Yoga is an intensely holistic practice with a huge number of benefits for mind, body and spirit, and for that reason, it can be extremely difficult for any yoga professional to understand why members of the general public wouldn’t dive headfirst at the chance to take up this amazing practice.

But at the end of the day, all businesses — even yoga businesses — require good communication between the person offering the service and the prospective users of that service. While having an attractive and easy to visit website is a key part of this, the way that you structure your promotional copy and talk to your prospects is the real heart of the matter.

Here are some tips on how to effectively communicate the benefits of your yoga business.

Focus on how your service can address the person’s need

A well-known maxim in marketing is that you’re not trying to sell a “thing” to your customers, but rather a solution, or a benefit.

People don’t buy a lawn chair because they want a lawn chair, they buy a lawn chair because they want to be cosy when lounging about and enjoying barbecues on hot summer days.

By the same token, people don’t sign up to yoga classes because they want to bend themselves into a variety of poses; they sign up to yoga classes because they want to experience greater calm, comfort, tranquillity and peace in their lives.

At every possible opportunity you should make a point of explicitly marketing the benefit, or solution, you offer, rather than the service itself.

Talk about things like greater clarity of mind after a long day at work, or greater physical mobility and comfort when on the go at work.

Take pride in your marketing — the more business you get, the more people you help

For many people — particularly those with more spiritual takes on life, such as the yoga crowd typically have — marketing can seem to be a really dirty word.

This is, of course, sometimes justified. Marketing is amoral and neutral — it’s the art of trying to convince people to buy your products and use your services, whether those services are good and bad. This means that the tobacco industry was once able to use marketing principles to destroy the lives of millions, even when they should have known better.

For you as a yoga professional, on the other hand, marketing is a tool that you’re using to help people. For that reason, you should take pride in your marketing rather than feeling guilty about it. The more business you get, the more lives you improve.

Describe why you love the subject

A major part of successful marketing is establishing personal rapport with your customer, and there aren’t many better ways to do that than describing to your audience why you love the subject of your work so much.

Be honest, speak from the heart. What has yoga done for you? How has it transformed your life for the better? Why do you enjoy teaching it to others?

Express yourself and the heartfelt reasons why you do what you do.

Featured Image via Pixabay