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149 – What Happens When All Your Martial Arts Leads Are “Tire-Kickers”

March 27, 2024 by George Fourie Leave a Comment

If you’re running Facebook ads and all your martial arts leads are tire-kickers, your problem might be two-fold. Here’s the fix.

IN THIS EPISODE:

What’s potentially causing the wrong quality of martial arts leads
The pitfall of labeling your martial arts prospects as tire-kickers
How better Facebook ads attract better martial arts prospects
Fixing low-quality martial arts leads with paid trials
And more

*Need help growing your martial arts school? Start Here.

TRANSCRIPTION

Hey there, George Fourie here. Welcome to another Martial Arts Media™ Business podcast. Today, I want to talk about your martial arts leads being tire-kickers. What if they are all tire-kickers, non-responsive, or just the wrong demographic or bad quality when you are running Facebook ads, Google ads, or from any other marketing source?

I’m going to dive into the details with a few little twists to this conversation. For show notes and all the resources of this podcast, head over to martialartsmedia.com/149. Let's jump in.

What happens when all my leads are tire-kickers? They inquired via the website, Facebook ads, or Google ads. They've put their hand up, disappeared, or never put their hand up. We can't get hold of them, and that's that. All the leads are tire-kickers, or they are responsive, but they're just the wrong type of lead.

They won't fit the culture of your club, or they won't be fit for the products that you have, the martial arts services that you offer, and the classes that you run. These are all things that can be fixed within your targeting, quality, and messaging. But here's the danger. I want to address the danger of labeling all your prospects as tire-kickers.

A few of my members in our Partners group brought this up: I love you, and you're not being singled out. Actually, I can count about six or seven encounters where this has come up, and that's just this year. So, you're definitely not being singled out. This is done with love. I hope that this is helpful for you and for you, the listener, as well.

Labeling all your leads as tire-kickers. Here's the danger. Let's say you're running an ad campaign, and you've got 20 to 30 leads in your CRM. It's just a list of names. And you get one bad response, two bad, three, and all of a sudden, your sales mojo motivation dies out.

And you're like, “Oh, really?” They’re all tire-kickers. Maybe it was only three, maybe it was five, but all of a sudden, you give everybody this unanimous label. Now, what if you took those 20 to 30 people off the list and put them all in a room together, all in a room together, or all on the mats? And you looked at all these people, all their faces, and they all put their hand up.

They responded to your ad, right? Can you look them all in the eye and say, “You're all tire-kickers. All of you are wasting my time. It's like all of you got together and collectively decided that you're going to waste my time.” A bit unrealistic, right? But it's very easy for us to look at a lead list and then throw a label out.

The danger that I want to address is it's their fault and not yours. So, immediately, you relinquish all responsibility for the leads, not furthering the conversation or signing up, and it's their fault and not yours. Now, I'm not here to debate whether that's true or not because there can be parts where it's their fault.

But if it's all their fault, you've got no room for improvement. They've got nothing that you can fix. You could never really say it's them. And yep, I come from an old school sales training where things were beaten down into my brain, not literally, but the message was enforced all the time—that it's never about the prospect.

You're the sales guy. It's your job to be persuasive, engaging, have charisma, and actually engage in a relationship. Sell the program and actually get them interested. Uncover the underlying objections or problems that they are facing and the reason why they put their hand up. Maybe they are super paranoid about taking this first step.

There's a lot there to unpack. This whole process between them putting their hand up and saying, “Hey, I'm interested,” and to actually go ahead, it can be a little fragile process. And so, we have to take it with care that this person is stepping potentially into an unknown territory.

They've never trained in martial arts before. They don't know what it's about. They've seen people beating each other up at UFC. They've got these perceived concepts of what it can be like completely untrue, but they have all these things going on, or it's super personal, right? There's something that happened in their life that they really need this.

And sure, as hell, they're not going to tell you after one message or phone call. We have to respect that part of all this. So, how do you get better at this? Well, a 100% percent responsibility. 100% responsibility. It's your responsibility to fix it. Let's look at a few examples. All right.

Well, you are running an ad campaign. You're running an ad campaign, and maybe you have the luxury of getting hundreds of leads. But the quality is bad, and that could be for demographics. You live in an area that's a low socioeconomic area, and it's just the quality of leads that you get are not people that are going to afford your services.

If that's the case, well, then you've got to look at the options to mitigate that. A couple of things that you can do is have a good front-end paid trial offer, or we do things like in Messenger, where we use gated questions. We ask people if they can afford to invest in their health, the well-being of their kids, themselves, and so forth.

If that is a problem, we can address that and modify that as we go. If it's messaging, well, messaging can be fixed by knowing the process of how to take people from that first engagement and position yourself as an authority. Make sure you appear as a human being, not just a company logo.

I'm talking about Facebook ads here. If you're running Facebook ads, you're running it to a page; all that they see is a logo. They don't see a human. So, you got to insert some human elements in it—not just an AI bot, real human elements—so that people know that they're talking to a human, and that way, you get a cool human interaction.

A further danger I see with the disconnect is the more disconnected you want to be from the actual marketing, the more this belief of an unsatisfaction of the quality of the leads and labeling people as tire-kickers. It really comes up because, number one, if you're disconnected from the marketing, you might be getting some cookie-cutter ad from an ad agency or something that you saw somebody else do it, run on Facebook.

You thought that was cool. But a lot of that stuff misses a lot of depth. A lot of depth of who are you? What makes you unique? Especially if they're seeing a lot of martial arts ads, right? What makes you stand out? What makes you so special? What makes you better than all of them?

And then, if you've got somebody helping you with ads, well, there's got to be a bit of a feedback loop because if on the front-end, and we see this often, that we look at ads and it looks like the ads are doing great because of the numbers and we see like 20, 30, 40, 50, 60 leads come through. But on the back end, they're not converting.

If that's the case, there needs to be a feedback loop that you can speak to someone like a coach or an agency that addresses the objections that are coming up on the mats. You can take that and you can add that to your ads, and keep optimizing your message.

That is the only real way to do it. There's no magic flick of the switch. I believe it's good to have models of ads that work. I mean, that's how we start. When we start with our school owners in our Partners program, rolling out ads is easy because we've done it so many times. Getting started is really easy, and getting some traction is easy, but getting real, real traction takes some refinement and takes some depth.

