When bias is an advantage

I am unbalanced

When I wrote about how Tango could be advertised more effectively to men, some people commented that I was being “unbalanced” and that the real solution was for me to learn to follow and to propose teaching both roles from the start.

It is true that I am biased and unbalanced since I only learned how to dance one role. But I also understand the benefits of learning both roles. I really do. However, before we decide that’s the universal entry point, we need to think like marketers. And that starts with one key concept: targeted marketing.

Why big brands have moved away from TV

The reason so many brands now pour money into social media, YouTube, and Google ads is simple: precision. On Facebook, for example, I can choose exactly who sees my ad… not just by gender, age, or location, but by hobbies, interests, and even online behaviours. Done well, it can feel like the ad was written for one specific person.

Targeted marketing also tailors the message itself. A man in his 40s might see a completely different ad than a woman in her 30s, because they have different life experiences, priorities, and pain points. The more specific the targeting, the higher the chance the message resonates and brings new customers.

My suggested target audience

Here’s where my own bias comes in. I used to be a shy, introverted guy who struggled to approach women without feeling awkward or creepy. It wasn’t that I didn’t want to connect. I just lacked confidence and social ease.

Tango helped me change that. It built my social life, made me more comfortable around women, improved my confidence, and gave me a skill I actually enjoy practising.

So when I wrote about marketing Tango as an alternative to certain “manosphere” messages, it wasn’t random. If, in my single and awkward days, I had seen an ad that said Tango could help me with exactly those challenges… I would have paused, thought “hmmm… maybe I should give it a try,” and possibly walked through the studio door.

One size doesn’t fit all

Whenever I write from my own experience, someone asks, “Why not talk about women too?” or “Why not make it universal?” . First of all, this is my blog. It comes with my biases and my experiences. Some will resonate with some people out there, some not. That’s totally fine! But in this case… here’s the thing: targeted marketing is not about universals. It’s about specifics.

My message is aimed at one specific demographic. Men like my former self. For them, “Come learn both roles to become a balanced dancer!” is meaningless. “The dance of passion!” might even make them scroll faster. But “Build confidence, meet new people, and feel comfortable in your own skin” might just work. Before convincing someone to become a balanced dancer, you need to first convince them to become… a dancer!

If I were a woman with different experiences and problems solved by Tango, I’d create equally specific messaging for them. That’s the point: different audiences, different ads.

Double role as the upsell

Now, about learning both roles. In marketing terms, that’s an upsell.

When I book a hotel room online, I often see: “Upgrade to a premium room for just €20 more.” . They don’t pitch me the premium room first. They sell me the standard one that already fits my needs, and then offer the upgrade once I’m in buying mode.

Learning both roles is that premium upgrade. First, hook someone with a message that speaks to their personal pain point. Get them in the door. Then, once they’ve started to enjoy the benefits of Tango, once they are convinced to be a dancer, offer them the “premium”. Learn both roles, grow faster, and become a more complete dancer.

How to advertise like a marketer

Not everyone needs the same thing from Tango.
Not everyone will be attracted by the same message in Tango
Not everyone will be attracted by double role learning right away.

If you want full classes and packed milongas, stop thinking like a seasoned Tango dancer.
Think like the outsider who’s never even heard of a milonga…
one who thinks that Tango is just a dance…
one who cannot even imagine its transformative powers.
Identify their pain points, show them how Tango addresses those… and only then offer the upgrade.

That’s how targeted marketing works. And that’s how we could market Tango more effectively.

Tonights Goodnight Tango

Tonight’s Goodnight Tango is a song that is often tied to our first days in Tango. Simple, upbeat and playful enough to make Tango approachable and easy to stick. Usually, the music used in beginner classes is of that kind. I don’t think there are teachers who would use, for example, a Pugliese song in their first classes. Right? If we adjust our music in our beginner classes, why not adjust our messages in marketing too?

So how about you? What kind of advertising message would make you get into Tango much earlier than you did? What is your bias? What was the pain point that you would never expect Tanog to solve (but it did)?

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