| Friend,
In case you think you missed last week's email, I took the week off for the holiday. So, I'm picking up where I left off the week prior. Today's email will address the second immutable law of running a dojo...
Thou Shalt Have A Definite Purpose
Why is it so important to have a definite purpose when you're running a dojo? One word, differentiation.
You see, it's simply not enough in today's market to just teach kicks and punches and chokes. It's not enough to just teach self-defense, or sport karate, or kickboxing, or whatever.
Nope. For one, the market is way too crowded. But more importantly, the rise of social media has conditioned the public to respond exclusively to marketing messages that are unique and of immediate personal interest.
Facts Tell, Stories Sell
In other words, people have been conditioned to respond to stories instead of facts.
Now, marketing has always been this way, because people have always been suckers for a good story.
That's why the human interest column in the Wall Street Journal is always on the front page. It's why shows like CBS Sunday Morning have lasted so long. And it's why videos that hit you right in the feels tend to go viral overnight.
What this really boils down to is that people are looking for meaning and inspiration in their daily lives. They are looking for stories and people who give them hope. Hope that they can be better, that the world really isn't as ugly as it seems, and that there are people out there who actually care about helping others.
Which Is Why You Need A Purpose... To Stand Out!
And that's why you need to have a definite purpose. So you teach people how to kick and punch and choke. So what? How does that make you different from ten-thousand other instructors out there?
The truth is, nobody gives a damn if you're the NASKA or Pan Ams or Olympics or whatever champion. The average person on the street could care less, because really all they're concerned about is what you can do for them.
Can you help them lose weight? Have more confidence? Fear less? Help their kid deal with bullies, get better grades, stay in school and out of trouble, and just generally be happier and more well-adjusted?
Sure, you can say all that in your ads. Most school owners do, and for the most part all that stuff is just noise to the average person.
But when you have a definite purpose for your school, a purpose that defines who you are, what your school does, and why it exists, well...
Then that purpose shines through in everything you do. People begin to recognize you for the genuine article. Word gets out that you actually do the things you promise in your ads. People begin to trust your name and reputation.
The Life-Changing Impact of Purposeful Living
That, my friends, can be life-changing for a martial art school owner. But you have to not only believe in your purpose, but also live it to make it happen for you.
So, figure out what your purpose is for your dojo. What inspires you? Who do you want to help most? What would make you want to get up every single morning and be on fire to work sun-up to sundown with a smile on your face?
Figure that out, and you'll have found the motivation, desire, and purpose that will take you and your dojo to the top.
Until next time,
Mike Massie MartialArtsBusinessDaily.com
Quick-start Guide to My Books and Resources: - Looking for a list of books and resources I've written? Click here! - Need business coaching to grow your dojo? Click here…
P.S. - Are there any luddites out there who still have a working VCR? I know, I know... who has one of those anymore?
Reason I ask is because I have three boxes full of martial arts instructional videos on VHS, everything from old-school BJJ to Filipino martial arts to JKD to WWII and American Combatives to Russian martial arts to traditional karate, tae kwon do, and hapkido instructionals.
And, being the thrifty person I am, I hate to throw all those tapes away. I figure there must be someone out there who wants them. If so, I'll be happy to ship them to you, as long as you pay for the shipping.
FYI, these boxes are heavy, so it won't be cheap to have them shipped.
Still, it's a treasure trove of martial arts knowledge that I just hate to see go to the dump. First taker gets the whole lot, all you have to do is reply to this email to let me know you want them. | 