So, what can you fix? Targeting, messaging. If you're getting the wrong quality of leads, make sure you increase that. If leads are non-responsive, then make sure that you have enough touch points available where you can follow up. We go Messenger, we go SMS, phone, as well as email. That is four places where we can actually communicate with them from four options.

Most of that is automated except for the phone call, but that gives you a lot of touch points where you can follow up and make sure that you get hold of your leads. If you're following up through text, then make sure that you are positioning yourself as the expert. You know how to ask the questions and move people from curious to serious to sign up.

For us in our Partners program, we use a system. We call The Messenger Signup Method, and it really, really works well in the sense of when people don't want to pick up the phone because maybe they don't like being sold, or I've had about four phone calls today that I haven't answered. It's just because I don't. It's great to fly under the radar.

If you know how to have a conversation via text and get your paid trials or appointments booked, it's definitely the way to go. Anyway, I hope that's helpful. I'll catch you in the next episode.

*Need help growing your martial arts school? Start Here.

Enjoyed the show? Get more martial arts business tips when you subscribe on iTunes, listen on Spotify, or watch and subscribe on Youtube.

148 – 3 Ways To Increase Your Show-Up Rate For Martial Arts Trial Appointments

March 12, 2024 by George Fourie Leave a Comment

Here’s how using an irresistible martial arts offer can almost completely squash your no-show rate for martial arts trial appointments.

IN THIS EPISODE:

Adding a human touch to automated messages with martial arts prospects
How to write a successful follow-up email sequence
Comparing free and paid martial arts trials
Using high-converting landing pages when you’re time-poor
Using The Messenger Signup Method to sign up prospects
And more

*Need help growing your martial arts school? Start Here.

TRANSCRIPTION

Hey, it's George Fourie. Welcome to another Martial Arts Media™ Business podcast. Today, I'm going to be talking about how to reduce no-shows. Prospect inquires, books a trial appointment with you, but then ghost you; they don't show up. And sometimes, it's really hard to re-engage and get the conversation back going and get them to reschedule.

So, I'm going to be talking about a couple of ways that you can reduce no-shows, almost eliminate them completely. Some are going to be simpler, and some are going to be a little bit more complex. There's going to be a few options for you to consider. I'm going to cover those. Make sure to head over to martialartsmedia.com/148. That is where we've got the show notes, downloads, and everything for this episode. Head over there, and hey, let's jump in.

Okay, some context first. I was talking at a martial arts business event in Texas late last year, that’s 2023 and was chatting to a lot of martial arts business owners that were experiencing a lot of no-shows. A bunch of these guys was using different types of marketing agencies and just various problems that were coming up, mainly no-shows.

Out of the 10 leads that they were getting, only three were actually showing up—three to four. I’m kind of shocked, to be honest. That's like a really, really high no-show, right? So, there are a few things that you can do to mitigate this now. There are a couple of dangers and a couple of things to consider here, right?

If you are trying to automate things as much as possible and be as hands-off as possible, that might be the price that you're going to pay, right? Is that you're going to have some no-shows, and there's going to be little investment of time and following up and doing things, but you're going to get fewer leads. You're going to be paying a lot more for leads to show up. That's just going to be the nature of the beast for you.

But, if you're keen to be a bit more invested and thinking, “Well, I want to get my dollars’ worth.” Like, “I want to really reduce the cost per acquisition of getting these students in, really want to bring that cost down, control it.” There are a couple of things that you can do, so let's explore them.

Number one is, first up, just looking at the automation that happens, your automated follow-up sequences. What happens once a new trial, a parent or an adult books a trial to come and take their first class with you? What happens from that point?

Are they getting automated email messages instantly and then timed all the way to their appointment? Are they getting text messages or follow-ups? What else? Is there some personalization? Maybe it's a real quick, like a video message—something that is a bit more personal. Because, let's face it, we're living in a world of AI automation, and everything is getting automated.

The more human elements are getting removed, the more kind of numb you get to the messaging, right? Because it's almost like you're not responsible for answering to a human. So, you feel off the hook if you don't stick to your word for the machine, right? The more personalization you're going to remove from that process, you're probably going to be experiencing some form of no-shows. So, that's the first thing to look at.

Look at what you can automate, but rather than automate, is there some personalization that you can do? It could be just grabbing the phone, doing a quick video message, and saying, “Hey, Johnny, I saw you're booked in for a class on X, Y, Z day. I’m really looking forward to meeting you. So is the team.” Whatever you want to do, right? Or show them around, etc.

If you don't want to be that specific, the way you can get out of that is to say, “Hey, George. I just wanted to say thanks so much for booking your class.” You can introduce yourself, but make it a bit more automated, but still have a personal feel to it. That's one thing you can do, right? Optimize your automation, but then insert some form of personalization that makes it a bit more personal if that’s what you want—human to human. All right. That's option number one.

Option number two is to change your trial. Change your trial format to a paid trial system. If you're running free trials, this is pretty much what's going to be happening, right? Is that booking for the first appointment? When somebody is paying for the trial, and it's a paid trial, then that does change the concept.

Now, I've spoken a lot about paid trials on this podcast, not going to go into that right now. I will leave some links in the show notes where you can access those. You know, just looking at the comparison of free and paid trials. But what the paid trial is going to do for you is if you are selling a paid trial and you actually focus on collecting the money upfront, now you've got a prospect that is first up a customer. They've given you money, and they're going to be way more committed, obviously, to show up.

Using a paid trial, but then actually getting them to commit and making the payment before coming, that's going to really increase your shop. It's probably going to solve the problem 100% completely. Now, pros and cons to this: you've got to sell the trial and collect the money. How do you do this?

Well, with our ads, what we mainly focus on is what we call The Messenger Signup Method, which is a system that we use to sign prospects up via text; flies under the radar, and you're going from taking prospects from curious to serious to signed up. That is a process we take. We sell the trial first, collect the money, and then get them to book the trial afterward, right?

They’re already financially invested before booking the trial appointment. That changes the frame completely, right? Because if someone's giving you a couple of dollars, it means that the trust element is out of the way. They feel comfortable enough to actually give you money, and it's going to definitely increase your show-up rates.

