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

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.

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

Discover how Buzz Durkin, the headmaster of Uechiryu Karate, effortlessly keeps martial arts students for as long as 52 years.

IN THIS EPISODE:

  • Internal Marketing – A Strategy Used by Buzz Durkin to Attract New Students
  • Community Building within Martial Arts School
  • Teaching Beyond Physical Skills and the Importance of Using the Physical Curriculum
  • What is AAA Theory – Awareness, Appreciation, and Action, and How Is It Important to Martial Arts Students
  • Charging Fair Tuition for Martial Arts Classes
  • An Overview of Buzz Durkin’s Success is Waiting: The Martial Arts School Owner's Guide to Teaching, Business, and Life Book

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

TRANSCRIPTION

GEORGE:

Hey, it's George Fourie. Welcome to the Martial Arts Media Business podcast. Today, I am interviewing a true master in martial arts and business, Buzz Durkin. I was really fortunate to spend some time with Buzz when I hosted our Martial Arts Media Intensive event, which was part of the Bushi Ban Power Week hosted by none other than Grandmaster Zulfi Ahmed.

And part of the Bushi Ban Power Week, we hosted the Martial Arts Media Intensive, and I had Buzz share a talk in regards to retention and keeping students for life and how they basically work all their marketing from the ground up.  I was so inspired by the speech; well, so was everyone else. He got a true standing ovation, and I invited him to speak at one of our events online, which is the Partners Intensive. Our members were just blown away by the information. I wanted to bring that over to you as part of the podcast, so I'm going to share a video on this page. If you want to go visit it, martialartsmedia.com/147.

Buzz shared a video during his talk showing that, every Saturday, how much experience and how many black belts they have. It ranged from four years to, I think, 44 years of experience, and I can't recall counting. There was at least 20, 30, got to be like 30 people at least.

Anyway, Buzz is truly a master at keeping it simple, keeping students for life, and he's got some valuable strategies to share. So, without further ado, jump in all the show notes on martialartsmedia.com/147. That’s the numbers one, four, seven. Jump in. Let's go.

GEORGE: Buzz Durkin, welcome to the Martial Arts Media Business Podcast.

BUZZ: It's my pleasure to be here. I'm happy to be here with you, George.

GEORGE: Good to see you again, and we'll loop back to that story. But a question I always like to ask first is, what's the number one thing that you do to attract new students into your school?

BUZZ: Well, the number one thing we do after all these years that's evolved to is internal marketing. We do internal marketing with some social presence, too. We do a lot of posting on Facebook, Instagram, just about every day or at least every other day. Our main venue for acquiring new students is through internal marketing. Parent's nights out, pizza parties, and birthday parties, where we encourage our students to bring their friends, inviting their friends and school teachers to our black belt promotions.

So, we concentrate mainly on the student body that we have and how can we grow that family from within primarily.

GEORGE: Very interesting. So, everything from the inside out.  And so, when it comes to promotions, you're still sort of doing a little bit of outbound because you're saying with the social and so forth, but the focus is what's happening internally and making that the message to attract more students?

BUZZ: Yes. We like to make our students raving fans, and we like to make our students want their friends to study and train with them, whether they’re five years old or 50 years old. So, we try and provide a high degree of value in every single class so that the students will want to talk about what a great experience they had. And like we say, we don't teach good classes here. Every class has to be a great class.

And I think the marketing– I think anything starts on the floor. I think it all starts with good instruction. You have to have something of substance that you're teaching, and you have to do it in an effective way. I think it all ebbs and flows on the quality of instruction on the floor. Everything should spring forth from that, I think.

GEORGE: I know you're the master at keeping students, and I want to tell this little backstory. So, we met officially the first time at Grandmaster Zulfi's Bushi Ban Power Week, where we got to host our event during the Power Week, which was the Martial Arts Media Intensive. Buzz Durkin was one of the featured speakers. You shared a video during your talk that I can't recall how many students there were, and I'm probably, if that's okay with you, I'll share it within this podcast, just in the show notes so that people can see it.

