Yes, it has been revised and tweaked over the years by successful martial arts business owners.

It’s been a “secret that has lived in plain view” since the dawn of the savvy martial arts marketing practitioner.

Before we get to it – I will predict a few reactions to this article…

Some who read this will find the “aha moment” and fine tune this “system” they might be using already.

Successful eager newbies will take it and run. Thus keeping their martial arts business filled with new students this summer.

The sad bunch will cry that I’m not offering anything “new” here. Out of this group 99% who complain have never actually implemented this concept.

There are a bunch who have “tried” and screwed this up. Their reaction will be “this doesn’t work!”

There a select few who have worked this angle for martial arts marketing success. Their reaction will be an ear to ear grin.

At this very moment there are 1000′s of parents in your area who have solidified their summer plans. They’ve picked one of dozens of “camp options” for their kids. They know when their vaca will be. In terms of summer these parents are “all set.”

And guess what?…

Those plans do not mention anything about “checking out your great martial arts school.” Any marketing you try on these folks will land on “deaf ears.” You are no where to be found in the remote areas of their mind. Thus – they could care-less about your possible summer plight.

You have to interrupt them in some way. You have to work your way into their plans.

How do you do this?

The best time to start was last summer – the next best time to start is now.

Be warned – if you haven’t started you might be too late. But don’t let that keep you from starting.

This is about relationships and your knowledge of your area.

Meaning…

Are you aware of every single summer option for kids in your area? I’m talking about the public summer camp run through the school system. The other one run through the rec department. Plus the countless privately held summer camps. Make a list, check it twice. I guarantee there are a few on there this year that were not there last year.

Have you been nurturing relationships with these camp directors and owners?

Your ultimate goal is to be able to call up each camp director in mid to late April each year and just ask them which dates they want you this summer. Your long-term position is to book a spot with 50% or more of the camps in your area.

But if you start this summer with just one – you’re a winner and you will add a few extra students to your roster. Then, if you play your cards right – you’ll have many more booked for next year.

It’s easy…

The plan is to only “Visit” each camp once (2 max!).

I find many martial arts business owners screw this up by trying to go into a camp weekly to work with the same kids. Worse – some try to get paid! (Elstupido!)

The secret is understanding and accepting you’re just a visitor. You’re just some entertainment.

You don’t want to or care to be part of the regular camp schedule. You lose your status when you become a regular weekly camp activity.

Your job is to go in once and fire those kids up while delivering value to them and the director.

Ahead of time you’ve received permission slips – with all contact info and the clear understanding that you will call, mail and email these folks (like you do to everyone you meet right?, right?, right?)

Anyway –

The class with the campers is 20 minutes – it’s lite on “content” and heavy on “info-tainment.”

When you’re done – you make a little “speech” to the kids (scripting is key). I can’t go into the script here. It ends with an “invite” and “special paper invitation” that the councilors will give to parents at pick up time.

There’s a special date for these campers to come to your school with mom and dad.

No strings – no obligations.

Because you’ve followed the system the kids want to come to this special class.

If you see forty kids on a Monday – you can realisticly expect half to show up at your school Tuesday.

My experience in testing has been the most come back the very same day if you can swing it. But just know – the closer the “summer camp class” and the visit to your school the better.

They get to your school…

You “wow” them. (Once again this is carefully planned – it took me years of studying successful professional speakers to nail this formula).

You don’t sell them anything.

This another mistake school owners make.

Then – they wonder why they are not invited back to the camp.

Well – duh!

All of the parents who did not like the fact they showed up at your school and you tried to sell them some bullshit $49 for a month + uniform that night went to the summer camp director and complained about you!

Grasshopper – the secret is in delaying your fleshly desires for more students today in exchange for more next week and in the future.

The key is to now bring them back for a private lesson. Get to know them.

Remove them from the group. Then you take it from there. Most will enroll on the second visit to your school.

The numbers…

You see 40 kids at a summer camp on Monday.

You have 20 back at your school on Tuesday.

18 march to your front desk to schedule their “next session.”

10 (or more) show up.

Conservatively six enroll right there on visit two on a regular beginner membership.

You have eight no shows to follow up on.

You have 22 “semi-warm” leads who think highly of you because you wowed their kids at camp.

You put those in your normal follow up sequences.

You harvest more students.

So what is the key here?

Your only task is to get yourself in front of these campers. Then you wash, rinse and repeat.

Enjoy enrolling more students this summer than some martial arts schools enroll all year.

To grow your martial arts business requires constant marketing and the ability grab attention and then follow up.