Number three, what if you don't want to be messaging people and you don't want to be spending any time on the follow-up? This can be done, but you must be aware of the fact that you're going to need to spend some money to collect data to be able to optimize this process. What are we doing here? In this process, we are running a paid trial with the numbers here are important.

We play with different numbers to make this a complete no-brainer offer and make it really easy for people to buy, and we send them directly to a landing page. So, they go directly to a landing page. The landing page does all the selling of the paid trial for you. It's got proof of testimonials. It’s got the irresistible offer worded in the right way so that it communicates value, and people can go to the page directly and buy the paid trial.

So, the benefit here is you've taken all human elements out of it. The prospects have actually got to buy it. The cons are if you don't know how to structure a page with all the correct elements that are going to make it convert, then you're going to be testing for a long time. We've done a lot of tests on this.

We stopped tracking that formula, that structure at about eight or 9000 trials. We stopped tracking it. Now, we've simplified it and we keep optimizing it a lot more. We've got a lot of data behind it. It is 100% doable. You've got to be in mind in the beginning, that you're probably going to pay a bit more to acquire a student because you've got to optimize the landing pages.

The risky part of this is, if you don't know what you're doing, don't do it. I won't be like–what's the right word? I won't boast or say I know everything because I think I know enough to know that I still don't know anything because the data decides. Even for us, we can put our best foot forward, and our best tests, and then we still have to optimize.

We still need to optimize every time there's a hundred clicks on every page. We still need to look, compare, and do optimization, but when you hit that sweet spot, it definitely is super helpful. Those are the strategies.

So, real quick, just for a recap: Improve your automation and add some human element to it. Number two, go for a paid trial and start supporting the sale via messenger by selling the paid trial. Number three is to get a well-designed landing page. You can ask us about how that works and which formulas, and concepts work, and go for it that way.

A couple of things to note: Things that we've got that will definitely help our irresistible martial arts offer formula, how to structure a paid trial in the right way with the right numbers, and we've got a few shortcuts on the right numbers that convert the best, and then using The Messenger Signup Method and our landing page structure for paid trials. That's it.

I hope that is helpful. Any questions should be a message where you listen to this episode and I'll catch you on the next one.

Have a good one. Cheers.

*Need help growing your martial arts school? Start Here.

Enjoyed the show? Get more martial arts business tips when you subscribe on iTunes, listen on Spotify, or watch and subscribe on Youtube.

141 – 3 Marketing Essentials That Get My Clients To 300 Martial Arts Students And Beyond

March 1, 2023 by George Fourie Leave a Comment

Other than running epic martial arts classes, which goes without saying, these 3 strategies when done well will simplify your martial arts business growth.

IN THIS EPISODE:

Is it necessary to build a fancy website to promote your martial arts school?
The important factors that make an irresistible martial arts offer
The number one mistake martial arts school owners make when creating their trial offer
How to use the AIDA formula or ‘The Ultimate Facebook Martial Arts Formula’ to make your martial arts ads work
How to use The Messenger Student Signup Method to follow up on martial arts prospects
And more

*Need help growing your martial arts school? Start Here.

TRANSCRIPTION

Hey, it's George Fourie. Welcome to the Martial Arts Media™ business podcast. Today I'm going to talk about three things that'll get you to 300 students plus, and if you're already at 300 students, it'll get you to 300 students and beyond.

And if you're already there without these three things, it's a great opportunity for you to go back and dial them in and get better results for yourself. How do I know this? Well, dozens of our clients have dialed in these three things and it's skyrocketed their results.

Some are 300 students plus, and they are still just dialed into these three things and instead of adding all the bells and whistles and fancy things and all the noise that you see on the internet, they're just going layers deep on these three things and getting great results.

So I'm going to share with you what these three things are and stick around to the end because I'll share with you a resource and a formula that you can use real quick, will help you implement and optimize your first strategy, which I'll share in a minute, and help you skyrocket your results way quicker. All right, let's jump into the details.

So three things that you need to get to 300 students and beyond. So am I oversimplifying this? You might be thinking, George, you're just oversimplifying this. Well, I probably am, right? Because it's a given. You can't do any of these things if you don't run epic classes. I think we've covered that.

If this is your first time listening to me on this podcast, yep, obviously you need some epic classes because otherwise, no marketing in the world is going to fix that, right?

But let's say you got that, and I assume you do, right? Because all great martial artists have run epic classes. Then there are three things that you can focus on to skyrocket your results. Now, before I go too deep into that, I want to tell you a little story.

Every week in our Partners group, we have two to three coaching calls and we get together with a bunch of school owners from around the globe and we chat about marketing and optimizing results, helping school owners to work on the right next thing, very important, the right next thing to get them to their next goal.

And so I was chatting to one of our members, Lindsay Guy, and Lindsay has gotten great results in our program and is just a phenomenal martial arts school owner, a funny guy as well. And we were chatting about his results and we were looking at optimizing his website and running Google Ads and so forth.

Now, Lindsay has just hit 300 students and beyond, and we are having this website conversation and it really got me thinking, “Well, shouldn't we be having the fancy website first up?” And I used to be the guy that used to say that, right?

I used to be the guy that used to say, “You need a website, you need a fancy website, and let's run Google Ads and get results.” And is it important? One hundred percent it's important. Does it lift your brand? One hundred percent. But with the way social media has transformed, it's not my go-to recommendation anymore.

And I used to be the web developer guy that told you that's what first thing that you need. But what I also found is that it can be very slow to get the traction going. It's great when it does, but it's a bit of a longer process. And if you haven't dialed in the other things that we're going to talk about, then it's going to impact you in the wrong way later down the line.

As we've evolved and dived deep into our marketing, we've changed our frame on the things that you need. And by the way, this was hard for me to say as the guy that developed the websites, but I firmly believe it's true.

And because the results speak for themselves and it's way simpler than it might appear to be, let me share what they are and then I'll dive deeper into how you can actually make this work.

So number one, you need an irresistible offer, an irresistible martial arts offer.

Number two is you need to dial in your messaging. So a way to put that irresistible offer in front of people like Facebook.

