I got to spend the weekend with lots of my martial arts brethren this weekend. School owners, businessmen, seminars, classes, brain storming sessions. We talked all about what's working, what's not working, where the future is, and all kinds of stuff. Got some great ideas - especially just brainstorming with others!
So I figure I'd share some of the things I am going to implement. Since I often take so much from this forum, every once in a while I can give back
Most of this will apply to B&M businesses (since that's me) but I'm sure the geniuses on here can figure out how to apply this to IM. (If you do - let me know:smx19
So... here we go!
Marketing Notes:
When it comes to selling, less is usually more. Meaning - less options usually results in more sales. Less choices usually ends up in more decisions.
In our advertisements we are trying to get someone to take action. There is no such thing as "just branding". The large companies do it; Nike, McDonalds, etc. But I honestly think they are throwing money away (not that they don't have enough to throw!). Unless you are getting someone to directly respond you are wasting time and money.
That being said - our goal - is to get someone to
1.) SEE our ad
2.) READ our ad
3.) TAKE ACTION
Most business owners and advertisers have not yet figured out what attracts the eye. In print magazines, newspapers, direct mailing, you have exactly 0.0083235134461 seconds to catch their eye or you're going in the trash with everything else.
Catching their eyes with colors, pictures of people, and unique objects is the key.
When people read your ad it must pertain to what the heck you do! I recently had an ad of mine go out that just said: "SUMMER FUN! $14.95!" With a young girl in a robe... hahaha not exactly the service I'm selling!!!
So you've heard all of this before, but here's the "new" and "innovative" stuff:
Let me ask you a question: If you were going to talk to someone you don't know, would you rather call them or e-mail them?
What I am finding these days is that even if people are interested in my school, they won't take action right away!
In looking at the psychology of people who want to do anything - there seems to be a couple different reasons people don't take action even though they want to.
1.) Not painful enough (meaning they don't quite need your solution yet, but they are thinking about it)
2.) Not comfortable
Today I will tackle the second one. I've been totally oblivious to this for a while - since my school is usually extremely busy, but since I'm looking to expand again I will need to tighten up ship even more and explore even finer details to make my school THE BEST.
I just figured people would call if they saw the ad and liked what we had to offer - boy have I been wrong.
I have guesstimated that about 50% of the people that see my ads are uncomfortable calling the first time. Why? Because most see my ads 3 or 4 times before they actually take action... and almost every time they say "man, we should have done this earlier.. I just don't know why we didn't"
So to solve this problem - I'm changing things up a little.
Normally every ad has only ONE way to contact us. Phone number.
Now ads will have 5 ways for them to get to us:
Call the schedule first class
Stop by daily at 7:00
Visit our website at...
Text us to win a free t-shirt
Scan this QR code for a free book teaching your kids...
So now, instead of just calling - they have many options to check it out.
Now I know what you're thinking "too many things!!!"
But I will be experimenting with this for a while. Trying different combinations - and I will keep everyone posted on the results! So far results have been great, but I want to take great to fantastic!
Hope this gives you a couple ideas! Good marketing to ya!
So I figure I'd share some of the things I am going to implement. Since I often take so much from this forum, every once in a while I can give back
Most of this will apply to B&M businesses (since that's me) but I'm sure the geniuses on here can figure out how to apply this to IM. (If you do - let me know:smx19
So... here we go!
Marketing Notes:
When it comes to selling, less is usually more. Meaning - less options usually results in more sales. Less choices usually ends up in more decisions.
In our advertisements we are trying to get someone to take action. There is no such thing as "just branding". The large companies do it; Nike, McDonalds, etc. But I honestly think they are throwing money away (not that they don't have enough to throw!). Unless you are getting someone to directly respond you are wasting time and money.
That being said - our goal - is to get someone to
1.) SEE our ad
2.) READ our ad
3.) TAKE ACTION
Most business owners and advertisers have not yet figured out what attracts the eye. In print magazines, newspapers, direct mailing, you have exactly 0.0083235134461 seconds to catch their eye or you're going in the trash with everything else.
Catching their eyes with colors, pictures of people, and unique objects is the key.
When people read your ad it must pertain to what the heck you do! I recently had an ad of mine go out that just said: "SUMMER FUN! $14.95!" With a young girl in a robe... hahaha not exactly the service I'm selling!!!
So you've heard all of this before, but here's the "new" and "innovative" stuff:
Let me ask you a question: If you were going to talk to someone you don't know, would you rather call them or e-mail them?
What I am finding these days is that even if people are interested in my school, they won't take action right away!
In looking at the psychology of people who want to do anything - there seems to be a couple different reasons people don't take action even though they want to.
1.) Not painful enough (meaning they don't quite need your solution yet, but they are thinking about it)
2.) Not comfortable
Today I will tackle the second one. I've been totally oblivious to this for a while - since my school is usually extremely busy, but since I'm looking to expand again I will need to tighten up ship even more and explore even finer details to make my school THE BEST.
I just figured people would call if they saw the ad and liked what we had to offer - boy have I been wrong.
I have guesstimated that about 50% of the people that see my ads are uncomfortable calling the first time. Why? Because most see my ads 3 or 4 times before they actually take action... and almost every time they say "man, we should have done this earlier.. I just don't know why we didn't"
So to solve this problem - I'm changing things up a little.
Normally every ad has only ONE way to contact us. Phone number.
Now ads will have 5 ways for them to get to us:
Call the schedule first class
Stop by daily at 7:00
Visit our website at...
Text us to win a free t-shirt
Scan this QR code for a free book teaching your kids...
So now, instead of just calling - they have many options to check it out.
Now I know what you're thinking "too many things!!!"
But I will be experimenting with this for a while. Trying different combinations - and I will keep everyone posted on the results! So far results have been great, but I want to take great to fantastic!
Hope this gives you a couple ideas! Good marketing to ya!
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