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
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Download the PDF 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.