How to Build a Strong “Core” in Your Martial Arts Direct Marketing
One of the easiest ways to dive into writing sales copy is by thinking of every single benefit of your product or service.
Benefits sell. That’s why I say benefits are the “core” of your marketing message. And working on this core is the first step I always take when writing copy (for myself or for clients).
Many benefits you won’t think of right away. Some only come to light after a customer or client brings it to your attention.
Here’s an example. A while back, I listed every single benefit our newsletter (Through the Ranks newsletter) offered members. Here is what I came up with:
- Makes you look more professional
- Provides you with valuable sales ammunition
- Opens doors when you VIP
- Boosts your testing percentage
- Comes with the Master Sales Letter
- Cheaper than the Yellow Pages and gets a better response
- Makes a great direct mail piece
- Replaces boring one-page flyers
- Makes publicity easy
- Keeps everybody in the loop
- Educates YOU
- Comes with valuable FREE bonuses like consulting
- Helps bring inactive students back in the door
- Helps you network with other business owners
- Helps promote buddy days
- Overcomes objections for you
- Helps with upgrades like Leadership and Black Belt Club
- Shortens your selling cycle
- Keeps your phone calls to a minimum
- Provides a good way to capture phone numbers
- Provides a good way to capture email addresses
- Makes parents feel special, appreciated and visible
- Helps promote your special events
- Helps promote your tournaments
- Provides content for your website
- Creates credibility for you (the “guru effect”)
- Keeps announcements on the floor to a minimum
- Helps you announce new programs
- Helps sell pro shop items
- Saves a ton of time
- Pays for itself – you can sell ad space in it
- You take all the credit
- Makes students feel special
- Parents want this newsletter
- Perfect sales tool for prospects
Get the idea? Explore every option and “use case” for your product or service. Then write them down. A simple benefits list like this is the heart of ALL your marketing efforts.