Archives for July 2017

41 – The 5 Stages Of The Martial Arts Student Signup Cycle

Every martial arts prospect that sees your marketing is in 1 of 5 stages. Do you know what to say in each one?


IN THIS EPISODE, YOU WILL LEARN:

  • The 5 different stages of a martial arts student prospect
  • When and when not to use a paid trial offer
  • How to influence buying decisions at different stages in the signup cycle
  • The landing page system that is currently responsible for more than 612 paid trial students
  • How many touch points (brand interactions) it take before a conversion
  • And more

*Need help growing your martial arts school? Learn More Here.

Download the PDF transcription

TRANSCRIPTION

So the big question is, right, does your website have these offers? Are you catering for the hot? Are you catering for the warm and are you catering for the cold?

Hey, this is George Fourie from Martial Arts Media and today I have an awesome training for you. So, this training is something that we focus on in our Martial Arts Media Academy and is part of a presentation that I did over the weekend at The Main Event, Fred Depalma’s ”The Main Event,” hosted by MA 1st, which was in Sydney. And the presentation that I did, or the segment that I'm going to talk about today rather, is called “The martial arts student sign up cycle.”

Now, credit where credit is due, always: this was created by Eugene Schwartz, who wrote a book called “Breakthrough Advertising.” You'll pay about $150 for this book on Amazon and it's, he was a legendary marketer and copywriter. And what he talks about is the 5 different stages that a prospect will be in based on their interest level. And when you understand these different levels, you are able to fine tune your marketing message to be relevant to them, because, let’s say you have somebody, they’ve got questions and they don't have everything together about this martial arts thing.

And you go and just present a price to them – they're just not ready, so that's where objections normally come from: ah, I need to think about it, I'm not interested, I don't know, I need to ask my wife – that's where those kinds of objections normally come from is, because a person isn't ready and there are questions that they might not know what it is or they just feel unsure, or they're just too embarrassed maybe to tell you. And that's where sort of the objections come up, which can generally be classed as excuses.

The flipside is, if you don't know when somebody is absolutely ready to join, then you can also miss the boat because you might be carrying on, waffling on and they could be ready to buy and you can talk them out of joining – also, something that can happen. So I'm going to share this segment with you – I highly recommend you look at the full the presentation because the full presentation will give you the nuts and bolts of how it all fits together, but this by itself is super valuable. So I hope it helps, let me take you through it. If you're listening to the audio, I recommend you go to martialartsmedia.com, check the video out and it will all be clear and make sense. All right.

So, the presentation was “Become the go-to martial arts school through the internet and social media marketing” and this segment is called martial arts students sign up cycle. So, there are five different stages of awareness that a prospect goes through.

1. The first one at the top, which is what most people normally focus on is hot, and right at the bottom is cold, the person that's completely unaware or not interested in martial arts whatsoever.

So, where do we look at the hot market? So this person, they kind of know everything they want, right? This person knows that they want confidence for the kid or fitness or discipline, they know they might want to lose weight and they know everything about your club as well, they just kind of need the right offer to switch them over. So this is where a paid trial can work very well, right? Because they're ready.

2.  Then you’re going to look at the warm, the warm audience and the warm audience, the warm prospect is service aware, right? They know about your school and what your gym has to offer, but they're just not sure if it's right for them yet, OK? So what type of questions can you ask this person? What do they need to know? Do they need to know what martial arts style is right for them? What do they still need to know to take them over the line?

I did a case study with Paul Veldman, I advertised and promoted it quite a bit, you might have seen it. It was titled “How a martial arts school owner turned quiet time into 96 paid trials student in 14 days while converting 70% into full members.” Now, that case study was really targeted at these top two segments, right, the hot and the warm market. There are obviously other things that went with it: the right time, the timing, the deadline on the offer and so forth.

And funny enough, I was going through all the statistics, preparing for the presentation and the landing pages that we create, so the landing pages that we create and we create paid trials for, has a total 612 paid trial students over the last 6 months, OK? So that's $19,542, but obviously, that's just the income from the paid trial. So, depending on what your lifetime student value would be, whether that's $1,500, or a $1,000, I know if you're going to work it out on $1,500, it's going to be just short of a $1,000,000 worth of business! So, that is the power of having a really, really good offer, but also having it constructed in a way that converts and takes in the business, all right?

So that's really focusing on those top, those top two. So you're looking at the warm and the hot market.

3.  Now, going a bit further down, you've got the lukewarm market, solution aware, all right? They know about martial arts and the benefits, they just need the right offer or school or gym to sign up, OK? So they don't really know about your gym or school yet:  what can you put in front of these people? Do they need to know details about how to choose a martial arts school, or do they have sort of myths that are lingering in their mind, if, let’s say martial arts cause violence in kids or something like that.

