132 – Pros And Cons Of Hiring A Martial Arts Digital Agency

Many martial arts school owners long for a martial arts digital agency that delivers new students on demand without having to lift a finger. But Beware! This pipedream could cost you your business. Here’s the pitfalls to avoid and what to do instead. 


IN THIS EPISODE:

  • Pitfalls to avoid when working with a martial arts marketing agency
  • Who owns your digital assets?
  • Local digital marketing agency: Do they have proven, irresistible martial arts offers? 
  • What media should you use when running Facebook or Google ads?
  • Why most martial arts schools don't need a marketing agency
  • And more

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

 

TRANSCRIPTION

Hey, it's George Fourie. Welcome to the Martial Arts Media™ Business podcast. In this episode, I'm going to be talking about digital marketing agencies for martial arts schools. Martial arts, marketing agencies, however, you want to word that.

Do you need one? Do you need to hire an agency? And if you do, what are the pitfalls to avoid? What should you be avoiding? What questions should you be asking? What should you be looking out for? All are covered in this episode.

Make sure you stick around to the end and I'll share with you how you can download an actual checklist with everything discussed, all the questions to ask, pitfalls to avoid and so forth. All right, let's jump in.

All right. So let's talk about digital marketing agencies and do you actually need to hire one? I've got to start this one with a short story, and the story actually involves how I, one time, lost a valued podcast listener by my actions and I don't regret it. I've got to share the story. I've probably shared this in a previous podcast, but I think it's relevant if you haven't heard it. It's a relevant story for what we are talking about today.

All right. A couple of years ago, a podcast listener reached out to me and said, “Hey, George, love the podcast. Got a quick question. Which channels are the best for advertising a martial arts school? Is it Facebook or is it Google? Facebook ads or Google ads?”

And I replied, “Good question. It depends on a few factors, which it does. Facebook strategy works like this. Google strategy works like this. If I was doing this myself and trying it, this is the one that I would go for, which was Facebook in this case.”

I said, “Curious, just why are you asking?” And he replied and said, “Thanks for the information, but I'm actually starting a digital marketing agency for martial arts schools and I just wanted to know which channel works best.” And that got me fired up a bit. I said, “Hang on. You're opening a marketing agency and you are asking me which platform to advertise on. How are you going to actually take people's hard-earned money and run ads for them if you've never done it yourself?”

And then his response fired me up even more. And he said, “Oh, that's okay. I'm just going to hire someone offshore to do it for me and run the agency that way.” And that made me boil over.

And I can't recall the exact reply that I messaged back, but I said, “Look, the world does not work like that and you cannot take people's hard-earned money and charge them and think some magical person offshore is just going to know what to do.” Now, there is a way to use an offshore person, and I might share this in this episode, but that's definitely not the way to go about it.

And so I wanted to start that with caution because, well, as a warning, really, if someone is not charging you a premium fee to run ads, which is quite a hard thing to do, they're probably not going to do a very good job.

Now, I must admit the industry's come a long way and I've been doing this for a long time. Facebook wasn't around when I started digital marketing. I started by hard trial and error, wasting a lot of money. It was way harder to run ads back in the day than it is now. So things have evolved. The industry has evolved and agencies have also evolved, but there are a few pet peeves and pitfalls you got to watch out for.

Pet peeves I have about agencies and pitfalls that you should watch out for, and there's this dream scenario for martial arts school I know is you could just do what you love. You could just do the teaching. You could just show up. There are always students and you just do what you love.

That is the dream scenario and you could definitely achieve that, but is an agency always the answer to do that? And I'm going to say no because I've played on both sides of the coin. This is purely from my experience. I want to give props to really good agencies that are out there and that have really evolved in the martial arts space, but I still want to approach this with a word of caution because I've seen the pitfalls and I've seen how things adapt. At the end of the day, you as the martial arts school owner are worse off.

Another just trip down in history, memory lane. So the way I got started in this industry before I started our Partners group, where we helped martial arts school on a scale worth marketing and attracting the right students, increasing sign-ups and retaining more members, we were an agency and I started my agency with this dream idea. If we could just do everything for martial arts school owners, they would be better off and I really believed that. 

And I really wanted to create something magical for school owners in that way, but as we ran it and as we had clients do this, I felt that every time things didn't go right, or worst case, we parted ways with a client, the client is always worse off. The client is always worse off running by just throwing their entire energy and faith into a marketing agency to deliver leads for them every month and month-end.

When you part ways, you're always worse off because now you're left with nothing. You've got nothing. And so again, you're looking for this magical agency to do everything for you, and that was always a big concern for me is when somebody is doing the lifeblood of your business and they are responsible for it, and they're always doing it.

What if that service is not what it is a month later, or they grow too big, and now the service starts to deteriorate and they're not on top of the strategy and they need to scale, so they need to get on more clients and they need to hire more staff. And now the person that you hired, isn't even touching your account anymore and your costs are going through the roof.

So for you to be better off, I'm going to go through a couple of things that you should be watching out for, pitfalls to avoid, and things to consider when you are hiring an agency.

By the way, if you're listening to us or wherever you're watching us, go to martialartsmedia.com/132, that's the numbers one, three, two. I'll have a checklist where you can download all these questions and that you've got just a guide for the right questions to ask if you're ever going to hire an agency.

All right, here we go. First up, let's just start with a few pitfalls. Who keeps the data? Number one, if they're going to run your ads, who keeps the data, and this goes hand in hand with, are you going to be better off? Meaning if somebody comes and they're running the ads for you, then who keeps the data? Are they hanging onto the data or will you actually get the data?

Meaning if you ever left the agency, are you going to be better off or are you going to be back to square one, back to where you were before you started with the agency and you've got no way to generate more leads? So you've learned nothing. You've gathered nothing. You've gained nothing other than, of course, the leads that you got. But when you leave the agency, you're back to square one.

And so with that, the follow-up question to ask on that, whose ad account do they run the ads from? Is it your ad account or is it an account that they have and they just run your page through that? Because if they're doing that, that means they are keeping all the data. I had a local company here that I helped out in Perth, Australia, just another nightmare story from an agency.

They had developed a website for this martial arts school and they were running the Google ads and they never handed over admin access. So they'd spend five to $10,000 on this website with combined services. Well, mainly for the website and they didn't get handed over the admin access to the website and they didn't want to hand it over when they moved. So they made it super uncomfortable for them.

So they'd paid for something that they had no ownership rights to because they had no login details to the hosting company or the website company, and I was just shocked that any company would hold a business hostage like that.

And that's the first time I'd seen that unethicalness in an industry. And I picked a big fight with them and called them for what it is because they knew what they were doing was unethical. After a long fight, they handed it over, but it really opened my eyes to realize that hang on, when agencies are trying to scale, they take shortcuts.

And so they'll take your money and they won't set up an account for you in your name. They'll run it on their account, which means they always keep the data and they hang onto all the assets. A big thing that you've got to watch out for. Which accounts are they running it from? And are you going to be better off when you leave?

All right, let's go to the next step. What type of offer are they running? Now, if you are running a niche agency that's in the martial arts space, hopefully, they've tested some offers. But if you go looking for the local agency, the problem that you're going to find with the local agency is they probably have not fine-tuned the right offer for a martial arts school.

So they don't know what strategy works and that is something that takes experience and it takes a lot of testing. And so if you are the guinea pig and you are the first guy that they're testing, they're not going to know if it's going to be a free trial, a paid trial.

They're not going to know which wording to use, which copy. They might be as experienced as they are, but they are used to running ads for corporate-type companies. And so they've got this corporate type strategy, which means the strategy they're going to use for you is going to cost you a lot, and it's going to take a long time for you to get results.

How much experience does that company actually have with martial arts schools? Are they going to get you the results that you want or are you going to have to burn through a lot of money before they get to a result? All right.

So let's talk about strategy. What strategy are they using to generate leads? And are they on top of these strategies? So here's something that's happening in the digital space right now. At the time we're recording this 2022, there's been a lot of shifts and things happening on platforms.

Facebook has still been the dominant ad platform. There are emerging platforms, more Instagram, which is under the Facebook umbrella. TikTok is doing a lot of things. So are YouTube ads. So there are a lot of things happening, but is the strategy that you are using going to work now and in the long run, or are they hanging onto an old strategy, which means it doesn't really work that much on the platform anymore.

And so you're spending way too much money to generate leads. So now you've got this massive fee for the agency and your ad costs are way higher because they are doing the wrong strategy to get you the result.

Now, maybe you don't have to touch it and that's okay, but you're burning through a lot of cash and way too much cash for something that could be actually done if it was really, really simple, because I'll go through quickly, something that we do with our martial arts school clients. We work on getting the offer right. We spend a lot of time on this.

We've helped our school-owner clients generate way more than 7,000 paid trials through our process. So it's something that we've refined and tested, so we know it works in different styles for karate, four TaeKwonDo, for jiu-jitsu. We've played around with various offers in all styles and modified it.

We know what offer works best for which style and which offer works best in a scenario. So how are you going to sign people up afterwards? Is it going to be a free trial or you're going to run a paid trial and then sign people up? What's your sales process going to be because it's all got to be congruent. Your front-end offers really got to be congruent with your sales process on the back end.

And so if an agency doesn't know that flow that works, number one, and that compliments your strengths, well, there's going to be things that break in between. That's a big thing to consider.

First up, we look at how we craft the irresistible offer? Now, you can run a bad ad with a good offer and get great results, but you can't run a great ad with a bad offer. So we know that if we craft the perfect offer for our clients, they're going to get results. And then we go through the process of how to run an ad that gets results. And how do you go by testing and refining the process so that you'll get the best results from your ads? And it's a really simple process and formula.

And then after that is, well, how do you do the follow-up? How do you follow people up and how do you use a strategy that is congruent with how the platforms work right now? Because as we speak right now on Facebook, for example, if you are sending people away from Facebook, meaning they got to click on a website link or go to a page, that's great, but Facebook doesn't want you to leave Facebook.

Your strategy to optimize for people clicking away from Facebook is way more expensive than if you had the conversation within Facebook. Got to admit, this was a hard pill for me to swallow because I'm used to being the website guy and developing landing pages.

And so it took a lot of adjusting for my mindset first up to adapt to that, but there's a simple strategy like we use our Messenger signup method where you can follow up with people within Facebook and your conversion rate is way much higher and your cost per lead is way, way less. What is the strategy that your agency's taking, and is that congruent with how things work today?

All right, let's look at another thing. Media. Okay. Media means videos or photos, for example. What are they going to use, and have they tested it? If they're going to recommend the video, well, there's a whole list of boxes to tick with the video.

Now, generally speaking, people say video is better on social media. It is, but generally speaking, not on ads. Video for the most part is not better on ads. And look, there's an exception to the rule and I'm generally speaking, generally.

If people think video is better, then everybody says, “Hey, let's go do video.” Well, can you craft a good video? And that doesn't mean a video that's got a logo circling for 10 seconds, where by that time everybody's left or it's a video that the videographer student, maybe someone that's got great intentions and they're a student with you and they created for you, but have they crafted a video that conveys a structured sales message and gets people to take action?

That is a whole different ball game. So just because you can edit on video software does not mean you can create a video that's going to drive a conversion. Completely different thing.

What media should you use and how are they going to go about that? Now, they might say, “Well, we've tested these stock images,” and that's great. Now, I've got a bit of a pet peeve with stock images because again, it's not congruent and it looks fake. People can see what is fake and what is real.

And here's the thing, they've probably seen everybody else use the same images in your area as well. Do stock images work? Again, an exception to the rule, but do you really want to portray a fake image about what it is that you offer and then people arrive at your school and there's a complete disconnect about there's no congruence with what they saw and what they're getting at your school.

What images are they going to use and what are they going to recommend? So they're probably going to say, “Look, use these stock images.” All right. Maybe it works. Maybe it doesn't, but in the long run, it's going to tarnish your reputation, and it's going to do damage to your brand at the end of the day.

We got a strategy we followed. We did a course with Francine Schaepper. We did The Smartphone Photography Masterclass, and in that, we cover the process of how do you take the photos? And it's not rocket science. It's the kind of thing that when you learn it, you know it and you know what to look for. 

And there's a whole bunch of things that go into that, but it's something that you got to know. And if you don't know it, then you, depending on this agency, deliver all these results for you, but what are they going to use to get the message out and is it going to be congruent with your brand?

So we teach our clients just the basics, what to look for, what type of photos should you be taking, and how many people should be in the photos. Smiling faces is always a plus and go about the testing and then roll the ad out and just do the testing. So it's really a simple process to follow if you know what to do.

