Archives for November 2017

50 – Australian Martial Arts Hall of Fame Inductee Grant Bannister Shares 40+ Years Of Martial Arts

Grant Bannister recent inducted to Martial Arts Hall of Fame shares his 40+ year martial arts journey.

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IN THIS EPISODE, YOU WILL LEARN:

  • The improvements in the martial arts industry in the last 40+ years
  • How to become an awardee of the Australasian Martial Arts Hall of Fame
  • The motivating factors that made Grant stay in the industry for a long time
  • Why martial arts is more than just about self-defence
  • And more

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

Download the PDF transcription

TRANSCRIPTION

People say to me, oh it was really good back in those days. I wouldn't change it. The progression is fantastic.

George: Hi, this is George Fourie, and welcome to another Martial Arts Media Business Podcast. Today I am speaking with Shidoshi Grant Bannister. Now, Shidoshi Grant Bannister has been in the martial arts industry for a very long time, so we're going to have a great chat just about where he's come from, and he's also just recently got inducted into the Australian Martial Arts Hall of Fame. So we're just going to have a bit of a chat about that. Welcome to the show, Grant.

Grant: Thank you, George, and thank you for having me, it's great. I've watched, loved your podcast, and they're really great so I feel honoured to be part of it.

George: That's fantastic, awesome. Let's start right from the beginning, Grant. Who is Grant Bannister?

Grant: I've been a working guy all my life. I was a TV technician. We've got a family of three kids and four grandchildren. I started my martial arts journey way back in 1959 under a guy called Wally Strauss. I wasn’t interested in football and this guy said, “Oh, we're gonna do Judo.” And I said, “Oh, I don't know what it is but I'll do it.” I trained for a whole year with Wally Strauss. I left my martial arts go until I was 29, I think I was when I got back into it. My journey started then and been enjoying ever since.

George: Fantastic. So, 29, and then when did you start on the path of instructing?

Grant: I started with a guy called, with San Chi Kai and Mal Lomax. Mal was very big into once you've got the knowledge, now you start teaching, which is great, I think that happens a lot nowadays. Probably less than two years after I started I was teaching, and Mal asked me to open up my own club, which I did down in Blackburn, and we went from there. Unfortunately, Mal passed away a few years ago. He moved to Queensland in 1996.

I didn't stay with San Chi Kai. Another chap and myself just started training in the garage. After a while we got more and more people coming in and all of a sudden the garage was full and we had to start looking for a hall. Then I thought, well we'll have to start putting something together, make it our own style. We called it Bukido Karate, that was in 1986. We've grown slowly from then, not in a large amount, but in that time I've probably taught thousands and thousands of students. It's been a great journey, I've had some amazing people by my side and that makes you want to keep going. People say to me, “Oh, you're 74 now, it's about time to retire, move around Australia.” But I still get a big buzz out of seeing the kids starting to show respect towards their parents and us. So it's still a journey.

George: For sure. So, 74 years old, wow, that's good going. I want to calculate the years back. So you've been doing martial arts then for the last …

Grant: Forty-plus.

George: Forty-plus? Fantastic. So, forty years, that's my lifetime right now. In comparison from where you started to where things are now, what's sort of the biggest changes and adjustments that you've had to make along the way?

Grant: Back then was crazy, everyone used to belt the hell out of each other and it was really, really, dangerous. People lost kidneys and all sorts of things. Of course, O.H and S would start to come in people realized that they could get sued so it all changed. But it was a good time, I had a great time with security and all that sort of stuff with Mal Lomax had contacts and we spent a week with Olivia Newton-John when Xanadu was opened. We had the Boomtown Rats and quite a few other celebrities. It was a good time. A lot of those people liked the martial arts and they wanted to become a little more involved in it. I think Bob Jones had Fleetwood Mac at the time, Richard Norton was bodyguard with Fleetwood Mac. They were good, fun times. It wasn't a lot of animosity amongst the crowds. Although we did have problems, but, it was just a really, really, good, fun time for me.

