Attention, Interest, Desire, and Action.
Interest can be summed up very easily. We're all tuned in to the same radio station, weather we want to believe it or not. The WIIFM station.
"What's in it for me?"
Even altruistic people still tune in via this method "That appeals to me so that I can give and feel good" ergo, its in it for them.
So, after you've gotten their "A", the next step is to provide them with their "I".
This is where many people make the mistake of stating FACTS. People don't want to know that you have all the latest in martial arts technology, or that you can guarantee that their brain's aptitude will be increased by 33%. All they care about is the emotional benefit, first. "I'll feel great after I work out? Sounds good to me."
You have to package your emotional motivators to people, and let them rationalize with the facts.
See, in the case of Shinka Martial Arts (my dojo), I made the mistake of marketing it via telling people about all the benefits. All the facts. They'd get in great shape, they'd get smarter (guaranteed), I talked about the exact specifics of our huge dojo (7000 square feet, bla bla bla) but what really worked, was when people either talked to me, and saw that I was smiling and personable, or when they saw some of our students training and having fun with martial arts.
Afterwards, our brains will rationalize our decision that we're training for self defense, but, ultimately, what we want, as a species, is to have fun, foremost.
Sensei Ono, Shinka Martial Arts
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