And then number three, a simple way to follow people up. That's it, right?

Great offer in front of the right people, and a simple way to follow them up to take prospects to their next step. And what is their next step? What's the next step is getting on the mats, right? Putting them in and getting them on the mats.

So how do these three things then work? Well, everything starts with your offer. The resource that I'll share with you and include in this episode, martialartsmedia.com/141.

That'll take you to this episode. We've got this formula that we used for an irresistible offer. Now, we've spoken a lot about trials and paid trials.

When it comes to Facebook marketing, paid trials just tend to work better. A paid trial is great because we're able to establish some value around it. And so we've got a perfect formula with the right numbers, how you can structure the value, how you can generate the perceived value of your training by packaging it with a physical item.

So that's the first thing that you really need. You need a great offer. Just copying someone's offer sounds like a great idea, but it gets you started. It might get you started, and our formula will get you started.

Where I feel most school owners go wrong is not taking that offer and making it congruent with your signup process. So just looking and saying, “Oh, well that school owner, they got thousands of students. We'll just copy their trial offer.”

Maybe a good idea, but maybe not because maybe that offer was structured to reduce the lead flow because don't want to get the wrong leads in, or you are in that type of demographic area that you want to avoid a certain culture in your club.

And so you've priced accordingly. Or depending on how your sales strategy works on the backend, you'd want a price according to that. Different strategies work with different pricing, so it's got to be congruent as well.

But the resource we'll share with you will get you started and it will get you leads, right? That's the most important. All right? You need an irresistible offer.

Number two, a way to get this in front of people. Facebook ads, right? So real simple Facebook ad strategy. We use the AIDA formula. We've got a four-step formula, we call it The Ultimate Facebook Martial Arts Formula.

It's basically a four-step strategy to make your ads work. In short, it's Attention, Interest, Desire, and Action. That's the abbreviated thing for it. There are obviously details that go into that, but that ad strategy will work, right? And it works if you put that in front of people.

We've obviously dialed in what type of headlines work, and how you position the value, and then we insert the offer and then have a strict simple call to action. And the call to action is just what is the simplest thing that someone can do to get hold of you? Do people like to pick up the phone? Not today, but if they just had to click a button that says, send a message. Well, that's pretty simple, right?

Everybody can do that. And so it kind of flies under the radar as well, because if somebody can just click send a message, well, that's pretty cool. That helps because it's easy for them. But now you need the strategy to follow up.

So we got a process we call The Messenger Student Signup Method, and that helps you to establish value via Messenger, via text, and then you can start answering the objections and start working your way to booking them in.

So it's a bit of a process that you follow, but instead of getting distracted with shiny bells and whistles, and I need this fancy thing or that fancy thing, those are the three things that you need. And obviously, those three things, they're simple, but they're not always easy. So they're simple, but they're not always easy.

With that comes a bit of finesse in mastering the strategies, right? Well, working on the offer, working on the messaging, and then working on the follow-up.

And if you dial those three things in and only those three things, you'll be surprised how far you can take your business without dialing in the fancy website, without doing all these little fancy tricks and fancy things, and just dial those things in.

And when we say those things, it doesn't mean that you have to be the person doing it either. There are great strategies for you to outsource that and get people to do those things for you or work that within the team. That's it.

That's it for today's episode. I hope that was useful. If you find that useful, wherever you're watching and listening to this, tag me on Facebook or share this with someone that gets some great value from this, and I'll see you in the next episode. Have a good one. Cheers.

*Need help growing your martial arts school? Apply Here.

Enjoyed the show? Get more martial arts business tips when you subscribe on iTunes, listen on Spotify, or watch and subscribe on Youtube.

124 – Free Trials Vs Paid Trials For Martial Arts: Which Works Better Between Facebook & Google?

January 7, 2022 by George Fourie Leave a Comment

Even if you’re biased like I am between free or paid martial arts trials, this might make you reconsider where one might be more useful than the other.

IN THIS EPISODE:

What’s the purpose of a trial class anyways?
Why what happens before the actual enquiry matters
When to use a free trial and a paid trial offer?
Intent-based vs Interruption-based marketing
What differences to consider when marketing on Facebook and Google
And more

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

TRANSCRIPTION

Hey, George Fourie here. Welcome to the Martial Arts Media™ business podcast. In this episode, I'm going to be talking about a martial arts marketing age-old dilemma: free trials versus paid trials, which one should you be using in your social media, in your Facebook ads, your Google ads, your promotions, and so forth.

So, I'm going to break it down, and the answer is actually not as straightforward as you might think, especially if you're getting good results with free trials or paid trials, and you are kind of biased towards the other. So, there's actually a place for both. So, I'm going to break down where you could potentially use the paid trial, the free trials, and a bit of the science and the logic behind why you should be using it, at which area in your marketing.

Stick around to the end, I'll share with you how to, where you can download our free resource, ‘The Ultimate Facebook™ guide for Martial Arts Schools', that will help you create your next winning ad. Alright, let's jump in.

So, before we dive into details of free versus paid trials, I think it's important to just discuss why a trial in the first place? I mean, we're not in the business of free and paid trials, right? We're in the business of signing up students; and if a student stays with us for one year to two years to three years, I mean, that's really where things are at, right?

So, why not just go for the marriage proposal straight-up, instead of the drink at the bar? Well, it's really just that, right? We kind of need to start with the drink at the bar. So, what is the drink at the bar? Well, we can use a different analogy for that. But you get what I'm saying, right? So, free trial, paid trial, which is going to work best? Well, it's going to depend on what happens before the trial.

So, how are they actually entering into your world? And where are the inquiries coming from? So, let's take the first example. Let's say somebody walks into your school, they walk into your school, and the conversation goes, “Hey, I'm, you know, been walking past the school and had a look at your website and had a look at- I've seen your posts on social media, and I wouldn't mind giving it a try and seeing if it will work for me.”

So, what do you do in that situation? Well, you could present your paid trial, if that's something that you do. But what if a person like that is not keen to pay something just yet? And they just want to try it out? And maybe it's not the money at all, it's just, they just want to give it a go.

They're just not sure, right? What would you do in that scenario? Is it- should you be enforcing a paid trial? You could… or why not just give away a free trial and let them try it out, right?