But you had, I think I counted about at least 20, 25, 30 students that have been with you from four years to about 50 years. Is that right?

BUZZ: Yeah. Yeah. We let one junior black belt was in there. There was one four years, yes, but that is correct. That's correct.

GEORGE: What keeps that level of community, unity, and commitment? Because I mean, yep.  We love martial arts, and we love dedicating ourselves to the art, but staying to the course for that long, there's got to be something more to that, right?

BUZZ: Well, I think a lot of teachers think of the martial arts, regardless of style, of being one dimensional, physical, develop that sidekick, develop that armbar, develop that spinning back kick. It's multi-dimensional. My philosophy has always been that if through your physical curriculum, through the physical curriculum of doing the sidekick, the punch, et cetera, if by doing that, if you can show your students or the people who are studying with you how to develop mental, emotional, and even spiritual strength, they'll stay with you forever.

And the reason is they need their mental strength. They need that emotional strength more than they need the physical strength out in the real world. I mean, what is a student more likely to use on a daily basis? A spinning back kick or courtesy or self-control? So, I think the secret for us has been that we're able to use our physical curriculum and, through the physical curriculum, make the students aware of the fact that it helps them mentally, emotionally, and spiritually. When I say spiritually, I don't mean in a religious sense but in an attitudinal sense.

I think having an approach that is multi-dimensional, and everything's based on the physical curriculum that's why they come to us. That's why they do martial arts. They want to learn how to defend themselves, and that's critical. But that's not the end all be all if you want to keep students making it a part of their life.

I think what happens is there's so much negativity out in the world. It can drain your batteries. It can make you whether you're an adult who has an obnoxious boss at work or whether you're a young person who's having a tough time in school, the outside world can drain your energy. I like to think of the people who come down to the dojo. It's recharged their batteries. Recharging.

Why are they being recharged? They're being recharged because they’re being in a supportive group. They're being with friendly people. They're being with cooperative people. They're being with people who want to get better like them, sharing the same goals, and that stuff doesn't get old. So physical alone gets old.

I'm the best bar in the dojo. I can beat everybody up in the dojo. So what? In the scheme of life, what does that mean? It's important to have those skills. I'm not saying that it isn't, but it doesn't get all that.

I need my self-control. Someone cut me off in traffic driving the car. Do I lose my temper, or can I take a deep breath? If a good teacher relates what's going on on the floor with these types of incidences outside the dojo, I think it's going to make people want to want to keep coming back. It's really a unique community that we all have.

It's more than lifting weights. It's more than going to the gym. It's a unique community where the body, the mind, and the spirit are all developed. And we all know this. I don't want to sound cliches, but it's important.

We have the ability to do that through our wonderful martial arts. The teachers that do that will find the students want to keep coming back to recharge their batteries. Keep coming back to recharge, and they'll use your dojo and your school as a place to do that. So that's what I have found, and that's what's worked well for us. So, it's not unusual on a Saturday morning for us to have 30 plus black belts, all of whom have been studying at least 25 years.

And these aren't senseis. These are just people– adults who want to enjoy it. Another thing that happens when you take that approach is you develop a wonderful sense of community, a wonderful sense of, not to be too corny, but a wonderful sense of family. People like to come in and develop friendships over the years.

Some of the best friendships are through the dojo, coming to a class, and seeing my buddy I haven't seen in a week or a couple of nights. It's wonderful.

GEORGE: I love that. In a practical sense, we've got the direction; it's more about not so much about the physical, well, it is about the physical, but way more high level.

BUZZ: Physical plus.

GEORGE: Physical plus, right. So, let's talk about that plus, like, on a practical sense. Because you've got your curriculum, and you've got the things that you're teaching.  How, on a practical level, do you teach all that on the mats?

