Grow Your Music School With More Referrals
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Asking for referrals often feels unnatural. For many small business owners, especially music school operators, these conversations can seem forced or awkward. Yet, these very moments are pivotal for business growth. By shifting your perspective and applying proven marketing strategies, you can transform referrals and sales into powerful tools for connection and impact.
Let’s explore how to rethink referrals, embrace storytelling, and create a thriving culture of word-of-mouth marketing—drawing on insights from leading marketing experts.

Why Referrals Are Underused Goldmines
Word-of-mouth marketing is consistently ranked as one of the most effective ways to grow a business. Nielsen’s research shows that 92% of people trust recommendations from friends and family over any other type of advertising. However, many music schools lack a comprehensive referral strategy.
Owners often report that a significant percentage of their students come through referrals, yet few have a structured referral program. Passive offers like “Refer a friend and get $50 off” is common, but these campaigns often lack the spark to inspire action. Renowned marketer Seth Godin explains, “People don’t buy goods and services. They buy relations, stories, and magic.” To leverage referrals effectively, you must create stories or moments that are worth sharing.
Reframing the Sales Conversation
Asking for the sale or a referral often feels transactional because we frame it that way. Instead, think of it as offering an opportunity for transformation. Reflect on your personal connection to music. Before picking up an instrument, you might have been shy, average in academics, or searching for a sense of identity. Music gave you confidence, purpose, and a community.
This is the gift you offer every student who walks through your door. As Simon Sinek advocates in Start With Why, leading with your “why” changes the tone of any pitch. Your “why” isn’t just about teaching music; it’s about helping children find their voice, build confidence, and connect with others.
To make asking easier, prepare conversational phrases that keep the focus on the value you deliver:
● “Does this sound like something your child would enjoy?”
● “We have openings on Tuesday at 4 PM or Wednesday at 5:30 PM. Which works better for you?”
This approach removes the pressure of a hard sell and keeps the conversation centered on the student’s potential growth.
Creating Stories Worth Sharing
Godin also emphasizes the importance of “remarkable” experiences—things so unique they’re worth remarking on. The secret to effective word-of-mouth marketing lies in crafting these remarkable moments. Parents are more likely to refer your school when they have a story to tell.
Here’s how to build social currency through storytelling:
● Celebrate Birthdays in Style: Send a personalized birthday video featuring your staff singing in harmony. When parents share this with friends, they’re not just showing off the video—they’re highlighting the care and creativity of your studio.
● Milestone Celebrations: Email parents with updates on their child’s progress. For example, “I popped into Ava’s lesson today, and she’s doing a fantastic job with her first chords on guitar. You must be so proud!” These small, thoughtful touches create natural opportunities to ask for referrals.
Stories like these are sticky. They resonate because they’re emotional and personal. According to Jonah Berger, author of Contagious: Why Things Catch On, people share stories that make them look good or connect them to others. Your job is to provide those stories.
Building a Community Around Your Studio
The strongest businesses don’t just offer services—they build communities. Apple’s marketing isn’t just about products; it’s about creating a sense of belonging to a creative and innovative tribe. Your music studio can do the same by creating experiences that go beyond lessons.
Consider these ideas to deepen connections with your students and their families:
● Host Movie Nights: Invite kids to bring sleeping bags for a fun Friday night with popcorn and a movie in your studio.
● Transform Recitals: Make performances feel like concerts or community festivals rather than formal events.
● Start Traditions: Create annual events, like an “Instrument Olympics,” where students showcase skills in fun, competitive ways. An annual summer barbeque or an all school holiday party are traditions are great for community building.
These shared experiences foster a sense of loyalty and belonging, making parents more likely to stay engaged and refer others.

Making Referrals Easy and Natural
Even your most loyal families may need a gentle push to refer others. According to Influence by Robert Cialdini, reciprocity is one of the six principles of persuasion. People naturally want to return favors, so when you make them feel valued, they’ll feel inclined to support your studio.
Simple ways to encourage referrals:
● Incorporate Referral Reminders: Add “We love referrals!” to your email signature or create a shareable link for parents to send to friends.
● Use Positive Feedback: When parents compliment your school, respond with gratitude and a subtle ask, such as, “Thank you so much! If you know anyone else who might benefit from lessons, feel free to share this link.”
● Systematize the Process: Regularly check in with parents to celebrate their child’s progress, using these moments as opportunities to encourage referrals.
Exceed Expectations and Build Loyalty
Exceptional customer experiences don’t just create satisfaction—they create advocates or “brand evangelists”. When parents feel your studio goes above and beyond, they’re more inclined to share their enthusiasm with others.
Examples of exceeding expectations:
● Send handwritten thank-you notes to parents for their support.
● Offer a surprise gift for students who reach significant milestones.
● Recognize parents with “VIP referral rewards” to celebrate their loyalty.
Focus on Changing Lives, Not Just Selling Lessons
At its core, your business is about transformation, not transactions. Music changes lives—it builds confidence, inspires creativity, and creates lifelong connections. When you focus on this larger mission, asking for referrals or sales becomes less about self-promotion and more about extending the gift of music.
To paraphrase Donald Miller from Building a Story Brand, you are the guide in your customers’ stories. By helping parents see how your studio can play a transformative role in their child’s life, you position your business as an essential partner in their journey.
Start today by creating memorable experiences, asking for referrals with confidence, and sharing your “why.” The next student—or the next success story—could be just one conversation away.
Author: Dave Simon
Dave Simon is a former music school owner and Business Development Manager at Ensemble Performing Arts. He is also the host of Music Lessons and Marketing – a free Facebook group and podcast that teaches music school owners how to effectively market and grow their business.

