Stop Friend-zoning your sales with teaching.
If you are teaching people who don't know you - you are friend zoning them for sales later.
Imagine this. You are sitting there eating a sundae at Friday's.. In walks in some dude who says hey - you know that ice cream has X amount of calories, X amount of sugar, it's terrible for you and it will cause inflammation.
What would you say? You'd probably say beat it I didn't ask you for your opinion.
Well, that's what you are doing when you try to teach people who don't know you. You are inserting your opinion into their lives without them asking you.
Instead, you should be telling stories. Stories connect to people they make them feel like they can relate to you. This is the TRIED and true way to connect with people who don't know you.
Everyone who speaks at any event tells a story to get the audience committed and connected.
This is how your marketing especially your videos should be! If they are not you are friend-zoning and making sure they DON'T BUY from you.
Now let's switch it up a second. Imagine your personal trainer came into Friday's while you are scoffing down that banana split and started to tell you the EXACT same thing as Joe Schmo number 1 did.
You'd listen. You have trust at that point it's not about attracting you as a customer you ARE his customer - this is the time to use value. NOT to new people who don't know you and haven't signed on.
To test this theory, take all of the value videos you created and ran as an ad to create an audience and simply look at the % of completion, or the average watch time, I bet most (MOST) don't even sit through a minute. So they aren't getting your "VALUE".
THen you are retargeting them with an offer like hey you were interested - come get my stuff. Annoying. And guess what I actually tested both of these and peaking interest by visual storytelling works 10x times better than just value of you talking like a lame at them.
I actually actively use this in my ad strategy RIGHT now and for the last year.
If you are running video ads, ditch the "VALUE VIDEOS" they tell you to make this because they don't want you to know the real truth.
It's old news. I did it in 2017. It was dying then. That's exactly WHY we created Dojo Muscle™ Up! To tell the story of martial arts and you don't have to be Bob Barker on a game show feeling weird about yourself while the camera is running.
You are a business owner and you don't have time to play games.
Seems like everytime I log into social media another guru is telling you about what you should do.
With very little real-world knowledge. I don't know everything but this stuff I know better than most.
20 something days until the holiday.
If you didn't stock up - now is the time.
P.s. That's me at a Market Muscles Marketing Event.
Imagine this. You are sitting there eating a sundae at Friday's.. In walks in some dude who says hey - you know that ice cream has X amount of calories, X amount of sugar, it's terrible for you and it will cause inflammation.
What would you say? You'd probably say beat it I didn't ask you for your opinion.
Well, that's what you are doing when you try to teach people who don't know you. You are inserting your opinion into their lives without them asking you.
Instead, you should be telling stories. Stories connect to people they make them feel like they can relate to you. This is the TRIED and true way to connect with people who don't know you.
Everyone who speaks at any event tells a story to get the audience committed and connected.
This is how your marketing especially your videos should be! If they are not you are friend-zoning and making sure they DON'T BUY from you.
Now let's switch it up a second. Imagine your personal trainer came into Friday's while you are scoffing down that banana split and started to tell you the EXACT same thing as Joe Schmo number 1 did.
You'd listen. You have trust at that point it's not about attracting you as a customer you ARE his customer - this is the time to use value. NOT to new people who don't know you and haven't signed on.
To test this theory, take all of the value videos you created and ran as an ad to create an audience and simply look at the % of completion, or the average watch time, I bet most (MOST) don't even sit through a minute. So they aren't getting your "VALUE".
THen you are retargeting them with an offer like hey you were interested - come get my stuff. Annoying. And guess what I actually tested both of these and peaking interest by visual storytelling works 10x times better than just value of you talking like a lame at them.
I actually actively use this in my ad strategy RIGHT now and for the last year.
If you are running video ads, ditch the "VALUE VIDEOS" they tell you to make this because they don't want you to know the real truth.
It's old news. I did it in 2017. It was dying then. That's exactly WHY we created Dojo Muscle™ Up! To tell the story of martial arts and you don't have to be Bob Barker on a game show feeling weird about yourself while the camera is running.
You are a business owner and you don't have time to play games.
Seems like everytime I log into social media another guru is telling you about what you should do.
With very little real-world knowledge. I don't know everything but this stuff I know better than most.
20 something days until the holiday.
If you didn't stock up - now is the time.
P.s. That's me at a Market Muscles Marketing Event.
Leave a comment
Comments will be approved before showing up.
Also in Marketing Tips
Back-to-School Martial Arts Marketing: The Ultimate Guide
When back-to-school season hits, parents are in full decision-making mode. They’re looking for activities that build confidence, improve focus, and burn off after-school energy.
Top 7 Martial Arts Marketing Strategies That Still Work in 2025
Marketing trends come and go, but some strategies are still crushing it in 2025 for martial arts schools and fitness gyms that want more leads, more students, and more growth.
How to Use Video in Martial Arts Ads to Skyrocket Trust and Enrollment
If you’re running a martial arts school, you’ve probably noticed that attention spans are shorter, competition is louder, and trust is harder to earn.