BUZZ: Well, let's suppose we have a student who we know is lacking in confidence. We work with that student in developing confidence and saying how important confidence is in life, et cetera.  So, when the student is ready, we set them up for success. We might have that student perform individually in front of the entire class. Set everyone off to the side have the student do a particular technique, a different kata or kumite or whatever.

And just by doing that, getting up in front of supportive, friendly, happy people, they gain confidence. Before that student would leave the middle of the floor, we'd say, “Now, that's the same confidence you can use in doing your sales project or your sales presentation tomorrow.”

Same thing with the kids. If someone's shy introverted, we set them up so that they can come out of that shell a little by doing something, maybe in front of the class or in front of several of the teachers. And we always relate that to, “You can use that in school tomorrow, can't you?” or “You can use that at work. You see how easy you could do it?”

So, using the physical curriculum– and I don't want to sell that short. I mean, the students have to be in shape.  If you teach fluff, they'll never come back. But if you can teach something that'll stick with them, mind, body, spirit. It's like, I really believe we need– everyone needs to be charged up.

There's so much that will drain. It’s support from one student to another. One of my favorite sayings is, “As the individual gets better, the class gets better.  As the class gets better, the individual gets better.” It's a mutually symbiotic thing that the class gets better, and I'm a member of that class.

I can't help but get better physically, mentally, showing more self-control. I mean, the self-control that a black belt may use working with a junior student, we articulate. That's the same self-control you're going to use X, Y, and Z outside the dojo, you know. The same type of fear that's overcome by sparring with someone in a safe way in the dojo is the same kind of fear you'll overcome when you have to do a project at work or things like that.

I know I sound like a broken record. I keep going back to it, but I think it's so important if, through your physical curriculum, you can develop it in your student’s physical, mental, spiritual, and emotional strength. We all need emotional strength. Let's face it. I think you'll be well-served, and students appreciate that. Students have become aware of how much the dojo has helped them, and even people that leave will come back.

I mean, this week alone, we had two black belts come back. One of whom has been away for 13 years. The other has been away for four years. So, they felt the need to get back into the camaraderie of the dojo, the support of the dojo, and the physical excellence of the dojo.

GEORGE: I love it. So, it's really subtle in a way you're teaching the physical, but always noticing where does this apply in life.

BUZZ: Yes. Yes. And I think that's very important. It's my opinion. If it's just physical, physical is important, but if it's just physical, that's not a reason to keep a 45-year-old man who's been with, you know, it's got to be more than physical. Along with the physical. Am I making any sense?

GEORGE: Hundred percent. You apply. Talking Pasadena.  I invited you over to speak to our partners’ group online, and they were really thankful for that.  Again, Buzz, you were the favorite of the event. Just got to tell you that.

BUZZ: You say that to everyone.

GEORGE: No. Well, you know, I've got to say, like, I know, I know. I know, we don't have egos in martial arts, right?

BUZZ: We martial artists don't have any ego, right?

GEORGE: No. Nothing. Not at all. But when you put up a three-day event, and you put in all the effort, and you hear that, you know, you weren’t the favorite, it's something that you've got to process. I'm kidding. But yeah, our members were really thankful for you sharing all the strategies and the philosophies. One thing that stuck was a three-step process that you use within awareness and taking action. Do you mind sharing that?

BUZZ: Yeah, we call it AAA theory, and you have an awareness of what's going on, an appreciation for what's going on, and you take action. I think it's so important to be aware of what's going on at your school. Don't hide behind a desk. Don't hide in the office with the door locked. Having an awareness of what's going on. By the way, isn't that what we teach? We teach awareness on how to become more aware. So, awareness, appreciation, and action.

Our teachers are always looking for reasons to do that. That I used was, and this was not too long ago, I walked by the men's changing room before a class, and one of our students, who's been with us for a while, said, “I bought a new truck.”  My ears picked up, and he was talking to his buddies in the changing room about how he's got this new truck. He's so thrilled with it. He's so happy with it. It's beautiful.

