The Magic Slot Machine™ for Dojangs & Dojos
“The factory of the future will have only two employees, a man and a dog. The man will be there to feed the dog. The dog will be there to keep the man from touching the equipment.”
- Warren G Bennis, USC Professor of Business Administration
So last time we introduced the concept of a ‘marketing pipeline’, which basically sealed the deal when first speaking with Chief Master Lee about promoting his school online.
So theoretically the idea of having multiple prospects in a pipeline and forming relationships with all of them in parallel might seem nice and appealing, but how does it all work? How is it different from what you may already be doing?
Well no doubt, for some leaders on this list, these concepts are nothing new to you. You’ve known the power of relationships and maintaining a relationship with your customers for quite a while.
And if you do have this skill and knowledge, then great because your learning curve just got cut in half. But the real benefit comes in how efficient your relationship building will become.
Imagine these benefits:
- Automation - a passive source of leads and qualified prospects whom will contact you when they are ready.
- Automatic Filter - filters out tire kickers and saves you tons of time by not entertaining these ‘time vampires’.
- Duplication - if you run an organization with multiple branches, each of them can be taught to implement these methods
- Scalability - you have control over how much marketing you want to do. With the click of a mouse, you can expand your marketing or scale it down to do very targeted marketing.
- Portability & Accessibility - students and prospects have the websites and system available to them to refer people to. The system is working 24/7, even while you sleep.
- Cost Control - you can monitor and track the results of all marketing expenditures and adjust methods based on Return-on-Investment (ROI).
Now before you get too excited and start thinking this will be a piece of cake, there are a few things you need to know. First, compared to what you are doing now, it will be “cake”.
But there are some costs, which include:
- Time - up front cost and time of setting up, which turns to maintenance as time goes on
- Effort - this will require you to acquire a new skill, which will be worth a million dollars in and of itself.
- Money - realize that you can’t do everything yourself and you will need to purchase a few services and contract some labor. (Especially if you don’t know how to create a website.)
And now that I’ve killed your dream of getting something for nothing, reality also gives us some pretty awesome things. Now here’s the BIG Concept, so listen to this…
Big Concept - Value is in the LIST!
The goal with all this is NOT to give ourselves more work or tasks we don’t have time for. Quite the opposite!
The goal is to create a large enough following online so that you never have to worry about having enough clients or customers. The name of the game here is “building subscriber bases”.
As I discussed in the bootcamp, what you should be doing with everyone of your opt-in subscribers it to:
- add value to them
- educate them
- guide them
- build rapport
- mentor them
But you want these activities to be as passive as possible, which is why we have technology to help us out here. Remember that it is always more effective and easier to market to existing customers, than it is to acquire a new one.
The purpose of having a subscriber base is to transition the info seeker into a buyer or sell again to an existing satisfied customer.
Without a list, customers will disappear forcing you to find new ones. With a list, a one-time customer can potentially be a life long customer.
The Plan
So the plan is essentially to:
- Generate traffic to your marketing system
- Fill a pipeline full of existing or potential clients via an email autoresponder.
- Provide massive value and content to that subscriber base.
- Monetize the list through promotions and special offers, which are of value to that subscriber base.
- Use technology to multiply the impact of these methods.
This system can affectionately be called the Magic Slot Machine™ or in the case of a Martial Arts school, the Magic Student Machine.
The reason why it’s “magic”, is literally because when you have a loyal subscriber base who are digging what you’ve got, you now have the credibility to promote any product you deem worthy to your list and you are guaranteed to generate income as long as you operate with integrity.
It’s magic! You spent a buck or two on bringing the person into the pipeline, then that money will keep paying dividends for as long as the person remains on your newsletter.
And just so you know — there actually is a machine with an architecture I’m describing and it looks like this:
- You start with some seed money (top).
- Using ads (or other traffic sources) you generate traffic to your site.
- Capture page presents a choice to visitors to opt-into your newsletter for a powerful benefit.
- The email autoresponder will build the relationship, even while you sleep.
- Inexpensive front end products for sale will cover your marketing, (i.e. books, cds, DVD’s, etc.).
- The email newsletters will build up for the back-end offers or more profitable services you offer (i.e. your martial arts school).
- You make money and set some of it aside for advertising and marketing costs.
- Repeat.
That’s it for now!
Coming up next, I’ll literally be showing you the traffic methods which took me from having a zero online presence, to having my “handy work” appear 3-4 times on the top 10 search results on Google for the same term within a week.
This is awesome! Don’t miss it.
Helping You Attract More Customers,
Ferny Ceballos
P.S. Preview your Attraction Marketing Bootcamp Training Here!
