| Friend,
Okay, so we've discussed at length all the ways that your martial arts marketing campaigns can fail.
Now, let's talk about how to fix your martial arts marketing.
#1 GET TO KNOW YOUR MARKET
Before you do anything else, you need to understand who you're trying to reach. Find some demographic information, either on one of those city data sites or on a real estate search engine.
Then, spend an hour or so digging through that data so you know what you're dealing with. You'll specifically want to look at things like average income, average household size, race, and so on.
Yes, race. Think about all the whitebread ads you've seen put out by the martial arts consulting companies. Now, if your school is located in an area that is 90% black or Latino, do you think you want to use one of those ads?
Of course not. So, make sure you know who you're marketing to before you start marketing.
#2 KNOW YOUR MESSAGE
This is where good copywriting skills come into play. So, you need to either hire a copywriter who understands your market (most don't, so be careful who you hire), or you need to learn how to write good copy.
(And yes, I write copy for a lot of martial art schools, as well as for vendors who sell products and services to the martial arts market. But if you want to do it yourself, I suggest you start with the copywriting guide in the martial arts marketing course.)
Remember, your message has to be consistent across all your marketing channels, and it has to be targeted to your specific audience. You don't want to have "multiple marketing personality disorder" - settle on a message and be consistent with it.
#3 GET ORGANIZED
You need a marketing plan for your martial art school. And, you need to stick to it.
That marketing plan must be comprehensive and cover all your bases. That's because you want to absolutely saturate your local market with your marketing.
Remember, most schools are half-assing their marketing. So, if you get organized and do things right, you're going to absolutely crush your competition in short order.
One thing you have to understand is that people are looking for solutions to their problems. So, if you can position your school as the best solution to the problems they are trying to solve (not the problems YOU think they're trying to solve - go back to step #1 if you are guessing at this) then you're going to be their first choice in a martial art school.
Alright, this wraps up our series on Why Martial Arts Marketing Fails. I'll be back next week with a new podcast episode, and with a series on selling martial arts lessons ethically.
Until next time,
Mike Massie MartialArtsBusinessDaily.com
P.S. - Hungry for more? Remember, there's a ton of free information on the blog at MartialArtsBusinessDaily.com. Just go to the site and search "marketing" to start reading through the articles.
P.S.S. - Get on that Facebook marketing! I just got this today from Jason K., one of my web design clients: "Thanks so much! Thanks for the tip about Facebook also. That's working immediately and well." You can get the Facebook marketing tutorial I created in the Martial Arts Marketing Course - it'll tell you exactly how to set up a campaign that will start getting you leads today. Or, just Google "getting started with Facebook ads" and you should find a ton of articles that will help you get going. | 