It’s time to replace old-fashioned prospecting grunt work for a 100% measurable way to attract a predictable, reliable stream of new students flowing directly in to your Taekwon-Do School.
Successfully getting qualified new members to come check out your school has a lot more to do with understanding the real secrets of direct-response marketing… and a lot less to do with chasing after prospects.
You may just be getting started as a Taekwon-Do instructor or, be the guy who’s been running a school and teaching Taekwon-D0 for decades, or somewhere in between. Either way, I can tell you that there’s nothing better than only talking to potential new members who have already “raised their hand” specifically to TALK TO YOU!
If you want to have that kind of prospect knocking at your door and looking for lessons at your Taekwon-Do school, you must create a reliable and predictable new member “Lead-Generation System.”
You might be thinking, “Easier said than done!” But that’s not necessarily so… It just takes some thinking and some action! I’m going to share with you three things that a successful lead-generation system must have. These are things the are missed my many businesses, especially Taekwon-Do schools!
A successful new member Lead-Generation system should have the following components:
1) A clear picture or your ideal “Customer For Life!”
Most Taekwon-do instructors don’t have a clear picture of exactly who they want to reach with their marketing and make the mistake of trying to advertise everything to everyone. They follow the examples of big companies like Coca-Cola, Wal-mart and Nike. Those guys can try to be everything to everyone and saturate a market because they have billion dollar advertising budgets.
In my case, we had cardio-kickboxing classes, an MMA class and Taekwon-Do for all ages. All our flyers and ads listed everything we did because I thought that by throwing out a broader net I could catch more new clients. The problem was that the ads didn’t address any one type of client specifically so one paid attention to them. Then I learned that the best marketing campaigns focus on only one type of prospect at a time. When I realized this, we focused or marketing solely on enrolling kids because that is where we produced our biggest profits. Soon after, we dropped our cardio-kickboxing program and MMA program. We didn’t need them anymore. And, the funny thing is that our adult classes grew as well! Now we only teach Taekwon-Do and make a great living doing it!
Just because you are targeting a specific type of client, doesn’t mean you have to stop all the other programs you are doing. But that targeting is going to give you a greater return on your advertising dollar when it is specific and targeted. Going after every possible person who could ever benefit from your classes (because we all know everyone could) is a waste of your time, energy and money.
Instead, take a moment and think about, whom right now, are your favorite students, the ones that work hard, pay on time, attend all the school events… where do they come from? How do they act? What do they read? How much do they earn? What are their hobbies? What is it about YOU that they tell you they resonate with?
By answering these questions you get a clear and concise picture of WHO your perfect Taekwon-Do student is, WHERE you can find them and WHAT it is they truly desire that only you, a Taekwon-Do professional, can provide.
2) An “Irresistible” Lead Generation Magnet.
Now that you’ve identified your perfect Customer for Life, you need to give them a clear reason to contact you that goes beyond their initial interest, and you must get that reason in front of your “Customers for Life.” Your reason should be something targeted that allows you to identify your perfect clients from the other 7 billion or so other humans on the planet.
This “thing” is an incentive for response we call a Lead Generation Magnet. Many times these are informational in nature, such the consumer guide to choosing the right martial arts school for you and your for family that I use. It can also be reports, books, CDs, webinars or even other kinds of gifts. Of course, the bigger and better the magnet and accompanying offer, the better the response you’ll get.
You generally want something that is directly linked to your business. For instance, if you are targeting younger students you could use a free report about bullying, one free private lesson and a gift certificate to a local ice cream shop all in exchange for scheduling an intro appointment. For marketing to women you could create a 10 step personal protection checklist every women should know and a free bottle of mace for coming in and scheduling a personal consultation.
It can be whatever you want, but is must be highly attractive, specifically to your “Customer for Life”.
3) Answer the “WHY YOU?” Question
The question I ask instructors all the time is “Why should your customers do business with you rather than any and all other options they have, including doing nothing?” Most don’t have a clear answer to that question and that tells me a lot about their school and their bank account. If you are not clear about why people should be training with you as opposed to the guy down the street, then your customers won’t be clear about it either. This is critical and you can’t leave it up to the customer to decide. At my school I promise parents that their kids will be safe, successful and more confident in the first six weeks guaranteed or they get their money back.
Do you have that guarantee? Because if you are my competition, I assure you that’s what the parents will be asking you after they talk to me. Guess who they will go with?
The answer to the question I asked above ( “Why should your customers do business with you rather than any and all other options they have, including doing nothing?”) is what we call your Unique Selling Proposition (USP) and your lead magnet should make dead solid certain that the factors that make you different are clearly spelled out. Having what makes you unique, clearly spelled out for your perfect client, adds a sense of urgency to the call to action (something else you need in your magnet, do NOT forget that critical piece) that compels them to act without hesitation, knowing that the benefits and training they seek can only be found with you and your Taekwon-Do school.
Having to rely on hope, networking, or prospecting to get customers through your door or to your website is a huge pain in the ass and something you are, most likely, not highly skilled at. By creating a lead-generation system that includes these key components, you are getting your customers to separate themselves from the crown own their own, raise their hands and ask for YOU!
About the Author:
Senior Instructor – Karstadt Taekwon-Do
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 email@example.com