A Martial Arts Case Study
“One Horsed Warrior Conquers a Thousand”
- West Coast Hwa Rang Do® School Motto
You may be wondering why I chose to outline a blueprint of a system of marketing for the Martial Arts to a list of people who probably have nothing to do with the discipline or industry?
Well, I’ve interfaced with many business owners and many industries over the past couple of years. And one thing I noticed when I looked past the product or service that was being offered was the fact that every single business were faced the same type of challenges:
- Lack of Effective Marketing Systems
- Attrition of Existing Customers
- Inconsistent Flow of New Customers
- Zero Branding - when someone thinks of a certain service or product in the community, they should automatically think of you.
Sound familiar?Well these challenges exist in my industry as well. It didn’t matter who I spoke to — chiropractors, real estate agents, doctors, martial arts schools, sales reps, network marketers, internet marketers, etc.
When I first started learning about marketing for the home business industry, one thing I discovered was that it doesn’t matter if it’s internet marketing, network marketing, affiliate marketing — “Marketing is Marketing!“
This is where my consulting career was born.
Not only was I acquiring new skills which applied to my business, but I was learning something which was of great value to other business owners.
So going back to how my partner Raymond and I were able to help Chief Master Lee market his school, we were quickly able to indentify where West Coast Hwa Rang Do’s marketing was strong and where it needed some work.
The Power of Referral Marketing
The first thing you must know about the West Coast Hwa Rang Do® Academy is that over 90% of it’s students come in through referrals — that is other students referring other students.
If you business is not winning with referrals, then you are either not serving your customers well or your product/service may need some work.
The rest of WCHRDA’s students came through a combination of the internet, yellow pages, drive-by’s, & God knows what else. The performance of the yellow page ad was so poor, Master Lee decided to remove it and save himself an extra $1000 per month in advertising.
Drawbacks of Referrals
So you may be thinking, well that’s great. If referrals are working for him, why would he want to do internet based marketing?
Well, Master Lee is the person that screens all of the students which walk through the doors of the dojang. Only on rare occasions does he allow anyone else on his staff to qualify these potential students.
As you can imagine, being that the school is in Los Angeles some of the prospective students aren’t…. well… let’s just say ‘of the highest caliber’.
Many of them are just curious or just want to throw a few kicks for a couple of days. Some got beat up in front of their girl friends and want to compensate for a deficiency. Some have even said that they want to be “like the samurai”.
The point is that it takes a lot of work to sort the serious from the curious and Master Lee has many other things he can do with his valuable time.
Traditional Methods
So let’s run through some of the reasons why Master Lee nixed his last piece of traditional advertising and why others are doing the same:
So unless you’ve got a really good argument as to why the old model should be kept, we’ll move on.The Motivation to do Online Marketing
So Master Lee decided to feed $900 of those dollars back to his school & gave me and Raymond $100 to spend on marketing via Google Adwords to start with.
$100 might not seem like a lot, but when I think back on it — why would a 7th Dan Master & Eldest son of the Founder of Hwa Rang Do® trust a white belt (me) & a yellow belt (Raymond), with even a single penny to promote a Martial Art we only had a basic understanding of? (10 months ago)
First we explained the benefits in no unclear terms:
How is this possible? With this:
We presented this concept to Master Lee and the key component which got his attention was: “Earn prospect’s trust through delivery of useful content and information with incentive to act” — The Pipeline
This concept of marketing was really in sync with the overall goals of Hwa Rang Do®, which is to add value to individuals and society.
Master Lee took a leap of faith in trusting two individuals whose only previous experience was in the industry of network marketing. We had applied these methods to our business and were certain this would work for Hwa Rang Do® as well.
You know what they say, “sales is the transfer of belief”. We believed.
In the next installment of the Black Sash Edition of this Newsletter, I’ll break down the Marketing Plan for you and some more of it’s benefits we presented at the 2007 Hwa Rang Do® Black Sash Conference.
The Warrior’s Path is always in front of you,
Ferny Ceballos
P.S. See Previews of the FREE Attraction Marketing Training Here!
The Marketing Seminar Which Will Rock the Martial Arts World
“The Greatest Enemy Against Learning is Knowing.”
- John C. Maxwell,
Author of 21 Irrefutable Laws of Leadership
Dear Bootcamper,
Wow! My partner and I are just coming off of the heels of a private online marketing session we conducted this past weekend for some of the most skillful martial artist in the World — Hwa Rang Do® Black Sashes.
In most other martial arts, a Hwa Rang Do® 1st Dan Black Sash would be the equivalent caliber of a Master (4th Dan and above).
And we (2 purple belts), stood in front of 1st through 7th Dan (degrees) of Black Sashes — truly extraordinary men and women.
