Send Jackie A Message!

You've been posting consistently. You've got the aesthetic. You're showing up on Instagram. So why aren't new students finding you?

Here's the deal: if your marketing could describe any studio in your city, it's not marketing — it's filler. And in 2026, filler is costing you real students.

In this episode of the Studio CEO Podcast, Jackie Murphy breaks down exactly why generic messaging has become the biggest invisible barrier between yoga and Pilates studio owners and the clients they're trying to attract. Jackie shares the 2026 messaging rule she's using with studio owners inside the Studio CEO Program — and what needs to change in your content right now.

You'll walk away knowing how to audit your own messaging in under five minutes, why specificity attracts instead of excludes, and how to rewrite your next Instagram reel hook to stop the scroll and get potential students thinking "this is exactly for me."

If you've ever wondered why a competitor with a less beautiful feed keeps filling classes while yours sit half-empty, this episode has your answer.

Timestamped Outline:

• [00:00] Introduction & why messaging matters more than ever in 2026
• [02:15] The "can you swap the name?" test for your current marketing
• [04:00] Why generic messaging happened — and why it's not your fault
• [05:30] How AI tools like ChatGPT are making the problem worse
• [06:45] Why specificity attracts instead of excludes
• [07:59] The 3-part messaging audit: who, expertise, one person at a time
• [10:00] Why Gen Z and Millennials respond to human, values-driven content
• [11:00] Live example #1: Rewriting "benefits of yoga for moms"
• [13:30] Live example #2: Rewriting "prenatal yoga flow" into a scroll-stopper
• [16:00] Old messaging vs. new messaging — what the pattern looks like
• [17:30] How Jackie writes 4 reels every week inside the Studio CEO Program
• [19:00] Your next step: audit your messaging today

Key Takeaways:

• If any studio could post it, delete it. Vague messaging makes you invisible — and in 2026, invisible means empty classes.
• The name-swap test is your messaging audit in five seconds: swap your studio name for a competitor's. If it still makes sense, your copy needs work.
• AI-generated content is making everyone's marketing sound the same. Writing your own human, specific, story-driven content is your competitive advantage.
• Old messaging lists features and benefits. New messaging tells a specific story with a specific emotion that makes someone say "that's me."
• Your organic marketing should generate at least 30% of your leads — but only if the messaging is doing its job.

Pull Quotes:

"Vague messaging is expensive, and it will end up costing you new students and members."

"If you swapped your studio name with a competitor's name, would anyone notice? If it still makes sense, that's your sign."

"You are not writing content to check a box. You are writing content to make people who don't know you stop their scroll and think: this is for me. I need to work with them."

"If any business could write it, it is not messaging — it is filler words."

"Gen Z deeply cares about

Work with Jackie Murphy

• Say Hi on Instagram @studioceoofficial
• 3 Marketing Mistakes Yoga & Pilates Business Owners Make:
  https://www.jackiegmurphy.com/3-marketing-mistakes
• Join The Studio CEO Program: https://www.jackiegmurphy.com/studioceo