I’ve been watching the NHL playoffs just about every night for the past three weeks.

I’m not sure if you’re a sports fan or not, but if you’ve ever caught the “wrap up” of a sports broadcast you’ll know what I’m talking about here.

A few minutes after the game is over and just seconds before the broadcasters sign off most of the time you get a camera shot of the crowd exiting the arena.

Massive amounts of people heading to their cars returning to reality.

They’re spending half of their thought energy on the game they just watched and the other half on the mundane details of their busy and hectic lives.

100% thought energy is being used.

Guess What…

Whether they’re leaving a game, driving to work, running errands or heading out to dinner 100% of their thought energy is still focused on the immediate and “urgent” matters of life.

What’s left over after 100% has been used up?

Not much!

And that’s the space you get to occupy in their minds.

Along with every other person, business or company who wants their attention.

This, my friend, is the major challenge and the most fun part of being in business.

How are you going to get through to this “moving parade?”

Sometimes you can slip in amongst the crowd via a referral.

Other times you’ll have to do something that catches their attention at the right time and makes them head off in your direction.

Once they’re coming your way – you’ll have to keep them coming.

Every once in a while you do something so amazing – they’ll head your way in multiples.

Occasionally one, two or three will decide all by themselves to leave the parade for a few minutes and seek you out (along with other options). If your message is compelling and your offer on target they’ll choose you.

Sometimes they’ll contact you and then seemingly vanish.

They haven’t vanished. And even though you think they’re totally flaky, they’re not! (well maybe a little!)

They just realized how paying attention to you right now is not going to work.

This moment is where you need reliable marketing systems to carve out your little space in the room of what’s left after the 100%.

Here’s something for you to give you a few ideas about how to occupy that little space.

It’s a video I put together.

Here’s what happens when you take action on the advice of the video…

You can request your copy here…

“Martial Arts Marketing Video”

One thing I’ve noticed many struggle with is words.

I’m not talking about “talking”! most have the “gift of gab.”

The words they struggle with are the words on the screen or on the page that must communicate benefits to the market place.

This is called “copywriting.” And if you’re in the martial arts business you have to wear the hat of marketing copywriter from time to time.

Even if you use a “hired gun” (like me) to help you formulate the words for your martial arts marketing website you still have to wear the hat.

Why? Because that’s how you’ll be able to tell if the copy is any good. You’ll know what to look for.

Being “Authentic”

It’s fine to use an ad or some sample web page copy as a baseline for your own material. But you can’t be lazy. You have to adapt it and convert it to your own voice.

You have to read it through.

His name will go un-mentioned but a former client once sent me back “approved copy for his website.” When I opened it – a spot that said (phone # here) was still there! Stuff like that does not look good on a website!

Here are a few ideas to end up with truly authentic words.

Start with your base, (Sometimes referred to as a swipe file), but sit it aside until you complete the next step…

Block out all distractions. Turn the phone off. Focus.

Think about the programs you are marketing. Then, answer the following questions and imagine a prospect was right in front of you.

“What this program is…”

“What it does for you…”

“Our unique system for producing results…”

“How the program will improve your life or solve your problem”

“What action you want them to take”

After you bang these out you have two options…

If you’re working with our team you would send this info along so we can customize a message for you.

Or…

Once complete you then whip out your base of material and start to stitch things together.

This should get you going if you have the time.

Tone of voice and ability to fluctuate it.

How animated you are (depending on your students of course).

The right combination of stern and loving.

Structure of the class.

Planning.

Dealing with the un-expected.

The ability to bring them back into focus when they drift.

Increasing their energy so it increases yours.

How you use assistant instructors and helpers.

I could really go on here. Of course how you teach effects every aspect of your martial arts business success.

I am sure you can add a few and have your own opinion about the make up of a good class.

And just like so many variables make up a great martial arts class for your students – a ton of variables make up an effective online marketing strategy for your school.

If you want to generate leads for your martial arts school using internet marketing – the right ingredients are key.

Miss one or slack a little on any one ingredient and your martial arts business will lose students.

Just one example. Your site may “look great” but no one gets their because your “web guy” was not aware of the ton of changes that have effected local search marketing in the last year.

Or, the site does come up and people do find it. But the design and layout are so poor they quickly click off.

Anyway – just be aware of the “ingredients” and you can’t help but cook up some success.

Whether it’s the ability to spar or grapple longer.

To work a long weekend filled with special events at your martial arts school.

To work the 15 hour day and plan your martial arts marketing.

The ability to keep at it year after year as you grow your martial arts business. Stamina is key.

