It may sound like a dream, but it is possible for you to begin to develop relationships with your future Taekwon-Do prospects and position yourself as the expert in your field before ever speaking a single word to them!
If you’ve got an internet connection and an email address you can do this!
Last week we talked about lead generation advertising for your Taekwon-Do school, and the entire point of lead generation advertising is to “generate leads”, not sales. They will lead to sales, but you are just getting those who are interested in what you have to offer to separate themselves from the crowd and come to you, giving you their contact information and asking for more information.
The next step is developing that relationship.
There are many variations on this, but the basic structure is always the same. Once you’ve gotten your prospect to raise their hand (give you their contact info) it’s time to nurture that prospect. Time to create the relationship, and to create it on your terms.
In your case, you need to consider what the person who just gave you their contact info is thinking. If they saw your Taekwon-Do school’s ad or website and are requesting more info then chances are, they are at lease curious about Taekwon-Do or martial arts in general. And because only 1-2% (in the U.S.) of the population has taken some form of martial arts, chances are that they have no idea what to look for in a school, or how to go about choosing the right one.
What can you offer them to make that process easier? What free, yet valuable content can you offer them that will have them simultaneously see you as an expert and a trusted resource?
There’s no one answer to that question, but a good answer is the free report we give out on what it takes to choose a new school for yourself and/or your family. It’s a 25 page E-book that is a consumer guide giving them short introductions to 13 different martial arts and all the information they need to know when it comes to choosing their first, or next martial art school, no matter what style they are interested in.
I call it The Consumer Awareness Guide To Choosing The Best Martial Art School For Yourself And/Or Your Family. As a general rule, if you’ve written a book on a subject, people automatically assume that you are an expert in that subject, or at least have some idea of what you are talking about.
The book is also, not just a glaring advertisement for my Taekwon-Do school. It actually is what it says it is. If people get it, read it, and think I’m trying to do something other than provide them with valuable information, I loose all credibility. At the very end I talk about our approach to new members and include some testimonials.
Now anyone who gets it, even if they just skim through it, will begin to assume that I am a trusted expert and are grateful for the information.
The next thing they receive is my KTKD Online Video Introductory Series. That’s the long fancy name for 12 videos sent through 12 emails over 18 days. The series includes short one minute (or less) videos of Master Karstadt speaking directly to them and answering the most frequently asked questions from new members looking to join our Taekwon-Do program.
They receive one a day for six days and then the rest are every other day. This allows the new members to get a sense of who he is, what he looks like, what he sounds like and what he has to say about the things they are currently interested in.
At this point, put yourself in your prospects shoes and think about this. You gave your email in exchange for two free gifts promised to you (the Consumer Guide and the Online Video Series). You immediately get the consumer guide and your first video in the series. You discover that the Consumer Guide applies to choosing any martial arts school and that this “Master Karstadt” guy knows what he is talking about and is really looking out for you and your family. Then, your questions are being answered one by one each day as you receive the emails in the Online Video Series as if he’s talking to you directly. You know what he looks like, you know what he sounds like, you know if he’s worth checking out.
By the time you sit down to meet for your first appointment, you already have a feel for who he is. You already have made judgments and decisions about him, you feel as if you “know” him to some extent.
You have developed a relationship here and you’ve never said one word to him.
Then, just to be prudent, you check out another school’s site and get hit with a quick “1 MONTH for $49! BUY NOW!”
Who are you going to pick? Is it the guy trying to get a quick buck out of you with a cheap deal, or is it going to be the guy you feel like you already know and the one who seems like he is looking out for you and your family?
Seems like an obvious choice to me.
The good news is that this whole process is automated and can be put together rather quickly and cheaply.
Here’s how I did it:
First I spent about two days putting together the Consumer Guide. I found someone who had already done a good job of it and used his as a template for creating my own. I built it in Microsoft Word and saved it as a PDF. Boom, you’ve got an e-book!
Then I created an account with AWeber which is an email management service. I’ve used other services such as Constant Contact and Mail Chimp and I find that AWeber is the most user friendly and cost effective for what I’m doing. You can start you first month for $1 and it’ll cost you about $20 a month after that.
Inside AWeber is where you create your auto-responder sequence. It took me about two hours to shoot the videos of the questions being answered (all done on my phone) and uploading them to youtube. Then it took me about six hours to create the content for the emails and add the videos. You can put the video link right into the email and they can view it on youtube or link them to your website (which is what I did).
So you can start all this for three to four days of work and a dollar. Get your AWeber account, write your short e-book, shoot your videos and get it all posted.
The beauty of all this is that you only have to do it once and it will work again and again for as long as you want it to. Your prospects will be coming to see you already related to you as someone who cares and is an expert in your field. You’ve got instant credibility in their eyes and you haven’t said one word!
One more added BONUS!
With AWeber you can see who has opened what emails and determine who may be a hot lead. Depending on what information you ask them to input when they opt in (name, phone, email, etc.) you can initiate contact if you notice that someone who has requested information is opening everything you send them. They are definitely interested and would be worth calling!
You don’t have to do exactly what I did here with my Taekwon-Do school, but you want to keep the same structure. If you want to see what I did in action, just go to the Karstadt Taekwon-D0 website and opt in for yourself. You’ll see the lead generation ad that asks, “Wondering If Martial Arts Is Right For Your Child?” on the right side of the home page and it will take you through the process I described above.
About the Author:
Mr. Karstadt is the founder of 1 TKD Consulting and owns the longest running ITF Taekwon-Do school in Arizona, Karstadt Taekwon-Do in Phoenix, AZ with his father Master David Karstadt. He has been training since 1984, earned his Black Belt at the age of 8 and is currently an internationally renown intstructor teaching the culture, discipline, leadership and business skills of Taekwon-Do in classes and seminars to Instructors around the world. He has been a member of eight U.S. Taekwon-Do Teams and has traveled to 14 different countries competing in Taekwon-Do. He has won numerous medals at the World Championships and in international competition, most notably winning the 2004 World Championships in South Korea with two gold medals and the Men’s Team All Around Trophy. Mr. Karstadt currently resides in uptown Phoenix, Arizona with his wife and three children. Mr. Karstadt can be contacted by e-mail at firstname.lastname@example.org