And so that for me begs the question, do you actually need an agency? Now, what I'm not saying is you have to be running the ads and be hands-on all your life in marketing. But the danger is, if you give your lifeblood over to a marketing company, you have to hope that they're around today, in 3 years, in 5 years and 10 years. So you've not only got to hope that they're a good marketer, but you've got to hope that they're a good business owner and know how to run an agency.

In the agency world, there used to be this thing of there's a breakpoint at, I think, it's 20 clients, that when you've got 20 clients and 20 ad accounts to run, the agency owner typically breaks because they just got to keep employing staff and keep employing staff, unless they're just doing a cookie-cutter approach and doing the same thing for everyone. In our experience, that is not a good strategy to go by.

One of our frequent guests, Kevin Blundell, we were chatting about running ads way back. And we were looking at ad accounts from two different locations and we were running the same offer in two different locations, with the same strategy. One went through the roof and the other one crickets. And so when somebody takes a blanket approach and doesn't assess things specifically for your location, again, you're going to spend way more to get the results and probably it's going to be costly.

And then the danger is, let's say they did deliver. So let's say you got the guy and he was a great marketer. He's a great marketer. So he is a great marketer and he's getting the results, but now he hits that benchmark. Well, he's got 20 clients plus. Now, he's got a scale. And so now employs the staff member to run it, and the staff member still needs to learn the strategy and experiment. And the person that you hired gets more and more detached from the actual process and your ads start to decline and decline and decline and decline and decline.

And so here you are, and you're like, well, this isn't working anymore and you don't know what to do because you are disconnected from the strategy. You don't know the offers, you don't know what works, and you don't have access to the data.

And so you decide, all right, well, I'm going to do the next thing and look for another agency to run this, and here you go back on the train. The lifeblood of your business is always dependent on somebody else looking after it, and you just have to have the hope strategy. You hope and pray that they deliver for a long time.

And so when it comes to the way we go about it, we know that most school owners don't need an agency. Number one, you can save a lot of money doing it yourself, but the other thing is you get an insight about your business that you will not get when you work through an agency because you know what offers work, you know what people respond to, and that is something that you don't just do in your ads, but now you start duplicating that across the board with internal marketing and running flyer campaigns or internal flyers or other advertising platforms that you want to work on.

So you've got the insight and you know what people respond to because you've got a hands-on overview. Now, does that mean you've got to always be hands-on? Definitely not. But if you've got the strategy and you know how this works, then finding the hands to do that is really easy.

We've got a few school owner clients that we work with that are growing the family business and they've either got their kids that are taking over the business, or they've got other instructors that want to be hands-on in the business.

And so slowly, they're just handing over the reins to them. They keep the data, they keep the strategy and they hang onto it and everything grows within the organization, and that way everybody's hands-on, everyone knows which strategies work, which offers work, and you can get students on-demand without knowing that the livelihood of your business is dependent on X, Y, Z business and you got to hope and pray that they're going to be around in the next five, 10 years.

Anyway, there was a lot more that I wanted to cover. I have spoken about a few of these things before, but I just wanted to give you a good perspective on what to look out for, and what to watch for. Head over to martialartsmedia.com/132, numbers one, three, two, and you can download a resource, just all the questions and all these things that we've just discussed, what to ask, what to look out for, and hope that helps.

Anyway, thanks so much for watching and listening. 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

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

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!

130 – How To Attract More Adult Martial Arts Students

If you’re struggling to attract adult martial arts students through your paid ad campaigns, try this instead.


IN THIS EPISODE:

  • Do this before running adult martial arts ad campaigns
  • How to cross-promote martial arts to adults
  • Upsell to students without sleaziness
  • The perfect time to cross-promote to adults
  • Do this if your adult ad campaigns aren't working
  • 9 Conversation starters that lead to more martial arts students
  • And more

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

 

TRANSCRIPTION

Hey, it's George Fourie. Welcome to the Martial Arts Media™ Business Podcast. In today's episode, we're going to be talking about how to attract more adult students. How to get more adult students on the mats, and what to do if your adult ad campaigns aren't working.

This is a conversation and question that comes up often, and we are going to dive into the details, and I'm going to give you a simple, simple solution on how to do this. You're probably going to kick yourself when you hear it, but it's that simple. But in order to execute the simple strategy, we're going to have to take a bit of a broader approach and give some context about how the whole strategy works and fits together.

Make sure you hang around to the end, and I'll share with you a really cool PDF resource with nine different conversation starter strategies that can elevate this process and get you much better results. All right, let's jump in.

Not sure what this is like for you, but most successful owners that we work with, and the school owners that have got a fair amount of solid student base, don't really struggle to attract the kids. It's more a question of how do we get more adults training and how do we get more adults on the mat? Now, there is the rare case that this is in reverse. Right? Depending on what type of club you run and what type of style you have, what type of style you teach, maybe your focus is 100% adults and not so much kids. There's obviously the rare occasion.

But generally speaking, this is the case. What do you do if you want to attract new adult students? We talk about this in our Partners group often. And typically when we start working with school owners and we start looking at the online process of how we going to attract the right students, increase the signups and retain more members, it's easy to lean towards, the adults is the student base that we need, and so if we want to go run ad campaigns we want to run directly for adults.

Now this could be both good, but also not so good, because if you've never actually run ad campaigns before, running it for adults is way harder. Right? It is way harder to run ad campaigns for adults. If you haven't mastered the process yet, then it would be a bit harder. It's always better to start with what's easier, what works, which is campaigns for the kids, and then graduate yourself up to running ads for adults.

The only reason for this is just getting used to and accustomed to the system. Well, how do we pick the right ads? What is the right media, the right images? How do we split test them? How do we make sure that we pick the right one so that we reduce our cost per lead? And then how does the whole follow up work?

Now, most school owners like yourself don't really have a problem signing people up when they show up and when they're in front of you, but you've still got to get them to show up. Working that whole process of making sure that all the leads that you speak to are actually going to show up, and you can take the whole process from there.

That's probably the first pitfall to watch out for. If you want to jump straight into running ad campaigns for adults, it's totally doable, and our clients do this successfully, but there is a steeper learning curve to really master it and get it nailed down. All right, so that's the first thing.

Let's jump into the solution. Well, where do you start? Well, the good news is if you want to attract more students, and you already have a client base of kids that are training with you, then you already have the perfect pool of prospects waiting for you. Right? And that is obviously the parents. The parents are the people that are paying the fees, and hopefully you've got a fairly good relationship with them and the students are enjoying the training.

If that's the case a cross-promotion is the perfect way to get more adult students on the mats. Where do you do this? Well, there's a good time to make an offer and a great time to make the offer. Good time is to, if you haven't yet, go make the offer right now. I'll give you an idea of how you can do that. The best time to do it is getting your timing right.

I'll tell you a little story. Now, I'm not a big car guy. I love a lot of other things, surfing, drums, jiu jitsu obviously, but I'm not a big, big car guy. I'm more like A to B practical … Where we live, an SUV 4X4 type thing is essential. Not essential, but it's great to have, right, because we've got the space, we've got the beaches and so forth.

Anyway, we were in the market for a new car a couple of years ago, and most people are pretty fearful of walking into a car yard. I love being in sales and marketing situations because I feel there's always room to learn. There's always something that you're going to pick up, some little technique, or in this case, a reminder of something that you might have forgotten about.

In context of this, so anyway, we look at a car, and we purchase a car, and we sit down with the sales rep and we've just bought the car. Now, if you think back to the last time that you bought something significant, something of significance, something that you really wanted or desired, there's some level of emotional high that you feel once you've made that purchase. Right?

There's a bit of a dopamine hit. You feel good. And so, we are sitting there and obviously, we feel good, and the sales rep asked us, “You've got the car. Have you thought about tinting the windows?” I thought, no, probably not. “Are you looking at traveling locally? You might need a tow bar for a trailer or caravan.” I thought, oh yeah, we probably do. “Do you want this? Do you want that? Do you want the roof racks?” Oh yes, of course, I surf. I definitely need the roof rack.

And so goes the upsells. Right? Do you want this insurance that you probably don't need and your other insurance covers it, but this insurance sounds cooler, so do you want to get this one? You know what I mean, right? But it wasn't done in a distasteful way, because it wasn't like it was a … I think internet marketing terms, I think it's called upsell hell.

You just go through all these upsells, and it's ridiculous. But as long as the upsell is actually complimenting the purposes that you just did, it's pretty good. Right? In this case, we've just spent a big chunk of money on a car, and all these little add-ons are really just providing extra value. It feels like a no-brainer.

That begs the question. When is the best time for you to make this offer to parents? Well, it's just when the kids have signed up? One thing probably to consider is, let the sign up process go through first, focus on the one, and it's the old concept. Right? You can't focus on two things at the one time. Focus on the kids. They are there to sign up, and then transition over to the adults.

And just ask the question. Just ask, what about yourself? Have you ever trained in martial arts before? And just open up that topic of conversation. If there's ever going to be a good time to open that topic of conversation, it's going to be in the heat of that moment, right, because they've just signed up their kids. They're probably happy with what they see, what they've experienced, and the kids are happy, and you're probably going to have the kids say, “Yeah, mom. Yeah, dad, how about it?”

That's a quick, just short way of doing it. It's like thinking as well of the McDonald's concept of, would you like fries with that? It's just an add-on to the offer that makes life better for everyone. When do you make an offer? Well, when you've just made one. Now, I want to give you something that can make this a lot simpler.

Another little backstory. One of our top clients, Cheyne McMahon from Australian Karate Academy, when we started working together, he sent me a message on Facebook.

I just got a friend request, and Cheyne sent me a message and he says, “Hey, I just listened to your podcast episode number 44, and I did this thing that you said, and I've just signed up two new students.” I was, “Wow, that's awesome.” Awesome, number one, that he listened to the podcast, but more importantly, number two is he actually took action and implemented the strategy right there and then.

We got talking a little while ago, and talked about these little conversation starters. Right? Because essentially all that you are doing when trying to sell something, is you're actually just trying to start more conversations, because the conversation will lead to the conversion. Right? How do we start more conversations?

In our Partners group, we got working on, well, if that's the case, then how do we just start more successful conversations? How do we get more conversations going? We created a tool and a resource which we call Conversation Carrots. Think of a carrot. It's something that you dangle in front of someone, and it's a way to start conversations.

What we did is, we created nine variations of this. It's really simple. It's just ways to start conversations and move things along. If you have a list of prospects that maybe haven't responded to you in a while, or haven't engaged, this resource will be perfect for that. You can send out an email, and you can just start a conversation, either with directly making an offer, or starting a conversation that's going to lead to the offer.

It's called Conversation Carrots. Depending on if you're watching this video on the website, the button is below. But if you're listening to this on YouTube, or Spotify, or iTunes, or anywhere else, go to martialartsmedia.com/130. That's the number 130, for episode 130. Click on the big button, download the resource, let me know what you think. That's it.

If you've got some great value out of the show, please do me a favor and just hit the share button wherever you got it, or leave us a great review. Always welcome. Always great to hear from any of our listeners, especially if you are implementing anything that we share and get results from that. All right. Thanks so much for listening, watching.

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
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
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! 

128 – 5 Factors That Make An Irresistible Martial Arts Offer

An irresistible martial arts offer can be the ‘make or break’ of any promotion to attract new students. Follow these steps to turn your offers into winners.

IN THIS EPISODE:

  • Being uber specific with what’s included in your irresistible martial arts offer
  • Should you give away free items with your martial arts offer?
  • Do this and you instantly increase the value of your martial arts offer
  • What’s the best price for a martial arts paid trial offer?
  • This turns any martial arts offer into a ‘no-brainer’
  • And more

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

 

TRANSCRIPTION

Hey, it's George Fourie. Welcome to the Martial Arts Media™ business podcast. In this episode, I'm going to be talking about irresistible martial arts offers.

So what is an irresistible martial arts offer? And do you even need a good offer? Well, of course, you do. And that's what this episode is all about. So we're going to dive into the details of what it is that you actually need to include in your offer. Does it need to be free? Does it need to be paid? What do you add? Do you add different items? How do you package it and so forth?

And I can tell you what, with all the school owners that we've worked with over the years, whenever somebody shares with us a campaign that's just not working, or they're struggling to get traction on the ads, or just a general internal promotion that's not really getting results, it's almost always due to a broken offer.

