Facebook wants to see posts and content that has interaction. Now, the more you can make types of videos that people gravitate towards that creates an emotional response, which creates conversation, which creates comments, reactions, likes, and shares, the more your videos will be propelled across Facebook and across the internet. What that does for you is it makes you the authority in their mind. It makes you the leader. It makes you someone who people feel, take notice of, and listen to.
Number one, and it's just written over here. That's why I'm looking over here. Number one content that inspires people that is emotionally driven that makes people think makes people act. You can do this in so many different ways. If you think about your target market, for instance, if you think about the people that come to train Brazilian Jiu-Jitsu, you realize you're not selling chokes and sweeps and passing the guard or maybe cauliflower ears. You're not selling any of that stuff.
Conversely, the same things for our kids program for TaeKwonDo. You're not selling punches and kicks. You're not selling your business, and you're not selling your beautiful school, as beautiful as it is to train in it and as clean as the mats are and as wonderful as the culture is, what you're selling is confidence, a better life, more health, and you're doing it through the vehicle of punches and kicks or chokes and sweeps.
Once we understand that, then things become a lot better and a lot easier to market. Instead of just trying to sell directly, you can essentially connect with somebody because you know what's driving them to come to you. You'll see this because you'll ask. You should know very well why people come to you in your business.
Content that inspires, content that is transformational, that is emotional, telling the transformation of somebody or having them tell the transformation of their own life, stories are the epitome of marketing and brand awareness. Everything that you do in your brand is essentially trying to tell a story. If you can tell stories in your content, that is one of the most powerful tools that you can have in your arsenal.
The second thing, which is one of the most important things in marketing, storytelling, if you can create videos that tell stories. You can do this in a lot of different ways. You can simply tell the story. You can show the story. You can make a video that tells the story with a voiceover or a narration, or somebody else can tell their story.
There are so many ways to do this, but story is one of the most powerful things that you have in your arsenal simply because we get to live vicariously through others. We get to understand and feel what somebody has gone through without having to go through the heartaches or the discomfort that they originally went through, right?
We have been learning and passing down information as humans through story since the beginning of time. We learn as children through Disney, through Aesop's fables, through Dr. Seuss. We've been passing information down from person to person through story forever. We as humans are wired and hard programmed for storytelling. That's why whenever somebody tells a story or whenever you're watching a movie, you become riveted. The more you can tell stories in your marketing, the better people will gravitate towards you and people will trust you, people will listen to you, and you will build rapport with them, so you don't have to be selling all the time.
This idea that you need to be selling all the time, I literally see in my feed sometimes people who I know very well still doing the same, "Hey, right now, special, 50% off. Put in the code." They're running these ads directly to a sales page. Let me explain something to you. That is probably the dumbest thing you can do, ever, and I'll explain to you why.
If you're not running ads specifically for something that gives them value without seeking to close a sale, you're shooting yourself in the foot, and the reason being is that, think about this. Say if you have an ad running and you pay 40, 50 cents per click on that ad, right? Say 200 people clicked and maybe three people signed up. You spent a lot of money to get three people to sign up.
Those that didn't sign up went off into cyberspace. They were probably looking for somebody to train with. They were probably looking for something to change their lives, but they didn't come to you. Why? Because you never got their email address. Instead, you're sending them directly from an ad to a sales page, and if they don't take that sale, what happens? They go off into cyberspace, and you'll never speak to them again, chances are, right?
If you take ads and you drive them instead, you use brand awareness ads, and you drive them either to something that they're going to download and get more information without trying to sell, you can then use that ad to re-target them to something that's a sale later down the road. See, the problem is, we are just trying directly to sell, and it's not working anymore. It's not working because there are so many people that are online constantly, right?
Let's get away from that. Let's move into the idea that we want to connect and build trust first. That's the biggest thing to do. Play the long ball of business. Don't look for the short sales. Don't look for the $1 trial offers. Simply play the long ball, build trust, and sales will come, believe me. It's the way that I've built my business. It is the foundation that my mentors have used, and it's the foundation that anybody that's staying in business a long time will use.
The third suggestion I have for you is using both raw video and polished videos. Raw video in the light of just grabbing the camera and talking to it, polished videos in highly produced videos that are more professional. If you use both, you will have a really good way to fill in all the gaps.
People say to me, "Well, Chris, how do we create raw video all the time?" Now, polished videos, I have something for you in a minute, but raw videos are pretty easy. I want you to take down a piece of paper right now. Write down the five problems that people come to your business for all the time, that come to your martial arts school, that you see time and time again. It could be weight loss; it could be confidence, it could be low testosterone for men, it could be being bullied, whatever. Write those five things down.
Now, write down the five solutions your business, program, or service solves to those problems. There you go. That's your content guideline. You can essentially create every single day of the week a new video that hits on one of those topics, either the problem or the solution, and you can do this time and time again.
People ask me, "Well, Chris, how are you going to be able to do that over and over?" You're the expert, right? I could sit and talk about video all day long. I could sit and talk about marketing all day long. There's layer to health. It could be malnutrition. It could be too much fat. It could be not enough mobility. Could be not enough sleep. Each one of them is a video.
Try to make your raw videos one point that somebody should understand. One point is all you need. Let them come away with one thing to understand and to digest and go home with. When you start adding too many things in, it becomes too daunting, and people kind of get confused. One point, let them walk away with an “aha” moment, and that's it. You can do that every single day of the week.
I suggest, and this is what we've been doing, and it works amazing. It works for our customers, it works for our clients at Pixel Mobb, it works for our customers at Dojo Muscle, and it works for almost all of the people that I've coached in Pixel Muscle and Video Muscle, in our consulting program. It's amazing, and it's so easy to do. You mix raw videos with polished videos.
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In the competitive realm of martial arts, the challenge isn't just teaching the art—it's attracting new students in a cost-effective way.
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