Marketing Martial Arts Training to Law Enforcement Professionals
May 4, 2008
I always tell my clients that they need to find a profitable niche to help stand out from their competitors.
A great example of rifling in on a niche is Patrick from Virginia. He wrote in and asked what he can do to help attract more law enforcement professionals to his mixed martial arts school for police officers using his website.
The good news is that marketing to police officers really isn’t that all the different from marketing to every day people.
Following are some of the first things I would do to attract and sign up law enforcement professionals.
First, you need to make it so law enforcement professionals and/or their supervisors can easily find it online.
Use the Right Keywords
Search engine optimization has a lot to do with what keywords you choose and where you place them on your martial arts schools site.
It makes sense that you should target law enforcement related terms on your site. However, what is often overlooked is that you should also group them with your geographic location.
A sample title tag to use on your home page could be “Martial Arts Training for Law Enforcement Officers in Norfolk Virginia.” Then, I would use these same keywords in the page header, body copy, and internal links from within your site that link back to this page.
I would also do variations of keyword groupings on other pages of your site so you can cover the bases and cross optimize for related terms. You don’t want to optimize the same term over and over again on every page as it can dilute your efforts in the search engines.
Once on your site, you need to tell them what’s in it for them.
Sell the Benefits
Remember not to just focus on the features of your school, but also sell the benefits. Even if police officers are already on your site and interested, you have to reinforce the reasons why they need this training and how it will help them in the field.
- Learn effective handcuffing techniques that prevent retaliation
- How to legally use force and get results using pain compliance techniques
- How to control a situation using only your posture and eye contact
- How to properly use an ASP in a crisis situation so you don’t drop it
- How to prevent your weapon from being used against you
- Etc.
Next, you need to make sure you state that you have what they’re looking for.
Be the Solution to their Problem
If you exclusively teach police officers and law enforcement, I would tout this all over your site. Perhaps use that statement as your tagline. “Martial Arts Training Exclusively for Police Officers” would help filter out people and know who the site is for and what they will find there. This is an effective use of marketing a unique selling proposition.
If you just want to offer this kind of training as a supplement to your other programs, create a focus page that directly and effectively speaks to this kind of training program. If you offer a discount to police officers, be sure to tell them that here.
Now you have to convince them you know what you’re talking about.
Establish Credibility
You need to establish that you’re an expert and that you have the necessary skill set and experience needed. Who wants to train with someone who has no real experience?
Share your relevant personal history:
- Letters of reference
- Testimonials from officers
- Certifications
- Your past or current training
- Photos or videos teaching officers
- Relevant awards or citations
- News clips
Now it’s time to get them in the door!
Make Them An Offer They Can’t Refuse
Now is the most critical part of them all - getting them in the door! And, there is no better way than to make them an offer. “Show your badge and get a free hour of lessons.” It could be a discount… a free trial… a free DVD on weapon retention tactics… whatever gets you the most response.
Marketing to law enforcement professionals isn’t that different from marketing to regular students. By following the ideas mentioned, you can be on your way to getting more law enforcement professionals to your martial arts school.
How do you target Law Enforcement Professionals at your Martial Arts school? What works and what doesn’t?
Comments
2 Responses to “Marketing Martial Arts Training to Law Enforcement Professionals”
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I am just so amazed at the speed and level of help provided by Mr. Wheaton, You are a diamond light house in a world of confusion. May your light shine upon others in need of insight into the world of online marketing.
If your martial arts are as sharp as your words are helpful, I hope I never cross paths with you in a dark ally.
I hope to call upon you again when in need of direction and focus. This was the spark I needed to get me back on track again thank you very much.
No wonder you have a waiting list to get in.
I look forward to meeting you in the future, for the paths of determined will always cross several time in a life time.
Patrick - I appreciate the comment. Thank you for your email and I’m glad it helped! Good luck on things!