What are the questions that they need to be answered and where are they going to find this information? They're going to find it on your website or someone else's, that's really the key and that's what we got through in the full presentation.

4.  Then you're cool – now, this is getting a lot harder, you'll see at the top; there are only a few touch points needed, OK? It’s going to take 6-8 touch points, interactions before somebody converts into anything and at the bottom, you're going to have a lot of touch points, because there’s a lot of the education process that's happening.

Ok, so the cool are problem aware. They sense the problem with their own fitness, their confidence, or perhaps see it in their child, but they don't know what the solution is to solve it yet. So they haven't put martial arts in the same line of how it’s going to solve this problem for them.

5.  And then, of course, you've got cold, all right? You've got the cold audience, they don't know anything about martial arts yet, or somebody just told them something about it, so they might just go looking, all right, what's this martial arts thing. They know nothing, they've got no real desire yet, they may be curious, or they probably just know nothing at all, right? They're just not interested and that person, of course, doesn't matter. You can charge them a $1 for a month and they're still not going to join because they're just not interested.

So the big question is, does your website have these offers? Are you catering for the hot? Are you catering for the warm and are you catering for the cold, or the cool market? The cool audience rather, I keep on saying market – the cool prospect. Do you have offers on your website that are strategically positioned to answer all those questions? Because, if it doesn't, then chances are, you have a leaking bucket, all right? People are coming to your website and they are leaving because they don't find what it is they need.

And I've done a lot of training on this, but I’m kind of pulling back on the training because it’s too hard. I end up trying to educate people that should be educated on more than websites and it’s just hard work and I've done it for favors, but if you're going to get something like this done, rather get somebody that understands marketing, understands sales and knows how to actually build a website that's going to generate business for you and that knows how to target these different segments.

I hope that helps, I'm doing the full presentation on this, which will be invaluable for you if you take on board what we talk about. A lot of time has gone into this, this is a lot of things that we've done for our top clients and this is just really breaking it down, the information and the process that we got through.

And I’d love to have you on board. It’s at http://martialartsmedia.live, is where you can access the presentation, or there will be a notification of when the next one will be and that's it. And if you would like help with all this stuff and you want us to walk you through it, guide you or your team members, then you can head over to martial arts media.academy and we will see if we can help you with growing your martial arts school.

That's it – I will see you in the next video. Cheers!

*Need help growing your martial arts school? Learn More Here.

Enjoyed the show? Get more martial arts business tips when you subscribe on iTunes for iPhone or Stitcher Radio for Android devices.

Privacy Policy

Your privacy is very important to us. Accordingly, we have developed this policy in order for you to understand how we collect, use, communicate and make use of personal information. The following outlines our privacy policy. When accessing the https://martialartsmedia.com website, will learn certain information about you during your visit. Similar to other commercial websites, our website utilizes a standard technology called “cookies” (see explanation below) and server logs to collect information about how our site is used. Information gathered through cookies and server logs may include the date and time of visits, the pages viewed, time spent at our site, and the websites visited just before and just after our own, as well as your IP address.

Use of Cookies

A cookie is a very small text document, which often includes an anonymous unique identifier. When you visit a website, that site”s computer asks your computer for permission to store this file in a part of your hard drive specifically designated for cookies. Each website can send its own cookie to your browser if your browser”s preferences allow it, but (to protect your privacy) your browser only permits a website to access the cookies it has already sent to you, not the cookies sent to you by other sites.

IP Addresses

IP addresses are used by your computer every time you are connected to the Internet. Your IP address is a number that is used by computers on the network to identify your computer. IP addresses are automatically collected by our web server as part of demographic and profile data known as “traffic data” so that data (such as the Web pages you request) can be sent to you.

Email Information

If you choose to correspond with us through email, we may retain the content of your email messages together with your email address and our responses. We provide the same protections for these electronic communications that we employ in the maintenance of information received online, mail and telephone. This also applies when you register for our website, sign up through any of our forms using your email address or make a purchase on this site. For further information see the email policies below.

How Do We Use the Information That You Provide to Us?

Broadly speaking, we use personal information for purposes of administering our business activities, providing customer service and making available other items and services to our customers and prospective customers.

will not obtain personally-identifying information about you when you visit our site, unless you choose to provide such information to us, nor will such information be sold or otherwise transferred to unaffiliated third parties without the approval of the user at the time of collection.

We may disclose information when legally compelled to do so, in other words, when we, in good faith, believe that the law requires it or for the protection of our legal rights.

