Hey, Music Teachers!
Are you interested in starting a private studio but don't know where to start?
Have you been trying to grow a studio for a while and it just seems like it's not working?
Have you been teaching for a while and are ready for inspiration?
If you answered 'YES' to those questions, I have a solution for you.
Introducing...
A bit of history...
I developed the original Music Teacher's Playbook in 2018. This course has helped HUNDREDS of music teachers expand their private teaching studios, increase their income, and revolutionize their teaching.
During the pandemic, I recognized the need many teachers had to learn how to move their lessons online, retain students, recruit students, and navigate creative solutions for online music learning.
To that end, I INCREASED the amount of information in this program to include online training, recruiting, and sustaining practices AS WELL AS all of the original information and tools for in person teaching.
And now, for 2023, The Music Teacher's Playbook has officially transitioned to a year long coaching program that includes everything I know about running a private studio as well as what I've learned while helping hundreds of other teachers.
It is my hope that this new format will help even more musicians and educators thrive now and always.
The Music Teacher's Playbook is Effective
For a Reason
MTP is a coaching program for private music teachers of all instruments or variations of private music lessons. You'll have access to pre-recorded modules that walk you through step-by-step of what you need to work on for your business that week, use a forum for group conversations, have weekly assignments that will be carefully reviewed and returned with edits giving you 1:1 feedback, we'll meet every week LIVE for mastermind calls, and you'll have direct access to me for any and all questions for A YEAR.
Throughout the year-long program you will:
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Learn how to effectively establish a studio (online and in person)
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Charge what your services are worth
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Learn how to brand and market your studio online (imperative in this climate!)
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Elevate your current teaching
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Dial in your communication skills with parents, students, and leads
And so much more!
I personally walk you through every. single. step. You have access to all of the course materials forever, and (my favorite part) you'll be added to a club of like-minded, studio building musicians who continue to support each other looooonnnnng after the program concludes!
Here's Why Playbook WORKS
01
Thinking
Many resources tell you what to do but don't teach you HOW TO THINK. Having the correct mindset about studio building online and in person is CRUCIAL because it allows you to adapt, create, and be authentic in everything you do. I've figured out a method to change how you think so you can be as successful as possible.
02
Individuality
You can purchase every single studio building book or attend every webinar about how to build a studio, and I guarantee that you won't see these results. Books don't tell you exactly what YOU need to do in YOUR current circumstances - where you live, who your competition is, identifying your community's specific needs, etc. In MTP, I walk you through step by step of how to discover these things for yourself AND I help you develop your own individual materials like recruiting emails, website design and copy, overall studio branding vision, and more.
03
Access
You have access to someone who knows what they're doing. That may sound silly, but it's true. I've lived it. I've built studios in 3 different locations. I make a full time salary (more than most college profs) AND AM STILL RECRUITING NEW STUDENTS with a growing waitlist of 30. I'm in schools every week. I'm around kids for hours a day. I'm sharing my knowledge with you directly to help you as much as anyone possibly can.
Who's it For?
A recent music grad who is terrified about starting a private lessons studio
A studio teacher who is struggling to recruit and retain
A teacher who is absolutely lost when it comes to how to use technology to recruit new students
Any instrumental teacher wanting to grow a new studio or revolutionize their current studio
A teacher whose studio numbers have steadily declined in the past few years (or weeks)
An admittedly not-so-business-savvy musician interested in learning more about the business side of teaching
A teacher who is ready to ramp up the numbers and the impact
"As a teacher with twenty years experience, I am renewed, rejuvenated, and excited about the growth and development of my flute studio over the coming months. Katherine Emeneth is a wonderful teacher and mentor. She has a proven method to establish and grow a successful, happy, and thriving studio, no matter where you are."
- Anne Gordon
A Sampling of What You'll Learn
Why even the most talented musicians and music teachers struggle to build a thriving studio they absolutely love (and how to solve that problem once and for all - even if you have an existing studio)
How to create a compelling and magnetic platform that attracts the students you love teaching the most
A step-by-step method for creating bulletproof studio policies (for online and in person) that attract the right students and repel the wrong ones (samples and templates included!)
The #1 reason parents and students choose other music teachers to study with (even if you're the best player in town)
The most critical information and content to include on your studio website (if your website isn't selling FOR you while you're busy doing other things, you're losing money AND students)
Why some studios are killing it and others are merely winging it (the secret to being magnetic in every way)
Proven methods for solving The Practicing Predicament (who wants to be plagued with students who show up unmotivated, apathetic and failing?!)