So you can run a really bad campaign with a great offer and still get great results, but you can't run a great campaign with a bad offer. So we're going to dive into the details on how you go about creating an offer, what it even is, and how you craft it so that it gives your future students the confidence to take the first step and start training with you on their martial arts journey.

Hang around to the end. I'll share with you where you can download our PDF, called The Irresistible Martial Arts Offer, and it will show you step-by-step the process that we go through to create your irresistible martial arts offer in just a few minutes.

All right, let's start with the basics. What actually is an offer? Well, an offer is, and if we go straight into referring to martial arts terms, it's a combination of how you package different free classes with potential free items. And how you package it in a way that the value exceeds the price if it's a paid trial or the actual value that's being presented for the commitment that needs to be taken to take advantage of the offer.

So that brings up the question, should your offer be free, or should it be paid? Well, it really depends, and I'm not going to dive into that, but if you do go to martialartsmedia.com/124, I did cover for a recent episode on free trials versus paid trials for martial arts and comparing the different platforms and when you should use which one. But either way, it's always important that the value exceeds the actual commitment or the financial commitment of the offer. So that's a bit of a bonus tip, I guess.

So I'm going to cover five points of what actually makes an irresistible martial arts offer. All right, let's dive in. Number one, be specific. Be specific with anything, and I think this is just copywriting in general, and this is if I say copywriting, I mean, sales copywriting, not copywriting, that's like the legal thing, normally at the bottom of a website, right, with different terms.

So when crafting good sales copy, it's important to really be specific and in a way almost dumb things down. There's a rule in copywriting, it says you've got to write for third-grade level because you don't want to leave people to look at something and have to think about what you just wrote.

So it's important to make things so specific and so simple, that even the obvious things that you think people would maybe know, that you still state the obvious, right? So you've got to state the obvious. You've got to be super specific in how you present what is included in the offer. The minute someone's got to think, you potentially just lost them because now they're trying to figure out what your offer is.

So being super specific is very important. So what should you be specific on, well numbers and what they get. So let's start with the beginning. What are you giving away? Is it a couple of classes? Is it one day? Is it one class? Is it five classes? Is it seven? Is it one month?

If I had to be technical, if I had a month trial versus a four-week trial, I'd rather have a four-week trial because four is more than one, right? It's a little play on words, but guess what, crafting an irresistible offer, a lot of the mechanics is having a well-structured play on words so that the perceived value does increase, right?

So this is partly important, it's not going to be the make or break. You can't trick someone into thinking that it's a good offer when it's not, but it's important to have a look at some of these elements. All right. So that's number one, be specific.

Number two is what are you giving away? What is included? Is there a free item included? So let's assume you are running a paid trial. And in fact, most of these elements are references to you running a paid trial. Although there's a lot of overlap that you can use if it's a free trial as well. If it's a free trial, you might not be giving away a free item, unless you've got a good backend process of where you sign people up.

So on the front end, you're running a paid trial, for example. So let's say you include a free item. Including a free item is really important, and it does increase the perceived value of your offer. And this might sound funny, but it also helps people rationalize the value in their mind because let's face it, how can anyone determine what the value of a martial arts class is if they've never actually taken a martial arts class? I mean, we'd all want to think, yep, everybody's just going to love it and they understand the value.

But if I'm looking at an ad or promotion and I've never taken a martial arts class before, then how do I know what the value is? But if there's a free T-shirt, a free uniform, or free gloves, that's something tangible I can actually visualize. And in my mind, I can rationalize the value of that item. All right. So number two, include a free item.

Number three, state the value of the item. Okay, now sometimes we break this rule and I'll cover why that is in point five, but include the value of your actual item. So I don't know an item's value unless you tell me what it is, right? So if there's a free uniform, well what is the value of that uniform? I need to know that this is a good, valuable offer. So if I'm paying, let's say 39.95 for the offer and the uniform is worth $85. Well, now I can immediately actually see that the offer is pretty valuable and it's a good deal.

All right, now I'll tell you what the rules are when we don't use this and when we do not include the value of the item, is when the value of the item is actually less than what the paid trial is worth. And I'll show you how we get around that in point five. All right. But in general, it's good to include the value of the item, right?

Number four, pricing. So again, obviously for a paid trial. For a paid trial include what the pricing is. Now, what type of numbers do you use? Well, odds typically convert better than evens when you're running ad promotions. Don't ask me why. I didn't make this up, I didn't invent this, but this has been tested by so many marketers online and typically the odd numbers convert better than even numbers. That's just a given fact. I like to start with facts and look, it's always good to prove your own tests wrong.

So if you do want to test even numbers, go for it. But rather start with a tried and true and tested first before you try and prove it wrong by going in a direction that's not really proven. All right. So what's up in numbers. Well, if you download the worksheet, the PDF that we included in this episode, we'll actually share with you the price points that we've tested the most. We do that in free items, in classes, in items, value, etc. And what we're discussing here of course is the price points. So I'll share with you how you can get that in just a minute. All right, so that's point number four.

And number five, number five is we talk about either the savings or the total value. So we use this if number three just doesn't look great.

Let's say our offer is 69.95 and we're including a free T-shirt, that's worth 20 bucks. To mention the 20 bucks included, it just doesn't give so much of a wow impact. So here's what we do instead, we talk about the total savings or the total value. So how does that work? Well, if I'm giving away four weeks' classes and I'm including, let's say just a free T-shirt. So what we'll do then is we'll calculate the value of the four weeks of classes and included with the T-shirt and now we can say in brackets, total value X. Or what we could also do is we could look at what they would save.

So what would it cost them to train those four weeks and buy the free item? And we will deduct that, and then we'll work out what the savings is, right? So that is an alternative for you to use. And that's really it.

Now, if you want to get practical and you want to get stuck and you do want to create your irresistible martial arts offer, then what you want to do is just download the PDF and we'll show you exactly what numbers we use, what type of free items, what price points, and exactly how you can go and structure your irresistible martial arts offer so that you can increase your conversions because that's what it really is about.

It's really about including a great offer in your ads so that when your potential students look at it, they can go from curious to serious, to signing up much easier and much faster. And you get much better results with your ads. All right. So where do you get this? Go to martialartsmedia.com/128, so that's the number 128, and just have a look below the video of this podcast, you'll find a link where you can download the free PDF, Your Irresistible Martial Arts Offer. And go ahead, let us know how you go with this.

And if you've got value from this video, don't forget to share it and I will see you in the next episode. Have a good one. Cheers.

 

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126 – Ed Carr: How To Rise Above Bullying Through Martial Arts And Live An Empowered Life

Edward Carr shares how he’s built 2 thriving clubs through word of mouth, while helping his community combat cyberbullying and live an empowered life.


IN THIS EPISODE:

  • How to harness the power of word of mouth
  • Tips to boost martial arts community engagement 
  • How to encourage bullied children to share their experiences
  • Edward’s book against bullying, Lift Them Up: How to Rise Above Bullying and Live an Empowered Life
  • Effective ways to build a strong online presence
  • And more

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

TRANSCRIPTION

GEORGE: Hey, George Fourie here. Welcome to the Martial Arts Media™ business podcast. So today, I have a special guest with me: Edward Carr from New Hampshire in the United States. And so, Edward owns two locations, Tokyo Joe Studios and Team Link MMA, both at the same actual location, in the same facility, on two separate floors.

So, we chat a bit about that divide, and also how he's built a thriving business. 320-330 plus students, mostly on word of mouth. And, look, always when someone says word of mouth, I'm always curious, because it always means there's a strong program, a strong product, and much more to it, right?

And so we chat a lot about things that they've done in the community, their community promotions, also his book against anti-bullying, that positions him as an authority. And all this, how it helped them thrive through the pandemic, and almost not losing any students after being locked down for a full year. So, we're going to jump into that.

If you are new to the podcast, do check out on this page martialartsmedia.com/126, depending where you're listening or watching, and be sure to download our ebook, ‘The Ultimate Facebook™ Guide for Martial Arts Schools', that will help you create your next winning ad campaign. And of course, wherever you're listening or watching, make sure you hit that subscribe button, so that you get notified when we release our next episode.

Alright, let's get into it. So, Edward, over the last couple of months, or just in general, what's been the top marketing strategy and lead generator for you?

EDWARD: It would be a lot of word of mouth, a lot of word of mouth and online. You know, some online advertising definitely helped out, but the word of mouth has been incredible-  with all the students promoting, you know, the school and, you know, me being involved in the schools a lot, also has helped out quite a bit, you know.

Just like I said, just promoting and having fun, and, you know, going from there. And just letting the kids know, you know, letting everyone know, you know, what we're doing, what we're about, promoting safety, you know. Letting them know, like, even though the pandemic, you know, people are still nervous, you know, having all the safety stations everywhere, and all that.

Just making everyone feel comfortable, and then having them go out and telling all their friends, “This is a place to go to exercise and have fun”, and, you know, how do kids learn.

GEORGE: So, if you've got great word of mouth, it's always a sign that you've got a great product, right, and great training and good program. But other than that, how do you feel you kind of orchestrate a lot of word of mouth? And what do you think? What do you think escalates it?

EDWARD: Every time someone competes or does something. Well, we've had a few big name fighters, you know, fight for us. That always brings in a lot of students, people see it, they watch it on UFC Fight Pass, you know, they go from there. We've had a lot of kids… Muay Thai tournaments, grappling tournaments, and karate tournaments – they're starting to do them again and that's always been great.

You know, kids want a medal, a trophy, they're all happy, they tell their friends, you know, and that's the type of word of mouth stuff that's happening. I wrote a book, and it was on bullying, and I got that involved in the schools. So, you know, they're, you know, me being involved in the schools and helping out and talking to the children, you know, about bullying and this and that, it's also been huge.

So, it's a good word of mouth, you know, think, you know, for me, you know, to do all that. Like I said, there's been a little bit of online, you know, stuff, I've done some, you know, contests here and there, you know, for everything, get the students involved, you know, and just try to work it, make it a grind.

GEORGE: What's the book called?

EDWARD: Lift Them Up.

GEORGE: And it's available on Amazon?

EDWARD: Yeah, it's available on Amazon. Yeah, Amazon, the book is called Lift Them Up: How to Rise Above Bullying and Live an Empowered Life. You know, just as in deal with this typical boy who deals with cyber bullying, you know, it goes through the whole… You know, everyone thinks bullying, you just, you know, pick on someone.

But, you know, a lot of people don't realize there's a whole cyber bullying, internet bullying, texting bullying and all this. There's so much out there that people don't understand or realize. So, you know, I mean, it's done well. I've sold like 400, 500 books, I can't complain.

GEORGE: That's perfect. Well, I hope you sell 4000, 5000 more after we do this podcast, right?

EDWARD: Absolutely!

GEORGE: If you don't mind sharing a little bit of insight, because I mean, it's a whole different planet, just like you saying, you know, it used to be bullying, face to face. But, you know, if I look at kids today, I think they're dealing with this whole – a whole different form of bullying, that's, it's pretty intense. And I don't know, I sometimes wonder how kids have actually got to deal with that, right?

If there's, especially if there's a group of people that are bullying you, or doing cyber attacks and just being nasty kids, what's your advice to kids on how to deal with that?

EDWARD: Communication. A lot of kids tend to hide things, you know, and I have a lot of kids that feel very comfortable coming to talk to me, and not even their own parents, or teachers, because they're afraid or scared. And it's just communication, I'm trying to, you know, when I talk to them, I want them to feel comfortable.

I want them to realize it's okay to talk to the teachers, it's okay to talk to your, especially your parents. Let them know what's going on. Too many kids out there just bottle it up, and unfortunately, you know, bad things do happen. And you know, a lot of times they'll bottle that up and hold that negative energy inside, and they explode, and something negative can happen off of that, you know.

And that's all, the key, you know, is communication. Letting them know, you know, that people are out there that, you know, these people in these positions care for them and want the best for them – and want to help them out.

GEORGE: And so, is that something you do on the mats, like mat chats and things like that?

EDWARD: Yeah, we talk a lot about that, you know, on the mats. At the end of every class, I usually have, like, a little, you know, 2 – 3 minute mat chat with them. And we're always talking about bullying, you know, certain situations, you know, just how to train, you know, how to deal with it, you know, how to use your words first, you know.

Everyone thinks, a lot of kids think too, you know, how to deal with things they don't understand either, gotta make them aware. Like, they think, “Okay, I know karate and martial arts, I'm just gonna go beat the bully up.” That's not what it's all about, you know, trying to get them to realize you go talk to them, try and make them – be their friends or walk away.

