Finding pupils can seem like an enormous task when you’re just starting out, but it needn’t be. There are loads of ways that you can get your name out there and help attract people to your business. Try out some of these ideas to bring pupils your way.
1. Create a website – A website is a great way to showcase your business and attract new customers. You can include information about your services, pricing, and contact details. You can also add testimonials from satisfied customers. On our music teaching website, my husband and I are up front about how much our lessons cost and give details about what pupils and their parents can expect from our services. We also give people a variety of ways to contact us. A website doesn’t need to be complicated and there are plenty of free to use options if you’re on a budget.
2. Social media – Social media platforms like Facebook, Instagram, and Twitter/X are great for promoting your business. You can create posts about your services, share photos and videos of your students playing the piano (if you have permission), and interact with potential customers. Connect with local groups and lists and get your name out there as part of the community.
3. Flyers and posters – When we began teaching music, my husband and I created our own flyers using a cheap printer with refillable ink (which was a bit messy!) and reams of budget paper from a local shop. We cut them all out by hand before investing in a paper trimmer which sped up the process. Since then we’ve also had our flyers professionally printed, but still print them ourselves at home from time to time.
We started by delivering our flyers house to house, but quickly found that leaving them at local businesses, shops, restaurants and cafes reached more people. In our decade and a half of teaching, we’ve given out many thousands of flyers and find it a cheap and reliable way for potential students to find out about us.
I’ve created a free Canva template for you to create your own simple flyers which you can print yourself or send to a printing service. Create your own piano lesson flyers for free at Canva today!
4. Business cards – Business cards are a great way to promote lessons. You can hand them out to potential customers or leave them in local shops and cafes. Make sure to keep them on you at all times. People are always interested when you tell them you’re a music teacher, with many saying things like, ‘I wish I’d kept up with music lessons when I was a child!’ By having your card on you at all times, you can take advantage of people’s interest.
5. Referral program – Offer a referral program to your existing customers! Your pupils, happily learning and making progress, are your best advertisement. Parents in particular are always hoping for a word of mouth recommendation at the school gates to save time trying to find a reliable piano teacher. After the first year or so of teaching, the majority of our pupils came from recommendations by current and former pupils.
If you like, you can encourage learners to refer their friends and family to your business by offering them a discount on their next lesson. Make sure you are clear about your terms before starting a scheme like this – you don’t want to have lots of referrals that waste your time and money. Referral programmes are also a really good idea if you offer most of your music lessons online. See how other businesses operate similar offers.
6. Online directories – Take advantage of free places to advertise online. List your business in directories like Yelp, Google My Business, and Yellow Pages. This will make it easier for potential customers to find you when they search for piano lessons in their area. We also use local directories and newsletters and I’m always on the look out for new places to get our name out there. Make sure you check back from time to time to ensure your contact details and prices are up to date.
7. Local newspaper ads – Newspapers can be an affordable place to advertise your piano lessons. Place an ad in your local newspaper or community newsletter and reach a wider audience in your area. Why not get in touch with a local journalist who might be keen to write an article or short column about interesting locals? You could get your face known and give a more personal and interesting account of what it is you do. I’ve even been on local radio before as an ‘interesting person’ to fill the airtime which gave me a chance to talk about what I do and advertise – it didn’t cost me anything and they gave me free tea and biscuits!
8. Offer free trial lessons – Some music teachers like to offer free trial lessons to new customers. This can give pupils and parents a chance to try out your services before committing to regular lessons. While this is a popular option, my husband and I tend not to do this, instead making it clear in our contract that there is a cooling off period if pupils choose not to continue lessons. Check out this post for the pros and cons of offering free lessons.
9. Partner with local schools – Schools and colleges often have a list of music teachers, after school and holiday clubs to hand out to children and parents. If you know a teacher or are a parent yourself, you could ask to be included on any lists or newsletters. It’s worth being aware that sometimes schools host peripatetic teachers and so may be keen to encourage pupils to learn in school. Other schools have safeguarding policies which prevent them from recommending music teachers. Remember to ask politely and if the school says no, try not to take it personally.
10. Attend local events – Attend local events like fairs, festivals, and concerts. Set up a booth or table where you can showcase your services and interact with potential customers. My husband and I have large roll-up banners which we can easily take with us to such events. Have flyers, business cards and stickers to hand out. Freebies also go down well such as balloons, postcards or tote bags. Make sure you have a budget for any giveaways though. If you like, why not bring a keyboard or some percussion instruments and offer quick mini lessons to pupils for something fun to do? We also sometimes give out fun music themed colouring sheets or beginner theory activities.
The most important thing when advertising your piano lessons is to be confident in getting your name out there. Be consistent with your message and keep things really simple – people just need to know your name, what you offer and how to get in touch. Don’t forget to try the free Canva template and make your own flyers!