Because whether they, I mean, the hard work is done – they've actually walked through the door. From there, you know, how they get to being a member, is really up to you and your sales process, and we'll talk a bit more about that as well. In a sense of that, that's where a free trial could work great, right? Somebody walked in, and they just wanted to give it a try.

Let's look at another angle where free trials can work great, and to do that, let's do a quick comparison on two core platforms, two core advertising or promotional channels, one being social media, and one being Google. So, let's take Facebook versus Google, for example. Alright, so starting with Google, when people go to Google, Google is intent-based marketing. Facebook is interruption-based.

So, let's talk about the big G first. So, Google: intent-based, so, somebody goes to Google, they are actively searching for a solution or trying to solve a problem. And so, depending on where they are in the buying cycle, is going to depend where they're at, with what their search terms are going to be. So, if they've gone through all the cycles, they might be typing in something like, “martial arts school near me”.

But if they're not there yet, then they might be typing in something like, “is martial arts the right thing for my child?” or if they know a little bit about different martial arts schools and martial arts styles, they might be typing in, like, “taekwondo versus Jiu jitsu”, or, “Jiu jitsu versus karate”, etc. So, depending on where they're at in the buying cycle, would really depend on where they're at and what type of search term they are typing in. But nevertheless, this person has got intent.

And by the way, if you want to know more about how these different cycles work, these different stages, I recorded a podcast quite a while ago, called ‘The Five Stages of the Martial Arts Students Signup Cycle'. It's podcast episode #41 – if you go to martialartsmedia.com/41, I'll dive into the details of that, Alright, back to free trials. So, free trials, and searching Google. So, your prospect is searching Google and they find your website.

Now, they've got some intent, right? Because they've been searching, educating themselves about martial arts and they're kind of ready to potentially take the first step – or not. So, they get your website and they're presented with two options. Now, if they know you, like you, and trust you at this point, or your website does a good job of doing that, they might be ready to take on the paid trial. But maybe they're not, right?

So, this is where a website could really, it's good to have a few options. And having an option to have a free trial or inquiry, and the paid trial are all good, right? So, this is where a free trial could also be good, because your prospect is just not ready to take out their credit card just yet, although they are very interested. So, that takes care of Google.

Now, let's move over to Facebook. If we look at mass growth, and student signups, what we've experienced mostly with most of our clients, is it's still the premium channel to attract new students. So, let's look at Facebook. The difference between Facebook and Google, is Facebook is more interruption-based.

So, you can target really well and define exactly who you want to, which demographic you want your ads to be shown to. But you still have to interrupt someone out of their mindless scrolling, right?

So, they're scrolling or they’re just checking the phone for a couple of minutes, your ads have got to grab attention – got to grab attention. And if you want to know how exactly to do that ad structure, I'll share with you the download resource that you can grab on the podcast page, that will go through that resource.

But firstly, you have to grab attention, and attention, interest, and desire, right? So, to create desire, you need to create an irresistible offer – an irresistible offer that's got to communicate value. Now, here's where you can struggle with a free trial. If you've just interrupted someone, and they look at your ad, and they look at the option of a free martial arts class, it doesn't really, it's hard to paint the value around it, right? Again, could be case by case, could be different, right? But we're just talking in general.

In general, how this platform works, it's going to be hard to establish value with a free class. And because you interrupted someone, you could be getting inquiries from people that maybe aren't that interested. And so, you're also going to potentially attract the wrong crowd by having the free trial on Facebook. So, in our experience, and I say in our experience, because we work with a lot of school owners, and we've helped martial arts school owners generate more than 7000 paid trials through this formula.

It's important to have a well-structured, well-worded paid trial with a Facebook ad, and we find that works way better on Facebook. Now, how do we structure the paid trial? Well, that's important as well. It's not just paying for a few classes, but it's packaged with a combination of classes. Classes plus a physical item, and then demonstrating what the value is. And that last point is really key.

So, what do I mean by that? Well, it's not just, you know, buy five classes for 50 bucks, or, you know, whatever the number is, and I'm just making that number up. I've actually never used that offer, so don't… well, try it – if it works, let me know. But it's important to package it with something physical. Why the physical really helps, because if I'm paying, let's say, 39.95 for two weeks, and I get a free training t-shirt or free uniform, that's something physical that I can picture in my mind.

And so, if I'm looking at an offer, and I can see that I'm going to pay 39.95 for a two-week trial, I'm going to get this free uniform that's valued at 75, 85, 95 dollars, or I'm saving this much. Now, if you look at this as a package, and it's like, “Ah, cool,” that makes sense – that demonstrates value. I can understand that, because I can understand a physical item better than I can imagining what a martial arts class would be like.

The silly thing is, in your mind, you might be, you know, a prospect might be rationalizing, “Well, you know, if I can try this, and at least I can keep the free item, if I don't like it.” Not sure what you're going to do with a Gi if, or a uniform, if you're not going to train, but hey, nevertheless, that's cool.

So, just to wrap it up, where do you use a free trial? Where do you use a paid trial? Depends on the platform, where you're going to use it. Make sure that you've got both on your website, so that if somebody finds you, that they can access both – whichever one suits them at the time in their buying cycle. And if you're going to use Facebook ads, then the best bet is to use the paid trial and potentially get the most results from that.

And if you want to know how to do that, then on this page, depending on where you are watching or listening to this episode, martialartsmedia.com/124. So, the number 124, martialartsmedia.com/124. Scroll down to the big red button that says, ‘Download the Ultimate Facebook™ Ad Formula for Martial Arts Schools.' That will help you, take you through the exact process that we use with all our clients to create winning Facebook ad campaigns that help you attract new students all year long

Thanks so much for watching. Thanks so much for listening. Wherever you are accessing this episode, please make sure you subscribe, that you get notified when our next episode comes out. And please do me a favor, if you got great value from this episode, please share this with a martial arts school owner or instructor friend that you know would get some great value from listening to or watching this.

Thanks again. See you in the next episode, speak soon.

Here are 3 ways we can help scale your school right now.

1. Download the Martial Arts Media™ Mobile App.

It's our new private community app exclusive for martial arts school owners, with top courses, online events, and free resources to help grow your business. Click here to download for iPhone or Android (any other device).