If there is a self defense situation there, then of course, you know, deal with it in the proper way. But definitely learn how to use your words first, and your brain. I always tell them to use your brain first, speech smart.

GEORGE: That's awesome. Cool. So, talking about online, moving through the pandemic, and you mentioned earlier that you managed to maintain almost a full student base, how long were you locked down for? Just curious.

EDWARD: About a year. It was about a good year, you know, and, you know, you weren't allowed to have any, I could do one-on-one classes. I had a couple people, you know, that would, I would make sure at 12 o'clock, they could come in, it was just them, no one else could be around.

I'd have to give a half hour's worth of time in between, so I could clean and sanitize and then could have another private – but that was it. No group classes. I could do family classes, but I'd have to do them outside. So, thank goodness, a lot of this was during the summer. So, it worked out pretty good.

GEORGE: Yeah. 

Martial Arts

EDWARD: And so I'd do a lot of group classes, you know, with families outside in the parking lot, which, another way in which pretty good advertising too, because then people driving by, seeing us working out and exercising and doing something, so it was good advertising in that way. So, you know, it was rough. But it was a learning experience for me, because trying to develop a system that keeps everyone happy on Zoom.

You know, I've never taught, I mean, I've done a lot of seminars and this and that, but I've never taught on Zoom, you know, pretty much eight hours a day, standing in front of a camera, trying to teach forms. You know, trying to teach, you know, a kickboxing combination and make sure they got proper footwork. It was a learning experience for me too.

But it worked and kept everyone happy. And, you know, like I said, we just always have a contest, I always had something going on just to keep them, you know, feeling good about themselves.

GEORGE: What do you think you've taken from that?

EDWARD: It's made me definitely a better instructor off of that. You know, it definitely opened up my eyes a little bit. I definitely became better – just made me practice a little… You know, we kind of get into, I don't want to say a rut in a bad way, but we get in a rut and a daily routine of coming into the school, four o'clock class, five o'clock class, six o'clock class.

And what it made me do is step out of the box a little bit – I hadn't done that for a while, because I got a successful school. I'm happy, I'm always wanting to grow, do what it takes, but I was, you know, doing well. So, I was like, okay… But this made me step out of the box a little bit, made me realize, you know, “Okay, start training, you got to start training, you've got to start using your mind, come up with these ideas, you know.”

You know, make these kids happy. Let these kids know you care, let the parents know you care. You know, BJJ, MMA make them happy, make sure, you know, and be a coach. And so it made me step out of the box and become a better person for sure.

GEORGE: Were there any, like, specific obstacles that you faced with the kids having to show up online and getting involved and engaging?

EDWARD: Yeah, it was interesting because I'd have to mute a lot of stuff. Like, they could hear me, but I couldn't hear them, because, you know, we'd have 30, 40 people online. Sometimes you can't have everyone, you know, they're still at home. So, they still have their home life.

So, you have dogs in the background or brothers and sisters poking their brothers online. So, at times it was a horror show. It was like, “Whoah, what's going on?!” But, I mean, that was the biggest obstacle, the biggest thing was just like, you know, trying to overcome all that at first, but once, you know, after a week or so, it smoothed out pretty well.

And it wasn't really that bad. You know, just trying to engage them, to let them know that they could do martial arts on the computer and not just play video games was rough, because I would have some students that would blank the screen, but forget to mute it, and I could hear them playing video games in the background.

So, then the parents would ask me how they're doing. I'm like, I don't know, you need to ask him, he's been playing video games. So, you know, stuff like that would happen on and off. But overall, it was, you know, it was definitely tough keeping them engaged – because just staring at a computer screen, even my own daughter would do karate in her bedroom. And, you know, I'd have to tell her to stop jumping on the bed, like, “Listen, you're in class, stop jumping on the bed.” Trying to keep them engaged was definitely a learning experience.

GEORGE: So, what did you do to have that constant state change? You know, because I mean, you can't let them do one thing too long to get in – yeah, boredom kicks in.

EDWARD: I just constantly kept them moving as much as I could. You know, sometimes in a normal class, you know, you take your time, you go over form more, there's more of a pause, more of a… So, you couldn't do that online.

I almost taught it like a cardio kickboxing class, you know, where I just kept moving and moving and moving and moving and moving. Class is only 30 minutes long, but it was, like, just keep them moving. Don't give them that time to stop. You know, don't give them that time to think.

We would do a form to warm up and right from that form we'd go right into some kicking, some punching, and then we'd go into some, you know, self defense techniques, and I'd make it a game and just keep them moving. So, they didn't have that time to go look around to see who's playing outside or stuff like that.

GEORGE: Gotcha. And then jiu jitsu – and how did you handle the BJJ side, and the adults, and so forth?

EDWARD: That was the tough part. Like teaching Thai kickboxing or MMA wasn't so bad, because you could teach them some combinations. So, sprawls, double legs, you can teach transitions, and stuff, that was okay.

But the BJJ was tough, you know, like I had, when – Everyone would make their own dummy, grappling dummy, or they could buy one from me, you know, but, and, you know, whoever made the best dummy won a free gift, you know, stuff like that. So, we had, like, 15 people make their own grappling dummies. So, that's part of getting them involved and engaged, a few people bought some off for me.

And then basically, it was just teaching them transitions and moves and talking to them about, you know, the connecting points, you know, always have points of control and hip pressure and where your hips should be, where your shoulders should be, where your grip should be. And it was more of a, you know, just teaching the technical side of things, you know.

There were some drills out there – you could do, you know, switching back and forth, knee on belly, switch and go into mount, going into, you know, back to knee on belly, to arm bars, north south, all that you could do all that stuff too. But that was, actually trying to teach them actual moves was, you know, definitely interesting.

GEORGE: It's something that is – obviously working with school owners, we've got a group we call Partners, and we've got gi school owners from around the world, but different styles.

And so, it's always conversations that have come up, obviously, with the pandemic. And interesting as well, because everyone was always at a different stage of; we're going into lockdown, we're coming out, what do we do, but it was a good opportunity to cross pollinate ideas, but…

EDWARD: Yeah.

GEORGE: We had one of our members, Carl just talk about, they were just in a two month lockdown in New Zealand, and – 100% jiu jitsu school – and managed to keep all his students going, but the main focus was just movement.

EDWARD: Yeah, 100%.

GEORGE: Movement, and keeping the community going. So, you know, a big thing that we've spoken about was the community, the content and then the coaching. So, how do you do those things? How do you create the community going?

I mean, that's the big thing, and how do you keep the coaching going? And we came up with some creative ideas, right? So, he bought the John Danaher set, and then we just, he would just go through a video, or they would post, you know, a clip from an instruction from someone else, and then they would study it, and they would analyze it, so the whole… Use even someone else's content, but then create the conversation around it to keep the community…

Martial Arts

EDWARD: Yeah, we did the same thing. We actually, one day, myself, would do a jiu jitsu video with my student, he's, I've known him forever, and it was him and I. We'd do a jiu jitsu video, then the next day would use a video of something from someone else.

We used a lot of John Danaher, Gordon Ryan, stuff like that. And then the next day, I would do, like, a karate video for everyone, and then the next day, my student would do a kickboxing MMA video for them.

So, everyday we'll put out a video for the students, also to give them some content to study. And so, not only could you do classes, I would send these videos and post them to everyone, and they could go at home and practice those same combinations, three or four combi- you know, five different ways on how to do an overhand right, you know. How to do two pins in the proper way, you know, a form, you know, and so that worked out pretty well, too.

GEORGE: Sounds good. So, give us a bit of a background about your school and your location. And I know you've got a massive facility, and you've got two floors, and just give us a bit of an overview on the infrastructure and how things operate.

EDWARD: I've been here since 1999. I pretty much have always done martial arts since I was 14. And I just turned 50, so I've been doing it for a while. I just woke up one day and decided I didn't want to do my job anymore, and so then I'm gonna open up a school. Let's try it.

GEORGE: How long have you been… 

EDWARD: So, 1999. Yeah. And so I found this, I found a location. And at first it was only, we only had about 2000 square feet, but I liked this location because it always had an opportunity to grow.

So, I started off with traditional karate, I always studied grappling and wrestling on my own on the side, and had already had a couple fights on the side, but I didn't really promote that too much.

Yeah. And then as we grew, we grew fast. For six months, we grew pretty quick. So, I got to open up another 1400 square feet or so in the back, and we used that room for a while. And then what I did is, I always had the basement downstairs, and it's a giant, like, two big garage, you know, basement. 

And one day my landlord's, “Like, you know, if you want the space, I'll charge you this much for it. And, you know, just take it over and do what you want, you do the work. I'll give it to you cheap, and it's cheap.” And I was like, “Alright!” So, I did all the work, and then like I said, we got two open floors upstairs, bathrooms, office, all that stuff. 

Downstairs is a couple different ways you can go in, it's got showers, a couple of locker rooms downstairs, a bag room, it's got a ring, a cage, and probably about a 1800 square foot, like, weight room too. So, I did the weight room originally for the parents, a lot of parents don't have time to go to the gym. So, I allow the parents for free at first to, while the kids are in class, go downstairs and run on the treadmill, lift some weights to do something.

That way they won't have to worry about their kids, they know they're doing class. But that took off, and you know, that was taking off pretty good. So, now I hired a personal trainer, you know, so he comes in – he does personal classes, you know, for the parents and you know, it's a little bit extra income off of that.

And stuff like that, you know, they scheduled privates for the kids, a lot of them they'll come down here and work with them during the kids class and get in shape.

So, you know, we got a little bit of everything. You know, kids are martial – all the kids' classes are fresh. We got kids BJJ, kids Muay Thai, kids kempo karate, and then usually at night time, it's a, you know, depending on the day, gi, the adult Muay Thai, adult MMA, adult BJJ, gi or no gi on the day, and then cardio kickboxing too.

And then we do stuff on the weekend – Saturday is a full day of classes, Sunday is kind of my day, I invite either the black belts in and we do like a black belt workout or I'll just invite some fighters in and we'll just train, so it's like a training day on Sundays for us. So, you know, it's a full time job. Like I said, it's like 8000 square feet, full time job, I have about – maybe now 330 students.

And yeah, you know, it has its moments. But, you know, I've been blessed throughout this whole pandemic, so I can't complain.

GEORGE: That's cool. So, you've got two names, right? Tokyo Joe's? 

EDWARD: Yes.

GEORGE: Tokyo Joe's Studios and TeamLink MMA.

EDWARD: Yeah.

GEORGE: Curious on two names, but also Tokyo Joe's?

EDWARD: Well, my instructor, who was 14, was playing football, and he was in karate, and he's from East Boston, and he was doing some karate, was a football practice. And they just named him Tokyo Joe, you know, that was his nickname.

So, as he progressed and opened up his own school – he met me at – that was always his nickname. He called it Tokyo Joe's Studios. He named the downstairs his nickname.

And then I was at the Canadian Open as a karate tournament. And he had met me, he said, “Hey, you fought really well, why don't you come train with me?” And he goes, you know, “I'm like, alright.” And he was close by, so I started training with him, and, you know, competed under him, you know, in all these karate tournaments all over the place.

Also, I got a chance to train with like Johnny Tension, and Reggie Perry, who were part of the team, Paul Mitchell, who, you know, are World Champions too. So, it opened up some doors and ideas. And then one day, he's like, “You know, you should think about opening up a school, you're a great instructor, a great motivator, you're a good leader,” and I didn't really put much thought into it.

And then he kept bugging me and bugging me, and then one day, I'm out doing my job – construction – I was doing construction, driving some equipment. I'm like, “You know, yeah, it's time. I don't feel like doing this.” So, I went into the office and gave my notice and went back to him and said, “I guess we'll open up a school. Let's try it.”

So, that was the karate side of things.

GEORGE: Right. 

EDWARD: I'd always done MMA on the side, I was part of Miletich Fighting Systems with Pat Miletich. And when I trained there with them, it was, you know, they had three out of the five UFC champions, it was one of the best gyms around, we did a lot of fighting and training there. But as they all got older and branched off, opened up their own gyms, and everything kind of disbanded. 

I was just left with, like, no direction in my life; my BJJ program was only a purple belt at the time. And really know, you know, didn't know how to, you know, what to do. So, like I said, Michael Alvin, Gabriel Gonzaga, and Alexander Marino all came to me one day, because I trained with them, helped them out with fights and worked with them. 