George: Did you pursue that bodyguarding type of role for a long time?

Grant: I think it was about four years. It was a security thing, it wasn't a bouncing thing. I think when we did the Olivia Newton-John thing, she got the keys to the city of Melbourne Town Hall and there were thousands of people there. It reminded me of the Beatles days. I was just telling someone the other day, even getting her to the car was almost impossible, it was so packed. We got down to the car and Mal said, “I don't know how we're going to get her in.” So he opened the door and I had to lean against the car and push the door open so she could get in. The next thing, I had this guy sitting on my head trying to get her autograph. I'm trying to hold the door and this idiot is sitting on my head, I couldn't do anything about it. It wasn’t all about punching and kicking and all that sort of stuff, just trying to do the right thing and trying to keep the celebrities safe from the crowds.

George: Sounds like interesting days.

Grant: It was, certainly was. Nothing comes close to that from what I've done since.

George: You mentioned that people were losing kidneys and things like that. Was it basically due to not regulations and things in place in the industry?

Grant: It was. Back then, even the bouncers in hotels they didn't have name tags, they could do a lot of damage and just disappear. A lot of them would turn up into martial arts. All they wanted to do was fight full contact. Some nights you felt you were just trying to stay alive, keeping your hands up and moving around. It was a very brutal learning curve. It slowly changed, and people say, “Oh, it's not the same nowadays, it's watered down.” But the way I look at it is, if you've got, you're teaching children and they can go out and they've got some self-defence. Dave Kovar always says some self-defence is better than no self-defence. If they've become more alert and they're more courteous to people and they can understand where the other person is coming from, they've got a lot less chance of getting into trouble.

George: Yes, that's something that Dave Kovar also mentioned on the show that was when they started with teaching martial arts, it was all about adults and there wasn't really kids martial arts. It only started at a later time. Now, in that time, do you feel there's been a bit of a shifting? If you say it's a bit watered-down, do you think the focus has changed in martial arts that it's maybe not that much, well, it's still focused on self-defence, but that it is a bit more watered down, as they say, to accommodate the kids and other people within the martial arts and also with sports martial arts, I guess?

Grant: I have quite a few conversations with Graham Slater, and he's into the insurance, obviously. But you don't want to get sued for teaching wrong techniques or dangerous exercises. When the Martial Arts Board came in in 1988, I think, they tried to close a lot of schools down because of the dangerous exercises. You don't want a child or an adult coming to your club and learning things that could damage them later in life.

Like, myself, I haven't had knee replacements but the uni closed, but everyone I've trained with has had bad knees because we used to do probably an hour of those bunny hops. Of course, the Australian Institute Of Sport, they had a good look at all this and tried to change it. Any of the cowboys that are still around, they risk being sued and the insurance companies won't stand by them if they're doing stupid things in their teaching.

George: I guess it's more of a way of the world. That's really just what's happened. Everything gets regulated to the point of, you've got to be covered and especially with something like martial arts, that's got to be the worst side effect, damage to your business and obviously the people that you damage in the process. But that's got to be the hardest thing to overcome is if you have people go through an injury or something and all the spotlights are on your school for doing potentially the wrong thing which was injuring someone or harming someone within the training.

Grant: Yes, that's correct. I think most people are more aware. We've got so much knowledge now with, you can watch YouTube or Google stuff. The only thing that worries me a little bit, I've always loved nunchaku, that's been my thing.

You really can't teach a lot of weapons now without everyone getting a license. So it's not just the teacher that's got to get a license, it's the person in the class has got to get a license. And the kids love weapons. They love wooden weapons but things like bokken, the wooden sword, you've got to have a license for a lot of stuff. Sometimes I think, yeah well, if someone had a dangerous weapon from one of the big hardware stores, you can walk out with a chainsaw or whatever, compared to a bokken, it doesn't make sense to me. I can understand why it should be regulated but sometimes I think they go overboard a little bit.

