The Swim Professor

Jim Reiser, M.S.

Swim School Email Marketing

When I say email marketing, I am not talking about sending emails to anyone. I am talking about the importance of staying in touch with your current and past customers. I am talking about creating customer loyalty.   I am talking about positioning yourself as an “expert” that your customer can turn to with confidence!

As a general rule, I send a weekly email to my local swim school patrons.  HOWEVER, I keep that email short and to the point (unlike the email I am sharing below).   Don’t send your clients a lengthy newsletter that they are going to DELETE and miss your real message.   As a rule of thumb, keep your weekly email messages to three points or less.

There is a time and place to elaborate, to give more, to educate… just don’t do it weekly.   If you send something longer on occasion and it is educational, most of your readers will be curious if not anything else.  They will want to know why you have taken the additional time to write them… and they will read it.   This is your opportunity to make a statement, to  educate, and even to persuade your reader and get your critical message across!

Here is an example of one of those longer emails.  It has what I feel is a critical message to communicate to my local swim lesson parents, and it benefits their children:

Dear SLC Families & Friends:

Why are March lessons so important? Because if you start lessons now and continue in April and May–your child will get 24 lessons BEFORE summer arrives.

Why is that important?  Consider what your child could ACCOMPLISH before summer is here:

  • Parent & Tot level Students – He/she could learn how to swim short distances and learn how to get back to the side of the pool if he fell in.
  • Swim 100 level Beginners – He/she could learn how to swim across the pool
  • Swim Strokes 200 level Swimmers – He/she could master freestyle with side breathing and backstroke–two of the most critical skills any swimmer ever learns!
  • Adv. Swim Strokes 300 & 400 level swimmers – He/she could graduate from lessons– making him like a “black belt of swimming” (blue wristband) by summer, giving your child a complete set of swimming skills.

Why 2x per week?

Listen, 1x per week of swimming lessons is clearly 100% better than ZEROx per week, and 1x per week is a great way to maintain swimming skills over the winter and certainly make some improvement.

However, IF you increase the frequency of swim lessons/practice from 1x per week to 2x per week you will CLEARLY see a significant difference in the speed/rate of improvement. STUDY AFTER STUDY clearly suggest when you increase frequency, you increase the learning rate.

As a parent of three young boys–I UNDERSTAND HOW NICELY ONCE PER WEEK fits in our busy schedules and I am okay with that in the fall and winter. But when spring time comes, it’s time to increase the frequency. Learn to swim is so important for the safety of our children.

Soccer, Karate, Basketball, Gymnastics, Dance, etc. are all skills that are TERRIFIC for young children to be exposed to and learn. But if your child is going to master a musical instrument, excel at a sport, or if you are just trying to stay fit–-do you really think once per week is enough? How much weight will you lose if you diet and exercise once per week? If you really want your child to swim not only for fun and fitness, but for skills and safety–NOW IS THE TIME TO MAKE A REAL COMMITMENT TO SWIMMING. There are no magic formula, but I can promise you that our Swim Lessons University curriculum is as efficient as can be!

What do I do with my own children? We dedicate 2x per week for swim lessons from March through October and have done that for all three of my boys since they were a year old. It works!

REGISTER YOUR CHILD TODAY! Swimming is the ONLY skill that could save your child’s life!

SwimmingSafercerely!

Jim Reiser, M.S. of Physical Education

Founder – The Swim Lessons Company

865-2629

www.swimlessonscompany.com

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February 18, 2013 at 2:30 pm Comments (0)

Swim School Ideas

As we prepared to get nearly 100 second graders in the water yesterday, many of whom have NEVER been in the water before (believe it or not), I did something I wanted to share with you that you may enjoy. In fact, you may want to try it next time you have a large swim lessons group as it had every child engaged:

After dividing up the 100 swim lessons students into three time slots, with about 33 swimmers per half hour, we gathered the first group on deck. With five instructors in the water, I had created five single file lines with an average of 6-7 children per line. I was about to have the instructors do a freestyle kick demonstration in the prone kick position (also known as the in-line kick). This is the second of two tests we do (first test: kick with a noodle or kick board with the face out of the water). This test determines what group we are going to place the students. One other note, 95% of the children are African American, and I’d estimate up to 50% of them have never been in a swimming pool.

So I say to the kids: “Someday when you grow up (like when your 21 or 22 or 23 years old) and my swim teachers are old and gray and retired, I would love to have some of you in here teaching swim lessons for me! So today we’re going to do a little role playing and pretend you are the teacher for a minute and see how well you do. Let’s imagine the swim instructors are your students taking swim lessons from you. I’m going to tell you softly what to say, repeat after me: Arms straight (arms straight), fast kick (fast kick), face in the water (face in the water), ready-go (ready-go)!”

It was such a neat thing to hear those 2nd graders pretend they were the swim teacher and to see the teachers do what they said. I even think it reminded the teachers how effective choral responding is and how important start signals are in their own teaching. There was no question what those kids playing the role of swim teachers wanted their teachers to do!

So there you have it:  a quick little swim school idea that that was fun for the kids and good for the swim lesson instructors too!

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September 28, 2010 at 4:29 pm Comments (0)