A Profound Martial Arts Marketing Secret…

Martial Arts marketing - Martial Arts BusinessCaptain John Rade, a legendary fisherman from Montauk, NY, is known for his amazing ability to out-fish every commercial fisherman in his area.

His secret contains a profound lesson for school owners.

Grasp this… Captain John’s secret… and there’s no doubt you’ll mutiply the number of new Students coming into your school every month.

Captain John is a commercial fisherman. He’s also known as a Pin Hooker, the rarest of all fisherman.

While other commercial fisherman are using big nets to bring in their daily catches, Captain John is out there with nothing more than a rod and reel.

He doesn’t use any of the tools the other commercial fisherman use.

No nets. No giant trollers. No crews of five or six fisherman.

He simply goes out on a little motorboat with a rod and reel… and out-catches every other fisherman by multiples.

In fact, on any given day, on the same exact body of water, Captain John will regularly catch more striped bass than 10 commercial fisherman COMBINED!

So, how does he do it you’re wondering?

Well, when asked exactly that by a local news reporter, he said something profound.

He said, “When most fisherman go out on the water they think like a fisherman. When I go out I think like a fish.”


The implication of that answer for School Owners is HUUUUUUGE.

Let me break it down for you:

When it comes to marketing and trying to attract prospective Students, most school owners think and market from a SCHOOL OWNERS’s perspective.

Most design their marketing materials from the perspective of a school owner and NOT from the perspective of a potential martial arts student.

In other words, most school owners are thinking about themselves and their practice when they advertise. They’re NOT thinking about what prospective students are looking for, want, need, and desire.

You see, martial arts marketing  is very similar to fishing.

You have to know your target and know what they’re looking for so you can use the correct bait to attract them.

When fishing, it’s not about what you want to use as bait. It’s completely about what your target fish is looking for. And then using THAT as bait.

This is why the most effective martial arts marketing materials are totally focused on solving the prospective students’s problem or need, and NOT… NOT… about the school itself.

In essence, the most effective martial arts school marketing materials are not even marketing the school at all. They’re marketing the solution to a prospective students’s problem. Period.


Because that’s what most prospective student’s are looking for and want.

here’s what adult’s want…

*They want to know how to choose the right martial arts school.
* They want their pain eliminated.
* They want their energy boosted.
* They want to feel confident.
* They want to feel their best.
* They want to know that their child has an advantage to succeed.
*They want to feel challenged again
*They want to have fun
*They want to feel toatally engaged in something to free their mind from stress.

Here’s what Parents want…

*They want to know How to choose a martial arts school
*They want their child to have an advantage over others.
*They want to feel proud of their child
*They want feel that heir child will not be a victim.
* They want know that their child will make right choices in life
* They want their child to have a positive outlet for energy so that they sleep well and parents can have some “ME” time when they go to bed.

An overwhelming majority of prospective students are NOT looking for a school. They’re looking for a solution to their problem.

If you try to advertise and market your school, you’re trying to attract them with the wrong bait.

Instead, market the solution to their problem.

Market confidence.
Market the result of being in shape
Market stress relief
Market giving a child strong advantages in life
Market Life lessons that help children make good choices
Market How to find the martial arts school and avoid the hassle of doing the home work.

And the best way to do this is with free information… like a free online video… that educates them on why martial arts training is the best solution to their specific need.

(This is what we do for school owners with the Martial Arts Dashboard. Check it out here: http://www.schoolownersecrets.com/dashboard/

The reason why this approach to martial arts marketing works so well is threefold:

1. It allows you to use marketing materials that are totally and completely focused on the prospective student. Remember, the average prospective student is solely interested in finding and getting the best and most effective solution to their problem. They’re not interested in you or your school. At least not righ now. And, so you need to make sure your marketing focuses on them, exactly what THEY WANT, and answers the question of “What’s In It For Me”.

2. When you offer free educational videos tailored to the specific problem prospective students want solved, you’re able to identify exactly who the interested prospective students are, so you can do targeted, benefit-focused follow-up with them. Remember, when it comes to martial arts marketing; the fortune is in the follow-up. (This is automated with the Martial Arts Dashboard. Check it out here:http://www.schoolownersecrets.com/dashboard/ )

3. With free videos tailored to specific problems & Solutions, you’re able to deliver a much more targeted message that highlights the specific benefits prospective students want. In other words, if you have a video dedicated to educating people interested in Choosing The Right Martial Arts school, you can hit on the exact benefits those people want.

Here is the take away:

The more you can get into the mind of the different groups of prospective students, and better understand their needs and wants, the better you can tailor the bait to attract them into your school.

The effectiveness and power of your martial arts marketing totally comes down to YOU offering the most sought-after bait prospective students are hungry for.

As Captain John Rade would probably say… It’s all about thinking like a prospective student.

Thank God It’s Monday!



Humans vs. Systems

Now let’s think about your small business. What gives it its value? Is it the inventory? The building? The location? These things are all part of the equation, but what Thank God It’s Monday! teaches us is that the most important part of your business is your people — because people breath life into your systems.

So the kid in the mail room. The admin assistant with the doughnut addiction. The salesman who drinks too much coffee. All of these wonderful people are what gives your business its value. They create systems, run systems, cover for deficiencies in your systems. When your customers or clients interact with your company – when they buy something or ask a question or make a return – they want a positive human relationship.

It’s the ying and yang of business. Humans and Systems. With automation being so easy these days, it’s tempting for business owners focus on their business systems. They think that if they invent a new product or have a cool website then everything will take care of itself. They think that the employees are just interchangeable cogs in the machine. They even think that work should not be fun. They think that if the employees are too relaxed, too jovial, then something must be wrong.