George: Yes, bubble wrap everything, bubble wrap the kids. Now tell me about induction into the Australian Martial Arts Hall of Fame and congratulations, of course.

Grant: Thank you. It was a very good weekend. I've been to three now when my friends have been inducted. It is a lot bigger than most people know about. I'd spoken to George Kolovos, I said, “You know that?” And he didn't even know about it, so there's a lot of people out there and really good leaders in the martial arts that should be recognized. The Martial Arts Hall of Fame is a good way of doing it in Australia. There was, I think there was, two or three came from New Zealand this year. So it's the Australasian Martial Arts Hall of Fame as well. It's very humbling to be amongst these amazing people. Some of them have done incredible stuff. To be a part of that was really good, it's a good weekend.

There was a guy with Taekwondo called Paul Mitchell, he actually ran it up in Sydney and put a lot of effort into it. There was probably, we trained all Saturday and Sunday. The dinner presentation night was on a Saturday night. So it was probably on the floor, training would have been close to 100 at one stage, and these are all, most of them are high grade so they do add lower grades in it to train. But the knowledge you gain from the whole weekend was just sensational. I took up about twenty of my guys and they all came back raving out it, saying that they loved the cross training of the different level. I thoroughly recommend it if you get a chance. It's in Hobart next year in August, yourself or anyone else that can get along, it's a good weekend.

George: Sounds great. Do you know what the actual criteria are to be inducted?

Grant: They've got different levels, I think you can get an instructor and there are all different levels where you get up to the old people like me. I think mine was called a Lifetime Achievement Award. There are different levels so younger guys can go into it, but usually, you've got to be recommended and, as I said, they really go into your background. You can't just go up there and say, “Oh, I'm a twenty-third degree, I think I deserve it.” That just doesn't happen. They go into your background and your qualifications and your grading and stuff like that. You can see it online if you look up AMAHOF, I think. No, www.amahof.asn.au I think it is, worth having a look.

George: Fantastic, we'll do that. Grant, tell me, you've been in the industry for a very long time. If you could reverse things, in the current situation of where things are going in the martial arts industry, what do you see is great, where it's moving forward and what do you see as you wish it was back to the roots or back in the day?

Grant: People say to me, “Oh, it was really back in those days.” I wouldn't change it. The progression is fantastic. You see even people from overseas, like Tom Callos and Barry Van Over, those sort of guys, they give of themselves so much. I mentioned Paul Veldman, he gives of himself so much. You can join the Paul Veldman's group which is MABS, M-A-B or something it's called, which is a little bit more in depth but they still give freely of their own knowledge. The beauty of that is, is what we're taught about safety and stuff like that. People get to know what is safe and what is not, and they know if they go down the path of teaching kids the wrong thing, I mean being choked out and stuff like that, then they won't be around long. If they do the wrong thing and they get sued, the insurance company doesn't stand by them, they lose their house, their assets and everything. So everyone's got to tow the line. My wife just turned up, hi.

George: Hello. So Grant, who are the students that you have trained that you are most proud of?

Grant: But Crystal Ladiges won the ISKA Women's Black Belt Division in 2008. That's the overall division that I've earned out of all the black belts. That was the ISKA World Titles. Ross Rodolico won the Black Belt Division in ISKA in 2002. Stretching my mind a little bit. We've got this other Title holder called Danny Owen, he's got a young family now, so he trains occasionally.

Graham Slater ran this competition trying to find the best martial artist in Australia. It had some strange criteria but my guy Danny Owen won it. We went out to Lysterfield, there's a big monastery out there for the Buddhists and they had a shaolin monk come out and present him with the winnings. He went and stayed with the shaolin monks for a week, just training with them exclusively. He was taken around China with every other winner from every other country with a show. It was a life-changing experience for him. To have three brilliant people like that around you, it jeers you up, it makes you want to do more.

I've got a granddaughter, she's 16 and she's the only one in the family that's trained with me and she's loving it but you can see her journey's just starting. It's a bit of a long journey.

