85 – Martial Arts Marketing BS!
When martial arts marketing agencies make promises too good to be true, it probably is.
- Why you should avoid those ‘too good to be true’ marketing strategies
- Why a ‘quick fix’ does more harm than good
- How a wrong offer damages the culture in your martial arts school
- How to hire the right martial arts business coach
- And more
*Need help growing your martial arts school? Learn More Here.
Be a bit cautious. Before you just throw money at a company that gives all these unrealistic promises. Having a bit of a gut check and think is that realistic? Because if it's too good to be true, it probably is.
GEORGE: Hey George here, hope you're well. So when is too good to be true, too good to be true? So chatting to someone in Rhode Island yesterday, great martial artist and talking about getting burnt with marketing companies, and I like to keep this podcast positive, but there are some things that just piss me off, and this is one of them because whenever somebody makes promises, it's always a red flag for me.
If somebody makes a promise and say they'll get you so many martial arts students sign-ups in X amount of time, guaranteed. I think, all right, that's interesting. Maybe that's true, but at what cost and at what expense?
There's one thing to sell a trick and one thing to actually know a strategy and unfortunately what happens is, and all respect to everybody starting out of business and trying to try to get things ahead, but when you start making money at the expense of others, that just doesn't sit well with me. It just doesn't.
The one thing that attracted me to the martial arts industry was when you look at the things that you see on the wall of an average martial arts school and you probably have it as well. Discipline, respect, confidence, focus, depending on what type of school you have. But it's those values that resonate with me. And that kind of got me going in the industry. Because it was like, “Okay, it's the practical personal development.” But then if I see people working in the industry or maybe they're from the outside or… That doesn't gel with those values that… I'm just not a fan of that.
So here's the thing, it's really easy to sell a tactic. And what I mean by that is you get started, you figure some little trick and tactic out and it works. One part of it works. Only one part of it works and now you go shout it from the rooftops and you go post in all the martial arts groups and you tell everybody about this cool thing that you've got going. And people fall for it because it taps into the secret desire of having a quick fix.
The secret desire of I can push this button or give this company money and they just going to do everything for me. And I've never once seen that work. I haven't. For a little bit there, I was trying to be that company, but it's not ethically and humanly possible because you can only ever serve one component.
And unless you are doing everything from the minute people engage with you to being the instructor on the mat and furthering that… Have that congruent flow of what you're doing. It's just not possible. So here's what fired me up about this is this company made all these promises and they put this ridiculous offer on the front end for people to buy. And on the front end it looks, wow, it's irresistible. So of course people take it, but what type of people are taking it? Well, the people that you probably don't want in your school because they were just bargain hunters.
They just saw something that was so good, so irresistible, so great that they went and bought it. So for the lead company, well paid, they delivered on their promise. Because they got you the signups, not the sign-ups that you wanted, but they got you some sign-ups. But for you as a school owner, you sit with the crap. And I remember speaking to Kevin Blundell a couple of years back now and on… Perhaps it's podcast number 20. If you go to martialartsmedia.com/20, it might be this podcast. But he was talking about having the wrong offer, having the wrong front end offer and the damage that that did.
It took them more than a year to actually clean out the bad students that they attracted. So be a bit cautious before you just throw money at a company that gives all these unrealistic promises. Have a bit of a gut check and think is that realistic? Because if it's too good to be true, it probably is too good to be true. And it might work on the front end, but at what cost for you, your culture, your existing students and everyone in the backend? Anyway, that's all I wanted to share. I might share some other stuff that really pissed me off on another episode.
But hey, if you need help with this kind of stuff, and I'm not talking about a quick fix, but talking to real help, real help to scale your business, to grow your business with a real marketing strategy from the front end to the backend, something that's got to work with your offer on the front end, when people connect with you to something that's got to be congruent with your sales process. And super clear about that.
Your process, not someone else's but yours. Because someone else's process might not work for you. Then send me a message. No hard pressure, no weirdness. We'll have a chat and if I feel we can help, we'll go take the conversation further. Awesome. I'm going to run off. Get some other work done. I will speak to you soon. Cheers.
Awesome. Thanks for listening. If you want to connect with other top and smart martial arts school owners, and have a chat about marketing, lead generation, what's working now, or just have a gentle rant about things that are happening in the industry, then I want to invite you to join our Facebook group.
It's a private Facebook group and in there, I share a lot of extra videos and downloads and worksheets – the things that are working for us when we help school owners grow and share a couple of video interviews and a bunch of cool extra resources.
So it's called the Martial Arts Media Business Community and an easy way to access it is, if you just go to the domain named martialartsmedia.group, so martialaartsmedia.group, g-r-o-u-p, there's no .Com or anything, martialartsmedia.group. That will take you straight there. Request to join and I will accept your invitation.
Thanks – I'll speak to you on the next episode – cheers!
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