And they're like, “Why don't you just join us, you know, it'd be a great marketing thing for your BJJ program.” It's a little confusing for some people, but once they get in here, they realize, I kind of keep it separate, and I like keeping them separate, because I like the younger kids… 

I think, you know, even though we do BJJ, we still teach a little bit of focus and concentration in that class, like a karate thing. I like them to learn about the focus and concentration side of things, you don't need to necessarily see all the hard work and training that goes into MMA.

Plus, parents, you know, sometimes they get the wrong opinion, they see the fights on TV, and they think that's what it's all about, and I don't want to give the parents that impression. So, that's why I have an upstairs and downstairs and stuff.

But it's actually become a great tool, because parents realize all the hard work and all the dedication that goes into that, that's their martial art, you know, that's their form, you know, while the kids are learning this stuff, they see the adults or the teenagers doing this, and they realize it's a lot of hard work if it's taught the right way. 

So now, you know, like, whenever we have someone fight, you know, a tough fight passes, I gotta open up the school, we'll have a school full of people watching it on the TV, you know what I mean? Becomes a school party sort of, brings them all together, you know. Like you said, you try to try to create a good, you know, good atmosphere, you know, for everyone – good environment – and it brings them all together, the watch, the fights, and stuff like that.

So, it's kind of cool.

GEORGE: Because that would be my next question – how do you balance the two cultures? Do you find that they are divided or they sort of come together?

EDWARD: It's actually come together- at first, it was pretty divided. You know, when it first – the sport was starting to grow, it was pretty divided. 

You know, people thought, you know, brutality, this, that and you know, and you can definitely understand that. But over the years, as time has gone on, people see it, you know, they've seen the fights, you know, parents have asked, you know, we've, like I said, they've, you know, they got, you know, a lot of kids would do karate competitions, you know.

So then, you know, now they have kids Muay Thai, very controlled, but kids Muay Thai and then, you know, they get kids BJJ. So, because of all these classes that we have, you know, kids getting involved in all these other smaller competitions, the parents are wanting to see what the adults and teens are doing and how that's evolved. So, it's actually brought it all kind of together.

You know, and everyone's, you know, everyone's… it's pretty cool to see everyone, like, you know, support. Everyone gets together, supports everyone and have fun, too. You have a lot of parents that will just come down on Wednesday nights, our sparring night, they'll just come down and just watch, you know, they get to – they bring their, you know, 10 year old kid and you know, “Is there sparring on Wednesday?” “Yeah.” “Can we come watch?” “Yeah, come on in!”

You know, you have a whole group that will just sit on the side to just watch, you know. This is awesome, you know, because they get a chance to see, you know, kicks, punches and stuff and blocks and wrestling, they're into – actual, you know. You get a lot of kids that don't compete, we don't force them to compete. If you want to compete, we can get them ready.

But it gets to see them, you know, put it in practical use, kind of, you know. So, they like watching it.

GEORGE: Perfect. So, just to change gears a little bit – back to the marketing aspect. You got a successful school, 300+ students. You mentioned word of mouth is good. What else contributes to the growth?

EDWARD: Community involvement. Like I said, but everything's changing now. The whole world's changing. I mean, you know what I mean.

When I first opened up, you know, you had to advertise in the yellow pages, you know, big giant ads in the yellow pages, you know, that was a thing. You had to – who had the biggest ad, you know, the big best looking ad in the Yellow Pages, then as time went on…

GEORGE: And your name's gonna start with ‘A', right? So, that you, like, at the front of the book.

EDWARD: Yeah, exactly! Yeah.

Then as time went on, you know, the Internet became more, it was, like, you know, websites were huge. You know, websites are still very important, and they're still a useful tool. But, you know, that was important then, you know, now social media, you know, the whole advertising world has changed so much over the 20+ years, you know.

So now, I'm just trying to stay on top of things. I do a lot of social media, I do a lot of posts, and I do a lot of contests, you know, within the schools. I do a lot of, like I said, I'm involved in the community, the schools, you know, certain fairs, certainly, you know, town fairs, this and that. Those are all advertising avenues for me, you know, when they have town fairs.

I do a community fair myself every – well, I haven't done the last couple years, because of the pandemic – but I rent all kinds of bouncy houses, obstacle courses, this and that, dunk tanks, and at the end of every summer, I do, like, a community thing, you know, everyone's welcome. We'll do a little open house, some demonstrations, and have a huge cookout for everyone.

And you know, it's just, advertising like that is big. I'm always looking though, like, you know, I know right now, you know, I got, I'm looking to step up on the digital side of things, pick up the digital side of things on marketing, some online, make my online presence a little bit better, is my goal for this year.

GEORGE: Perfect. So, I love the aspect of community. I mean, that's, I think that's just gold, right?

Because being involved in the community, it makes you stand out. It also builds your authority, you know, way behind just the martial arts you offer, but you mention, things are changing; what are you noticing that's changing the most, especially with just the world and online that's impacting your marketing the most?

EDWARD: Really, it's just the online presence, you know, having a great online presence is very important now.

You know, before, it wasn't, but now, you know, a lot of you see a lot of the biggest school, you see ads all the time, you see this all the time, and, you know, these schools aren't spending that amount of money, if it's not working. You know, there's certain things out there, you know, and I know these school owners very well. 

And I know that they're not putting these ads out there if it's not working. And I just noticed a huge online presence and how important it's becoming, you know what I mean? And, you know, before you had a whole script on the phone, you know, very rarely do I get phone calls now.

Now it's all emails, or sometimes even text messages. “Oh, my friend gave me your number, my son's in…” You know, it's emails, it's text messages. It's all online. “We've been to your Whatsapp, we've been to your Facebook page, you know, what about this…” So, just the online presence is becoming very important.

And just making sure, you know, your name's out there, and making sure you know, you promote your product, or whatever it may be – your services out there. There's what I think is the best, you know, is what's changing the most.

Before, you know, you're right. Fortunately, I have a great word of mouth. And that's great. I mean, like you said, you got great service, you got great products, you got it. But, you know, you can always do better. So, I definitely want to do the online presence thing.

GEORGE: I think school owners like yourself, where you benefit is you built this whole foundation without that. Fine tune the product, the delivery, the programs, the community aspect. When you elevate your online presence, it's really just fuel on the fire, because you've got all the foundations right here.

I mean, we like to really, especially now, in the work that we do with school owners, we really just try to think of the simplicity of it. And like you were saying, people don't really call anymore. So, when you look at that it's not, you know, the message is still the same. It's just the medium of communication is …

EDWARD: Exactly.

GEORGE: So, people, you know, you’ve got to ask permission before you call.

EDWARD: Yeah, yeah.

GEORGE: The world's just gotten like that. I always text someone and say, “Hey, is it okay to call you?” “Yeah, we just picked up the phone.” Right? But yeah, exactly. Messenger and, you know, Messenger, I mean, we find ads to Messenger is still the best thing ever, because of course, you've got the process to sign people up and work through the process.

There's so many things that we are seeing changing and, and like you said, I mean, I'm a web developer, from you know, way back and my first advice was always just get the spanky awesome website, and get it up on Google and you're good. Now I don't give that advice anymore.

You know, I would say, right, let's get your offer, right? And let's get your ad up, you know, let's get your message out there and find a simple way to follow up. And if you can get those things right, websites are good to have for the people that will go Google and check you out. But you can build a big organization just without that.

EDWARD: Exactly.

GEORGE: The only thing that always scares me is the control factor of putting all your eggs into a basket like Facebook. And you know, that's the one thing that drives your business, and if it's not there, well, I mean, I think it's still going to be there for a long time, right? But especially when you see things shuffle, and people change the different platforms, it's good to be tabs and be a bit omnipresent in that way that you can do without.

EDWARD: Exactly, I mean, it's definitely been interesting noticing the changes, that's for sure. Like you said, you know, everything.

I always tell everyone this, you know, I've helped a few people open up schools, and I just, you know, that's what I – get your online presence going, you know, well, what about this ad? No, you don't need that ad. It's not like the old days, you know, you don't need yellow pages, you don't need this, you don't need that.

Get your online presence up and going. You need a website, of course, you know, people still visit it and go on, you know, make sure you have this in your website. And like you said, the right content on the website that's going to attract the people that go to it. The right ads, the right deals and stuff like that. 

Online presence is, you know, definitely one point for sure.

GEORGE: So, what's next for you, Edward? Like where are you guys going? Are you opening up more locations?

EDWARD: I don't know. Honestly, what's next for me is I've been really, I've been doing this for a long time. Just really been toying with the idea of doing another smaller location.

I don't know if I, you know, but before I've done that, I've been really trying to develop a good strong, solid staff here. I'm one of the few instructors, like, I enjoy teaching. And like some instructors enjoy running this school, you know, and then they have instructors teach for them.

I like still being on the floor, you know, with the kids and teaching, and I still like teaching them on the mat. I still teach BJJ, and people think I'm crazy, but I still teach up to 40+ classes a week. And, and I love it, but I'm also 50 now, so now I'm developing the staff, and the know-how, you know, really developing, like, I got some really good fighters that still have a few years left in them, but know that, you know, the end's coming… but unbelievable instructors.

So, I'm getting them involved, you know, developing a really solid foundation in the BJJ group of instructors, working on getting them, I got some unbelievable teens, getting them involved in them karate side of things and showing them and teaching them, you know, so that way, when that second location opportunity does come, I know that I'll be able to leave for the day and leave this place in good hands.

You know, staff training, and you know, picking the right people to find out. I want to be part of the team and make sure we share the same vision, you know what I mean? 

And so that second location, within, you know, I got a goal – I set goals, but within a couple of years, I want to definitely have something up, the second one up and going, you know, like, you know, this school is all set. So, that's, that's really what I've been working on now.

GEORGE: Gotcha. And I guess lastly, what are you most excited about? For the next couple of years?

EDWARD: Just growing. You know, I love it. There's, like, you know, we had, you know, already since January. It's, you know, what's today? The seventh. We've had, you know, it's always the New Year rush, but we had 14 new people sign up. So, it's been great.

I love getting the new people going, you know, I just love teaching. I just love growing and, you know, and just helping people out. You know, I can't complain. I got a – I have a great job – and so I mean, what's next is just to keep growing, keep having fun, and keep sharing what I love to do.

And, you know, hopefully the second location will come in a few years and go from there.

GEORGE: Sounds good. Hey, Ed, thanks so much for jumping on. Been great to chat, and just the title of your book again?

EDWARD: Lift Them Up.

GEORGE: Lift Them Up.

EDWARD: Yeah, definitely on Amazon.com and Barnes and Nobles, it's also on Barnes and Nobles website too. So, if they want to check it out, please check it out. It's a great book on bullying. You know, all the different types of bullying that are out in the world today. So, definitely check it out.

GEORGE: Perfect. We'll link it up in the show notes. So, wherever you're watching or listening, it will be https://martialartsmedia.com/126, numbers one-two-six. That'll take you there. And just lastly, any shout-outs you want to give or any way that people can connect with you, if you're open to that?

EDWARD: Yeah, you can always, you know, we just talked about it, you could always hit me up, you know, of course, my email is at tokyojoeshooksit@comcast.net.

You can always hit me up on Facebook, under Ed Carr, or you can visit the school webpage, Tokyo Joe's Studios, Instagram, I'm on Instagram – @tokyojoesstudios – and on Twitter. So, those are the best ways, like I said, we're talking about social media and stuff. You know, that's what people use.

The best way to hit me up, send me a message. Ask me any questions. You know, you can call the school, 603-641-3444, if you want. Ask me any questions you want. I'm always here and always willing to help.

GEORGE: Fantastic. Ed, thanks so much. I'll chat to you soon.

EDWARD: Thank you. Thank you very much. Thank you for having me.

GEORGE: You're welcome.

 

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125 – Ross Cameron: The Evolution Of The Ultimate Martial Arts Gym

Ross Cameron from Fightcross MMA has built the ultimate, world-class martial arts gym and lifestyle center. We do a deep dive on the planning, contracts, insurances and marketing that have made this a success.


IN THIS EPISODE:

  • What sets this world-class martial arts gym in its own league?
  • Ross’s unconventional ways of building a thriving community
  • Details often overlooked when opening up a new location
  • Timing and changing the frame with martial arts campaigns
  • How branding helps the business of martial arts
  • And more

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

TRANSCRIPTION

I'm a big believer in doing this anyhow, it is to learn every job. I don't need to do it, but I need to understand how every job works. Then if someone's not doing their job, I can point it out and I can just tell them how I want it done or, but I've got to know every job.