Email Policies

We are committed to keeping your e-mail address confidential. We do not sell, rent, or lease our subscription lists to third parties, and we will not provide your personal information to any third party individual, government agency, or company at any time unless strictly compelled to do so by law.

We will use your e-mail address solely to provide timely information about .

We will maintain the information you send via e-mail in accordance with applicable federal law.

CAN-SPAM Compliance

Our site provides users the opportunity to opt-out of receiving communications from us and our partners by reading the unsubscribe instructions located at the bottom of any e-mail they receive from us at anytime.

Users who no longer wish to receive our newsletter or promotional materials may opt-out of receiving these communications by clicking on the unsubscribe link in the e-mail.

Choice/Opt-Out

Our site provides users the opportunity to opt-out of receiving communications from us and our partners by reading the unsubscribe instructions located at the bottom of any e-mail they receive from us at anytime. Users who no longer wish to receive our newsletter or promotional materials may opt-out of receiving these communications by clicking on the unsubscribe link in the e-mail.

Use of External Links

All copyrights, trademarks, patents and other intellectual property rights in and on our website and all content and software located on the site shall remain the sole property of or its licensors. The use of our trademarks, content and intellectual property is forbidden without the express written consent from .

You must not:

Acceptable Use

You agree to use our website only for lawful purposes, and in a way that does not infringe the rights of, restrict or inhibit anyone else”s use and enjoyment of the website. Prohibited behavior includes harassing or causing distress or inconvenience to any other user, transmitting obscene or offensive content or disrupting the normal flow of dialogue within our website.

You must not use our website to send unsolicited commercial communications. You must not use the content on our website for any marketing related purpose without our express written consent.

Restricted Access

We may in the future need to restrict access to parts (or all) of our website and reserve full rights to do so. If, at any point, we provide you with a username and password for you to access restricted areas of our website, you must ensure that both your username and password are kept confidential.

Use of Testimonials

In accordance to with the FTC guidelines concerning the use of endorsements and testimonials in advertising, please be aware of the following:

Testimonials that appear on this site are actually received via text, audio or video submission. They are individual experiences, reflecting real life experiences of those who have used our products and/or services in some way. They are individual results and results do vary. We do not claim that they are typical results. The testimonials are not necessarily representative of all of those who will use our products and/or services.

The testimonials displayed in any form on this site (text, audio, video or other) are reproduced verbatim, except for correction of grammatical or typing errors. Some may have been shortened. In other words, not the whole message received by the testimonial writer is displayed when it seems too lengthy or not the whole statement seems relevant for the general public.

is not responsible for any of the opinions or comments posted on https://martialartsmedia.com. is not a forum for testimonials, however provides testimonials as a means for customers to share their experiences with one another. To protect against abuse, all testimonials appear after they have been reviewed by management of . doe not share the opinions, views or commentary of any testimonials on https://martialartsmedia.com – the opinions are strictly the views of the testimonial source.

The testimonials are never intended to make claims that our products and/or services can be used to diagnose, treat, cure, mitigate or prevent any disease. Any such claims, implicit or explicit, in any shape or form, have not been clinically tested or evaluated.

How Do We Protect Your Information and Secure Information Transmissions?

Email is not recognized as a secure medium of communication. For this reason, we request that you do not send private information to us by email. However, doing so is allowed, but at your own risk. Some of the information you may enter on our website may be transmitted securely via a secure medium known as Secure Sockets Layer, or SSL. Credit Card information and other sensitive information is never transmitted via email.

may use software programs to create summary statistics, which are used for such purposes as assessing the number of visitors to the different sections of our site, what information is of most and least interest, determining technical design specifications, and identifying system performance or problem areas.

For site security purposes and to ensure that this service remains available to all users, uses software programs to monitor network traffic to identify unauthorized attempts to upload or change information, or otherwise cause damage.

Disclaimer and Limitation of Liability

makes no representations, warranties, or assurances as to the accuracy, currency or completeness of the content contain on this website or any sites linked to this site.

All the materials on this site are provided “as is” without any express or implied warranty of any kind, including warranties of merchantability, noninfringement of intellectual property or fitness for any particular purpose. In no event shall or its agents or associates be liable for any damages whatsoever (including, without limitation, damages for loss of profits, business interruption, loss of information, injury or death) arising out of the use of or inability to use the materials, even if has been advised of the possibility of such loss or damages.

Policy Changes

We reserve the right to amend this privacy policy at any time with or without notice. However, please be assured that if the privacy policy changes in the future, we will not use the personal information you have submitted to us under this privacy policy in a manner that is materially inconsistent with this privacy policy, without your prior consent.

