Selling Drumming Courses

For the last 8 years I've been learning the drums.

I started with percussion and have since transitioned to the drum kit.

If you're a drummer like me, you'll know of the YouTube channel Drumeo.

But in case you don't:

Drumeo posts educational and entertaining drum videos. Some of their most popular video titles are:

Michael Jackson's Drummer Performs "Smooth Criminal"

Larnell Lewis Hears "Enter Sandman" For The First Time

and

How To Play Drums - Your Very First Drum Lesson

You get the idea.

Here's the thing:

Drumeo sells drum courses.

If you want to learn with a specialised video series or private online lessons, Drumeo is the place.

Although, that fact isn't immediately obvious from their YouTube channel.

I mean, they post about how to get better at your drumming, not their courses!

I am subscribed to them simply because they provide value to me as a drummer.

My point is this:

There isn't much difference between Drumeo and your streetwear brand.

They sell drum courses, you sell apparel.

But plastering your page with clothing advertisements is no way to sell a product in the modern day.

Instagram wasn't built for it.

Nor was YouTube, for that matter.

And I can't imagine Drumeo going as far as they have (3.6M Subscribers) if it weren't for their soft marketing strategy.

In other words, they are getting seen by the very people that buy the course, without having to sell the course.

See if this helps:

Take a page out of Drumeo's book.

Make your first priority to create content about what your superfan customer is ALREADY watching.

Are they an outdoor explorer?

Make content about the outdoors.

Do they like to get outside their comfort zone?

Make content about facing one's fears.

But whatever you do, save the drum courses for later.

Truly,

Elijah