2. Join the Martial Arts Media™ Academy Membership and become a Case Study.

I'm working closely with a group of martial arts school owners this month to get to 100+ students. If you'd like to work with me to help you grow your martial arts school, get started with our 7-day risk-free trial – Click Here

3. Work With Me and My Team Privately.

If you would like to work with me and my team to scale your school to the next level, fill out the form and apply HERE … tell me a little about your business and what you would like to work on together and I'll get you all the details – Click Here

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123 – 3 Key Steps To Master For Your Next Martial Arts Facebook Ad Campaign

December 10, 2021 by George Fourie Leave a Comment

If you believe that things like the iOS updates have impacted your martial arts ads, chances are you’re going about this the wrong way. Here’s a foolproof strategy to adapt for your next successful campaign.

IN THIS EPISODE:

What is The Ultimate Facebook Ad Formula For Martial Arts Schools?
Spending too much money on ads? This number might tell a different story
Creating an irresistible martial arts offer
How to use the AIDA formula for martial arts Facebook ads
And more

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

TRANSCRIPTION

If you don't get the leads, you don't get the trials, you don't get the signups. So if we get this right with Facebook, first up, we can get the ads to flow easily. So it becomes a bit of a timing thing. The right offer at the right time in front of the right people.

Hey, this is George Fourie. Welcome to the Martial Arts Media™ business podcast. And in this episode, I'm going to be talking about three key steps that you need to master your next Facebook ad campaign. And I'm going to kick off with a bold statement. And the bold statement is, most martial arts school owners are going about this dead wrong. Why do I know this?

Well, first up, we look and we speak to a lot of school owners and look at a lot of ad accounts, but I can tell you that we don't even have to look at the ad accounts when we hear things like, the iOS, the latest iOS update has completely crushed our results. Or, our website is not bringing in leads anymore. Or, we used to have this strategy of running this ad and this retargeting ad, and this doesn't work anymore. Or, everything used to work, and now our ad costs have gone through the roof, and it's not working anymore.

All those things are really a key sign that it's not about Facebook itself, but it's actually about the strategy. So in this episode, I'm going to break down the entire strategy, how to go about it, what to avoid, what to optimize, what to look for and outline a winning ad strategy that you can use. Winning to the point that we've refined it over the last four, five, six years. And we've seen more than 7,000 paid trials go through the system.

So I'm going to share this with you today. Make sure that you hit subscribe wherever you are watching this video, or if you're listening to it, head over to your favorite podcast listening tool thingy, and make sure you subscribe. And also if you hang around to the end, I will share with you where you can get our latest e-book, which is a breakdown of much of what we're discussing here today, which is called The Ultimate Facebook Ad Formula for Martial Arts Schools.

All right, let's jump in.

Let's jump into three key steps to master your next Facebook ad campaign. So just for a little bit of context, this presentation and these slides that I'm going through right now comes from our Partners group. Our Partners program is our flagship program where we help school owners attract the right students, increase signups, and retain more members.

And if you look at it from a model standpoint, this is pretty much what we work on on a month to month basis. And what we're talking about right now, Facebook, Facebook advertising, falls in the top group there, which is called activate ads. All right. Activate ads under Attract. All right. So let's jump in.

So first up, what's the big problem that we're trying to solve here with Facebook ads? And the big problems that we run into? Well, first up, I'm sure you know advertising is hard. No matter who says what, it's hard. Sometimes it works and sometimes it doesn't, right? It can be very inconsistent.

And so sometimes it's hard and sometimes you think, well, hang on, I'm actually, I'm on top of this. And then somebody pulls the rug underneath your feet and it just stops working and it could be hard to diagnose and figure out, all right, well, what's actually going on here?

Why is this working and why not? Which can cause a lot of frustration, but more… The biggest impact of course that you get is you struggle to get the leads, and if you don't get the leads, you don't get the trials, you don't get the signups.

So if we get this right with Facebook, first up, we can get the ads to flow easily. So it becomes a bit of a timing thing, right? The right offer at the right time in front of the right people.

And if we know how to adapt our four-step formula that works in between those timeframes, in between those segments, then we're off to a good start. If we could do that, ads will keep on working. Most importantly, we know what to measure and improve. You want to be building up a big library of winning ad campaigns. And this is how it really becomes easier.

Some of our best clients that always used to ask all the questions in the group about Facebook ads now almost ask nothing because, hey, they've just got it mastered. And they've built up this library of winning ad campaigns. And best of all, you get it right, obviously you get the leads and you get the signups. So I'm going to jump into three key concepts, three key concepts to win at your next ad campaign.

So first up, know your numbers. Now I'm sure you've heard this thrown around a lot, right? Yeah, you got to know your numbers, and yeah, we all know we got to know our numbers, but what numbers are we really looking for? So first up we want to know what is a student actually worth?

Because here's the metric that everyone focuses on that's the wrong metric. And that metric is cost per lead. Cost per lead. How much did it cost? What is the cost per click?

Now, yep, it's important to try and reduce that, but it's not really the number that matters, right? Because if you were in real estate, for example, and you were paying per lead, that most martial arts schools are paying, you would be winning. So, yep, we want to try and reduce that cost. But what really matters is, what is the return on investment?

And I'll give a real simple example. I mean, if you had to walk into the casino, and you found a slot machine, and every time you put $1 into that slot machine, it gave $2 back. How many dollars are you going to put into that slot machine? All of them, right? So that's the winning formula.

Now, I mean, if you had to put $5 in and you got $10 out, well, how many dollars are you going to put in? All the $5 that you can get together. So you're not going to go back and say, oh, well, hang on.

I really preferred to put a dollar into the slot machine. No, you don't care because you're getting $10 back. So what I'm really trying to reference to is what is that number? What is the lifetime student value, or at least, what is a student worth for you over the next year?

Because if you know that every student that signs up is worth $1,500, $2,000, $2,500, then the cost per click starts getting a little more irrelevant. Now, obviously you need to be concerned about that because I mean, if we're spending $1,000 to get a new student and a student's only worth $1,500, well, we're going to burn through cash flow quite fast, right?

