How to Get More Testimonials for Your Martial Arts Academy
Testimonials can dramatically boost response to your martial arts promotions
Last night, while watching my kids’ class, I had an interesting chat with another parent. This parent, whose child has fairly severe asthma, sat next to me and we watched the kids warm up.
At one point during their workout, I turned to her and said, “Hailey has really come a long way since starting martial arts a few months ago. She can make it through the entire workout now”.
Well, lemme tell you: That was all it took. The benefits came pouring out.
The other parent (I don’t even know her name) gushed about all the big changes she’s seen in her daughter since starting martial arts. Here’s what she said:
Oh, her asthma is under much better control now. Exercise doesn’t trigger it as much as before. And she’s much more confident at school now, too. There were kids she’d never talk to before, now she does. Oh, and she’s also more helpful around the house and just a lot more outgoing. It’s been a great thing for her. It really has. I’m glad we found this school.
I said, “That’s great to hear. I believe martial arts is hands-down the best activity for kids ever. My girls have been doing it for four years now and I’m always amazed at how they grow outside of class”.
Frankly, I’m not surprised this family is having such a positive experience.
Almost every parent who enrolls their child in martial arts discover all sorts of benefits they never expected: Shy kids come out of their shells. Kids who were once bullies learn to respect others. Heavy kids lose weight. Skinny kids build strength. Hyper kids find focus and self-control.
Then I said, “Why don’t you write up a short testimonial for John (her instructor)? I think that would mean a lot to him”.
“Hmn. I guess I really should do that”.
Forcing her Hand
I know she’ll never write that testimonial. Why not?
- She doesn’t know how to write one.
- She’ll put it off.
- She’ll forget about it.
- She doesn’t realize how impactful testimonials are – or how much it would mean to her child’s instructor.
That’s why.
So after class, I talked to the instructor and said, “Hailey’s Mom just gushed about how much martial arts has done for her. I don’t know if she’s ever mentioned any of this to you, but I think we need to approach her for a testimonial”. Of course, he had no idea.
So…I’m going to write up a non-threatening one page ‘form’ she (as well as other parents) can use to write down their thoughts about all the positive benefits they have seen as a result of classes. Then, at the bottom there will be a release so that testimonial can be used for marketing purposes.
Then, at the next class, I’ll pass around a bunch of clipboards with these forms on them and have the parents fill ‘em out while they’re a “captive audience” sitting there watching their kids’ class. Sneaky, huh?
Here’s what I have in mind:
Feedback Form
Here at XYZ Academy, we take results seriously. We strive to make your kids more confident, focused, self-disciplined and respectful. But we’d like to know:
- What are some of the benefits you’ve seen from your child’s martial arts training?
- What changes have you seen in your child outside of class?
- What do you like best about the instruction here?
(Please write on the back of this form if you need additional space).
Then I’ll give them a bunch of space to write stuff down.
Simple.
Once the parents sign the release at the bottom, it’s done. The parent feels good because they’ve told somebody about their kids’ success, the instructor feels good because he now has a few more success stories on paper (along with permission to USE those stories) and I feel good because a testimonial hasn’t fallen through the cracks.