So, we came out to the dojo, and before class started, I said, “Hey, congratulations on your new truck. I heard you got a new truck.” “Oh, I did, Mr. Durkin. It was great.” I appreciated the fact that he was so enthusiastic about it, that he told his buddies about it, and that he was very excited about it. So, I showed an appreciation.

I said, “Congratulations. Good for you. I think that's wonderful.” Before I went home that night, I took out one of my little note cards and said– no, but I take it back. I took out one of my note cards and I said, “Congratulations, Dave, on your new truck.” The next morning, I went up to the local gas station up the street, and I got him a $50 gift card for a tank full of gas. Nowadays, a quarter tank full of gas.

I sent that $50 gift certificate with my personal little note, and I just wrote, “Happy motoring.” An old expression, happy motoring, and sent it off to him. And when he came in next week, he was telling everybody, “Oh my God. Look at what Mr. Durkin did. Look at the dojo did.” And I thought he was just so appreciative.

Now, here's the other side of the coin. He's a third-degree black belt. He's been with me a long time. His two children are junior black belts.  All the income they have paid the dojo. What's $50? It's like nothing. It was a no-brainer. It's $50 out of pocket versus thousands of dollars that he's paid on martial arts training for his children.

Another example is awareness.  Not a class goes by.  I'm not teaching a junior class, for instance, and I'll still go out and shake hands with all the parents. I think that's critical. I welcome them like I'd welcome them if they came to my house.  And I saw a mother whose younger sibling was sitting next to her, who's not a student.

Her brother was on the floor as a youngster. And the mother said to me, “Look at little Joanie, she just got a Kindness Award. A Kindness Award from her class at her elementary school.” And I said, “That's great little Joanie. Congratulations.” I had an awareness. I was glad I found out about that. I showed appreciation for it.

I said, “That's very meaningful. That's what martial arts is about, too, being kind to people.” And before I went home for the night, I wrote a little note saying to Joanie care of her parents, of course. And I said, “Congratulations on getting your Kindness Award. That's wonderful.” Two, three sentences.

Well, you would have thought the next time they came in that they won an Academy Award, you know, that the mother was thrilled and it was so nice. It's very interesting. I'm a strong believer in handwritten notes.  What do we get in the mail? In America, we get bills, junk mail, and very little personal mail.

What we have found is when we send out these notes, so often they end up on the home refrigerator, tacked to the refrigerator for everyone to see.  I call it the AAA, where you have an awareness of what's going on outside the school with your students and appreciate it. Take an appreciation for it even though it may not be that big a deal to you, and that's no good unless you take action and acknowledge it. I think we do a pretty good job of doing that, along with AAA theory – awareness, appreciation, and action.

GEORGE: It feels like the personal note always loops into this strategy, right? It’s always the thank you, the appreciation part. The action and appreciation part is always based on showing appreciation by physical notes. Almost always?

BUZZ: Almost always. I mean, depending on the situation. We'll make phone calls.  George, this is going to sound really weird, and I don't want people listening to think I'm too weird, but it's not unusual. On certain students’ birthday, we'll call them up and have two or three members of the staff sing birthday to them.

GEORGE: That's epic.

BUZZ: Just why? Because it's fun. We don’t take ourselves too seriously. I think it’s important to be self-deprecating. Through cards, through phone calls, through messages, through private messages. I don’t think you can communicate too much, and I think you should not be afraid of communicating with your students. Everyone likes to feel special. You like to feel special, I'm sure.

I like to feel special. Every opportunity you have to make your student feel special, he's going to reaffirm the fact that, “Man, am I glad I'm here?”  I think every teacher who's teaching martial arts has the opportunity to make their students feel special. I'm not talking about rah-rah, way participation awards, yeah, yeah, yeah.

I'm talking about balancing that with something of substance, something that could save someone's life, something that could keep somebody out of trouble, and a place where someone develops so much confidence in themselves that they never have a need to fight. You can develop a place where they have so much confidence in themselves and they're having a great time doing it.