How and where to find and recruit "the good" students (nobody likes to admit this...and it's what we all want...and you can have it)
How to run your studio like a small business
How to find new students and create a system that puts you in demand in your community
How to increase your income by offering more and helping more students
Specifically for Online Teaching...
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How to recruit students in your community and across the country/world (in times like these, it's time to cast that net all the way out)
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How to deal with lesson cancellations (do you keep the same policies or do they need to change for teaching online?)
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How to set your prices so you can have a rock solid policy and fees ready to send
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A list (with instructions of how to use them) of the very best online music education resources that are available so you don't have to keep digging and being overwhelmed with all of the options
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Proven methods of easily transferring recitals, masterclasses, and camps online (gotta keep your students motivated!)
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Templates of emails to send to prospective students and existing students to keep everyone on board
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Tried and true methods for INCREASING your income in the online environment (it is possible, and I'm going to show you!)
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The best ways to accept payment online (and yes, you can use Venmo and Paypal)
Plus, the absolute certainty of what you need to do day in and day out
to continue building and elevating your music studio so it thrives.
How it works...
There are 2 parts to the program:
1. Live weekly coaching for a year
2. Training modules that cover the nitty gritty, have pdfs, templates, the whole 9 yards
Let's break it down...
Here's the Training Outline
Module 1: Prework
Not gonna lie...
This program has A LOT of information in it.
This first module is dedicated to getting alllllll of your information in order, learning how the course works, and introducing yourself.
Module 2: Get Your Mind Right and Pre-Recruiting
Before you can even THINK about creating a prosperous studio, you have to get your mind right.
- You'll uncover the reason why many musicians have such trouble recruiting
- A proven method for researching and identifying THE BEST student opportunities in your area (ideal for new or existing studios)
"During the course, I identified band directors that I want to build a relationship with, had positive contacts with them, confronted negative thoughts I had about myself, and went from zero students to NINE! If you are struggling with numbers, moved to a new city, or are waiting for students to come to you, this is the course for you. It will absolutely pay for itself."
- Erin Spencer
Module 3: Client Hacking and Business Blueprint
You have to know WHO you want to teach and HOW you want to teach before you can even think about recruiting.
Once you get clear on those two things, the rest takes care of itself.
- The most effective way to craft a compelling talk that hooks band, orchestra, or chorus teachers or anyone else that you need a positive relationship with who are MOST LIKELY to jump at the opportunity to work with you (also ideal for studio teachers who can't fill up their studio or find the "right" students
- How and where to find "the good students" (nobody likes to admit this..and it's what we all want...and you can have it)
Module 4: Setting Your Rates
If you've ever been stumped about what you should charge and how you should charge, this module is for you.
HINT: being a bargain bin teacher is NOT an option
- Pricing that makes choosing you a no brainer (chances are good you are undervaluing your work...and you can FIX IT!)
- The #1 reason over 90% of music teachers I meet are leaving money on the table UNNECESSARILY (this will without a doubt surprise you)
- Should you charge less for teaching online? I have an answer
Module 5: Studio Policy Essentials
Meet Laura! Laura is the resident "wordsmith" of the KE Creative team. Writing is her jam. You'll send your studio policies to her for proofreading, editing, and making your policies crystal clear.
The key to having a well-oiled music education machine is having rock-solid lesson policies.
I'll show you how to implement them so there are no questions when it comes to payment, cancellations, or make up lessons.
- A step-by-step method for creating bulletproof studio policies that attract the RIGHT students and repel the wrong ones (samples and templates included!)
- How to separate your in person studio policies from your online studio policies
- How to implement changes to your policies at any time without ruffling feathers
"The Music Teacher's Playbook helped me understand the importance of policies, community, and setting expectations. Katherine and her team helped me conceptualize my website and helped me understand the importance of building a community. I'm now hosting monthly field trips, doing virtual consultations, hosting recitals at larger venues, and charging some of my new clients per calendar quarter. This year, I'll actually be scheduling a summer and winter break. The Music Teacher's Playbook also helped me figure out how to free up more time as well as "cover my ass." Thanks, Katherine!"
- Brian Bauer
Module 6: Studio Finances
Enter Anamarie!
Anamarie is the money master of the KE Creative team. As a certified personal finance counselor in training, she'll lead us through everything you need to know to keep your finances in order.
- If you've recently graduated and have no clue how to organize your finances (and student loans), this is where you'll learn it all
- If you've been teaching for a while and are wondering about retirement, wonder no more
- Confused about how to organize finances and how to accept payment? All will be revealed
- Hear from a CPA on exactly what to consider when filing taxes and staying organized
- LLC, S-corp, sole proprietor, oh my!
