I performed ballet for the first time as an adult and learned a marketing lesson in between the moves.

The song ended. The spotlight shone. The crowds applauded.

I stood alongside nine other dancers. Taking our bows as the curtain closed.

That was me a few days ago. Performing my first ever ballet performance as a complete adult beginner.

And on that day, I came home with a lesson I’ll never forget. (Besides The Nutcracker’s Snowflakes choreography)

A lesson that could heal the anxious part that business owners like us often carry.

Now, let’s start.

The start: Same activity, different people. 

I’ve always wanted to be a ballerina.

So out of excitement, I signed up, not for one, but for two performances.

There I was, about to perform two songs. Both had the same length, the same practice hours, with the same number of dancers, on the same studio.

The only difference was the teachers.

But little did I know, that would make a lot of difference.

The first rehearsal: Dance as an expression. 

Let’s call the teachers Ms. A and Ms. B. (Not their actual initials)

My first rehearsal started with Ms. A’s class.

I walked in. 10 strangers inside a studio. Ms. A, the teacher, smiled brightly at me. I instantly felt welcomed.

I put on my ballet shoes. I stood alongside the other dancers. Ms. A stepped up front.

And the first words that opened our group rehearsal were,

“Remember; Don’t think that you have to look like a ballerina. You are the ballerina. So feel free to move the way you want to.”

Zero pressure. Full excitement.

The second rehearsal: Dance as a perfection.

Then, came my next ballet class. The first group rehearsal with Ms. B.

I walked in. 10 strangers inside the same studio.

I put on my ballet shoes. I stood alongside the other dancers. Ms. B stepped up front.

And her first words were,

“I won’t give you an easy choreography. Because if you want easy, then just go to a ballet class. This is a performance, so we have to go all out.“

I gulped. Full on pressure.

At the end, I managed to memorized both choreographies, and danced both songs, guided by both teachers.

But how the dance felt was entirely different.

The after-show: How each dance felt. 

Because of Ms. A’s warmth and welcoming gesture, I managed to befriend close with the nine other dancers.

We didn’t just dance.

We laughed. We cried. We gossiped. We learned together. We taught each other things. We hugged. We truly became a team.

So with Ms. A, I felt belong.

Meanwhile Ms. B, with her ambition that she pushed upfront, the group ended up chasing for perfection.

Yes, on stage, I moved choreographically with the other dancers.

But we didn’t really dance together.

We never really laughed. We sighed when someone made mistake. Some of us didn’t even remember each other names.

So with Ms. B, I felt more… distant.

Which is funny. Because both group did the exact same thing. But with different people, the feeling of doing it felt entirely different.

The lesson. 

This led me to learn that:

The most important thing in your business… is you, as the human doing it.

People can (and will) sell the exact same thing that you do. But the experience will be entirely different. And it’s all because of the people who give that experience: You.

If you’re a wedding photographer, other people can offer the exact same photography package, at the exact same price, with the exact same promise as you.

But what will make it different is the way you hold a safe space in front of the lens for the couple to freely pose.

The way you remember the names of the family members (along with their antiques).

The way you crack a joke here and there.

That is what makes your business feel different than the others.

Not what you offer. But how you deliver the offer, as a human.

And do you want to know the best part?

There will always going to be people who are attracted to the way you do things.

No matter how different. No matter how simple.

Because, as you might already conclude, I personally prefer my experience with Ms. A. I prefer to be given a space to dance with joy, laughter, and freedom of expression.

But on our last rehearsal with Ms. B, someone said this,

“Ms. B, I love how you teach. I also want to strive for excellence when I perform. So I’m glad you didn’t go easy on us.”

That means; She felt belong with Ms. B, when I didn’t.

What you can do from this. 

So, what should you do when other people sell the exact same thing as you?

Nothing.

Don’t anxiously try to compete. Don’t make yourself believe that you’ve already “lost”.

Instead, focus on delivering your work as you.

Because the more you try to compete, the more you’ll try to change things that are already “you”.

If else, try to be more you.

Show more of your antiques. Pour more of your passion. Add more of your presence.

Because the truth is…

People don’t really buy the photography packages. They buy the photographers.

People don’t buy the coaching programs. They buy the coaches.

People don’t buy the offers. They buy who sell the offers.

So, don’t try to compete. Instead, just… do you.

And let your unique performance awe the audience who won’t clap for any other performers but you.

With love,
Amanda | Storytale 🤎