The students will just stay.  Again, I'll keep going back to multi-dimensional. Now, I come from a very traditional styles called Uechi-Ryū, UECHI, Uechi-Ryū, it's an Okinawan style of karate. We have four kumites, two-person pre-arranged drills, and we have eight kata.

And that's all we have. That's what we do. But we're able to integrate all these things into what's happening outside the dojo walls than what's happening inside the dojo walls. You know, what's important and to keep people coming back is your belief as the sensei in what you do. Your belief in what you do.

The students, if they see something in you, they like. If they see something in you, they admire. If they see something in you, some skill that they want to have, and they realize that you got that skill through the curriculum you're teaching them, they'll buy into it.

GEORGE: Very cool.  I love it. I want to check just more about a little bit going into your history because I was looking– I was seeing that you opened your first martial arts school in ‘74. That's a good three years before I arrived in Earth. So, it goes back.

It feels like you've got this such a strong, obviously devotion to your martial arts, but then it feels like these traditions have– it's very simple what you do, but you do it so elegantly and with such focus and it's obviously just paid off heaps and bounds to your success in the industry and, mind, body, and spirit.

Where does all this originate from? Is it coming all the way back to the roots that this evolved from, or maybe I can ask it in a different way, and that is, where does Buzz Durkin get recharged?

BUZZ: Well, that's very interesting. I started my training in 1966, and times were very different then. Martial arts schools were small, dingy, dirty, and if you wanted to really train, you'd have to go up onto the fourth floor of a building to get to the dojo. You know, no one rented space on the first floor. It was too expensive, and it always bugged me that the martial arts schools were like that.

No showers, no good facilities.  They weren't ventilated properly. And yet health clubs at the time were springing up all over America and beautiful facilities. And why can't a martial arts school be like that? One of my missions was to build our own school and have it built to custom to our design and make it a place where a student would be proud to come. A place where a student would be proud to show their friends. This is where I work out.

In 1974, I opened the dojo. For 14 years, we rented a space of about 1800 square feet and with the goal of someday building our own school. That dream came true in 1988. We built our own freestanding building, 8,000 square feet. It's beautiful. It's got hardwood floors, showers, locker rooms, the whole thing

Thirty-five years later – 1988, it still holds up. People come in, and they think it's a new building.  I know, George, how much martial arts training helped me.  I know how much it helped me and what it's done for me in my life. And if I can give back just a fraction of that to even one student, I will consider my mission as a success.

I know how much it's helped me and what it's done for me and, as time has gone on, how it's enabled me to make a wonderful living, and, if I can have that happen to the students who study with me, that'd be great. You know, one thing I'm very proud of is that we have an association. 12 of my senior students own their own dojos. They make a wonderful living teaching. They're all professional martial artists, and it's just a wonderful thing to see. We all get together for seminars, black belt testing, and social events.  You know, I don't know. It's like everyone listening to this call: you love martial arts.

And in my opinion, there's nothing better than it. So, what got Buzz Durkin? I know how much it did for me when I grew up. I grew up in an upper-middle-class family, never got into fights, never got into– never was troublesome. I went into the service for a couple of years because I had to because everyone was doing it at that time. I just thought martial arts training karate would be something good to know as I go off into the military.

I never had a dream that I'd be doing it full-time 50-something years later. That's what happened, and I don't regret one single day of it.

GEORGE: Amazing. Buzz, before we wrap things up, I want to ask you about your book, Success is Waiting: The Martial Arts School Owner's Guide to Teaching, Business, and Life. I actually wanted to have a copy in my hand, but I don't.  It's in the mail.  There we go.  I love it.

BUZZ: I always have a copy of the book around somewhere.

GEORGE: Can you share a bit? What is in the book, and what's the philosophies around that? Knowing what I know of just being in your presence for two of your talks, is that sort of the foundation of the book, or tell us more about the book?

