First off, let's start with the name. Notice that it has nothing to do with words like "combat," "fighting," "self-defense," etc. I believe this was intentional.
The reason? It's because anything that conjures up images of violence and aggression turns a lot of people off. Not all people (otherwise most of us wouldn't have students), but a lot. So, I think it's smart that they avoided using that sort of terminology in naming their program.
Graphically Violent Facebook Posts
Second, let's talk about content. Not technique-wise, but what they use to introduce the idea that women need self-defense training. Notice that they kept the negative, fear-based content to a minimum. This is the exact opposite of what most self-defense instructors do when they are trying to market self-defense to women.
How many of your buddies do you see sharing those videos put out by Active Self-Protection? How many times have you shared those videos on your own channel? We love those videos, because as instructors they help us learn how to spot predatory behavior and pre-indicators of violence.
But guess what? That stuff scares the crap out of normal, everyday people, and many find it to be repulsive. "Good," you say. "They need to be frightened."
Women Need Confidence, NOT Fear
No, they don't. Scaring people does absolutely nothing to help them become safer. Instead, it makes them weaker, when what they need (besides solid self-defense skills) is to feel more confident and empowered.
What was that famous quote that went viral? "Not today, mother____ker!"*
Seriously, in that situation, that's exactly what you want a student thinking. You want them focused on what they are going to do to that attacker, and NOT thinking about some video you showed where someone got brutally hurt or killed trying to fight back.
I hope you get what I'm saying here. Sharing those videos with your students is probably just going to give them more to worry about in a fight, when they should be focused on harming their attacker. And showing them to the public is just going to cause them to scroll past your posts.
That's what's so smart about this Gracie Breakdown video. They show one short clip to illustrate a point, one that gets the point across but that is not extremely violent or graphic, and then they move on. So, just enough to get the viewer thinking, but not enough to make them hit the back button or continue scrolling.
Testimonials and a Woman's Perspective
Next, let's talk about testimonials. They make great use of testimonials in the video, REAL testimonials by actual students, on video. This is the most powerful (and honest) way to use testimonials in marketing.
And finally, the spokesperson. Eve Gracie does most of the talking in the video. A woman, not a man. Why is that?
Well, do you think a woman is going to believe self-defense advice from a man? What a lot of women are thinking when they see and hear a guy teaching self-defense techniques is, "Yeah, it works for him because he's a guy. I could never do that."
That's why they need to see and hear from women who are having success with the self-defense program. Then, they can say, "If she can do it, then maybe I can do it too."
So, take a lesson from the Gracie Breakdown team, people. Whatever program you teach, learn from their marketing savvy in order to market your own programs more effectively.
Until next time,
Mike Massie
MartialArtsBusinessDaily.com
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Need business coaching to grow your dojo? Click here…P.S. - *That woman had just learned the techniques that allowed her to fight off her attacker and escape. You never know when what you teach is going to help save someone's life or prevent a sexual assault. So, take the responsibility you have seriously. Market your programs effectively, and make sure you teaching sound, up-to-date self-defense principles in your classes.