GEORGE: Hey, George Fourie here! Welcome to the Martial Arts Media™ business podcast. Today's special guest is Ross Cameron from Fightcross MMA in Brisbane, Australia. Now, Ross and I go way back, we've been working together for quite some time, and I've been fortunate enough to witness his business explode from the sidelines.

Just recently, he's opened up his new location, and let me tell you what, it's not just any location. We were on one of our Partners Power Hour calls, our coaching calls, and Ross took us on a virtual tour through the location – we're going to include a virtual tour on this page as well. But he took us through the whole location, and just the multiple floors, the different aspects, the bar, the coffee shop, and of course, the world class gym.

So, we break down just the whole process of the two to three years that it took to put this together, the obstacles that he faced, with obviously things like COVID, things that weren't expected. And we do a deep dive into the technicalities of how to set up your contracts, how to structure your staffing, and a lot of the details that often go missed when opening up a new location. And then we do a bit of a deep dive on marketing and how he's gone about marketing this new location and the plan on filling it up to 500 to 1000 members over the next 12 months. Jump in, this is a good one.

Also, if you – head over to martialartsmedia.com/125 – where this podcast episode is hosted. So, no matter where you're listening or watching, you can check out the full transcript of the show. And you can also grab a download of our new ebook, Ultimate Facebook™ Ad Formula for Martial Arts Schools.

So, check that out, and make sure you subscribe to the show wherever you're listening, just to make sure that you get notified when our next show comes up. All right, let's jump in. Ross, what's been the top marketing strategy or campaign that you've run lately? What's been the highest performance?

ROSS: So, the best one we've had recently, because we've been moving into a new gym, has been our foundation membership drive, with Facebook and video and all the rest of it. And based around that, was a box that we gave away that had different items inside it. We had samples from some of our suppliers, we had a towel from the gym, we had a water bottle, we had a mouth guard, all the little bits and pieces to make them feel comfortable and give them some added value to signing on.

GEORGE: Great! So, what was the offer for the foundational membership?

ROSS: So, they got a discounted rate on the membership for 12 months. They got a – foundation sign-on fee was $99, and in that, they got this box that had a t-shirt, a mouth guard, a water bottle, a towel, samples, a card that actually had a link to some extra video content we'd done on how to tie a belt, welcome to the gym, how to do a mobility flow, all sorts of bits and pieces.

GEORGE: Perfect. So, I guess we can now give some full context, why the foundational membership, so, just a shorter intro. Ross Cameron from Fightcross in Brisbane, Australia. If you've been following the podcast, Ross has also been on the podcast before, we spoke about lockdown, which is their event… What do you call it? Modified jiu jitsu?

ROSS: It's submission grappling. Yeah. MMA in the cage without the strikes.

GEORGE: That's the tagline I've been looking for! So, you can – want to backtrack on that, which was episode 37.

So, Ross, you know, we chat every week, every so often when you're not busy evolving this new… What do we call it? It's like the evolution of the martial art school, is almost the way I look at it. You gave us a bit of a video tour and showed us what you've got going there, but why don't you give us a bit of a background, the vision and how this all came about?

ROSS: So, when I first started teaching martial arts here in Australia, I'd moved from having three clubs in New Zealand, with coaches and school halls and all the rest of it, to moving over to Australia.

And then I started teaching in my garage, and then quickly from that I went to a tin shed, and over a period of about 20 years, we've gone from the tin shed to what we have now, as I see it a very professional, high-end martial arts academy.

We've put in Fuji mats, we've put in a cage, we've got top-level cardio equipment, we've got top-level weights equipment, recovery center – so, ice pods, infrared sauna, massage therapists, physiotherapists, fitness rooms, the private PT studios, the lot. It's not just a martial arts school in the school hall, it's taking it to the next level of professionalism.

And in doing that, we've had to look at staff contracts, insurances, all the different things that you don't actually take into account when you're in a school hall. And sure, you have to have insurances and things in place, but do you need this type of insurance or this type of insurance?

Do you need to have 20 million public liability insurance or 10 million public liability insurance? Do you have to have product insurance? Do you have to have insurance to cover your income? Do you have to have insurance to cover fidelity? All sorts of bits and pieces. Do you cover your staff for all sorts of weird and wonderful things? So, it's taken a lot of time to go through and get to that point… But we're there now.

GEORGE: You there? Yeah, I remember we started having this conversation… Jeez, how long ago? It's been a few years, right?

ROSS: Yep. Yeah.

GEORGE: So, how many years in the making? I mean, not the planning – the physical actually putting it together?

ROSS: Ah, well, it's probably two to three years of actually putting it all together. It's not a quick process.

GEORGE: I'd love to dive into all the technicalities and details of, like, if you're a school owner, and you're looking at taking your business to the next level and elevating your brand, and upgrading your facilities, and being this premier school, and the process you've taken, like, the technicalities that often get overlooked. Just take us again through the facility because you left out one big part. What's in the gym, right?

ROSS: Right. So, we have a building that’s ours. Our gym is about 650 square meters. Below that is a high-end bar. Behind us is a five-star French restaurant, we have a coffee roaster, a brewer, a French patisserie kitchen, coffee shop, all in the facility.

GEORGE: Right. So, now that brings up a lot of questions. First up is – how many students arrive to class and never get up to the gym, because they are stuck in the bar?

ROSS: None, thank God.

GEORGE: Great!

ROSS: Although, they do go to the bar after.

GEORGE: Right. Their special punishment, if you're late, if you don't make it… begs the question, right? Why a bar? Why a coffee shop? What's the whole idea behind all the add-ons?

ROSS: It's trying to build a community, alright? And it's trying to have things that link into what will connect people to what we do. So, the bar is the social aspect. The coffee shop provides high-end coffee, cold brew, things that are really good for pre-workout and things like that.

And again, it's providing us a social atmosphere, where we can take the guys downstairs and have a coffee, have something to eat. People come in and spend the whole day around the gym, without actually having to go out anywhere.

GEORGE: Right. So, can you give us insight on a bit of the vision, and I think what we'll do, if it's okay with you, Ross; if you can do a bit of a video walkthrough after sometime and we'll add it onto this page where the podcast is hosted.

So, you could go to martialartsmedia.com/125 and catch the video there, because that will give you a… We were on one of our Partners coaching calls and Ross was there and he took us through the whole gym. Took up most of the coaching call, but everyone was really wowed, just by its… I mean, there's nothing I can compare to, which is just what makes it so fascinating.

So, what was the whole vision behind it? You mentioned community and it brings the whole community together, but what's the whole vision behind the new Fightcross?

ROSS: Well, martial arts as a way of life? So, the whole vision is actually that whole encompassing community. So, that's why we have a recovery center, as well as why we have the physios and the message therapists. That's why we have the PTs.

People can come in the door and do a workout, they can recover, they can eat good food, and it's all organic. It's not rubbish food, like the average pub food. It's all organic food. We've got the microbrewery on site that actually brews here with, again, organic, that whole encompassing vision is where we've gone.

GEORGE: Gotcha. What are you doing differently now, with the new – the whole new environment than you used to do just with running classes and so forth?

ROSS: Well, I'm trying to get out of doing all the work – hiring staff and doing those things. So, we have multiple styles in the gym. So, we have boxing, kickboxing, Muay Thai, wrestling, Brazilian jiu jitsu, Japanese jiu jitsu, judo, taekwondo, karate we have, and then MMA, and everyone's got to fit in, we have like 72 classes a week, including pilates and yoga and so.

We've got a lot more of a community pull, because we have all these other add-on sessions.

GEORGE: Is there something you do differently to build the community when you've got all these various styles, and you attract a different caliber or type of person that resonates to these different styles?
 

ROSS: Yeah, you have to be more on the ball with the community building, as in… I spend a lot of my time now actually, just talking to people, that connection between them and me, it has to be really good because if I'm not taking all the classes, they lose contact with who you are and what you do, and all that sort of stuff.

So, you've got to spend the time around the facility, meeting with people, talking with people, building the community by organizing, like we're doing David Goggins' 4x4x48 as part of a team, we'll have a barbecue the whole weekend, we'll do all those things. And just constantly doing that sort of stuff, rather than just here I'm at the class, here's the grading barbecue and away we go.

GEORGE: Gotcha. And that's where a bar just works well as well, right? Because it brings the community together.

ROSS: Yep, yep, yep. So, even some of our little social club meetings, a Friday night sparring session, Friday nights, lots of the guys just go downstairs have a beer and a burger and then toddle off on home.

GEORGE: Love it. Alright, so, let's get into the nuts and bolts, right? I mean, what goes into this? So, first up, you have this, you have this vision, and now you have to get work, and turn the vision into reality, right? So, what sort of, what are some of the first few steps and how do you go about all this?

ROSS: Besides all the planning, dreaming and sketching, and all that sort of stuff, you get a building or you lease a building or whatever. The first thing you should do; we were finding the zoning, and making sure you have council zoning to be able to run a sport and rec facility. Step one. If you don't have sport and rec, you can be closed down by the council at any moment. Any moment.

GEORGE: Before you continue, I think, and you pointed at it, right? After the planning? So, I think we shouldn't just brush over that part, right? You've got this vision, what goes into the planning? And you've got a bit of experience in this type of thing as well.

ROSS: Yep, I'm an engineer by trade. So, planning is the key to everything. So, planning out how your building's going to look, the layout of your building, your color schemes, which mats you're going to have, what cage you're going to have, what staff you're going to require, what classes you're going to have, how you're going to get the stuff into the building, when you have to get the stuff into the building…

When you have to have your insurances in place, when your staff has to come on board, what contracts you need for your staff, whether or not you've got enough insurance to cover your product in your pro shop, and the equipment on the floor – whether or not you've got enough to handle the – if it all goes bad. Having a game plan B, C, and D. Yeah, there's lots to go into it – many moving parts.

GEORGE: Right, now there – plan B, C, and D played a big role, right? Because…

ROSS: Oh, yeah!

GEORGE: We were expecting the big old COVID to come around.

ROSS: Yep. So, we had an eight-month delay in actually getting into the building, due to building issues, due to COVID. So, in that time, we've had to, to go to game plan B, C, and D. We were doing things like running out of one of my franchises, we were running out of the coffee shop next door taking classes.

So, we had a local community, we were doing stuff in the park, we were doing bootcamp type stuff. All these bits come into play, so that we could keep community involvement here in the natural area where the gym is.

GEORGE: Alright, let's continue the journey, we’ve done the planning, we're getting all the infrastructure set up. Where do we go from here?

ROSS: So, I still think the first thing you should make sure is your building has got, one; before you sign the lease, or before you buy the building, check the zoning! Make sure that you have the correct zoning, because if the council comes along and shuts you down? You're shut down. Happened to one of my franchises, that the zoning got changed once, and they had to go and get an environmental impact study done on the traffic coming to the gym, to prove that they could stay. And it cost him about $25,000 just to do that.

So, I would make sure that that's a big tip to start with. Once you've got that, then you can start the nitty gritty into, like, what classes do you want to run, because that'll tell you what equipment you require. What sort of a gym you want to be – if you want to have weights, and you want to have, we want to be a CrossFit, box, and a martial arts gym – or if you want to be a health and fitness center, and a martial arts studio.

And then you can start planning out your equipment. Once you've got your equipment, then you can start planning out what sorts of insurances you need, what classes you're going to need, the staffing you're going to require for those.

And then you start going into if you need new staffing – are they casual? Are they permanent? How are they… are you going to pay PAYG? Are you going to have to pay supers? Are you going to have to do all those things? Are you going to… and your contracts that you require for those? Each one takes time, takes energy and takes effort. Even if you have good lawyers, and I've got good lawyers, you still have to make sure that you check all your T's and dot all your I's. So…

GEORGE: What issues did you run into that were completely unexpected, and that you particularly hadn't planned for? Or planned for?

ROSS: COVID?

GEORGE: Right. We didn't see that one coming, right?

ROSS: Yeah. And the effect COVID had on delays meant that the staff that I had organized, a lot of them were not here, not available when we actually got to moving into the gym. So, I've had that reshuffle of staffing and organizing things that has taken me longer, because of the fact that the delay was there.

Council approvals took longer than expected, building compliance took longer than expected. All those things that you think, “Oh, yeah, we'll just get it ticked off and it's… Oh no, these Braille signs are not in the right place. This fire exit needs another sign. That door swings the wrong way.” All those little bits and pieces just take time and take energy.

GEORGE: How do you go about your employment contracts and accounting and so forth? And I mean, if we can talk about budgeting as well, how did you go about all that?