George: Definitely so. So who has kept you going in your martial arts journey, that's walked the path beside you?

Grant: All the black belts, I've got about, probably got about 15, 20 black belts at the moment with me. The standard of these guys is fantastic. I think sometimes, people come into your club and they look at you and then they sum you up and they either stay with you or not. Sometimes they look at you, and if you're not aggressive enough they'll go to someone who's got an aggressive output. Whereas we try and be, help each other. It's like Paul Veldman's club, Kando Martial Arts, all those guys down there, I've trained with them and they're all fantastic, they all help each other and try and jeer each other up. We do the same with us. That's kept me going.

I've had a girl who is virtually my manager now, Bella. Bella's been with me since she was five. Back in those days, she's 23 now, I wouldn't take anyone under about six or seven, it was unheard of. The mother just virtually begged me to take her and she's been with me ever since and is still continuing her martial arts journey. It's people like that that keep you jeered up and keeping me wanting to go down to the club all the time, helping them and seeing them getting better and better.

George: Awesome, fantastic. Grant, last question from me, what's next for you in your martial arts journey?

Grant: There are a few things I've got in the pipeline. Obviously, the physical side is getting less and less. But I do like the lifestyle that martial arts does. It does keep you healthy. My wife just walked in and she does an hour walk every day. She's 70 years old and she walks an hour a day. The doctor said to her, she's the fittest 70 years old he's ever seen. Martial arts promotes healthy living and all that and I think we've got so much to offer the community. I don't understand why it's not accepted as much as a lot of other sports.

Another thing I've been working on ABOK with Kancho Terry Lim, which is Australian Board of Kanchos, which is like a grading panel. Now we're running into a few problems there because people are coming up and wanting to grade to a fifth-degree and they've only been training for three years, so that's a bit of a nightmare. But I've got people helping me like Bruce Haynes and Tony Ball and Graham Slater, people like that, who are on board. A lot of people go into their own styles and then they don't know where to go for grading. So we're working pretty hard on that as well. I do hope to continue my club. I'm not too worried because we've grown dramatically, I like to know the names of all the kids that come in. So it gets too big, you sort of lose control of that personal contact.

George: For sure. Grant, it's been great speaking to you and, look, I've gotta say, you're probably a legend in the industry. You're a true testament to living the lifestyle all the way, and at 74 years old and you've got no sign of stopping. Congrats to you, well done. Lastly, if anybody wants more information about you, where can they, which website can they go, where can they find more information about you?

Grant: I gotta talk to you about the website, obviously. Do it yourself isn't quite the right thing to do, I realized that. www.bukidokarate.com.au, it's one word, dot com dot au.

George: Alright, fantastic. Grant, it's been great speaking with you and I will speak to you soon.

Grant: Thanks, George, I appreciate you having me, it's great to talk to you as well.

George: Awesome, cheers.

Grant: Okay, bye bye.

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

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49 – Martial Arts Websites vs ClickFunnels & Page Builders

ClickFunnels and Page Builders can be great, but is that what you really need instead of your martial arts website? Here's my take.

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IN THIS EPISODE, YOU WILL LEARN:

  • Do you need a hole or a drill (and a driller)?
  • The myth about what you need to create a sales funnel
  • Doing the ‘Richard Branson Test’ for your martial arts business
  • What a basic martial arts business sales funnel looks like
  • The difference between an internet marketing funnel and martial arts school funnel
  • The important factors that influence customers’ buying behaviour
  • And more

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

Download the PDF transcription

TRANSCRIPTION

Hey, this is George Fourie from Martial Arts Media, and in this video, I'm going to give you my take on websites versus ClickFunnels, or what I'm going to refer to is real martial arts websites, I'll explain why in a minute, versus ClickFunnels, Leadpages, and other page builders. I think there's a bit of confusion in the marketplace about what a funnel actually is, what part of a funnel you actually need, and for what type of business? Do you need the same type of intricate sales funnel structure for a martial arts business versus if you're selling digital products, or you got an e-commerce store or something like that?

