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I'm trying to put together two disciplines I've studied for years, copywriting and martial arts.

by Ronymacarony
19 replies
I've been learning about copywriting steadily bit by bit in between other things including work and education. I'm currently doing a copywriting internship online, and I need some specific niches to delve into. Since I already have years of experience training in martial arts that's my most obvious target niche.

One challenge for me that to advertise martial arts classes I have think from the perspective of a beginner with little or no experience. And also what is the general popular apeal to learning martial arts. I know that I'm mainly interested in learning it for the shear purpose of self defense, but I can't pitch that perspective to everybody. Lots of people are all about competing in tournaments, and that's their sole focus.

I've started with looking up websites of other dojos in bigger cities. And they all seam to have at least a few very similar baseline objectives and selling points. So obviously I want to be aware of those mainstream selling points when I write an outline.

One thing about this niche is that it's an activity which competes with a person's ongoing schedule, including other hobbies, especially sports. A question I'm particularly concerned with is how do I convince potential prospects to simply get their feet in the door. And that they can practice martial arts alongside their other obligations. In other words I'm not trying to get them to dive in headfirst on the outset. That's not a good strategy for getting leads.

Does anyone have some immediate suggestions, Ideas or sources regarding these points, especially the last question I brought up?
#arts #copywriting #disciplines #martial #put #studied #years
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  • Profile picture of the author OptedIn
    Although they are worlds apart at some level, many of the benefits of practicing yoga can be assigned to the martial arts as well.

    Mental acuity, toning your body, stress relief, concentration, sleep improvement, meeting like-minded individuals.

    The list is long. Any more and I'll have to charge you. :-)
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    • Profile picture of the author Vladimir Mirnii
      Maritime industry is a perspective and modern area of the business and investments. To get potential customers' feet in the door you should create valuable, deep content or media referring this industry, attracting and draw people's interest, who are aware deeply, but would like to deepen their knowledge and skills. You need content or media with suitable keywords and links to the website, which you are interested to develop or promote. If to mention content with infographics and video (other type of media), being created by professinals could be more competitive in the international market then "amatour" content, that's for sure.
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  • Profile picture of the author Kay King
    One minor point (because you are asking about writing) - "shear purpose" would be "sheer purpose". I'm picky about spelling (in spite of my own numerous typos).

    A friend's experience might be something you can use. He was just telling me about this last weekend. He's in his mid-50's, in good physical condition and takes lessons in martial arts twice a week. He has stuck with this now for a couple years and I think he is part of a target market martial arts promoters may be missing.

    have very similar baseline objectives and selling points
    I know he looked at several places before choosing a dojo - to find one that offered adult classes focused on balance/flexibility/strength rather than 'defense-competition'. His attitude is not 'ninja' - he knows he's not the most graceful person on the planet and has no delusions of 'defense scenarios'.

    Might be a target market to consider - to avoid being 'same as the others'.
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    • Profile picture of the author OptedIn
      Originally Posted by Kay King View Post

      One minor point (because you are asking about writing) - "shear purpose" would be "sheer purpose"..
      I'm not so sure about that. When someone tells me their stated purpose, I like to be able to see right through what they are saying. :-)

      Sorry. I simply could not help myself.
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      • Profile picture of the author Ronymacarony
        That's a great critique actually. If I have to state my purpose it takes away some leverage. I need to leave hints, without drawing a line so bluntly.
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  • Profile picture of the author crackhouse
    do martial artists actually read? you might want to ask yourself that before jumping into this enterprise.
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  • Profile picture of the author Rose Anderson
    Copywriting can include writing video scripts so they don't have to read. Though hopefully some do.

    You might also consider targeting parents. Many of them would like to get their children involved in something that improves their child's physical ability along with teaching them discipline and respect.

    Another biggie is self-defense for women.

