| Friend,
Last week we discussed several factors in why martial arts marketing fails:
1. Marketing just generally sucks...
2. Wrong copy/content...
3. Wrong message...
Today we're looking at one of the more common reasons why marketing campaigns and ads fail.
And that reason is...
WRONG OFFER
This is probably the one mistake I see made most often by school owners who are more or less on the right track in their marketing.
They put together an ad that's halfway decent. They invest in good visuals, a professional layout and design, and they do a fairly decent job on their copy.
Then, they fail to score a winning campaign by either failing to include an offer in their ad, or by including a lackluster offer.
And this absolutely kills any chance they had of getting high conversion rates from their ads and marketing campaigns.
Now you might be thinking to yourself, "How in the heck can one little component of my ads ruin the whole thing? How can I have a great-looking ad that still bombs?"
Because, as I mentioned earlier in this series, pretty ads don't always sell. Now, pay attention carefully - this next part is important: - You can have a pretty ad and a lousy offer, and the ad won't convert -
- But, you can have an ugly ad and a strong offer, and the ad will most likely still convert well -
Again, you can create ugly advertisements and websites, and have a strong offer (with fairly decent ad copy) and still sell the heck out of some martial arts lessons.
Or at least, still get a lot of leads from your ads (because you still have to do the work of convincing them to enroll once they contact you).
I've seen it time and again, in our industry and in other industries. Small business owners and entrepreneurs who master the art of putting together strong offers in their ads and marketing campaigns are almost always the ones who come out on top among their competition...
...yes, even if their marketing and ads are butt ugly.
Sure, it's just one piece of the overall marketing puzzle, but it's a really vital piece.
So, my advice to you is to master the art of putting together strong offers. Figure out how to put together what I call a "Godfather offer" - an offer they can't refuse.
Because once you do, you can overcome a lot of the other factors that may be hurting your ads and marketing campaigns, and still come out ahead of your competitors.
Until next time,
Mike Massie MartialArtsBusinessDaily.com
P.S. - I know of one very successful school owner who puts out the ugliest ads I've ever seen. Also, his copy isn't the greatest, either. Yet, he's really, really good at putting together strong offers, and his ads consistently do well. So, take this to heart - if you're only going to get one thing right, get your offer dialed in before you let that ad go out the door. | 