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Magic Words That Will Build Your Martial Arts Business
As martial artist business owners we are constantly mastering different skill sets. One thing we all know as martial artists is that some of our mental and physical skills are more important than others. We also know that a lack of efficiency in a certain key area can undermine everything.
We may indeed be a great fighter but without the discipline to train hard and keep our composure under pressure our actual fighting skills will have little effect. Another example – speed and agility will only go so far if we don’t have the endurance to go that far.
The same is true as we run our business and try to increase our student numbers so we can make more money. If we are weak or lacking in some key business skills it can be enough to hold us back and undermine our success.
My goal in this article is to help you improve one of the most valuable business skills out there… copywriting! The fact is that when you develop this skill magical things can happen.
For some of you, this may be a confusing topic. Some will wonder if copywriting is that small © they see everywhere? Not really! Copywriting is how you put your words and communications together to convince people to join and stay at your school!
Copywriting is everything!
But first let’s talk about the most widely used function of copywriting which is putting words on a computer screen or on paper that can persuade people to take the action you want! Stay with me because I’m going to reveal some secrets here that I’ve never shared before.
The way you introduce yourself, your walk-ins and your phone handling is really “copy”. Like I said copy is everything. I find that most school owners have a good handle on things like phone calls, walk-ins and introductions. But when it comes to being able to put it in print or on a website where they lose it.
When writing messages to students or potential students, frame everything by telling them- “Here’s what it means and how it will benefit you!”
The results can be surprising—check out this example from a website headline I helped a client improve.
An example of a martial arts marketing transformation
Here’s what he had on his site….
“Taekwondo- Taekwondo is a Korean martial art that is over 2000 years old, today modern Taekwondo is practiced in over 170 countries around the world and has been an official Olympic sport since the Sydney Games in 2000.”
I am a tkd guy and love art and games. I pride myself on vertical side kicks and close to my spin hook kicks but this is a real breeze for the average person…
I convinced him to change it…
“How an ancient Korean art and a modern-day Olympic sport can give you or your child the confidence, discipline, focus, and athletic skills to become a leader, not a follower…
Read on and discover that this little-known, but proven secret can give you and your child an unfair advantage in school and life…”
The results were more leads and students coming from his website! The problem he had and the reason he didn’t produce his website before we changed it was simple: you all live and die by marketing headlines and his original “Taekwondo” title was confusing and not relevant to anyone looking for its benefits. Martial arts training. I hope you can see the difference!
Where does good copy come from?
It certainly starts as an ability to persuade face to face. If you’ve ever admitted someone to your school you can celebrate!
The hard part is translating that ability into print. But when you get this skill something magical happens…
Then you are able to make speeches, and presentations in groups or one on one which is very easy! I got a lot better at copywriting just by doing this! In fact, if you saw my first sales letter you would probably laugh. But it’s entirely from me that I’m sitting in front of the intro, explaining the benefits of my program, answering their objections and asking them to join. Asking them to join in the letter was asking them to call and schedule an introduction!
Here is something you should use immediately to guarantee that your messages are read.
Break up your paragraphs! I try to do this for you when I write these articles! Letters and emails sent to your prospects should be easy to read! I don’t care how powerful your words are if their site turns people off, you’re dead!
Now some magic words and phrases that will bring you students
The great David Garfinkel of the World Copywriting Institute gave me these magic words:
Naturally, you are invited, find out and how. Feel free to use them in your marketing.
Some magic phrases:
“You can see for yourself that . . .”
“You can’t lose!”
“We’re ready to prove it to you.”
Confidential Title Confidential.
Many people struggle with the whole concept of headlines. After reading this you can’t anymore!
As we talked about earlier…everything in your business is copy! Copy is the words you choose and how you structure them for maximum impact. Hmmm- think about those “matte chats”, they should also have elements of good copy.
Headlines are just “openers”. Headlines are how you get attention. I don’t care if you’re teaching a class, writing an ad, or sending an email.
In our headline mysteries…
Headlines are pretty formulaic, so let’s quickly lay out some winning formulas to get you started.
1) Curiosity – People are very curious, so go for it when you can play on it.
2) Make the news – start with words like “announcement” or “finally”.
3) Call your prospects- “Attention all women,” “Attention men who want to get in shape!” “Attention guardian!”
4) How to – Always a winner
5) Who else wants…- Another winner
6) Ask a Question – Asking the right question to your target market is always a good idea especially when you can pin down the exact question they are thinking.
Now that you have the tools to be a more persuasive communicator, use them wisely!
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