Free playbook for pottery and craft studios
The Pottery Studio Fill-Up Playbook
8 plays to fill seats and bring first-timers back, most with the exact words to use.
Most studios don't have a traffic problem. They have a second-visit problem and an empty-seat problem. These plays fix the leaks first, because most of them cost nothing and every ad works better once they're fixed.
Want it as a PDF? 7 pages, to print or keep. Enter your email and it downloads.
How to use this playbook
- One play at a time. Start with play 1. Each one is a small change to how you already work, not a new system.
- Swap in your words. Words in braces, like {first} and {time}, are yours to fill in: the customer's first name, your open times, your link.
- Track one number. Every play ends with the one number to watch. Check it before you start and again a month later.
- Text people who said yes. Only text customers who agreed to get texts from you, and give them an easy way to stop. Email is fine for the rest.
What's inside
Play 1
Book the second class before they leave
A first-timer is most excited at the end of class, with their piece drying on the shelf. That's the moment to book, not a week later.
Do this
- Keep the next 3 beginner-friendly classes on a tablet or a QR code at checkout.
- Tie it to their piece: the glaze class is how they finish it.
- Offer to hold a seat. Holding feels like a favor, not a sale.
What to say
Your piece needs about two weeks to fire. Want me to hold a seat at the glaze class that week so you can finish it?
Track: Out of every 10 first-timers, how many book another class within 2 months.
Play 2
The kiln-out text
The day their piece comes out of the kiln is the emotional high point. It's the best time to ask for the next visit, and a photo does the selling.
Do this
- When a firing comes out, text each student a photo or a note that it's ready.
- Add one line about their next class and a booking link.
- Send between 10am and 7pm, never late at night.
Text to send
Hi {first}, your {piece} just came out of the kiln and it looks great! Pick it up any time this week. Ready to make the next one? {link}
Track: Bookings made within 7 days of a kiln-out text.
Play 3
Reminders plus a waitlist that refills seats
A no-show seat is rent, clay and a teacher's time you already paid for. Reminders cut no-shows. A waitlist fills the ones that still happen.
Do this
- Text a reminder the day before and the morning of class.
- Give an easy way out: reply CANCEL. A freed seat is better than an empty one.
- Text the waitlist the moment a seat opens. First reply gets it.
Texts to send
Hi {first}, see you tomorrow at {time} for {class}! Can't make it? Reply CANCEL and we'll give your seat to someone on the waitlist.
A seat just opened in {class} today at {time}. Reply YES to grab it. First reply gets it.
Track: Booked seats that went empty each month, before and after.
Play 4
Answer event inquiries the same day
Parties and team events book whoever answers first with a clear price. A slow reply is a lost event.
Do this
- Write one reply template with price per person, what's included, and length.
- Always offer 2 specific dates.
- Follow up on day 2 and day 5 if they go quiet.
Text to send
Thanks for asking about a {event}! Private events are {price} per person for {length}, everything included. We have {date1} or {date2} open. Want me to hold one?
Track: Event inquiries in, events booked, and hours to first reply.
Play 5
Win back past students each season
Past students already know and like you. A new class calendar with one personal line brings some back for free.
Do this
- Each season, pull students who haven't booked in 3+ months.
- Send what's new: a glaze, a workshop, a date night.
- Keep it personal and short. No discount needed.
Text to send
Hi {first}, it's {owner} from {studio}. We just added {new thing} and thought of you. Here's the new calendar: {link}
Track: Past students who book within 30 days of the note.
Play 6
Ask for the review at pickup
People are happiest holding the finished piece. That's when a review ask feels natural, and more reviews mean more people find you on Google.
Do this
- Send the ask the day they pick up.
- Link straight to your Google review page.
- Ask everyone. Never pay for reviews or ask only happy people.
Text to send
Thanks for picking up your piece, {first}! Would you share a quick review? It helps other people find us: {review link}
Track: New Google reviews per month.
Play 7
Gift cards before the holidays
A class is a great gift, and a gift card brings in a brand-new student who arrives already paid for.
Do this
- Put a "Gift a class" button on your homepage from November on.
- Tell past students first, then run a small local ad.
- When a gift card is used, run play 1 on the new student.
What to say
The gift they'll actually use: a class at {studio}
Track: Gift card sales, and how many get redeemed.
Play 8
Fill slow nights with a theme
Tuesday at 7 is hard to sell as "wheel class." It's easy to sell as date night or sip and spin.
Do this
- Pick your emptiest recurring slot.
- Give it a theme, a pair price, and one great photo.
- Promote it to past students first, then run ads to people nearby.
Track: Seats filled on that slot, month over month.
Your first week
Four things to do this week.
- Start play 1 at your next class.
- Turn on day-before reminders.
- Write your event reply template.
- Send one kiln-out text.
Want it as a PDF? 7 pages, to print or keep. Enter your email and it downloads.
Free to use and share. The plays are advice on what to do and what to track, not a promise of results, and the templates aren't legal advice. Example names and times in the texts are fill-ins.