Module 7: Recruit, recruit, recruit!
Trust me. In this module, I leave no stone unturned.
I show you "all of my cards" when it comes to tried and true recruiting methods. From the easy ways to the not easy ways, I've got you covered.
- The #1 reason why students and parents choose to study with other teachers even if you're the best player in town
Module 8: Effective Emailing and Phone Calling
- The most effective ways to get your intention and message across to ANYONE via email or messenger (let's face it...most people don't like talking on the phone, so knowing how to write/pitch well is a MUST!)
- Proven conversation outline and scripts for first time calls with parents and students to ensure get their booties in YOUR studio for that first lesson
- Live calls with me to refine your offer and your conversation style with direct feedback so you get the VERY BEST results when you talk to students and parents on real calls
Module 9: Sectionals
Going into school and teaching sectionals is an effective way of building your network, helping out your community, and potentially recruiting students.
In this module, you'll uncover..
- The "do's" and "don't's" of sectional teaching
- How to make students go running home excited about taking lessons with you
- How to make a positive impact on other music educators
Module 10: Social Media and Other Online Recruiting Tools
The world is all online now. The good news is that the world of online education has opened up new possibilities for teachers and students.
- How to use social media to recruit students from all around the world
- The platforms you MUST have a presence on and how to engage
- How to post on social media without sounding "salesy"
"Participating in Playbook gave me the exact motivation, community, and guidance that I was needing as a newly graduated musician. Before I found Playbook, I had enrolled in a different (and much more expensive) course that taught me how to market my private studio. My problem was that I was so new to teaching that I didn’t feel like I had much of a “product” to sell, much less promote with confidence.
Playbook also touches on marketing, but from much more of a music community point of view instead of merely applying business-y tactics to a musical endeavor. And even more importantly, Katherine offered many insights into growing confidence within ourselves, building strong and cohesive studios, and networking with other like-minded musicians. I made many friends through our weekly meetings who I’m still in touch with today."
- Jamie Sanidad
Module 11: The First Lesson and Lesson Materials
The first lesson with a potential new student is exciting and nerve-wrecking! In this module, I'll give you my step-by-step plan on how to get them excited about lessons.
- What to say and what not to say at the first lesson
- All of the materials that you can provide for them and the materials that you can expect them to provide themselves.
- What to say if their instrument is in less desirable condition without insulting the family
Module 12: Creating Programs, Clinics, and Camps
If you're looking for a way to boost your summer income or lesson income, this is it!
I'll show you how to develop programs that you can offer to the young musicians in your community.
- How to identify the types of programs that are most needed in your community
- The planning process and when to know you're ready to pitch
- How to pitch, and what you can do if you hear crickets
Module 13: Recitals, Masterclasses, Field Trips
Do you feel intimidated or overwhelmed at the thought of hosting recitals, masterclasses or field trips? Yah. It can be a lot.
- How to schedule recitals and hype them up for students
- How much to pay guest teachers
- How to organize a field trip for your studio
Module 14: Games, Creating Community (even online)
If you don't have community in your studio, I can guarantee that you'll have retention problems. I'll explain what my "glue" is and how you can identify your own glue.
- Best practices for cultivating a true community in your studio - even online (they'll love you and they'll never want to leave if you do it right)
- The very best ways to keep your students motivated week after week so they experience WINNING in your studio even when they don't always play well
Module 15: Curriculum and Teaching
This module is dedicated to what we actually want to do...teach!
- How to develop a curriculum that works best for you and your students
- How to notice variations in how each student learns
- The anatomy of a lesson
Module 16: Practicing, Problem Solving, Difficult Parents
This is the stuff that everyone has questions about but very few have answers. You'll hear from a licensed psychologist about how kids' brains work and how to get them invested in practicing
- Proven methods for solving the "practicing predicament" (who wants to be plagued by students who show up apathetic, unmotivated, and failing!?)
- Best practices for handling problem parents (learn how to handle complaints, late payments, and neglected students like a pro)
- The simplest and most humane way to CONTRACTUALLY dismiss a student that is obviously not working out (script included)
After the year is over...
After the official year-long wrap up, you'll be added to the official "Playbook Grads" group where you can ask as many questions as you'd like about your private teaching business, vent, or share resources that you think will help other Playbookers.
Once a Playbooker, always a Playbooker. How sweet it is!
