. We like to use headlines that are three words or
Here are some examples:
FREE! BORED? LOOKING FOR FUN?
As you can see, these
headlines are attention grabbers. Once you get their attention you can then get
into more detail about the benefits of square dancing, namely FUN, FRIENDSHIP
and FITNESS set to music! The entire flyer needs to pass the AIDA test. It must
get the ATTENTION of your reader; it must generate INTEREST so your reader will
continue reading your flyer or ad; it must generate DESIRE to learn more about
the benefits of your product; and most of all, it must motivate your prospect to
If you wish to learn more about the inside details of
marketing, we suggest you go to your local library and check out a book or two
about marketing. Another great idea is to simply study the ads in magazines and
newspapers. Test the ads for AIDA. Let's start using more effective
Bernie Coulthurst, e-mail firstname.lastname@example.org
This article may be reprinted with no further permission from the
authors and/or publications. Permission has been granted in advance for the reprinting
with the stipulation that credit be given to the contributing author/publisher.