As the back-to-school season kicks off, martial arts schools have a golden opportunity to attract new students. However, many schools miss one crucial element in their promotions. Whether you’ve picked up my instructionals from BJJ Fanatics or not, the key to a successful promo is what I call the “Godfather Offer”—an offer they can’t refuse.
Most people don’t know much about martial arts. To them, it’s a mystery, and your job is to make it irresistibly appealing. VALUE. They can’t see it yet—especially if they’ve never trained before. Even if they have, they still need to understand your unique value. And that’s why your offer is everything!
Imagine this: you’re advertising a two-month summer special for $239. It might be a great deal for conversion, but for advertising? Not so much. When you’re competing for attention, your offer needs to be a showstopper. It must grab potential customers and stop them in their tracks.
Creating a Disruptive Offer
So, how do you do that? You create a disruptive offer. For example, “Back to School Sale: 25% Off Plus a Free Uniform – Brazilian Jiu-Jitsu, Muay Thai, and Kids Programs – Spaces are Limited, Book Your Free Trial Today!” This offer stops the scroll. It’s clear, compelling, and creates no friction. They see it, they want it, they click.
Once they’re in the door, that’s when you showcase the true value of your program. The amazing offer gets them in; your stellar program turns them into lifetime students. It’s not magic, but it’s a start. Nail your offer, and I promise you’ll see more leads and more conversions.
Why Your Offer Matters
Your offer must stand out amidst a sea of distractions. It should make your potential customer pause, think, and act. A mediocre offer blends in; a disruptive offer commands attention.
For instance, when you’re advertising online, especially on platforms like Facebook or Instagram, you need an offer that compels people to stop scrolling and take notice. Think about what would make you pause if you were a parent looking for an activity for your child. A generic discount won’t cut it; you need something that screams value and urgency.
Practical Example
Let’s put this into perspective with a practical example. If your current offer is a two-month summer special for $239, it may work well for conversions once people are aware of your program’s value. However, for advertising purposes, you need something more enticing.
Consider this instead: “Back to School Sale – 25% Off Plus a Free Uniform – Brazilian Jiu-Jitsu, Muay Thai, and Kids Programs – Spaces are Limited, Book Your Free Trial Today!” This type of offer not only grabs attention but also reduces any friction in the potential customer’s mind. It’s straightforward and compelling, prompting them to take immediate action.
The Long-Term Impact
When they come in because they saw this amazing offer and then convert into loyal members, that buys us time to show them the real value in our programming and make them lifetime students. Sounds that easy, right? It isn’t, but this is a great start. If you ensure your offer is on point, I can promise you this: more leads and more conversions.
Stay tuned for part 2, where we’ll dive deeper into offer structure. You won’t want to miss it! And if you’re not already a client, join our free group: Martial Arts Gym Owners United or book your free consult at Legacy MA Consulting. Let’s crush this back-to-school sale together!