There's a bit of confusion, and I was on a webinar yesterday where the guy I was referring to doing a comparison between a website versus a funnel, a sales funnel, and kind of saying, “Look, the website model is dead. You need sales funnel.” But I think that creates confusion because why does it need to be different? It doesn't need to be different. It's the same thing, it just means one website model was developed with an old mindset, with the sales funnel was not. It doesn't have to be different.

Do you need sales funnel? Absolutely. Does it need to be separate to your website? Definitely not. There's a bit of confusion with that, so I'm going to be as diplomatic as possible here, and want to give you my perspective on the difference between ClickFunnels, websites, martial arts websites, really crappy websites, good websites, and other types of page builders. And look, we've used them all, and I'll give full disclosure, martialartsmedia.com, my company, we develop martial arts websites, we help martial arts school owners with online lead generation. That's our focus.

We've used a bit of some page builder tools for some clients, but the majority, we build out our websites on Wordpress, because it's a platform that you own, we don't have to keep your login details, you don't have to pay a monthly fee for it. That's our preferred way but I want to give you both, all the facts, and you can make the decision for yourself because maybe a tool like ClickFunnels is for you, but maybe it's not.

The first thing I want to really look at here is to look at the old situation. Do you need a drill or hole? Well, you need the hole, right? How are you going to get the hole through a drill? Now, what type of drill you need? Maybe you need a certain type of drill? Different brand? Do you need to actually be the driller, or can you actually hire a person that's an expert at drilling the hole, and get that person into drill the hole for you?

My comparison analogy is, are you the right person for the job? Are you the person who should be doing drilling the holes in your business? Should you be building your own website? In 2017, I don't think it's necessary that you need to be touching any tech whatsoever, and a mental model is just to do the Richard Branson test. The question is, would Richard Branson be doing this in his business? I want to ask you that. Are you the right person to be doing drilling the holes, and putting up websites?

You know, my expertise is computer programming, I've adapted to marketing over the last 10 years, but I can put a website together, and I've got a web developer on staff, he's pretty busy with developing websites at the moment. Yesterday I was putting together a report for this actual video, and I'll actually show you, and because he was busy, I didn't want to bother him, so I put together a landing page myself, and for me, I thought, “Hey, this looks pretty cool doesn't it?” So I put this together, and I showed it to my developer, and five minutes later, he brings me this, which looks 10 times better, and I think the danger in a lot of these types of tools is it does what happened to me. It creates false confidence.

Now this is both on Wordpress to a different editor, but it creates false confidence that you think you are actually really good, where maybe you're not, and maybe somebody else could do it much better, do a professional job for you, and you get a better result at the end of the day. Keep that in mind. Are you the right person for the job here? Do you need to be drilling the holes in your business, or should you hire someone else to do that for you? Let's just remove the marketing hype for a minute, and let's look at the actual facts.

I'm going to draw out a sales funnel here for you, just to give you a bit of an idea, but this happened to one of our members in our Martial Arts Media Academy, where we teach martial arts school owners about lead generation, and the member said to me, well we were running through Facebook ads, and the member said to me, “Well, yeah, I'll get the ad up, but I've just got to figure this ClickFunnels thing out.” And I was asking, “Why? What are you going to need to do with ClickFunnels?” “Well, I was told I need ClickFunnels, so I bought this thing.” And I told the person, “Well, you've got a perfect landing page. We developed a landing page for you, it's professionally designed, we interviewed you for the actual copywriting to get your perfect message, to get your values, and put it down in writing into a structured sales message.”

And we'd done all this for the person, and it was ready to go. All that they needed to do was actually commit to the Facebook ads, but instead, they bought ClickFunnels and got sucked in by the tech, and started buying products that they thought they needed, which they didn't need, and that's what I've got a problem with. Not that actual tool, but that the wrong people are buying the tools thinking they need it, where they actually don't.

