Do you ever wonder why some martial arts school owners just seem to attract students like a magnet? Students seem to find them, line up, then sign up.
It just doesn’t seem fair, does it?
However, the reason for this is likely because they understand the three factors of successful martial arts marketing. And, it’s not too late for you to start building these into your own marketing efforts so you can start having more students find you, line up, then sign up!
Simply put, people do business with people they know, like, and trust.
These three factors exist between you and your suspects, prospects, existing customers, and past customers whether you know it or not, like it or not.
Let’s explore three of the most important factors of successful martial arts marketing.
1. People Need to KNOW You
People obviously have to know you exist before they will do business with you. Getting known can be achieved in many ways and is your first priority. Keep in mind it usually takes several repetitions – often 6-9 times, before someone even knows you exist.
People KNOW you exist when…
- They learn of you through a referral.
- They see you quoted on the news or in the paper.
- They find your ad in a local magazine or newspaper.
- They see you at a charity event.
- They receive your offer in a val-pack mailer.
However, what people know about you and how you get known can influence them as well. The greater the first impression is, the easier it will be to move onto the next step.
2. People Need to LIKE You
Once people know you, they start to form their opinion of whether or not they like you. What is their first impression? What about the third impression? This isn’t as easy as it sounds.
People start to LIKE you when…
- Your ads focus on your prospects wants, not you.
- You speak to them about benefits, not features.
- You’re not a fake.
- You are genuinely interested in them.
- You’re helpful.
- They can see you have a personality they want to be around.
Getting people to like can be challenging. However, once people LIKE you, they start to figure out whether they can TRUST you or not.
3. People Need to TRUST You
Trust is something that earned and doesn’t just happen overnight.
It is hard to earn and can so quickly be lost. Recently a martial arts related business lost my trust because a salesman gave my cell phone number out to another salesmen. And just like that, the trust was gone.
Getting people’s trust back is difficult, sometimes impossible, because not many will give you a second chance.
People learn to TRUST you when…
- You help them without having to be asked.
- You don’t try to sell them.
- You’re authentic.
- You put their goals ahead of your own.
- Others have put their trust in you.
- You offer useful and relevant information for free.
- You keep your promises and deliver results.
- You don’t screw them over.
If you’re constantly trying to sell in your marketing and advertising, you will lose. It’s not about selling. It’s about building a relationship built on trust. Simply put, getting new customers is more like dating then it is a one night stand.
These three factors of successful martial arts marketing seem pretty simple. However, most martial arts school owners aren’t building them into their marketing. If they were using them, they would probably be a lot more successful.
Be heard! Tell me if you agree or disagree in the form of a comment below!