We are committed to conducting our business in accordance with these principles in order to ensure that the confidentiality of personal information is protected and maintained.

Contact

If you have any questions regarding this policy, or your dealings with our website, please contact us here:

Martial Arts Media™
Suite 218
5/115 Grand Boulevard
Joondalup WA
6027
Australia

Email: team (at) martialartsmedia dot com

FREE GUIDE

The Martial Arts
Fb Ad Formula

Please fill out the form and we will send you the free guide via email

General Website Terms and Conditions of Use

We have taken every effort to design our Web site to be useful, informative, helpful, honest and fun.  Hopefully we’ve accomplished that — and would ask that you let us know if you’d like to see improvements or changes that would make it even easier for you to find the information you need and want.

All we ask is that you agree to abide by the following Terms and Conditions. Take a few minutes to look them over because by using our site you automatically agree to them. Naturally, if you don’t agree, please do not use the site. We reserve the right to make any modifications that we deem necessary at any time. Please continue to check these terms to see what those changes may be! Your continued use of the MartialArtsMedia.com Web site means that you accept those changes.

THANKS AGAIN FOR VISITING!

Restrictions on Use of Our Online Materials

All Online Materials on the MartialArtsMedia.com site are Copyrighted and all rights are reserved. Text, graphics, databases, HTML code, and all other intellectual property are protected by US and/or International Copyright Laws, and may not be copied, reprinted, published, reengineered, translated, hosted, or otherwise distributed by any means without explicit permission. All of the trademarks on this site are trademarks of MartialArtsMedia.com or of other owners used with their permission. You, the visitor, may download Online Materials for non-commercial, personal use only provided you 1) retain all copyright, trademark and propriety notices, 2) you make no modifications to the materials, 3) you do not use the materials in a manner that suggests an association with any of our products, services, events or brands, and 4) you do not download quantities of materials to a database, server, or personal computer for reuse for commercial purposes. You may not, however, copy, reproduce, republish, upload, post, transmit or distribute Online Materials in any way or for any other purpose unless you get our written permission first. Neither may you add, delete, distort or misrepresent any content on the MartialArtsMedia.com site. Any attempts to modify any Online Material, or to defeat or circumvent our security features is prohibited.

Everything you download, any software, plus all files, all images incorporated in or generated by the software, and all data accompanying it, is considered licensed to you by MartialArtsMedia.com or third-party licensors for your personal, non-commercial home use only. We do not transfer title of the software to you. That means that we retain full and complete title to the software and to all of the associated intellectual-property rights. You’re not allowed to redistribute or sell the material or to reverse-engineer, disassemble or otherwise convert it to any other form that people can use.

Submitting Your Online Material to Us

All remarks, suggestions, ideas, graphics, comments, or other information that you send to MartialArtsMedia.com through our site (other than information we promise to protect under our privacy policy becomes and remains our property, even if this agreement is later terminated.

That means that we don’t have to treat any such submission as confidential. You can’t sue us for using ideas you submit. If we use them, or anything like them, we don’t have to pay you or anyone else for them. We will have the exclusive ownership of all present and future rights to submissions of any kind. We can use them for any purpose we deem appropriate to our MartialArtsMedia.com mission, without compensating you or anyone else for them.

You acknowledge that you are responsible for any submission you make. This means that you (and not we) have full responsibility for the message, including its legality, reliability, appropriateness, originality, and copyright.

Limitation of Liability

MartialArtsMedia.com WILL NOT BE LIABLE FOR ANY DAMAGES OR INJURY THAT ACCOMPANY OR RESULT FROM YOUR USE OF ANY OF ITS SITE.

THESE INCLUDE (BUT ARE NOT LIMITED TO) DAMAGES OR INJURY CAUSED BY ANY:

  • USE OF (OR INABILITY TO USE) THE SITE
  • USE OF (OR INABILITY TO USE) ANY SITE TO WHICH YOU HYPERLINK FROM OUR SITE
  • FAILURE OF OUR SITE TO PERFORM IN THE MANNER YOU EXPECTED OR DESIRED
  • ERROR ON OUR SITE
  • OMISSION ON OUR SITE
  • INTERRUPTION OF AVAILABILITY OF OUR SITE
  • DEFECT ON OUR SITE
  • DELAY IN OPERATION OR TRANSMISSION OF OUR SITE
  • COMPUTER VIRUS OR LINE FAILURE
  • PLEASE NOTE THAT WE ARE NOT LIABLE FOR ANY DAMAGES, INCLUDING:
    • DAMAGES INTENDED TO COMPENSATE SOMEONE DIRECTLY FOR A LOSS OR INJURY
    • DAMAGES REASONABLY EXPECTED TO RESULT FROM A LOSS OR INJURY (KNOWN IN LEGAL TERMS AS “CONSEQUENTIAL DAMAGES.”)
    • OTHER MISCELLANEOUS DAMAGES AND EXPENSES RESULTING DIRECTLY FROM A LOSS OR INJURY (KNOWN IN LEGAL TERMS AS “INCIDENTIAL DAMAGES.”)