I want to show you this quickly, and just for, I guess, if you don't know anything about me, just for a bit of credibility for my end, I guess, but our landing pages that we've developed and I pulled this report just before I created the video. Since the last 10 to 11 months, our landing pages have generated 964 paid trial students, so in monetary value that's $30,000, but that's not really what's important.

What the real value is, is the lifetime student value, and from based on our numbers, the average that we normally find is $1,500 is a good lifetime student value. If you calculate it on that, yours might be more or less, that's $1.4 million. $1.455 million worth of students. Look, our landing pages convert. They convert, we create a custom copy from that, we design it, we put it on your website and we don't use ClickFunnels or any fancy page builder, and it gets results.

I want to break that down for you quickly, and let me just fire up my iPad here quickly, and use this as an example. Let's have a look. If we look at a sales funnel. Now, for the most part. Right now, let's do a comparison. In the internet marketing space, and this is sometimes a problem when you buy into internet marketing hype because there's a lot of internet marketing hype out that there. If you look at, let's do this and we looked at internet marketing.

A lot of the models that people follow would be, you've got your page here, and they call it a let's say like a trip wire, and the tripwire might be like a $7 product. You're trying to create this sort of value letter. We try to do the same, but I'll show you a different way in a minute. So, you've got this $7 product that you create, and then that goes to what's called a one-time offer normally. You only see it now, there, never again. You gotta buy it there, and let's say that's $47 or $97. That's the up-sell once you've bought the other one. Then, that page might take you to another one-time offer, OTO, and let's say that was $297. Excuse the handwriting. That's if you said yes, and if you said no, then you might go to a down-sell of, let's say $197. That's sort of an internet marketing model. You've got all these steps that you follow, and you want to bulk up a real funnel of all these different aspects.

Now, let's look at a martial arts school. With a martial arts school, you don't need that much right? You might, look, there can be variations of this, because for some of our clients, Facebook ads, they send them directly to the landing page. Just a straightforward sales page, as is. It could be, let's call that the rate offer. That'll be the paid trial page. People can go there directly, but you might have another page here. This could be the homepage on a website, but it's basically like a, we're going to call it a lead magnet page, or an inquiry page. It's kind of where something free is happening. This could be an online inquiry, it could be downloaded lead magnet, a lead magnet, something of value, for the purpose of getting a lead. It's basically a contact and inquiry page. Your funnel could be something like the free thing, and then people see the paid trial after, and then all that you really need after that is a thank you page.

This is a really, really important page. We don't have time to go into that into detail, but the way we do our Facebook ads is we track each of these elements so that we know how we can advertise to people based on the action that I've taken. That's going a bit off course, so I won't go into that right now, but that is the basic funnel. That is a basic funnel for a martial arts school. Free offer, paid trial offer, and the thank you page.

Do you need a funnel building tool that's $100-$300 a month for that? I don't think so, because why can't your website do the same thing? Your website can do the same thing, and you don't need 20 funnels, or 30 funnels or 40 funnels to do that. If you got one funnel that you optimize and that converts, and I'll show you the ways we go about that in a minute. Again, do you want to get your hands dirty with those types of tools? It's good to have the knowledge, but should you be the person doing it? I think you can do better things in your business, better things in running your martial arts school, in running the classes, running the schools, training your staff, running a better business, and get somebody to do this type of thing for you.

Back to the funnel. This is the basic funnel. If you optimize that one funnel, then you've got a working model. Then you can just drive traffic to that because here's the problem. The problem is this. If you have an awesome funnel, but you're not respecting the customer journey, then what's the point of people seeing your awesome funnel on a Facebook ad? Then when they actually decide to do some research on you. People do that, they go to Google, they check you out, and they land on your website, and your website sucks, and you lose the lead. They click the back button and they go to your competitor.

What does that help you? Does this mean you need to have the funnel, and then you need to have the website, and then you need to have 20 funnels, and multiple pages, multiple websites? I don't think so. If you actually know how to develop a website properly, then you know how to segment the people on that website. That means that your pages are independent. I'll go back to that in a minute because I want to answer something else, just on multiple websites, which I also believe you don't need. We'll cover that in just a minute.