ROSS: Accountants are great. If you have a good accountant, they'll make your business. We did a whole financial modeling. So, we sat down and we went through and we worked out, you know, our cash flow, our spending, funding the equipment, not funding the equipment, funding staff, how long that's going to take to ramp up the numbers to get to where we want to be…

So, we did a 2 to 5-year cash flow, then we could sit down and go, “Right. What other issues do we have here? As an accountant, what do you see?” And they always go, “You know, the next level is your staffing is going to cost you.” You got to make sure that you get your contracts right, you got to make sure that you are planning to hire slow, fire fast.

Make sure that you're looking after your people, but make sure that they're not costing you money. And contracts for your staff – again, it's that – are they casual? Are they permanent? Getting the technicalities of your employment contracts correct. I'm lucky, I've got – not only do I have good lawyers, I actually have an employment contract lawyer as a member in the gym, so I was able to go, “Tell me what I need to look at. Now go to my lawyers and say, ‘now write this'.”

And it's interesting to see all the little intricacies that you've got to have in there. And then you've got to worry about your contractors. So, if you have a guy who takes two BJJ classes a week, and if he's a contractor, you need to have a contract with him. It's not just, “Hey, mate, I know you're a BJJ black belt, can you take a couple of classes for me?” “Ah, yeah, it's 50 bucks a class.” “No worries.” It's not that easy these days, because if you do it wrong, it bites you on the ass.

GEORGE: And what could go wrong with that, because I think a lot of people do that, right? They just, you've got the top guy at the school and you're like, “Alright, we'll give you a couple of bucks to run the classes.” What's the downside?

ROSS: Well, number one, he could open a gym down the road, even though that's technically a breach of what's called fiduciary duties. So, they're not allowed to do that, but they do.

GEORGE: … because that's never happened before, has it?

ROSS: Never happened at all! That, if you have your contracts in place, that's going to cover your bum for that sort of thing. You can't stop them from opening a martial arts school, but you can stop them opening a martial arts school within a certain area to compete with you. So, there's the, sort of the fine line of understanding what they're allowed to do and what they're not allowed to do. And you only know that through experience or lawyers.

GEORGE: Very important, yeah.

ROSS: And as the contractors, you know, do they have their insurance? Do they have their first aid certificate, do they have…? And by signing the contract, you get them to agree that they have all these things in place. And then when there's verbal involved, it never lasts. If it's written, you can go back to that writing. Contracts, contracts, contracts!

GEORGE: Right.

ROSS: Like an engineer does it.

GEORGE: Now, how did you decide between… because you've got this massive organization that runs, I mean, morning, you said from 6am to?

ROSS: 5:30am to 9pm.

GEORGE: 5:30 to 9. Alright, and there's lots happening, so, you've got permanent staff, you've got casual staff, contractors. How did you decide on who you need? And did you work on a ratio, or like the ratio of students? How do you determine what staff you really need?

ROSS: What I worked on is actually the skill bases that I require to cover the multiple disciplines. So, my boxing coach that I have as a contractor, he's a boxing coach, he's a CrossFit coach. He used to fence for Australia at an Olympic level. He's done Muay Thai and karate. So, he covers multiple bases. The same with my BJJ coach. The BJJ coach, I haven't, he's, not only is he a BJJ black belt, he's also a karate black belt.

My PTs that I have, they tend to have boxing or kickboxing backgrounds, as well as being PTs. So, we've got even down to some of the reception sort of staff. I have one receptionist, a remedial massage therapist, so he can cover multiple angles for me. Sit down, work out the skill bases, then try and find the people that will fit those skill bases.

GEORGE: And then what about culture?

ROSS: That's a huge thing. Culture is a huge thing – and culture comes from the top. So, you have to drive the culture and what you want and how you want people to act and behave and talk – even down to talking. So, all the boys have their locker talk and things like that – if I catch them having locker talk anywhere in the gym, I shut that down straight away. You know, I want a large percentage of my clients to be female.

So, I'm not letting the locker talk go on in the gym and things like that. So, I set the rules, and I'm told I'm pretty hard on people. But I think it will be hard to see the culture that you want from the beginning. Tell people how you expect to be treated, and then expect them to come up to that standard.

GEORGE: And what's your strategy with that? Are you just, I mean, you just, I know you're pretty straightforward with a smile on your face, right? But is that just your approach? You just go out and tell people, “That's not cool,” pull them aside?

ROSS: That's it. I like the military principle. I don't tell people off in front of other people. I'll pull them aside and have a word with them. But I pick when I do it as well, and try not to do it so it's too obvious, or if they're making a fool of themselves, when they shouldn't be and something's dangerous? I'll say something then.

GEORGE: Alright, are you going to open a big center like this again? Another one?

ROSS: Oh, yes.

GEORGE: Oh, yes. Right, cool. Great. What would you do differently this time, if anything?

ROSS: Avoid COVID. Probably more planning, more control over certain parts that I just let other people do. One of the big things that I've learned out of this, and I'm a big believer in doing this anyhow, is to learn every job. I don't need to do it, but I need to understand how every job works.

Then if someone's not doing their job, I can point it out and I can just tell them how I want it done or, but I've got to know every job. Handy being an engineer, because that means I look at all those things and get most of it. So, yeah, but that would be more planning and more understanding of every bit that goes into it, before I get the person to look after it.

GEORGE: That means marketing too, right?

ROSS: Absolutely. Yep. Marketing is one of the things that I've had other people do before. And I'm a believer in that I should show you your job, tell you your job, let you do it. And if you don't come up to the tee, I'm going to crack across the knuckles.

I've had a few guys that have done that for me, where they've come up and then just disappeared, or they've gone and hidden from me, because they know that the knuckle breaks are coming. You've got to be able to hand over the job to somebody at some point. Otherwise you spend 24 hours a day doing every job. You still need to understand every job, you just don't need to do every job.

GEORGE: Yeah, and so, I mean, that's something that I deal with a lot, just with marketing. And I think it's, obviously if you're a school owner and you've got all this on your plate, and now you've got to handle marketing…

I mean, it's just easier to hand it off to someone and say, “Can you do it?” That's great. The problem is, if you don't know the strategy, you've actually just handed over the drive and the growth of your business to a person or foreign entity. And if they don't perform, as they do, your business is crippled right there.

And this is, I guess, my big pet peeve with, sometimes with agencies, because they can start out, you know, or the go-to guy that is doing all these great things, decides to do your marketing for you, and he does well…

But then he realizes, “Alright, well, I'm going to make a business out of this. I'm a good marketer. Maybe I'm not a good business owner.” And most agency owners would know when you get about 10, 20 clients – you better have your systems in place. So, the person that was your go-to guy becomes your not so go-to guy. And again, you're looking for the new one.

ROSS: Yep. Yeah. And exactly it with agencies – it's exactly the same as if you have – and every martial arts school works the same sort of way. They all work on their community. So, Joe Bloggs knows how to do this stuff, “Can you give it a crack for me?” And then later down the track, it doesn't work.

So, you've got to know how to do the job and then have some KPIs in place that you can check and all the rest of it and have control over it all. You don't want to hand that control over to somebody, so you get an agency doing it, and they're doing everything for you. You've got no control over it at all. Suddenly, you've got no data, you've got no information that you require to keep your systems moving.

GEORGE: Yeah, and I think there's a special place in hell for agency owners that set up your accounts on their business – their own Google accounts, their own Facebook business managers, and they run your ads or keep your data and your accounts hostage. And so, you walk away with nothing. And that's a real thing. I couldn't believe that was a real thing, but that's actually a real thing.

ROSS: Yeah, I've seen it on multiple levels, and the same sort of thing. Not just Facebook marketing, but in other areas of marketing, where they just keep everything and keep it hostage until either you pay them what they want to get paid, or they just take it and go.

GEORGE: Crazy stuff, right? So, Ross, I mean, it's, I feel it's always the lame question, right? But it's such a topic that, you know, you've got such an extensive knowledge on all this, and I just want to make sure I get all the information from you. Is there something I should be asking you that I haven't asked yet?

ROSS: No, I think sort of the next thing for us will be our ongoing marketing campaigns and planning out our year. Month by month by month, week by week by week by week, when we have to have our marketing running by, when we're having our campaigns and how we're planning those little bits. Sounds funny, but the artwork and the copy, once you've got it right, it's easy.

The planning and execution of when you need to execute it at the right time, because you can always put out an ad, and whether that ad is actually beneficial for the timing is the issue. So, if you run it, run your Christmas special in August, it's not going to work. But if you run your Christmas Special, four weeks, six weeks out from Christmas, you've got a bit of lead time up and you've got the groundswell hit just before Christmas, it's perfect timing.

Same with your February fitness or your New Year's resolution stuff. If you're trying to do that, July, it doesn't work, you know, everyone's hunkering down for the winter and they're not thinking about getting out and moving and doing all those bits and pieces.

So, timing is the important part for your marketing, understanding your market, understanding when you have to hit the go button. And then having a process from that, that says, I need my artwork ready by this date. I need my wording by this date, I need to have my flyers printed on this day. I need them distributed by hand by here to be able to get the result I want on this date.

So, all that sounds, and it sounds very easy. But you've got to have the systems in place to make it happen, because if you don't have the systems in place, you just won't do it.

GEORGE: Yeah, totally. I want to ask you, just because you touched on design, how important do you feel is the design from top-level through to your social media? And how do you combine it?

ROSS: So, design's really important. So, I go down to, and this is a bit old, I don't have business cards anymore, but it used to go down to how the business card felt in your hand – the paper, the weight, the gloss, if it was embossed or not. So, your design and everything being the same image, the same look, the same feel is so important.

Because if you haven't got an even playing field when it comes to that, and you drop the ball on an ad that doesn't look anything like what you actually do? And I see it quite a bit in, well, the classic is you see ads out there that don't have their phone number, or their email address, or… there was a fight show here in Queensland that wrapped up a whole bus with just their name and all the rest of it, and didn't have a website, didn't have a phone number, didn't have when the event was, no details on the bus.

The bus drove around for about eight weeks before the fight show with no real marketing material on. So, it's that, little things. I'm quite lucky I have a graphic designer that I use in Japan. He's been a student of mine for many years, and he always looks at the little things and goes, “Oh, you've missed out your phone number here,” or, “You can't notice where your address is,” or… And everything you do, say, leaving off your website on a flyer.

GEORGE: Yeah, we were just chatting about this on the coaching call, Partners coaching call yesterday. But I think what, just to add to that, things that are so important, we were talking about timing, you know, your frame. We always say change the frame, you know, don't necessarily have to change your offer, just change the frame – that your frame is relevant.

You know, what is the talk? What are people talking about right now? Is it Mother’s Day, Easter, etc.? And then one of the mistakes we always see on any ad or any promotion is no call-to-action. It's like, here's the ad, but like, what the hell do I do to get this thing?

And then, just lastly, the wrong call-to-action on the wrong platform, because if you've got this super spanky flyer, that's really great when you hold it in your hand, and it's got a phone number. But when you see it on social media, you look at the phone number. If I'm on my phone, I can't click it. I can't type. I can't write it down. There's nothing I can do. So, it goes into the “I'll check it out later” basket, which means there goes your lead.

ROSS: Yep, exactly. On social media, you've got to have your links on your email address, on your email campaigns, have your links to things. Big mistake, I see it all the time, and not just martial arts businesses, you see it by some big businesses doing, making huge mistakes.

GEORGE: And so, just what Ross was mentioning on branding, I think what's important here – just to add on that aspect – if you're running campaigns back to back, and you have a brand identity and people can see, can you see this… I always look at Apple, you know. You don't have to know, you don't have to see an Apple logo to know it's Apple. It's just got this; the colors and the design speak for itself.

If people are seeing your ads all the time, you know, and they might not respond to this month's campaign, next month, the third month. But if you've got a design and a concept that people resonate with, and they see – when they're ready, whenever that is and they see your ad, there's a bit of a trust factor that's been built, just because they're familiar, the familiarity of your brand. So yeah, definitely important to keep that congruent from top down.

ROSS: Yeah, the classic with that is Coca Cola. You know, they don't have to change a lot, but they still have to market. So, yeah, you know what, you know what's a Coca Cola brand. You know, what's – the colors, the look, the flow. But, yeah.

GEORGE: So, Ross, what's next? 

ROSS: What's next? 

GEORGE: What's next for Ross and Fightcross? 

ROSS: So, for the next 12 months, it's consolidation. We're aiming to have somewhere between 500 and 1000 members of the facility here. And then I'm looking to purchase some more buildings and expand. So, that's the plan. 