    Rose
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  • Profile picture of the author GordonJ
    Originally Posted by Ronymacarony View Post

    I've been learning about copywriting steadily bit by bit in between other things including work and education. I'm currently doing a copywriting internship online, and I need some specific niches to delve into. Since I already have years of experience training in martial arts that's my most obvious target niche.

    One challenge for me that to advertise martial arts classes I have think from the perspective of a beginner with little or no experience. And also what is the general popular apeal to learning martial arts. I know that I'm mainly interested in learning it for the shear purpose of self defense, but I can't pitch that perspective to everybody. Lots of people are all about competing in tournaments, and that's their sole focus.

    I've started with looking up websites of other dojos in bigger cities. And they all seam to have very similar baseline objectives and selling points. So obviously I want to try to parallel those mainstream selling points in my copy.

    One thing about this niche is that it's an activity which competes with a person's ongoing schedule, including other hobbies, especially sports. A question I'm particularly concerned with is how do I convince potential prospects to simply get their feet in the door. And that they can practice martial arts alongside their other obligations. In other words I'm not trying to get them to dive in headfirst on the outset. That's not a good strategy for getting leads.

    Does anyone have some immediate suggestions, Ideas or sources regarding these points, especially the last question I brought up?
    Surprised no one has mentioned him, Google him. Matt Furey.

    A guy you will love.

    GordonJ
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  • Profile picture of the author Jason Kanigan
    There's a Copywriting subforum here on WF. Search around in there a little and maybe post in there as well.

    What you're working on has been successfully done many times. That should be heartening.

    Agreed with GordonJ: I follow Matt Furey on FB. He has a group with the words "copywriting zen mastery" in the title.

    Regarding your statement about "I want to follow the baseline of talking points in other studios' copy"...maybe you don't. Standing Out is the first thing every marketer wants to accomplish.

    What you definitely want to do is identify your target market and speak directly to them. ~23 years experience with copywriting, myself.
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  • Profile picture of the author JohnMcCabe
    There's an axiom that says that if you want to succeed, you model success.

    Way too many marketers and copywriters take that axiom way too literally.

    The end result is a sea of 'monkey see, monkey do' marketing, where some facet is copied without knowing why it is successful in that instance. Lots of 'me-too' websites.

    Even in the self-defense realm, a lot of ads borrow from the old comic book ads where the 98 lb. weakling is humiliated at the beach, orders the body building course, and goes back to kick the bully's ass and get the girl back.

    Find the people who don't have fantasies about reliving the Karate Kid or being the next Chuck Norris. Speak to them, and let the others fight over the remainder.
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    • Profile picture of the author Princess Balestra
      Originally Posted by JohnMcCabe View Post

      Even in the self-defense realm, a lot of ads borrow from the old comic book ads where the 98 lb. weakling is humiliated at the beach, orders the body building course, and goes back to kick the bully's ass and get the girl back.

      Yeah, cos we STILL THERE.


      tbh I heard there's sum gals from like way back hangin' out for 57lb weaklings got FLATTENED.


      Best deal you got gowin' is to write for the gal market.


      TIRED OF WAITING FOR GUYS TO QUIT SQUABBLING OVER GIRLS LIKE ... GIRLS?

      Why lie back all helpless in a bikini
      when you can muscle in on the right guy for YOU?

      Time to call the shots on your love life
      with tried and tested techniques
      for KICKING GUYS HARD IN THE THROAT.

      Dish the moves. Choose the guy.

      You're worth more than being a bit part
      in a sand-kicking circus!

      These Black Belt Powered secrets
      guarantee
      the guy you choose from the pack
      WILL. ACTUALLY. HOOVER.
      or be slain.


      etc


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  • Profile picture of the author ryanbiddulph
    If you are super super passionate about the self-defense aspect of martial arts don't let your fear of loss - aka the idea that you need to market to folks with other martial arts drivers - cloud the fact that millions of people share your same driver. Targeting this demo could give you great clarity in releasing the head trash that one releases as they really hit the bullseye. A thought for you.