This is NOT one of those, "buy all these pre-recorded videos, watch them, and good luck!" type training programs.
You'll work with the team every week for advice, accountability, and strategy.
Have an email that you don't know how to write? We'll help you.
Have a question from a potential student that you need help with answering? We've got you.
You'll have direct access to the team for 12 months to ask anything and everything. We're there for you. We're all about providing a COMPLETE experience for you, including any real time issues that come up, giving you the kick in the pants you need to get yourself going, and anything else. We're there to celebrate the wins with you and to help your through any setbacks.
You have access to 4 LIVE mastermind/coaching calls each month for 12 months.
Let's talk coaching...
Did Someone Say Bonuses?
BONUS #1
Website Wizardry!
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Intimidated by building a website?
Unsure where to start?
Overwhelmed by all the choices?
Want to DIY it?
This mini-course will walk you through a step-by-step process for building a beautiful, authentic, and FUNCTIONAL website!
Learn how this powerful tool can double your studio size and get students and parents to come to you!
The KE Creative team will show you how to build a website from start to finish.
In fact, to teach you how to build a website, we're literally going to build a website from start to finish and show you how to do it every step of the way!
Here's a brief breakdown of what the sessions will cover...
Module 1 - URL: How to choose the right name so you'll get found online
Module 2 - Brand Kit: Colors, fonts, textures, oh my!
Module 3 - Template Tango: Which templates are the best, how many pages you need, etc.
Module 4 - Page Layout and How to Use the Editor: We'll show you the Wix editor and how to start putting your site together
Module 5 - Copywriting: Your words matter JUST AS MUCH as the look of your site. Time to get writing!
Module 6 - Fine tuning: Learn how to make your pages flow between text, photos, and graphics
Module 7 - Mobile Friendly: Most will access your site via a mobile device, so it'd better work!
Module 8 - SEO: We'll take you through best practices of how to rank on Google
Plus...
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2 personalized website audit when your site is "mostly" complete
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Mastermind calls to help you navigate how to do things that you feel stuck on
BONUS #2
The "this is how you help your student practice at home" packet for parents!
We all know how it goes...
Many parents want to be hands-off when it comes to their child's musical endeavors. They've already got a million things going on, and having to supervise practice does not sound like something that's fun to add to their to-do list.
This packet written is easy to read and written for parents. Simply print it, go over it with parents, and ask them to put it on their fridge for easy reference. If could be the biggest game changer EVER for you and your students.
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BONUS #3
Ever wonder what you should LEGALLY add to your studio policy contract?
Wonder no more! Attorney, friend of KE Creative, and saxophonist Molly Anderson shares with you the do's and don't's of what to include in your studio policy as well as other CYA (cover your ass) procedures ALL music teachers should have in place.
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BONUS #4
Working with teens and mental health
A special interview with adolescent mental health expert, Chelsey Davidson on how we can support our students' mental health.
As we all know, being a private teacher comes with forming a special and unique bond with students. We're mentors, coaches, and cheerleaders. Know the appropriate way to handle certain circumstances is essential.
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BONUS #5
What ensemble teachers want
3 interviews with dear friends who I work with on a weekly basis.
They'll share what they're looking for in an initial email, sectional class, and professional relationship. If you've ever wondered what public school teachers are thinking, this is where you'll learn allllll about it!
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Hi!
I'm Katherine
I'm a musician who has always been a teacher, and I figured out a way to make teaching private music lessons a dream job for myself and others.
While working towards my doctorate in flute performance, I built a private flute studio to "practice" my teaching skills before landing the "dream job" as a full time flute professor. This was the third new studio I had built, so I was already a seasoned professional. After countless applications and interviews for higher ed positions, guess what happened.
No glory job.
Sound familiar?
Then, I woke up.
I realized I already had everything I wanted: I was teaching flute, playing flute, making a HIGHER INCOME than I would teaching at the university level, and I was my own boss.
I taught myself all the business skills I needed to make my studio GO. I rolled up my sleeves and made the lesson experience for my students and myself unbelievable. And now, I'm here to teach you how to do it too.
If you're unhappy in your job as a private music lessons teacher or want to create your own studio, I'm here to help you!
and meet the KE Creative team...
Anamarie Diaz-Verbeten
aka "The Badass Backend Boss" and Money Master
I'm the go to behind the scenes part of KE Creative!
My idea of what I wanted to do with my music career has changed a lot over the years.
I dreamed of an orchestral career and a college professor job...some of the standard classical music jobs. As I went through school, my passions in music changed, a lot. And when I graduated I realized that I didn't have any guidance or skills to pursue my new music passions.