Let me not jump around. Back to the customer journey. Customer journey. What we need to know about our customers is people take 6-8 interactions before they reach a point of conversion. That is the customer journey. 6-8 brand interactions, that's salesforce stat. That can be they check their mobile phone, they drove past their phone, they checked out your website, they saw your Facebook page, they saw a social media post. There's a lot of interactions that can happen before a conversion.

Conversion doesn't need to be a paid trial. It can be just a phone call, it can be just an email. This customer journey is happening, and it's happening at multiple times, different times, different devices. Those are steps that we just got to know that this is what's happening. So, why don't we base our marketing on these facts, and make sure that we got all the conversion points covered? Because I can guarantee you, if you're running 20, 30, 40 funnels, that's going to be really, really hard to optimize, and really, really hard to track people. Unless that is your full-time gig, or you got a very, very deep pocket to cater for that, it's going to take a lot of work.

Let's get back to the website. Does this mean if you're running multiple styles, that you're going to need multiple websites? Look, there's different ways of doing things, and all respect to how everybody does their way of business. The way we try and look at it from the start is leverage. How can you do the least amount of things, for the maximum amount of effort? Because look at this online world, it's crazy right? Do you ever feel that you're getting everything done that you need to get done? Why not just structure things that you work on the core basics, the core fundamentals, and you structure them right that your marketing becomes easier, and you don't have to spend all this time and all this tech, stuff, and everything. Let's get back to, I want to get back to the iPad here.

Let's take a quick look. Here's the thing and this is if you're running multiple styles within your school. If you're running multiple styles, for us, this is how we structure the website. We start off with the homepage. We got the homepage. Then the homepage is really where people land. It's really also just a landing page because people are going to land there, they are at different stages in their buying cycle, something else I will explain in a minute as well. The homepage really serves as a place to put people in the right place to have the right conversation.

What might happen is they are interested in style 1. Not a dollar sign, hang on. Style 1 might be kids' karate, for example, or they are interested in style 2, kickboxing. Or maybe they're interested in style 3, Krav Maga, or something else. These are three different conversations to be had. That's what the homepage is doing, it's acting like a chooser to send people where they need to go. These pages then do the specific copy for the specific audience having this specific conversation. It's no brochure, it's actually understanding the design concept, and knowing your market, and knowing how to segment it properly to send people to the right place.

One thing that we focus on because we do Google advertising, we make sure that all these pages have all the relevant information that you need to make a decision because we advertise them independently. We don't send people to the homepage, ever. People land there because they might be following your brand, or they heard about you. They google you, so the first page they're going to land is that homepage. That happens, but when it comes to the structure, we want to make sure that the homepage is just a chooser to send people to the right place. All these pages have a conversation that was self-targeted.

Do you need multiple web pages for this? No. How many signs do you have in front of your school? Do you have a different sign for each style or page? Do you segment your school like that? If people come for kickboxing, do you hide the kids? You know what I mean? There's always going to be this bit of overlap. You're much better off, in my opinion, and I've had this conversation multiple times in high-level mastermind groups. It's much better to have your one website, one brand, simplify things, and make sure that you're segmenting at the right place. I guess I should say this because segmentation is important.

Being specific is important, but are you doing it at the right place? Do you need to do it on a Facebook level, so that every Facebook page is different? I don't think so. Why don't you keep it under your same brand, and segment at the right place? Because this is where the conversion really is going to happen most of the time, depending on your marketing strategy of course again, is on the website. So why don't you segment people there and have those separate conversations? This can easily be done on one website. When people land on the kids' karate, they don't see the kickboxing, they see kids. They see kids' pictures. They see all that. So you can segment this according to that. I hope that helps.

