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  • The Death of Image Ads for Martial Arts Schools and the RISE of Video Content.

    December 15, 2017 4 min read

    The Death of Image Ads for Martial Arts Schools and the RISE of Video Content. - Dojo Muscle

    Something no ones talking about lately in the Martial Arts industry.

    The lack of effective image ads these days. People are still using them though.

    Still promoting with their offer. Still leading with a discount like that's a selling point.... It's not. 

    Let's look at this.

    Most videos ads are being weighted in Facebook's algorithm up to 150% further than all image text ads.

    On top of that you would think that conversions would be lower but stats are showing that conversions are actually higher with regular price point items and without using sales!

    And the best part. It's like 5x cheaper than all other ads. 

    We can run ads as video views for low as .20 cents. And retargeting ads for about a dollar and some change.

    Try that with image ads! You will spend 1-3 dollars just on a regular ad with very very little traction. And almost no engagement.

    Image ads are dead in the water. Stop using them. 

    No ones talking about it simply because no one knows what to do. Except us. 

    I said this 3 years ago to some people in the industry and they looked at me like I was crazy. 

    Simply if you aren't creating video content as a Martial Arts School Owner you don't like money. 

    So heres the game plan, start making content.

    I am going to give you 3 steps to show you how below. 

    GOOD content.

    Not the content NON content creators are telling you to create.

    Good content. 

    Not the content that talks about how cool you are or how awesome your program is.

    Not the content that talks about what you are doing today.

    Not the content that shows your school.

    What you had for breakfast or what you will do tonight. Yes I have seen this being told to school owners. 

    Matter of fact even the Guru's don't even know SPECIFICALLY what to tell you to create. They just keep saying interesting and valuable content. 

    We create content for a living. I have been doing it for 10 years. It's not hard to create valuable content but it is work. And it has to be a specific type of content. 

    The easiest content to create is the stuff that's barebones and tells you how to "make more money" or "get rich using my program...." Everyone wants that. So that's why there are 200 guru's teaching you that. But when pressed to say EXACTLY what type of content will go far. Everyone fades away with the vague answer of... Valuable content...

    So from a content creator...

    You must create content that matters. The content that connects with people. The content that talks about real things and real issues.

    The content that gets YOU out of your comfort zone.

    That shines a spot light on problems you solve daily. 

    Then find someone who can create HIGH quality content and production. Like Dojo Videos. Grab them here.

    Mix them together and you will have a WINNING marketing strategy.

    Over one that is just trying to race to the bottom. 

    I know because I have been doing this and helping people make millions for years, every year.

    I know that video connects better than anything on the planet. Because as humans we long for realness. And video puts realness right in your face. 

    So here's some quick tips on creating content: 

    1) Entertain

    If you can entertain people you are ahead of the curve. Ever see those videos that are funny or cute they go viral. Entertainment is what we watch on TV and why movies make so much money. We love being entertained we have doing this around fires while banging on drums since the dawn of time. Figure out ways you can be entertaining. Master Ken is entertainment. Find your entertainment don't be afraid to be yourself. Get out there! 

    2) Inspire

    Inspirational videos go really far. People want to be brought up. They certainly don't want some zombie on camera telling you how bad you suck constantly and if you can only be like them you'd be better. Bring people up. Inspire them to act. Inspire them to be better. This goes a real real long way. Inspirational videos get some of the MOST traction out of anything on the planet. 

    Finally this is the last one. It's super important. 

    3) Educate

    This seems self explanatory. But it's not. Most people mess this one up. Most martial arts school owners show stuff like moves. That's great if you run a youtube page and want to create a content library.

    That's definitely a way to do it. But you need to be very consistent with that. On Facebook however it's more about connecting than tutorials. And to connect you need to educate them on the PROBLEM. Most people get up there and teach. Don't teach. TELL Stories. Educate with stories. Educate with connection.

    Let me give you an example: 

    A lot of school owners get up there and go ok here is how you throw a side kick or here's what your child will learn in our program.

    NO. Tell a story about how a side kick saved your match and the problem that most people have because they don't really know how to chamber their hip.

    Or tell a story how you saw a kid in a coffee shop totally distracted by their phone and how today it's super distracting in modern society and that martial arts builds focus! 

    The teaching is what they should PAY you for. At your program. Instead entertain, inspire and educate on problems with stories. 

    It's really simple when you wrap your head around this and you can literally take every single thing that happens all day and make it a story that pivots to your product service or business. 

    So to recap. Image ads are dead. Video is King. Content is Prince.

    Start creating your content if you need help you can check out The Video Authority and grab high quality videos to run as ads like Dojo Videos and supplement them with tangible items like Dojo Muscle Prints and you will crush it! 



    DV Video

    Christopher Perilli
    Christopher Perilli

    Christopher Perilli is the owner and CEO of Pixel Mobb. Pixel Mobb owns Dojo Muscle, Dojo Muscle Up™ and Pixel Mobb Academy. He's work with top of Fitness, Martial arts and World Renowned Music Artists. Featured in Entrepreneur Magazine and Wowmakers. Chris is an artist, writer, designer, producer and martial artist. Currently a Purple belt in Gracie Jiu-jitsu (Dante Rivera Brazilian Jiu Jitsu) - has trained Boxing and Muay Thai. His goal is to help as many school owners spread the greatness of martial arts to as many people as possible, while making your school look the very best it can.

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