But Roxanne Emmerich opens her book with this quote from the great American author Mark Twain: “Work and play are words used to describe the same thing under differing conditions.” Work and play are the same thing? For us Entrepreneurs sure, that makes sense… but for our employees? That sounds almost radical! Which brings us to our next insight.

People First For Maximum Profit

We said that work and play can be the same thing. This idea may sound radical, but Roxanne Emmerich has just one goal in mind with this book: to increase your profits. And one of the best ways to do this is to increase productivity. The more productive your employees are, the more value they create and the higher return on investment you get.

Think about it. Let’s say you pay two managers the same salary. But one manager is not enjoying his job. So he puts on a grim face in the morning, thinks that the world is out to screw him, and does everything possible to avoid tackling the tough jobs. The other manager has a positive attitude and can’t wait to get to work every morning because work is an adventure. Sure, it’s challenging, but the second manager knows that his or her contribution is appreciated and that everyone on the team is working towards the same goal.

Now which manager is going to create more value? Which manager will help to create a positive work environment in which everyone pulls together? And � most importantly � which manager will help increase profits?

How your employees interact with each other and with customers makes a difference. And in these tough economic times, the stakes are very high. You need to do whatever it takes to move your business forward or your business will suffer — hence our third insight:

Positive Attitude or Die

Emmerich believes that in business, only the very best survive. The business world is no place for wimps or weaklings. But what she wants us to understand is that a positive attitude is not just a luxury to be enjoyed by those very few businesses that have day-to-day security. A positive attitude is mandatory for success.

Let’s discuss the book’s central value proposition. The “fun” that the book talks about is a consequence of making a commitment to exceptional outcomes. It’s about treating each other and your customers with respect and warmth. It’s about building a results-oriented company culture that creates a “buzz” in the marketplace.

The very best aspects of the approach include, 1) Measurable results that happen on the very first day in culture and performance, 2) A buzz that your customers will create on their own about their wonderful experience with your company. And, 3) The benefits of positive behavior will translate not only to your bottom line, but into your life and the lives of your employees and customers.

Okay, so far so good. We know the benefits of a positive attitude that reaches into every nook and cranny of your business. These benefits are not just luxuries � they are necessities. Which brings us to our next key insight.

Change the Status Quo

Change costs money and creates risk. No wonder we avoid it!

But ultimately it’s a return-on-investment question.

But when you read the book you will see that the monetary cost of transformation is surprisingly low. And the potential benefits are potentially exponentially huge.

In other words. it’s not a question of whether or not you can afford to make changes in your business… you cannot afford NOT to change.

If you don’t become the best in your niche, and develop plans to stay there, eventually your competitors will push you out of the marketplace. That’s what marketplaces do best.

The bar is always being raised. What passed for acceptable corporate culture ten or twenty years ago won’t cut it today. Consumers are more demanding and the competition for every customer dollar is fierce. The status quo is not acceptable.

The history books are littered with companies that forgot the human element. Some of these companies have been global leaders. Size does not protect you. In fact, size can be a liability. If you run a small business, you can effect change literally overnight. You don’t have a cumbersome bureaucracy that resists change. Sure, you have a few employees who are set in their ways and who refuse to see the light. But you know who they are and if push comes to shove, you can shove them out the door.

Changing the status quo should be exciting and should create a sense of adventure. But it takes thoughtful planning. It takes specific ideas and strategies.

The good news is that Thank God It’s Monday! is not just empty theory. The book reveals the nuts-and-bolts processes by which you can effect change in your business. This brings us to our final key insight.

How to Improve Team Spirit

Thinking about change is one thing. Making change a reality is different. To measurably improve team spirit, you don’t have to spend lots of money, but you do need a roadmap.

Here’s one example. Every small business needs a vision statement. Something that describes the way in which you will conduct your business. Your values. Your goals for every member of your team.

Let’s create a vision plan for customer service. All we need is a pencil and paper and the willingness to think outside the box. Here are some goals that we will set. 1) Every customer comes back and brings a friend. 2) Every customer calls back and asks for a customer service rep by name.

Now what would it take for your company to make these goals a reality? Remember that we are not talking about spending vast sums of money for fancy training seminars. We are talking about a mental attitude and looking at our work not as drudgery, but as something to be celebrated.

There’s an old saying that goes like this: “It is good to do what you love, but it’s better to love what you do.” We can’t always create the perfect job for ourselves. We cannot control what happens in the world outside. There will always be challenges and even moments of crisis. But what Thank God It’s Monday! teaches us is that every one of us can make a difference, and that every small business owner can transform his or her company from ordinary to exceptional just by bringing out the very best in its people.

3 tools we use to help us be more productive

www.FireFox.com www.RocketDock.com www.LastPass.com

Read more

7 Martial Arts Marketing Website Must Haves…

Every Martial Arts Marketing website should at least do these 3 components… If it doesn’t, you’re website will NOT bring you the new students or increase your cash flow the way it could. If you don’t have your own martial arts marketing website yet, use the following list as criteria to make your decision when […]

Read more

Nudge: Improving Decisions About Health, Wealth, and Happiness

Blink vs Think Paying attention to the choices we make has a cost. Focusing on one thing and applying our best reasoning means we cannot focus on something else. Evolution has dealt with this for us giving us habits and rules we rely on without much if any thinking at all. Usually, this automatic thinking […]

Read more