BUZZ: The book is a hundred percent truisms and all anecdotal stories that I have, anecdotal stories that I’ve learned, that I've lived through during the past, at the time I wrote the book several years ago, forty plus years of teaching and working with people, working with different people. The first part of the book is loaded with anecdotal stories that I'm sure every martial arts teacher has experienced.

I talk about how I dealt with that anecdotal experience and what it taught me. And how I learned about human nature because of this anecdotal experience that I had at the dojo. Another section of the dojo goes to examples of great customer service, how to be aware, and how to be appreciative.

We have a section there on outstanding student service. The last section is basically on running the business and techniques and skills to acquire a successful dojo, whether saving a certain percentage of your income every month planning ahead. It's basically a little bit of my starts, my history of what got me interested in the martial arts, anecdotal stories that have happened through the years, student service tips, and, quite frankly, business tips

And, you know, one of the things that got me, it keeps me excited is I started my karate training in 1966 with George Mattson. I don't know if that name rings a bell. He was the first American to receive a black belt in weight in Okinawan Karate, Uechi-Ryū Karate, and believe it or not, he's 86 years old. He's still teaching two or three times a week down in Florida.

I still have my original teacher after all these years, which I think is, I'm very proud of. He's been an inspiration to me. I think primarily what I've learned from him is perseverance. You know, when we went ahead to– and my dream was to build our own school.

I was mocked and laughed at. Realtors, “You're crazy. You'll never get alone. You'll never get that kind of money to run a karate school.” In those days, karate schools were little storefronts, you know. You could roll up the rug, take down the heavy bag, and be gone

And from my teacher, primarily perseverance. Stick with what you want to do. Believe in what you want to do. Don't listen to the naysayers. I think that's great advice for every martial arts dojo owner.

If you want something, go for it. There's nothing that can hold you back except your own personal belief.  We teach people to believe in yourself and be self-confident. We have to be that. We can't be afraid to ask for X amount of dollars for tuition and saying, “This is the greatest thing you'll ever do.”

And the lacking in confidence to say, “This is what I should charge fairly.” That makes any sense. The other thing that I find as time goes on and we're celebrating our 50th anniversary, and I think all true martial artists will find this to be true, it's a joyful experience, and it gets more joyful as time goes by because you understand it more. The more you understand it, the happier it makes you.

I really believe that if a young school owner is out there, keep at it, stick with it, and plow through it. It's a wonderful experience, and we can do so much good for our communities by running a proper martial arts school. You can help so many people. It's just a wonderful, wonderful thing. I'm pretty excited about it.

GEORGE: I love it. I’m really glad that you mentioned charging your worth because I really feel you do a disservice when you don't charge your worth; where you might be.

BUZZ: I agree. A hundred percent, yeah.

GEORGE: –where you might be thinking you're doing people a favor, but you're not, because it's just true that when people pay, they pay attention. When they pay more, they value it more. You know, it can't be the best thing in the world if I'm paying next to nothing for it. So, there's got to be– it's got a way up; the financial, what I invest has got a way up with the quality of service that I'm getting.

BUZZ: Yeah. Yes. If you don't charge– if you charge a pittance, that shows you the value you think of it. I mean, I get that so many times when I talk to especially young school owners, “Well, I really should be charging more.” Well, charge more and make it worth, you know. But one little tip that we do whenever we have an increase in tuition, whenever we do, we add some value to the program, whether it's an upgrade in the changing rooms, whether it's an advanced, an extra class, whether it's a more private lesson or whatever.

So, we never go up on tuition without adding some value to what's going on here.  But I think it's sad when teachers will think that, “This is the best thing since sliced bread. It's great. We have the best program, but I can't charge that. That's too much. I can't charge that.”

And a lot of times, people don't understand how they should charge. They pick a number out of the air and say, “That's a good number.” That's not the way to do it, you know. You write down your pros and cons, your expenses, your income, what you need to run, not only your school but your household, and come up with a figure.