This past weekend we had a table and I spoke (for the second year in a row) at the Member Solutions Business Building Bootcamp.

I got to reconnect with industry leaders and experts and make some new connections. Had dinner with Mike Parella, Allie Alberigo, Roland Osborne, Tommy Lee, Glen Hansen (Editor of MMA Business) and the great folks at Member Solutions.

Something that stuck out for me. Stamina.

What I mean is I ran into guys that’ve been doing their thing for years.

I mentioned to John Graden how, just in my 6 years of doing business with school owners, I’ve seen so many “shiny new objects” come and go. But how refreshing it was to run in to so many who have been “at it for a while.” (Him Included!!)

I mentioned to Dave Kovar how when I was just 16 years old and had just earned my black belt in TKD one of my instructors let me borrow the Kovar instructor training manuals and video tapes. When I opened my school two years later I studied his stuff even more.

The true test is the stamina of the people behind the business and the school. Their willingness to try new things and constantly innovate to reach their main goal of serving others through their passion.

I overhead another speaker talking about how “There is so much information in the martial arts industry.” Yes there is! You know why? Because the best school operators are great teachers and great business people. Great business people and great teachers both have a strong desire to help others. Put those two together and you have a bunch of folks willing to share (and get paid to help their fellow professionals).

As a school owner you should take this information as a blessing.

How to sift through it all?

Look at their stamina. How long have they been at it? Do they have a system or are they sporadic? Do they tire of something quickly or does their approach build on their innovations?

If you want to be the best and most successful school owner you can be an open mind and willingness to learn is the foundation.

Learn more here…

Martial Arts Business Marketing Resources

For the 10 years I operated my schools I was crazy about clean windows.

When first starting off and not having any employees or assistant instructors I was out there everyday with the squeegee.

I mastered the “Art of The Squeegee” for sure.

I’d let the pro window cleaners get at them once a week or so to make the sparkle!

Why? Well beyond the whole “clean, Disney Dojo” thing my goal was to attract on-lookers.

We wanted people watching our classes.

We wanted to give them a glimpse into our world.

A lot of the time the watching and the glimpse would turn into a walk-in inquire. That walk-in would turn into an intro. And then intro would turn into a student.

I bet you feel the same way about your school’s windows, heh?

But – there’s the problem.

There’s one HUGE window you’re covering up. You’ve got the blinds shut. It’s so dirty no one can see in.

So they don’t bother – they keep on walking.

Where’ the window?

It’s on the web.

In particular it’s called – your school’s blog.

Your school’s blog can be your online window that results in walk-ins, intros and enrollments.

But chances are you’re not doing it right.

A few ideas…

Your blog must look like the rest of your site, including…

All links on the navigation.

Offers on the side-bar to get started.

It must have…

The latest and greatest local SEO “plug-ins” installed. (most don’t have these)

All social media and share buttons.

Facebook Comments turned on.

It must not be…

“For Students Only” This is one huge mistake many schools are making right now.

OK, that’s it for now.

To find out not just where your blog stands – but how your ENTIRE online Marketing Identity Stacks Up Visit:

Local Search Check Up

But take a look at the stats…

The U.S. Post Office tells us 12 to 22% of people move every year.

The nerve. How could they move before Black Belt?

Due to “Family & Life Circumstances” 15% have no choice (or so they think) but to change their life style.

Divorce

Kids heading to college.

“Gas prices are too high, we can’t afford it anymore.”

Changes to a job situation.

The fact is your students are under a constant barrage of attacks that kill your retention, no matter how good you are.

Then, add the worst of all, dropouts… “I’m too busy.” Or, “He doesn’t like it anymore.”

Do you see where this number quickly gets to close to 50%?

So what’s the point?

1- You need to base everything on reality.

2- The mission of new student acquisition never ends.

3- Deepening of Marketing Funnels. What does that mean?

Examples…

You do a special event. You end up with 15 leads. It’s not enough to call them on Monday. It’s not enough to invite them back for a special class. There must be a multi-step follow up system in place.

Right now I’m working on a 99 step follow up marketing system for a client.

You read it right – 99 steps!

Crazy? Not Really.

This guy actually HAS The Discipline to work on these things with me!

Sadly – many martial arts school owners are border-line Charlatans – because they are NOT disciplined enough to make the time to work on their business.

Sorry – no other way to put it.

If you’re in the disciplined camp. You appreciate my honesty. If you’re in the “lack of time” or “lack of knowing what to do” camp you’ll probably UN-subscribe. But that’s OK.