You would agree if you ever saw them perform.
But I’m not here to talk to you about the martial arts, nor was that the reason for yesterday’s 2 hours presentation. We were there to educate on the online marketing project we had been working on for my Hwa Rang Do® Master, 7th Dan Susuk Kwan Jang Nim Taejoon Lee.
You see, late last year I had just acquired the marketing knowledge necessary to take my business to the next level. I had successfully implemented the Magic Slot Machine™ I describe in the Attraction Marketing Bootcamp, in my business but I was eager to share my skills on a grander scale.
During that time, I was invited by my friend and business partner Raymond to take a trial martial arts class at his ‘dojang’ — Korean for ’school’. (I guess he saw my belly growing and thought I needed to do a few situps.)
I met Chief Master Taejoon Lee and he described what Hwa Rang Do® was about and prepared me mentally for my first class…. I almost fainted from exhaustion half-way through the class… I joined that night.
Half way through my white belt, I became eager to share this magnificent (yet not widely known) martial art with people.
Raymond and I approached Master Lee about helping him promote his school online. With some reservations and many discussions, Master Lee agreed to giving this a shot…
“Time Reveals All Truth”
Eight Months, 16 Google Adwords Campaigns, 25 YouTube.com videos & a successful CompleteMartialArt.com website later… we were standing before 36 Black Sashes from the West Coast, the Midwest, Brooklyn, Italy & Korea teaching them about Internet Marketing concepts as part of their Week Long World Black Sash Conference, which includes intense physical training.
For their previous session, right before our presentation, they were all out on the West Coast headquarters parking lot doing this:
A Black Sash gets a very diverse education indeed!
- Two morning Submission Fighting Sessions
- Meditation Session with Hwa Rang Do® Supreme Grandmaster
- A Sword Fighting session in the evening
- Followed immediately by a ‘Concepts of Internet Marketing’ session.
Wow!
We were especially humbled to have the Supreme Grandmaster and Founder of Hwa Rang Do®, Dr. Joo Bang Lee closely listening to our presentation and asking questions related to his pioneering of Yahoo! Search Marketing he implemented long ago.
I was blown away!
A 68 year old martial arts legend was ahead of the internet marketing game, long before self-proclaimed “marketing gurus” even knew what Pay-per-Click was.
Grandmaster even taught me a few things about FREE Yahoo! Search Marketing. 
[Go check out Supreme Grandmaster Lee’s New Martial Arts School in Orange County CA.]
Response To Our Presentation
These strategies were “eye opening” for many of the Hwa Rang Do® Black Sashes who own their own schools. These men and women now eager to take this education home and grow their schools.
As one Black Sash told me, whom just opened a school, “I’m all over this. I have no choice. I’m a new business owner. I have to do this.“
I was humbled that a soon to be promoted 2nd Dan Black Sash would allow Raymond and I to teach him how to promote his brand new school… his livelihood.
We don’t take that trust for granted.
Another HRD Black Sash was so excited that, even though he himself didn’t run a school, he couldn’t wait to get word of this to the instructor that does.
He soaked in everything Raymond and I had to say and saw the awesome power of taking their marketing online. Gone are the days where you had to rely on business cards to get the word out. After all, who really checks the website address on a business card?
He grasped the concept of a 24/7 marketing force that is the internet.
And he was also very excited to learn the power of duplication through our online marketing methods. Whenever one of the schools within our organization comes up with a great idea or adds/changes some component of our marketing campaign, that can be easily propagated to all the schools.
Needless to say, he saw the awesome potential of this shift from traditional to online marketing methods
The Marketing Secrets Revealed to the Black Sashes
So as a Special Bonus for Attraction Marketing Newsletter subscribers, I’ll be walking you through a blueprint of everything we’ve been doing for Master Lee’s West Coast Hwa Rang Do® Headquarters over the past 8 months and what was presented that night.
I’ll be doing this over the course of the next week, so stay tuned. You won’t want to miss this!
The teachings will include:
- Goals of Our Marketing
- Ineffective Marketing Methods
- General Marketing Plan
- Specific Benefits of Online Marketing - Automation, Cost Control, Scalability, etc.
- Free Traffic Methods - Press Releases, eBay, YouTube.com, Craigslist
- Paid Traffic Methods - Adwords, Ezines
- Relationship building & Boosting Conversions
- Opt-in Pages & Sales Pages
- Educational Resources
I guarantee these methods will work for you as well, as long as you are teachable and a person of action. Talk to you soon.
To the Top,
Ferny Ceballos
P.S. Get FREE Previews of Online Attraction Marketing Strategies!
