In my post “Are you telling a story in your marketing?” I mentioned how I use a YouTube video to help tell my story to my prospective students.
It’s not an action film or demo… its just me sitting at my desk talking to a prospective student sharing my story on how I got into the martial arts.
In the post, I stated:
… Using this approach, my prospects begin to know, like and trust me before we ever even meet all from sharing my story.
Why didn’t I start with a demo video?
Because they can scare the hell out of prospects if not done right.
While they do demonstrate what you do, they can do more harm than good.
And, it sparked this comment from Bones:
I think it’s a great way to introduce students to your school, but I’m intrigued why demonstration videos are bad. I always get excited seeing a demonstration… although I guess if it’s done poorly, with poor production values etc, it might do the opposite. — Bones
Don’t get me wrong, I love watching videos of people getting knocked out, dropped to the floor, etc.
However, to a new prospect who doesn’t know better, they might think that’s what they can expect if they join your school.
People are already intimidated enough going into a new experience like joining a martial arts school.
Don’t make the mistake that your prospects want to see the same thing you do after 15 years in the martial arts.
They don’t.
And, they’re going to visualize themselves in the worst part of the video.
If you focus on knock outs…
Your prospects are going to visualize themselves getting knocked out in your class.
If you choke students to the point where they pass out…
Your prospect will imagine themselves on the receiving end.
If you hit your students and drop them to the ground…
I think you get the idea.
“Quite right. Potential students are as likely to be terrified as inspired.” — @LCTKD
Now, that all might be fun for you and your experienced students, but remember, to new prospects it repel them like mace.
Sure you want to sell the dream and show aspects of your art, but you don’t want to make anyone think they’re just going to be a punching bag in class.
Do you agree or disagree?
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I agree with the assertion that demo videos or live demonstrations must be done with great thought. I have always taught avoidance of violent confrontation as a key point. It is easy to feel that as an instructor we need to be a solve all for all questions asked to us, and as such many instructors try to solve problems where they should encourage the non-violent solution. Though in our school we focus a great deal of time on becoming effective complete fighters, I constantly remind my students that the highest point of self defense is learning to avoid scenarios that could lead to violent confrontation. So we do demonstrations mostly aimed at education of the traditional art form of Wushu, and understanding its role in mindfulness training. I do not want to present information in a demonstration that may lead to improper use and/or injury. Uncontrolled fighting, gun and knife defenses and certainly knockouts are not the way to draw in good students even if that is a large part of your program. If you teach students in a way that is bringing the Police to you door, in any way except as students your program is unlikely to last.