Anyway – I hope this email reminds you the stakes are high for all of us.

Therefor – no time for dilly-dally.

That’s all for today.

Marketing Help for Those With Discipline is Right Here for the Taking…

Martial Arts Marketing & Business Systems

Too many times something “new” comes along and school owners forget about or stops doing the “old.”

This became real obvious to me today as I working on a direct mail campaign for a new client.

In this campaign – we’re going “OLD School” – totally targeting the radius around the business.

Compelling offer, headline, testimonials, a unique message, deadline to respond, map of the location – all the goodies you need on the check list.

In direct mail this is called “Farming.”

And even though my contract is for this campaign only I informed them “Farming” is something they should continue to do.

The right farming program can help you penetrate an area through repetition. Heck, don’t you always tell your students…

“Repetition is the mother of skill!” Yet there are some school owners who abandon marketing programs faster than a spoiled kid can tell his parents he’s quitting so he can play more video games.

These guys don’t practice what they preach. One of my early martial arts business mentors joked about how for certain school owners attaining the next degree of Black Belt often meant an inch or more addition to their waste-line. (not practicing what they preach)

The real success happens when old school discipline and repetition meets new school marketing.

The real success happens in your martial arts business when you do a bunch of things to bring in students.

Yes, I’ve been telling you about how important Mobile is right now.

We’ve talked about how Facebook Ads when done right can give you a direct line of communication to your most desired prospects.

The point is to stay with it.

Well, if you’ve read this far you obviously know about sticking with it.

If you want some help with Facebook Ads, (or anything else) go to the link below and request a time to chat with me.

From Your Laptop…

Get Some Marketing Help

From Your Mobile…

Get Some Help

Helping your students with focus, self-confidence, discipline.

Helping kids stay active.

Helping adults get in shape.

All of the above and more, right?? “Yes or Yes?”

The problem is most of your best prospects are totally UN-aware of how you can help them.

Sure, maybe once they get started and experience you they get it.

But, it’s not enough to stick an ad in their face. Yea- sometimes that works.

What you have to do is showcase your expertise by giving them some content.

I have a client who has all kinds of video messages plugged in to his follow up sequences for new students. What a nice touch! Video is just one option though.

To help you clarify this, let me ask you…

Do you have a proven method for increasing a kid’s self-confidence?

What about a method for adults to gain strength and flexibility?

Those are just examples – but that knowledge can be turned into content that can help your students.

It will also showcase your expertise to your prospects.

It’s not enough to just tell people “I can help you, if you join my school.” You have to help them a little first with your knowledge, expertise and content.

And then, they will start taking steps toward you!

I know it’s tough sometimes to get the content together. That’s why for my “Book Project Clients” I hand them content already done. They just have to tweak a little.

Why would you want a book for your martial arts school business?

The simple reason is because it is one of the best ways to elevate yourself above the crowd of competition in your area. Not just martial arts schools either…

Do you think the local “Gym Manager” is an expert? How many of your competitors in the kids’ market will have a book?You guessed it – slim pickins!

And Slim Pickins for me too. Because I’m only taking one school owner for my next “Help You Get A Book Done to Market Your School and grow your martial arts business” program.

Details here…

Martial Arts Business Book Project

Who should you want to “like” your martial arts business on Facebook?

What I mean is who should “like” your martial arts school’s business page.

And, it must be a Facebook business page.

If you’re school is set up as personal account PLEASE delete it because Facebook and the people on Facebook think you are an idiot. If your competition is set up like that make sure they keep doing what they’re doing. LOL!

In order – here’s who should like you and why…

1- Your students. DUH! You need them to be the “responsive” crowd you can interact with.

2- Friends of students, networking partners (meaning – other biz owners in your area). You need them to add that extra element of “your school is a big deal.” Interaction with non-students. Helping out your biz owner friends. It’s all good.

3- The people who you DON’T know. This group is so important because it is they who can push the time you spend on Facebook into the black.

So how do you find group #3?

They say money don’t buy friends. News Flash. On Facebook it does.

Facebook has an amazing ad platform.

You can find your ideal prospects.

If you’re smart about it – they just might turn into students. But, you have to know what you’re doing.

If you’re savvy about it you can grow your martial arts business with Facebook marketing.

Funny, the other day a school said he was using Facebook to “advertise his martial arts school.” I said… “Great, how are your Facebook Ads working?” He replied… “I’m not doing ads, I’m just using Facebook to advertise.”

Doing status updates on your page and engaging your “Likes” in conversation is NOT and SHOULD NOT be “Advertising.”