WE ARE NOT LIABLE EVEN IF WE’VE BEEN NEGLIGENT OR IF OUR AUTHORIZED REPRESENTATIVE HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES OR BOTH.

EXCEPTION: CERTAIN STATE LAWS MAY NOT ALLOW US TO LIMIT OR EXCLUDE LIABILITY FOR THESE “INCIDENTAL” OR “CONSEQUENTIAL” DAMAGES. IF YOU LIVE IN ONE OF THOSE STATES, THE ABOVE LIMITATION OBVIOUSLY WOULD NOT APPLY WHICH WOULD MEAN THAT YOU MIGHT HAVE THE RIGHT TO RECOVER THESE TYPES OF DAMAGES.

HOWEVER, IN ANY EVENT, OUR LIABILITY TO YOU FOR ALL LOSSES, DAMAGES, INJURIES, AND CLAIMS OF ANY AND EVERY KIND (WHETHER THE DAMAGES ARE CLAIMED UNDER THE TERMS OF A CONTRACT, OR CLAIMED TO BE CAUSED BY NEGLIGENCE OR OTHER WRONGFUL CONDUCT, OR THEY’RE CLAIMED UNDER ANY OTHER LEGAL THEORY) WILL NOT BE GREATER THAN THE AMOUNT YOU PAID IF ANYTHING TO ACCESS OUR SITE.

Links to Other Site

We sometimes provide referrals to and links to other World Wide Web sites from our site. Such a link should not be seen as an endorsement, approval or agreement with any information or resources offered at sites you can access through our site. If in doubt, always check the Uniform Resource Locator (URL) address provided in your WWW browser to see if you are still in a MartialArtsMedia.com-operated site or have moved to another site. MartialArtsMedia.com is not responsible for the content or practices of third party sites that may be linked to our site. When MartialArtsMedia.com provides links or references to other Web sites, no inference or assumption should be made and no representation should be inferred that MartialArtsMedia.com is connected with, operates or controls these Web sites. Any approved link must not represent in any way, either explicitly or by implication, that you have received the endorsement, sponsorship or support of any MartialArtsMedia.com site or endorsement, sponsorship or support of MartialArtsMedia.com, including its respective employees, agents or directors.

Termination of This Agreement

This agreement is effective until terminated by either party. You may terminate this agreement at any time, by destroying all materials obtained from all MartialArtsMedia.com Web site, along with all related documentation and all copies and installations. MartialArtsMedia.com may terminate this agreement at any time and without notice to you, if, in its sole judgment, you breach any term or condition of this agreement. Upon termination, you must destroy all materials. In addition, by providing material on our Web site, we do not in any way promise that the materials will remain available to you. And MartialArtsMedia.com is entitled to terminate all or any part of any of its Web site without notice to you.

Jurisdiction and Other Points to Consider

If you use our site from locations outside of Australia, you are responsible for compliance with any applicable local laws.

These Terms of Use shall be governed by, construed and enforced in accordance with the laws of the the State of Western Australia, Australia as it is applied to agreements entered into and to be performed entirely within such jurisdiction.

To the extent you have in any manner violated or threatened to violate MartialArtsMedia.com and/or its affiliates’ intellectual property rights, MartialArtsMedia.com and/or its affiliates may seek injunctive or other appropriate relief in any state or federal court in the State of Western Australia, Australia, and you consent to exclusive jurisdiction and venue in such courts.

Any other disputes will be resolved as follows:

If a dispute arises under this agreement, we agree to first try to resolve it with the help of a mutually agreed-upon mediator in the following location: Perth. Any costs and fees other than attorney fees associated with the mediation will be shared equally by each of us.

If it proves impossible to arrive at a mutually satisfactory solution through mediation, we agree to submit the dispute to binding arbitration at the following location: Perth . Judgment upon the award rendered by the arbitration may be entered in any court with jurisdiction to do so.

MartialArtsMedia.com may modify these Terms of Use, and the agreement they create, at any time, simply by updating this posting and without notice to you. This is the ENTIRE agreement regarding all the matters that have been discussed.

The application of the United Nations Convention on Contracts for the International Sale of Goods, as amended, is expressly excluded.