    Way cool to mix these 2 BTW; copy and martial arts. I dig it. My dad, sister, niece and good friend all are into the martial arts. Black and brown belts a few of 'em, been at it for years.
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    • Profile picture of the author Ronymacarony
      That's a good point. Appealing to a wider spectrum of audience can actually take power from each specific appeal i.e 'self defense' or 'sport karate.'

      If I'm looking for self defense oriented prospects, I want to hit their selling points with singular focus.

      I actually do see lots of value in tournament karate, and I'd like to market to that niche as well though on my own I focus almost entirely on self defense. I bring it up mainly because I'm more familiar with self defense interests and terminologies, not as much with sport martial arts. I want to build my knowledge base more where it's weaker.

      I like the input you provided
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      • Profile picture of the author JohnMcCabe
        Originally Posted by Ronymacarony View Post

        That's a good point. Appealing to a wider spectrum of audience can actually take power from each specific appeal i.e 'self defense' or 'sport karate.'

        If I'm looking for self defense oriented prospects, I want to hit their selling points with singular focus.

        I actually do see lots of value in tournament karate, and I'd like to market to that niche as well though on my own I focus almost entirely on self defense. I bring it up mainly because I'm more familiar with self defense interests and terminologies, not as much with sport martial arts. I want to build my knowledge base more where it's weaker.

        I like the input you provided
        There's nothing that says you can't focus on self-defense and sport karate. Just don't dilute the message by trying to do both at the same time.
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        • Profile picture of the author Ronymacarony
          I fully agree. In the first paragraph I was thinking "in one advertisement". I guess the way I said it makes it look like I'm talking about my entire personal marketing research project. An oversight on my part.
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  • Profile picture of the author yukon
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    Originally Posted by Ronymacarony View Post

    I've been learning about copywriting steadily bit by bit in between other things including work and education. I'm currently doing a copywriting internship online, and I need some specific niches to delve into. Since I already have years of experience training in martial arts that's my most obvious target niche.

    One challenge for me that to advertise martial arts classes I have think from the perspective of a beginner with little or no experience. And also what is the general popular apeal to learning martial arts. I know that I'm mainly interested in learning it for the shear purpose of self defense, but I can't pitch that perspective to everybody. Lots of people are all about competing in tournaments, and that's their sole focus.

    I've started with looking up websites of other dojos in bigger cities. And they all seam to have very similar baseline objectives and selling points. So obviously I want to try to parallel those mainstream selling points in my copy.

    One thing about this niche is that it's an activity which competes with a person's ongoing schedule, including other hobbies, especially sports. A question I'm particularly concerned with is how do I convince potential prospects to simply get their feet in the door. And that they can practice martial arts alongside their other obligations. In other words I'm not trying to get them to dive in headfirst on the outset. That's not a good strategy for getting leads.

    Does anyone have some immediate suggestions, Ideas or sources regarding these points, especially the last question I brought up?


    IMO the easiest sale would be parents that have been bullied as a child (who hasn't) and use that as a selling point.

    So... the copy shouldn't be targeting the person taking the class specifically but instead target the parent/s who have been bullied and own the credit card.

    Parents naturally want to protect their kids and self defense is own way.

    That's one campaign, always be testing.
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    • Profile picture of the author Ronymacarony
      That's a great point. Protecting your kids from bullies, is a strong and specific appeal.
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  • Profile picture of the author digitalm
    This is a good topic Im a martial artist and I'd also be interested in finding out. I wonder if movies could play a part?
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  • Profile picture of the author Rviewer0
    In one of Gary Halbert's seminars on video, he mention the Charles Atlas type self defense information has a rabid audience. For years during the 1990s TRS was making hands over fist sending letters with headlines "How to End Street Fight With 3 Simple Moves" running in Soldier of Fortune magazine and Inside Kung Fu. Copywriter John Carlton was writing letters for TRS when they were still sending letters out.


    There is also a similar discussion on another thread


    https://www.warriorforum.com/copywri...-magazine.html
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