What Arthur Murray Taught Me About Marketing & Life
This may be a little unorthodox, because you’re not supposed to know I exist.
But I’m part of the marketing team that works behind the scenes on Arthur Murray’s social-digital promotions.
Not many of our clients do this, but when bringing us on board, Chris and Daisey literally made us go through the experience of taking a lesson at their Walnut Creek studio before we could begin any work with them. It might have been a bold and risky move for some companies, but they knew what they were doing.
My first dance lesson at Arthur Murray sparked a few thoughts I wasn’t expecting:
1. A Good Product Isn’t Afraid of Itself
If there’s one important marketing reminder I gained from this experience, it’s that a good product has nothing to fear.
Chris and Daisey are running a top-notch production, and they know it. They knew exactly what my experience would be and why I needed to take the lesson. They knew exactly what I would walk away from the lesson thinking and feeling. They knew it, because they have a confidence in their product that most companies would kill for. They knew it because they have years of experience turning people’s lives around through dance.
They knew it, because they’re damn good at what they do, and their confidence is now my confidence.
2. A Good Product Sells Itself
The other marketing reminder I gained from my first dance lesson with Arthur Murray is that a good product sells itself, and good marketing merely amplifies the buzz of happy customers.
There’s no worse experience for a marketer than to be challenged with selling something nobody wants.
This business is selling something everyone wants: confidence. They’re selling the opportunity to improve health, fitness, brainpower, social skills, happiness, confidence, and more all through an experience that’s actually fun.
They’re not lying when they say "The most difficult step you’ll ever take is the first one through the door." That’s the hard move.
The others, well, they just come with time and practice. But I wouldn’t have known all that if they had simply told me. I had to experience it to believe it. I’m thankful I was forced into it, because I wouldn’t have done it on my own.
3. A Good Product Changes You
I guess this is the part where I talk about my life lesson.
I believe good products change you in some way. It doesn’t have to be a big, obvious change; it can be subtle. It could just be a slight shift in how you think.
For me, the first dance lesson changed me in an important way. I walked through the door full of fear, believing dancing was not for me. I was there because I had to be. But I walked out the door knowing it was something I could learn, and not only that, I walked away wanting to learn more.
I walked away excited about something I once feared.
It was one of those “what you know, and what you think you know” moments. I thought I knew my limits. I was wrong.
4. A Good Product Generates Buzz
I’m writing as a marketer, sure. But I’m writing as a student, too. I’m writing because one experience changed me, and I want to tell you about it. I want you to experience it, too.
I had an obligation push me through the front door. You have me. Add it to your bucket list to take that first step. The first lesson is always free, so you don’t have anything to lose. Do yourself a favor and expand your outlook. Choose to see the world and yourself differently because you can.
You can thank me later.
Are you ready to give dancing a try? Whether you're wanting to learn with someone special or just for yourself, you can start with a free private lesson to see why Arthur Murray has been the leader in ballroom dance instruction since 1912.