So, I started the loooong and slow processes of trying to figure it out myself. There were many days of sending email wondering if I would ever receive a response, not knowing what to do next for my career, and questioning my abilities.
But slowly the wheels started to move. Today, I live in Richmond, Virginia and I fully embrace the classical musician entrepreneur lifestyle. I am a flute teacher, I actively perform and gig, I manage a community orchestra, I am involved with 2 music organizations in the area, and of course, I am a part of KE Creative.
It wasn't easy or quick to get to this point, and while this isn't what 19 year old Anamarie thought she would be doing in music, I wouldn't change it one bit!
Dr. Laura Zabanal
aka "The Creative Copy Conjurer"
I’m the nerdy, introverted, flute-playing, cat-loving, copy-conscious guru of KE Creative. :)
I love working with others, whether it’s making music, teaching, or collaborating on big creative projects like our offerings through KE Creative. I have worn many hats as a freelance artist and teacher, and I’ve worked many an odd job to make my music career dreams a reality.
My love of learning motivated me to stay in school for a long time. After completing many degrees, the transition from student to professional musician was no easier than if I had been 22 and finishing undergrad. Like Katherine, I pursued an academic career for many years without successfully landing one of those coveted full-time, tenure-track positions.
I began to open my eyes to other possibilities. I started planting roots in my community, making connections, offering services, and creating opportunities for myself. Within six months of moving to a brand new city, I was amazed at the kinds of opportunities that were coming my way--some of which I hadn’t even thought of before!
No matter where you are in your music career journey, know that you are not alone. The struggles are real, but the skills you’ll develop as a private music teacher taking Playbook will give you that much more confidence forging ahead.
I can’t wait to help you towards reimagining a music career on your terms!
A brief note...
I know you're a musician. I know it may be difficult for you to invest in yourself and your business. I hear you. I do not take your investment lightly.
Think about how much money you’ve spent on lessons. Now, think about investing in something that will almost instantly bring in money and teach you how to run your OWN BUSINESS.
This course costs you $67.25 per week. That's less than a one-hour lesson in most places. And trust me, you're getting WAY MORE than just an hour each week.
Our goal is to help you recruit at least one student (most participants recruit 5-30) so the program will pay for itself (if you do the work).
My team and I are literally giving you EVERYTHING we know about how to start, run, and LOVE your teaching job. We're all about keeping musicians in the field and having jobs that allow them to have things like houses and retirement plans.
If you're truly ready to learn these skills, I really hope you'll join the Playbook family. ❤️
The cost of playbook is less than $10 per day
Let's put that in perspective...
The "per day" cost is LESS THAN the cost of...
2 Grande Iced Caramel Macchiato from Starbucks
2 roundtrip rides on the Chicago L or New York Subway
2 pints of your favorite Ben and Jerry's ice cream
The "total cost" is LESS THAN the cost of...
a year of private lessons
traditional orchestral summer festivals
professional video and audio recording equipment used for auditions
the average tuition for your Medieval and Renaissance Music History class
($239 less to be exact)
Playbook costs THE SAME
as...
the average car insurance deductible
a computer
1 cross country move
1 (ONE) private coaching call with Katherine a month
(in this program, you get 4 coaching calls a month)
What's the call for?
I'm so glad you asked!
If you think that this program sounds like the thing you need in your career, I want to have a conversation to find out more about you, your hopes, your dreams, and if this program will help you or not.
I want to make sure we jive and that we'll work well together. We'll be spending a lot of time together, so being compatible is important!
I also want to talk pricing and find out how we can make it work.
P.S. I'm a giant introvert and understand the whole "phone call avoidance" thing.
I've found having a call is the best way to make sure we click. I've been trained in all of the salesy marketing ways to get you to buy something, but that's not how I roll. I'll tell you if you're a good fit or not and won't push you to do anything you're not ready/comfortable doing.
Participant Testimonials. As with any business-related program, your results enrolling in The Music Teacher's Playbook may vary from these past participant testimonials. Your results will be based on many variables, such as your level of effort, amount of time committed to developing your studio, personal qualities, knowledge, skills, and many other factors. Since these factors differ for each individual, we cannot guarantee your success, results, or income level, nor are we responsible for your success or failure. The Music Teacher's Playbook is not a “get rich quick scheme.” It takes lots of time, effort, and dedication. We believe that we provide you a great toolbox to achieve your desired results and a lot of personal help, and these grads agree.