The way we go about this when we’re creating a website. Look, it does take work, there's no doubt about that. We focus strongly on what's called A/B split testing. That means that one website might have a separate headline to the other one. We're fortunate enough that we develop websites, so we do this on a larger scale, and that way we can track different elements, and we do take it a step further. That is with heat maps.

Heat maps are really, really revealing, because you go based on not what people say they do, but what they actually do. You can see what people are clicking on your website, and the advantage we get from this is invaluable because we can see exactly what people are doing, what they click on, what they do not click on. This takes the A/B split testing to another level because what we gain from the one, we can use on the other. It becomes an invaluable exercise to really check our different websites for what we do for members. So, that's the one thing.

I should talk about the other side. Does this mean that all websites are created equal? Definitely not. This is the other, and this takes the conversation to a whole nother ball game. One thing we can establish, you need a sales funnel. Does it need to be on ClickFunnels or Leadpages or one of these tools? No, it doesn't. You can build that out on your website, preferably get a professional person to do it that understands sales and marketing.

Here's the problem with most web developers. Most web developers don't focus on sales and marketing, and I understand that really clearly, because I started out as a computer programmer, and tech and gadgets was my thing. It was only until I started learning about online marketing, and marketing and sales, that I really started to see how the two actually linked together. The problem is, it's two very, very different skill sets generally. A person that's focused on technology and analytics, or a person that's focused on graphics, is not necessarily focused on sales and marketing. When your development team consists of a technical person and a graphics designer, there's absolutely zero sales strategy on that website. So, you got to watch out.

What I've put together for this video is a report, and you can download that. This will help you. It's called “20 Questions to Ask Your Web Developer Before Investing in a New Martial Arts Website.” This is the top 20 questions that I've pulled together of what you should be asking a web developer. This is very, very quickly going to tell you where their mind is at, and if they're going to deliver with what it is that you need. What do you need from your website? You need leads, and you need paid trials. You need someone with that understanding. If you're watching this video on Facebook, just type 20 in the comments, and we will send that through to you. Otherwise, just check it out on martialartsmedia.com and it will be available for download in the show notes of this episode. Something else for you to consider.

We've covered your website can be your sales funnel. You need someone that actually understand the sales and marketing process to facilitate that for you. A big thing of why we focus on building things on your website, and this will be covered a bit more in the report, is having an asset. When you look at the online world, there's one place where you actually build out an asset, and that is in your domain name. So your .com, .au, .co, .uk, wherever you are located.

Your website address is your one and only asset. The problem that can happen is you own the domain name, but somebody else actually owns your website, so it's kind of like you own the house on a piece of land, but somebody else owns the land. Somebody else can just take the land away from you, and you're just stuck with the house. Or, you own the land but somebody else owns your house, so somebody can just go break the house down if they want. Something to check out for.

So, when you're building out things on the internet, and you're looking at the long term, what's going to last the longest for you? Then it's a wise move to build things out on your website. It's maybe not always the quickest, and maybe not always the easiest, but long term, it's going to benefit you, because all your prime content, and if I say content, videos and articles, that stays on your website.

A few things for you to consider. Now, look, if you're doing things yourself, and you're at the point in your business that you've got to do absolutely everything, then maybe a tool like ClickFunnels or Leadpages can help. But you got to be careful because you might get sucked into a lot of things from top marketers, that'll make you buy things. Probably won't make you, but you'll feel that you need to buy these things, and you don't really need them. It's something for you to consider.

If you are hands-on with the tech, and you feel that you're 100% clued up on all the stuff, and nobody can do a better job, then hey, commit to it, do your thing. It could be good to just sometimes test things and get an offer out quickly. But if you want more specifics, and you want to be a bit more in detail of getting a sales funnel done for you, or website done that's yours on your domain, in your structure, then reach out to a professional, whether that's us or not. Go for it.

All right, I hope that helps. I hope that clarifies a few things. If you want to download that report, go to martialartsmedia.com, or if you're watching this on Facebook, just leave a comment with the word 20, and we'll send that through to you. Thanks, and I'll speak to you soon. Cheers.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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