And something I learned from Mike Rhodes way long ago was to look at what is a student worth? What is a customer worth over the first three months? And then, grabbing a name, another tip from another gentleman I've learned a lot from, Dean Jackson, stating how much would you spend with a smile on your face to acquire a customer?

So if you look at, let's say, all right, well, what is the student worth over the next three months? And then, how much of that am I going to spend with a smile on my face to acquire a new customer, a new student in our case, then what is that number? So if you're comfortable with that number, now we know, all right, well, I'm comfortable spending $50, $100, $150 to acquire a new student, and I will do that all day long. And that's the metric that you've got to dial in. All right, let's move on.

Number two, your irresistible offer. What is an irresistible offer? Well, I've got a picture here of a fidget spinner. It's probably not an ideal irresistible offer. Well, it was for a while, right? Because everybody wanted a fidget spinner.

But what is an irresistible offer? Well, you want to think of your offer, in the case with martial arts, is how do students get started with you? And what is a way that they can get started with you that's completely risk free for them, and it's enticing enough for them to take the first step.

So here's what the offer is not. The offer is not trying to sell the membership, especially not on Facebook, right? Not with this type of marketing. And I can dive deeper into how Facebook works as an interruption, but for now, we've just got to focus on the fact that we want to put an enticing offer in front of people that gets them to take the first step.

Now, the first step is not signing up for a 12-month membership, right? The first step is them seeing an offer, seeing something that's irresistible enough for them to go ahead and take the first step and put their hand up and say, all right, I'm keen to do this. Okay. I'm keen to do this and let's go ahead and try this out, right?

And I say try this out, I mean, we want people to start, but we want people to feel comfortable about taking that first step without the risk being on them. And risk might be, well, sign up for a 12-month membership to get started. I know nobody does that, but hey, you want to make it easy for them.

So let's talk about offers. So what is better? Should we run a free trial or a paid trial? Now in our experience there's room for both, but when it comes to Facebook, paid trial typically works better. And I'll explain why.

If we had to compare Facebook and Google, when somebody comes through Google, there's some intent. Meaning they go to Google, they look for it, they search, and they've got some intent to actually… They're interested, right? They already have the interest.

On Facebook, we can target really well, but we have to interrupt. So we got to interrupt people from scrolling. People are sitting on their phones and they're looking through, and we got to put something in front of people that appears of great value. So, yep, we can grab their attention and get them interested, but we've got to build desire with a specific ad offer. And that's where a good irresistible offer comes into play.

So you need a good, irresistible offer, and you need to establish some value. Now it's very hard to establish value with something that's free. Because what is a free trial?

What does that mean? What's the catch? Why is it free?

But if you package something with a uniform or a physical item, like gloves, t-shirt, belt, et cetera, and they're paying X instead of XX, now they can see the value and it's much easier to make a decision. All right. So work on your offer and work on your paid trials.

Now, these are examples. You might already be using a paid trial, but what could… And if your paid trial is not working, then you got to dig a bit deeper, and it could be actually in the way that it's worded.

So there's certain things that you've got to avoid and certain things you can say or not, and there's certain numbers that will work better than the others. But too much detail to get into right now, but pay attention to the way you deliver your paid trial. All right, let's move on.

And number three is, follow the formula. Follow the formula. So what is the ad formula to work with when creating ads? For us, we keep it super simple. We use the age-old AIDA formula. A I D A. If you've heard of it, great. Maybe you'll get some context if you haven't heard of it. A is for attention. I is for interest. D is for desire. A is for action. So I'm going to break down exactly how we go about this, right?

So A for attention is grabbing attention. So you want to call the people out that you are trying to have a conversation with, and that could be simply calling them out. San Diego moms, men of Sydney.

So it's just telling the people who we are talking to, that we are trying to talk to them. The next thing that will also, and this probably counts for more than anything, is the type of media that you use. So the type of image. Now, should you use images? Should you use videos?

Well, in our case, I'd rather use an image. It's just much easier and you've got to be really good at video to really make video work. And side note, all respect to all videographers, but most people that think they're really good at video are not because they create a good video, but they don't have the sales knowledge and marketing knowledge to package it in the right way, to grab the attention and build up the desire. That's attention.

Interest is creating a cool headline. How do you grab interest? Well, in our case, what we do is we create a benefit driven headline.

So how do we craft a benefit? Something that, what is the thing that they're going to get? Now, what you want to avoid here is not talk about what it is, but you want to talk about what they get.

Two different things, right? What it is, is they get martial arts classes. What they get is the result that they get from martial arts classes.

So this is where we want to talk about more of the end result, the benefit, the desire that they're going to get from this. Let's talk about desire. How do we go about desire? Because we've managed to craft the offers in such an irresistible way, we tend to find that in the desire section, we just insert our irresistible offer right there.

And if we've grabbed their attention and built up their interest with a powerful, benefit driven headline, then that's normally enough for them to say, all right, I want to try this out. And this is where we insert our irresistible offer. And then last but not least is the call to action.

So what do they need to do to get this? And this is where most school owners fall flat. Reason why: they will send the person to a website.

The worst thing you can possibly do is just send them to your homepage website. Because imagine you've just spoken about this awesome offer and everything, and now they click on a link and when they click on it, it's nothing relevant to what was just spoken about.

So they're lost, and immediately they leave, right? And they bounce and away they go. The other is to send them to a landing page.

Now this is where everybody feels and thinks that they have to have the best landing page. Well, got news for you. If you're struggling with Facebook right now, Facebook doesn't want you to leave Facebook.

So actually sending people to a landing page could be really, really hard to do. So unless you're super experienced and you're testing it and your landing page was specifically created for that specific offer, I would not recommend going about this.

I would do one of two things. One would be to create a lead ad, which is internal with Facebook. Or number two is send people directly to Messenger. And by doing this people stay on Facebook, they stay in the framework, and now you can follow up in that way.

And if you do something like in our Partners group, we have The Messenger Signup Method. It takes your prospects from being curious to serious, and then we sign them up. Then that's something that can really work for you. And it's really scalable, as well.

All right. And that's it. Those are the three key steps.

So quickly as a recap, number one, know your numbers. What are the key numbers you got to pay attention to? Well, first up, what is your student worth over the next 12 months or for the lifetime?