GEORGE: Now, if you don't mind sharing, wrapping some numbers around this, what budget do you set aside? I mean, what budget did you set aside for your current location and when people see the video, they'll get a good aspect of what it's about, and how would you be budgeting for the next round? 

ROSS: So, I've spent, and fitout-wise, I've spent about $250,000 in fitout. So, it's not a cheap fitout. 

GEORGE: So, everyone will see why. Yep, yeah.

ROSS: Yeah. And it's what you're trying to achieve with your building and your fitout, like I say, even down to choosing the mats. I chose the Firmimats, and I chose the traditional Tammy Green matte finish, and all the rest of it, for the right look. So, I've spent extra dollars to make sure I got the right look and the right feel, because it's so important. 

GEORGE: Epic! Well, Ross, great catching up again, and would love to catch up again when, yeah, maybe not in the next location, but just in between and just chat about your experience with running the business and how things are going. Any last words? How can people find out more about you? We haven't even spoken about the events and things that you run. But where can people find out more about you?

ROSS: I'm all over social media so ‘Ross Cameron MMA' on Instagram, ‘Fightcross Ross Cameron' on Facebook, Aftershock, lockdown, hammer fight nights. They're there. They're all over social media. So, at one stage I did a lot of social media work. 

GEORGE: That's cool. Awesome. Great. Thanks so much. I'll speak to you soon. 

ROSS: No worries, yes!

 

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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.

 

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

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!

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

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

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!

22 – How To Have Simplicity And Clarity In Martial Arts Marketing

Keep your martial arts marketing activities simple, clear and specific with these key tips from the tropics.


IN THIS EPISODE YOU WILL LEARN:

  • The art of simplicity and clarity within marketing your martial arts school
  • Why you should never rely on assumptions
  • The power of using deadlines within your offers
  • And more

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

TRANSCRIPTION

You've got to be so clear and so simple with your marketing. You know as a business owner, you tend to assume that people understand what you're trying to say and who it's for.

This is George Fourie from Martial Arts Media. And here's a bit of a different podcast for you. So I'm standing too… And if you're listening to this I suggest you head over to martialartsmedia.com and watch the video. But I'm standing on a very remote island in Indonesia.

It's the island of Nias, we came here for a couple of days to really relax. And believe me, there's not much you can do other than relax if you're looking for all your first world fixes of technology in busy shops. You're not going to find that here. There is literally nothing. And you know before we booked this place, the resort owner told us, “look, nobody really comes here this time of year.” So you've got to have it all to yourself. You are going to have the whole beach to yourself. And I thought Yeah OK. But. Probably not true.

Martial Arts MarketingBut we came here and we literally have this resort to ourselves and it's not very big but it… You could see in the background here. There are a few; there are three chalets there between all the coconut trees situated within nature. So that's the spot. And I'm just quickly going to do a swing around. We literally do have this entire beach all to ourselves. And yes it's a bit cloudy and rainy today. But nevertheless we got here in the first few days and there was the sunshine and there was nobody here. There's absolutely nobody here and it's just delightful.

So to get the message of this podcast is. We arrived at this place. And as I said we came here to relax and we've really done that and it's made me reflect just on different things that we've done over the last year and going into the new year depending on when you're watching or listening to this. Just reflecting on different things that we will be doing and how we will be helping with martial arts school owners build and grow through the means of the Internet.

And coming to this village is one message that really resonated with me is just the message of simplicity and clarity. You know my beautiful girlfriend and I took a walk down to the village. A village you can't even explain it as a village here because you walk down a road with a lot of potholes. There are only a few bikes I haven't seen a car in about five days. I haven't heard it in five days. This is pretty much what we've heard all the time and I hope you can hear my voice but just the sound of the ocean.

Walking down the street there are just remote little huts. Just little huts where people live and I'll include a few of the videos and clips on this on this page and you can have a look but it just fascinated me how happy everybody is and everybody's waving.

Martial Arts MarketingAnd because we are the only tourists, we are literally only tourists on this island; people are just amazed and fascinated by us. They’re waving and they getting all ecstatic and it's kind of weird.

But it's really kind of cool in a way as well. And just see how these people live a simplistic life. The kids are running around, they're playing in the dirt. They're having fun. Nobody's worried about charging an iPod or an iPhone or sitting on Instagram or Facebook. It just doesn't exist in this place and people didn't care for that. Their main concern is just living and being happy and having a simplistic life and living on this beautiful island where they can eat coconuts every day and just live a healthy life and have fun.

And just looking at this and see how simplified life is here, it just resonated with me how we complicate life to have fun. The way we try and have fun, the way we do all these first world type of activities. You know, we need money to go to entertainment centres or things like that. That's just not something here. People just have fun with what they have with who they are. Appreciate the people around them.

Martial Arts MarketingSo I want to tie this back into marketing, of course, which is the message of simplicity and keeping things simple. We had some huge success at the end of last year with one of our clients and it's something that we do with paid trials. And creating a clear message for the right target market and the right audience. And something I learned and gathered from that is you've got to be so clear and so simple with your marketing.

You've got to be so clear and so simple with your marketing. You know as a business owner you tend to assume that people understand what you are trying to say and who it's for. But if people don't read it, even it's the simplest thing and doesn't absorb what that message is, then they don't get the message. And it's as simple as saying who it's for. I'm not saying look this program is for kids or it's for adults. But saying this is for kids who like to do this or these adults who want a break from work or want to do something like this or want to be in a different environment after work and relieve stress.

Be specific. Specific to who it's is for and who it's not for. Then if you are creating a paid trial, make sure you put a deadline on it. Make sure that people have an urgency to  take up this offer. Doing that, you are able to create that urgency and people will take up the offer where they… if there is no reason for them to do it right now, they will procrastinate and do what they do all the time. That's just what people do. We tend to procrastinate. So that's it. If we are creating the paid trial type of offer, something that we've created very successfully for our clients, let's do something with a great deadline. Be very clear on who it's for who it's not for. And get your message out there.

Martial Arts MarketingIf you need any help with that, get in touch with us on martialartsmedia.com. I'm happy to help. I'm going to enjoy the rest of the, well I wanted to say the sunshine but, if you look at the back there these storms have been really unpredictable and they, they creep in when we least expect it. Behind me you can see there's sort of a point there which is awesome surf break. And we took a walk out there earlier but a bit too messy to surf today, but we were halfway through and the storm just hit us, which was rather fun because it's warm weather and it's just kind of soaking it up.

But there you go. That's the message. We'll be back with a normal podcast by the end of next week. Have a good week. Happy New Year. Cheers.

 

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

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

12 – Why Martial Arts School Owners Fail At Marketing “Tactics”

Struggling with marketing your martial arts school? Maybe it's not your fault, but rather the key elements that are missing.


IN THIS EPISODE YOU WILL LEARN:

  • Why being a ‘one trick martial artist’ leads to marketing failure
  • The missing elements that no one talks about
  • Why your newest offer is not always the answer
  • Do this one thing prior to your offer to improve your results
  • The 6 critical elements of marketing for business longevity
  • And more

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

TRANSCRIPTION

Hey, this is George Fourie from martialartsmedia.com and in this video, I'm going to be talking about why most martial arts school owners fail at marketing “tactics”.

Ok, so why do most martial arts school owners fail with marketing tactics? Now, I put emphasis on tactics because it's kind of like being the one trick pony martial artist. There're a few viewpoints on this, but I hope this analogy sort of gets to where I'm going with this.

Imagine you're doing martial arts and all that you do is, you've got one punch – that's all you do. Or you've just got one kick and that's all you've ever learned, you've only learned that one punch or that one kick. What happens if you break that one arm or you break that one leg or something happens? Now your whole game plan, your whole everything that you can do in martial arts is pretty much nonexistent because your one trick has been eliminated. And I see this happening a lot in marketing.

I've been doing this survey, this two-minute survey on the website to gather what pain points people are having about different aspects of marketing and with their business. And something that's been coming up a lot is people saying, let's say Facebook for example: how they started doing Facebook advertising and they're running all these ads and it's awesome and they're getting all these leads and it just dries out – what happens? What happened, it's worked once and now it doesn't work again. Well, there's a lot of things that come into play with that and you can't just be that one trick pony that only does that one thing.

Now, this is something I'm going to hammer on all the time, but go to Facebook right now: have you ever been on Facebook ready to buy or ready to join something? Have you ever gone down that track, especially for someone you're seeing for the first time, a brand that you're not familiar with – have you ever looked at it and said, wow, I just want to buy this! I don't want to look at my friends anymore, I don't want to look at funny videos, cat videos, or whatever it is that you're doing. It takes a lot for you to break that element and switch off and go, ah, I actually want to buy something. Unless it's of course super targeted and super relevant to something that you want, but for the most part of it, you're really doing interruption marketing.

It's a social platform, people are there to connect with friends and watch funny stuff and do whatever they do. They don't really care about your brand, they don't care who you are. And a lot of people don't get this, they think that everybody's just going to stop and bow down to what it is that you offer. But it's just crap, it doesn't work that way. So you've got to match people, you've got to have that message-to-market match, you've got to match people in the frame of mind that they are at and what they're doing and the way you do that is through valuable content.

Now, if you are doing advertising on Facebook and it's working right now and it stopped working, I want you to ask yourself this: have people been turning off to your brand because all that they see from you is ads? I mean, think about it: your market in a certain radius from where your club, your school is positioned, there's only so many people. You're going to very very quickly exhaust that market if you target all those people and all that you do is go offer, offer, offer, and buy it, buy it, sell, sell, join this, this offer, $20, three lessons, four lessons, free offer – whatever it is, offer, offer, offer.

Now, this brings up a whole other can of worms, because if all that you're doing is an offer, offer, offer, offer, then all that you're doing is, you're training your people to only respond to offers. So the value has become in the offer and not actually in what you do, whereas the value should really be in what it is that you teach, the principles of martial arts and what people are getting out of it.

But if you are just offer-centric, then you're always going to be depending on new offers and every month be drained, because you've got to get this next big offer up, because people only respond to offers. So what I'm getting to with all this is, it comes with a good content marketing strategy. You've got to be giving people value and you've got to be covering all bases with all these elements.

Now, I've got a free martial arts business plan that I give away, I talk about 6 elements of marketing. And the reason why that's so important is because it's not just one thing, you can't just focus on this, you can't just focus on that – you need all the elements. You need the converting website, you need to have a form of lead generation, you need a follow-up system and then you need all the social platforms and everything.

And I understand that that's got to be painful for you as a martial arts school owner,  because you've got enough on your plate: you've got to run the classes, you've got to run the school, you've got to run the staff. There's so much happening and then, unfortunately, this is only more that I participated other than training martial arts, is this digital world of all these different elements of marketing. Somebody said in a meeting to me the other day, it used to be so easy, you could just put up an ad in the newspaper.

Well, now it's not that easy, but you have the benefit of the internet. It's a lot more to know, but you can just reach so much more people in a shorter amount of time and you're able to track and measure what's working in advertising or not, which is something nonexistent really in a paper type ad or flyer. Not always, but for the most part of it, it's a very hard process.

So to embrace this whole online platform and online marketing thing for your business, you've got to find a starting point, and implement that, but you've got to be able to adapt, because if the only thing that you're doing is putting the ads in front of people's faces, they're going to turn off from it. And now you have lost complete opportunity to connect with this person because you didn't establish the value first.

You started with an offer – offer, offer, offer, no value, where you reverse that process: start with the value, give content, give people education about what it is that you're doing in your marketing and from that point, make your offer. But it's the same thing if people walk through the doors and you say: offer, this is how much – there's no relationship, there's no connection. I mean, who's really going to jump to the offer? People want the relationship first, and then they make decisions afterward.

So I hope that helps – look, depending on the time you're watching this, I've put together a survey. It will take you about two minutes, it's for school owners like yourself, it's just to establish what the different pain points are that you are having in the marketplace. And I want to put together a web class which, depending on when you're watching this, could be live already right now.

If you're not, I would love for you to take this survey, martialartsmedia.com/survey. So that's martialartsmedia.com/survey. If you can, help me out with that, much appreciated. It will take you about two minutes, you can keep it anonymous if you want, but that's going to enable me to learn about what the problems are that you're having, like this video, which has inspired this video. And I could put together a complete web class and help you with the problems that you're facing day-to-day in your martial arts school.

I hope that it helps, thanks a lot – I'll see you in the next episode. Cheers!

 

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