What's Missing In YOUR Ads?

[sensei8]

Having a martial arts school and being a black belt doesn't make you knowledgeable in self defense.

If ones a black belt and this black belt isn't knowledgeable in self-defense, then imho, that practitioner shouldn't be a black belt in the first place...imho.

[bushido_man96]

Why are martial arts schools so afraid to mention that they'll teach effective self-defense, first and foremost?

Possibly they don't mention effective self-defense because they don't teach ANY self-defense.

I think the main reason is because they are targeting children ages 5-8 via the parents reading the ads. Parents look at it and say, "Ooh, my kid could use some more focus. Yeah, sounds good!" So, its the demographic they are targeting. The parents don't want their kids fighting (most of them, anyway), so these things fit what they are looking for in an activity for their kids. Generally speaking.

[Montana]

Having a martial arts school and being a black belt doesn't make you knowledgeable in self defense.

If ones a black belt and this black belt isn't knowledgeable in self-defense, then imho, that practitioner shouldn't be a black belt in the first place...imho.

AGREED! 100%!!!

[Adamo]

Having a martial arts school and being a black belt doesn't make you knowledgeable in self defense.

If ones a black belt and this black belt isn't knowledgeable in self-defense, then imho, that practitioner shouldn't be a black belt in the first place...imho.

True. But the reality is very far from that. We very well know that many black belts aren't truly deserving of such.

[sensei8]

Why are martial arts schools so afraid to mention that they'll teach effective self-defense, first and foremost?

Possibly they don't mention effective self-defense because they don't teach ANY self-defense.

I think the main reason is because they are targeting children ages 5-8 via the parents reading the ads. Parents look at it and say, "Ooh, my kid could use some more focus. Yeah, sounds good!" So, its the demographic they are targeting. The parents don't want their kids fighting (most of them, anyway), so these things fit what they are looking for in an activity for their kids. Generally speaking.

I concur!

[sensei8]

Having a martial arts school and being a black belt doesn't make you knowledgeable in self defense.

If ones a black belt and this black belt isn't knowledgeable in self-defense, then imho, that practitioner shouldn't be a black belt in the first place...imho.

True. But the reality is very far from that. We very well know that many black belts aren't truly deserving of such.

I concur!!

[isshinryu5toforever]

Here's another thing, most people that do martial arts don't care about learning how to defend themselves. The reasons given more often than not are to get in shape, lose weight (related), or that they're interested in (Japanese, Korean, blah blah blah) culture. Usually self-defense is an afterthought.

It seems to me that martial arts, especially East Asian martial arts and this is why people aren't learning to defend themselves, are becoming more of a cultural/anthropological study. It's almost as if people are working to preserve part of a culture. That's fine as long as they're honest with themselves.

[JohnASE]

I think advertisers often leave off discussing "effective self-defense" in ads because it's understood. They're advertising benefits that the typical person might not think of. Plus, the combat side of martial arts concerns many parents. Many would see it as a negative and don't need to be reminded of it.

Regarding mentioning the specific art or style, many people would just be confused. Most people wouldn't know what the heck "kobudo" is, let alone "Shindokan Karate-do Saitou-Ryu". It's just a bunch of gobbledygook! Know your audience. If you were targeting knowledgeable martial artists, sure, get detailed about your style, but if you're targeting Joe Blow Junior's mom, leave all that out, or at least don't put it in a place of prominence.

It's like naming a school. Sure, "John Smith's Matsubayashi Shorin-Ryu" might be more descriptive, but "Family Karate Center" would probably get more people in the door.

[sensei8]

Here's another thing, most people that do martial arts don't care about learning how to defend themselves. The reasons given more often than not are to get in shape, lose weight (related), or that they're interested in (Japanese, Korean, blah blah blah) culture. Usually self-defense is an afterthought.

It seems to me that martial arts, especially East Asian martial arts and this is why people aren't learning to defend themselves, are becoming more of a cultural/anthropological study. It's almost as if people are working to preserve part of a culture. That's fine as long as they're honest with themselves.

Good post!!

Maybe it's more easier for them to say the reasons listed above in bold type, instead of saying self-defense or the akin because they don't want to appear "weak"...maybe...I'm spit-balling here.

I'll go back to my corner for now.

[Rateh]

When a person buys a product, in this case martial arts, they want to know what IT will do for THEM.

In this case, knowing the specific name of a style means NOTHING. It doesn't tell the average consumer a thing about how the product will help them, or what the product will give them. Because the average consumer knows nothing about styles, and frankly, most of them don't much care. Because what they do care about is what the particular school will do for them, not the name of what the school teaches. That's more of an after thought.

It's like when I bought my new computer. I didn't care what the name of the processor was, or any of that stuff. It doesn't make one bit of difference to me in making my purchase. What I cared about was would my new computer do what I wanted it to do. Would it fit my needs. Yes? Good, I'll take it. No? Never-mind, I don't want it. If they salesman had gone on about the names and parts of the computer, I probably would have gone to someone else who would have actually answered my questions about whether or not it would suit my needs.

So, IMHO, when making an ad about your martial arts school, you should advertise what you can do for your student. Which yes, should include self defense (if you teach it, which, again IMHO you should if you are saying you teach martial arts...). Your ad MAY include the style, but if it does that should not be prominent. IF someone wants to know the style, they can ask, but most people who will be looking at the ad will not care, and may be put off if you have that be the main part of the ad.