If I have a hundred students, I have to charge this. If I have 300 students, I have to charge this to cover expenses, et cetera.  We add so much to the community. The martial arts school deserves to make a good living. Deserves to make a good living. Every bit as important as any doctor in the community, as any lawyer in the community, as any CPA in the community.

And they don't do half of what the good that we do. I would encourage every school owner, especially new school owners, to be bold and, you know, back up what you say by charging what is fair, right? People will appreciate that.  People will appreciate that.

And I think, probably the highest tuition around, we have probably the biggest school around. You said it earlier. If you charge something the fair price of value, people will value it. You know, as historically, as I look, when our tuition went up, our retention got better. Isn't that strange? People valued it more, you know.

GEORGE: There's a famous copywriter, Dan Kennedy. I don't know if you've read any of his books.

BUZZ: Yes, I know who he is. Yes.

GEORGE: Right. Dan Kennedy's philosophy on pricing is you're only strategic, competitive edge in the market is to be the most expensive, not the second most expensive, not the third, but the most. And when you're the most expensive, then you've set yourself as a category of one because why are you the most expensive? Then people start to ask questions, and it's like, if you had to walk into a Mercedes motor garage versus a Kia, they are both great vehicles; they both get you from A to B, but Mercedes is probably going to have a nicer floor.

Salespeople are maybe going to be dressed more professional. It's going to be a different level of experience. You're going to get a feel of the experience. Because you're going to

BUZZ: That is so true. Bingo. A hundred percent. That is so articulated well. That's very, very, very true.

GEORGE: Awesome.

BUZZ: We have a wonderful thing going on. I know you do a tremendous amount of good through your teachings and the opportunities you present to other school owners, so kudos to you. It’s a wonderful thing that we do, and let's keep doing it

GEORGE: I love it. Well, Buzz, thanks so much for hanging out. I much appreciate your time and it's always a pleasure to be in your presence and learning from you and your philosophies. I walk away recharged, so that's amazing. Where can people-

BUZZ: Well, thank you. Go ahead.

GEORGE: Sorry. Where can people go and learn about you and if they want to reach out to you if that's an option?

BUZZ: If anyone wants to talk to me, they can reach out to me. I'd be happy to talk to any school owners. If you're interested in my philosophy and stuff, the book is on Amazon, and it’s done pretty well, actually.  I value our friendship very much. It was a pleasure meeting you for the first time, and every time I meet with you, I like you more. So, everything's good.

GEORGE: That's awesome. Amazing. Buzz, thanks so much. Have a great evening, and I’ll speak to you soon.

BUZZ: My pleasure. Thank you very much for the opportunity. Bye bye.

GEORGE: Bye.

How epic was that? Did you get some value and some insight from Buzz Durkin? What is the one thing that you can grab from this and implement in your school today?  Reach out to me wherever you find me on social, on Facebook, look me up, or shoot me an email at george@martialartsmedia.com, and let me know what is the one thing that you got from this.

I would love to know, and if you got a lot of value out of this, do me a favor, and please share it with one of your martial arts friends, an instructor, a school owner, and even better if you can tag me where you do that, I will give you all the praise for sharing this episode and passing on the magic.

All right. Thanks so much for tuning in. Remember martialartsmedia.com/147. You'll find the show notes and all the video that we spoke about right in the beginning of all the black belts, and if you need help growing and scaling your martial arts school, we have a great community. We call partners where we get together every week, we mastermind and share some awesome marketing strategies, business growth strategies, and so forth.

If you want to know more, reach out to our website, go to our website, martialartsmedia.com/scale. This is a short little form. Tell me a bit about yourself, what you have going on, what you're working on, where you're stuck, and I'll reach out and see if we can be of help.

All right. Thanks so much. I'll see you in the next episode. Cheers.


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

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.

 

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

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. 

martial arts ads

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.

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

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86 – Using Facebook Messenger Bots For Martial Arts Schools

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

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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.

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