Marketing (I.1 of AIDA)

Marketing can be broken into 4 sections
Attention, Interest, Desire, and Action.

Interest is found by establishing emotional motivators, not listing facts.

"We have 7000 square feet to work in" = fact.
"Are you tired of getting frustrated and hurting yourself by bumping into walls in your tiny dojo?" = emotional (pain) motivator.
"Are you wanting to see how high you can fly, and how far you can jump?" = emotional (pleasure) motivator.

As most people come to Shinka Martial Arts for fun martial arts, self defense and fitness, I do my best to illustrate that this is what we provide, through emotional motivators.

ie, fun is easy. As it IS fun, all the photos of our students are generally laughing, smiling, and having fun. Self defense is trickier to market, because it tends to be "gritty", which can unintentionally frighten some people unless you show people in a position of strength in the right light. Fitness is pretty easy too, as most of our students get in great shape very quickly. The downside is, you also want to make it achievable. Many people see all these "toned bods" and think "I could never do that" or "I wouldn't fit in there".

So, a better way to market fitness is the before/after approach, as it shows "hey, that's me" and "hey, that's where I want to be". You get both pleasure AND pain from that angle.

Read on!

Sensei Ono, Shinka Martial Arts

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