Once you have a service worth marketing, you need to make sure that you’re relevant in your marketing.
This is where many people miss the mark.
Many martial arts school’s sell what they want to buy.
Martial Arts school owners try and sell…
- The style of martial arts they teach
- Their lineage
- How many tournaments they’ve won
- What black belt rank they are
- How many titles they have
- How many different arts they know
They do not try and focus on selling what their prospect is buying.
In this way, they become irrelevant.
Here’s what I mean…
If I am in the market for a red truck and I find a flyer on my windshield that is promoting a blue boat, I won’t pay any attention to it because it’s not what I’m in the market to buy.
It’s not relevant to me.
Now, if that same flyer promoted a red truck, I would be much more likely to pay attention to it.
Now it’s relevant.
The same can happen when your prospects are exposed to one of your ads or stumble on your website.
If your prospect is looking for a way to lose weight and all you talk about is how many arts you’ve mastered… that you have a 34/0 fight record… and you have four locations…. what do you think their reaction will be?
Will they see you as being relevant?
Probably not.
Remember: If you don’t state it, they won’t get it.
Did you specifically state you could help them with their weight loss goals?
Or did you sound irrelevant to their needs by talking about yourself?
If you’re not relevant to your prospects needs, you will be ignored.
It’s that simple.
Again, state it or they won’t get it.
If someone is looking for a good fitness alternative, you should be talking their language.
You have to state very directly and clearly that you can help them lose weight and that no one else in town can help them like you can.
Remember, you can’t make it all about you. You really have to make it about them.
Make it clear you’re talking the same language and that you can help them with their specific needs and wishes.
When you do it’s that much easier to be relevant.
And when you’re relevant, it’s easier to earn a new student.
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Hi Ryan,
Your article is very validating for my Hapkodo Dojang website. We want people to come to us seeking Self Defence – and that is exactly what the people who contact me ask me about.
Another good blog.
I think this is one of my biggest challenges. I know exactly who my target demographic is, but I seem to be having trouble getting my message out to that audience…