Your lifetime student value, and how much are you comfortable spending that? What are you comfortable spending with a smile on your face to acquire your student? So paying attention to that rather than what are you paying per click.

Number two is your irresistible martial arts offer. So what type of offer are you using? If you are generating your ads from Facebook, highly recommend you look at a paid trial offer and then make sure that your paid trial offer is worded the right way, worded using the right numbers and making sure that when somebody looks at the offer, that it automatically screams of value.

And what I mean by that is, they look at it, and it's a no brainer for them to not go ahead with it. And then number three, follow the formula. So the formula being AIDA, which is the formula we follow. A for attention, I for interest, D for desire, and A for action. All right. And that's it.

Now, if you do want a copy of our latest e-book, The Ultimate Facebook Ad Formula for Martial Arts Schools, then head over to the podcast episode on martialartsmedia.com, and you'll find it at martialartsmedia.com/123.

We're just lucky that this episode is number 123, right? So martialartsmedia.com/ the numbers 123, not the words written out, just the numbers, 123. And there'll be a button there, all the show notes will be there, plus a transcript. And you'll be able to download The Ultimate Facebook Ad Formula for Martial Arts Schools.

And if you need some help with your Facebook ads and you want to learn more, how we can help you, or maybe you need someone, you just need a second set of eyes to have a look at your ad account and your ads, then reach out to us. Best way to do that is go to martialartsmedia.com/scale. So S-C-A-L-E. martialartsmedia.com/scale.

There's a little questionnaire, a couple of steps with a few questions for us to better understand where you're at with your business, what you need help with. And then that will go through to another screen where we can book any time to chat and go from there.

All right, thanks so much. I hope this episode was helpful. And if you're struggling with ads, I just want to confirm this, do take this formula seriously because we work with this formula. Obviously, there's layers and details on it, but this formula, it's not our formula.

It's a proven formula. We've just refined it for martial arts schools. And like I've said, we've seen more than 7,000 paid trials go through the system for schools of all sizes. Schools that are just starting out, pushing a hundred students, schools that have got multiple thousands of students, and the formula just works.

If you need any help, let us know. And otherwise, thanks a lot for listening, thanks a lot for watching, and I'll see you in the next episode. Cheers.

Here are 3 ways we can help scale your school right now.

1. Download the Martial Arts Media™ Mobile App.

2. Join the Martial Arts Media™ Academy Membership and become a Case Study.

3. Work With Me and My Team Privately.

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

Now also available on Spotify!

86 – Using Facebook Messenger Bots For Martial Arts Schools

October 18, 2019 by George Fourie Leave a Comment

How martial arts school Messenger bots can help educate your future students when you're not present.

.IN THIS EPISODE, YOU WILL LEARN:

How martial arts school messenger bots help with relationships
The power of speed replies
Getting conversations started without you
And more

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

TRANSCRIPTION

The quicker you reply, the better response you get at the end of the day. So what a bot actually does for you is it gives you the opportunity to reply instantly and start building a bit of relationship, or sharing information, or maybe even directing people to a paid trial.

Hey George here. I hope you're well. I'm on my usual walk with the girl. So exciting stuff, in about 90 minutes from now I am meeting with our messenger bot developer. So we're busy mapping out a messenger bot for our Partner members. And so, quick couple of things about bots. I don't know if that's something that you're familiar with or not, but it's basically if you think of email automation in a way, where you have a sequence of follow up messages, well a messenger bot does the same thing. It just does it a bit more instant and looks real in a way, but obviously is an automated way of following people up.

So there are pluses and minuses to it. I always feel that to have an optimal sales process nothing's ever going to beat face-to-face or person-to-person live contact, provided of course you've got some cool selling skills and so forth, and you know how to present your offers in the right way. But then a big benefit about having a bot is the instant reply feature. When you look at email marketing, email can sit for a day or even longer, and it's okay to take a bit longer to reply. But with messaging people expect a bit more of an urgent reply. The quicker you reply, the better response you get at the end of the day.

So what a bot actually does for you is gives you the opportunity to reply instantly, and start building a bit of relationship, or sharing information, or maybe even directing people to a paid trial while you're busy and while you're on the mats and before you actually get to them and be able to speak to them one-on-one through the chat, or get on the phone, or however you want to do it.

So there are two ways to do it. One is to start the conversation, which is my favourite. I prefer to use it as a conversation starter and not to be the actual conversation. And I think a lot, especially of the bot developers, get really crazy about it. They get all technical and create these long sequences and so forth. But at the end of the day, for me, the way I look at it is I just want to be able to speak to someone, start a conversation, and provide them with useful information before I could have the real conversation, and the one-to-one chat.

That's pretty much what it's all about, for us at least. You can get really fancy with it and have all these long fancy sequences, but for me and for our members, we've got different ways of following up with chat on a one-to-one basis. So the bots really going to facilitate in helping start that conversation, and just give a bit of breathing space, or a bit of time for someone to actually soak up some videos, read up some information, and ultimately if they're ready, sign up for the paid trial.

So anyway, that's me. I've got to jump to the meeting fairly soon. Just wrapping up the last couple of questions and things that we're going to work on and how are we're going to format the whole bot. So, exciting stuff. We'll let you know more about it once we have it up.

If that's something that does interest you and you'd like to have a messenger bot built out for you and for your school that you can plug and play, and just swap out a couple of words and be good to go, then yeah, just hit me up with a message wherever you're watching this. Just reach out to my profile, send me a message and we'll have a chat, and see if we could help. Cool. Have an awesome day. I'm going to head back, speak 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!

Here are 3 ways we can help scale your school right now.

1. Join the Martial Arts Media community.

It's our new Facebook community where martial arts school owners get to ask questions about online marketing and get access to training videos that we don't share elsewhere – Click Here.

2. Join the Martial Arts Media Academy and become a Case Study.

I'm working closely with a group of martial arts school owners this month. If you'd like to work with me to help you grow your martial arts school, message me with the word ‘Case Study'.

3. Work with me and my team privately.

If you would like to work with me and my team to scale your school to the next level, then message me with the word ‘private'… tell me a little about your business and what you would like to work on together and I'll get you all the details.

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

***NEW*** Now available on Spotify!

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