Dance Marketing 101 Series: Part 2 – How To Conquer Your Marketing Fears


We all have goals for the year ahead, and hopes to reach new levels of success this year, that will surpass anything we’ve done in the past. We want to get more opportunities to create work, showcase our work, build new business partnerships, and create more revenue-generating opportunities for ourselves. The question of course becomes, “How Do I Do This?”. And the answer is simple…

Step Out Of Your Comfort Zone

There are things that you’ve been doing in your career as a dancer, teacher, and dancerpreneur that have really served you well over the years. Things that you know, without a doubt, always work in your favor, and get you great results. So I say, keep doing what works, and never stop that.


What about the new goals you have for this year? What about that overwhelming desire you have to take things to the next level? What about that part of you that knows that, thanks to innovation in technology, and the internet, there are opportunities for you to grow your brand internationally, and tap into markets that you couldn’t have access to, 5 or 10 years ago? What about all that? That’s where stepping out of your comfort zone comes into play.


If you want different results, you have to do something different.


Have you ever said to yourself,

I bet if I did ‘xyz’ it would really help to get the word out about my dance brand/dance company/dance classes/dance business”?

What is your “xyz”? Is it….

– Create a professional online video commercial or reel?

– Hire a PR Consultant?

– Do tv/radio interviews or advertising?

– Start a blog?

– Update your current blog, social networks more often?

– Host a dance event, conference, or fundraiser?

– Create your own dance video series?

– Start a podcast?

– Contact Angel Investors?

– Hire a Marketing Consultant?


Whatever it is, now is the time to get started on it. Here’s how you know that it’s exactly what you need to do to take your brand to the next level…

Every time you think about doing it, you start to feel a little anxiety, to feel a little scared, and maybe even overwhelmed at how you can possibly make something so “big” happen.


Then, you start to think of all the reasons why you can’t do it:


– I don’t have the money.

– I don’t have the resources.

– I don’t have the skills/knowledge, experience in that area.

– I’ve never done that before.

– What if I fail? What if it doesn’t work?

– Where do I begin?


 How To Conquer Your Marketing Fears:


1)      I don’t have the money. There are many ways to get the money you need to fund your project. Figure out the exact amount that you need. Have your number? Ok, great! Now, look at your current income, expenses, and budget, and see if there are places where you can scale back in order to save towards your project. Ask family members/friends to make an investment/tax-deductible donation (not to lend you money) into your project. Start a kickstarter project, as a way to get donations. Contact local business or organizations to see if they’d like to sponsor your project, and figure out what you might be able to offer them in exchange. Host an event to help raise money. Apply for grants. Get a second job. Do some freelance work as a side job, to help supplement your income and fund your project. Basically, the point here is, the money is out there. If you’re serious about reaching your goals, it’s up to you to find it.


2)      I don’t have the resources. What types of resources do you need? Information? Physical items? Man power? Whatever it is, there is a way to get it. In the current economy, bartering has become more popular than ever? Figure out what type of resources you need, put the word out via Facebook, Twitter, your mailing list, your family, friends, and even Craig’s list. Figure out what skills, abilities, resources, etc. that you have to offer in return for the person(s) that offer to help you. Bada bing, bada boom!


3)      I don’t have the skills/knowledge, experience in that area. I think that is the easiest obstacle to overcome. There is so much information out there on any given subject, all you have to do is go to Youtube, and search for whatever you need to learn about, and I promise you, there is a series of videos on it, that can help you. When in doubt, read a book on it, and/or search online for blogs, webinars, podcasts, etc. that can help you gain knowledge and skills in that particular area as quickly as possible. If you need to go as far as taking an online course, or a course at a local university, go for it. It couldn’t hurt. Whatever you decide to do, take the skills/information that you learn, and immediately put them into action/use by applying it to your brand, blogging about it, teaching it to someone else, or helping someone else who may need assistance in that same area.


4)      I’ve never done that before. Great! It’s always exciting (and yes, a little scary too) to try something new. Just think of it this way, you’re about to discover some new gifts, skills, and abilities that you never even knew you had. Before I started my weekly radio show, I didn’t have any experience in radio or broadcasting. It was totally new to me. Was I scared? Sure! Did I let that stop me? NO WAY!!


5)      What if I fail? What if it doesn’t work? I don’t believe in the word “failure”. There is what worked, and there’s what you learned from what didn’t work, and that’s it. If Plan A doesn’t pan out, move out to Plan B. Plan B flopped? Cool. Plan C may be the one. The point is, don’t get stuck on the idea of failing, because it really is an illusion. At the end of the day, you always have another chance and another opportunity to start over, and do it better the next time. But you won’t learn anything, until you first try.


6)      Where do I begin? You begin right where you are, right now. There is no time to waste. What can you do today to move closer to your goals? Can you start by sending out an e-mail, or several e-mails to key people? Can you start by placing an ad on Craig’s list? Can you start by doing some research, starting a blog, or creating a Youtube channel? Whatever you can do today, right now, do it. Then do a little more tomorrow. Give yourself a short deadline to get things done, and even have an accountability partner, to help keep you on track.


Now is the time. No excuses!


Do you need more help, direction? Is there a way that I may be able to help you further? Post your comment/question below, and I’ll be happy to help you!

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