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The Importance of Building Strong Relationships in Business
December 18, 2023

In today's fast-paced business world, it's easy to get caught up in the latest marketing trends and strategies. But amidst all the noise, one thing remains constant: the importance of building strong relationships with your customers. In this blog post, we'll explore why relationships are crucial for business success and how you can cultivate them effectively.


The Power of Word of Mouth Marketing

Did you know that 93% of marketing is word of mouth? That's right, relationships and recommendations from satisfied customers play a significant role in driving business growth. When people have a positive experience with your brand, they are more likely to share it with their friends, family, and colleagues.


Customer Journey and the Triangle of Death

To understand how to build strong relationships, it's essential to grasp the concept of the customer journey. The customer journey refers to the steps a customer takes from the moment they discover your brand to when they become a loyal advocate.

However, many businesses make a common mistake when it comes to the customer journey. They fall into what I call the Triangle of Death.


This triangle consists of three key mistakes:


  1. Lack of Clarity: Customers need to know what they are a part of and why it matters. Clearly communicate your brand's mission and values to create a sense of belonging.

  2. Lack of Safety: Customers must feel safe when engaging with your brand. This means providing a secure and trustworthy environment where they can share their personal information and make purchases without hesitation.

  3. Lack of Results: Ultimately, customers want to see results. Whether it's achieving their goals, solving a problem, or experiencing a transformation, delivering tangible outcomes is crucial for building trust and loyalty.


The Role of Multi-Medium, Multi-Touchpoint, and Multi-Modality

In today's digital age, it's not enough to rely on a single communication channel. To effectively engage with your customers, you need to employ a multi-medium, multi-touchpoint, and multi-modality approach. This means using various platforms and methods to consistently deliver your message and create a cohesive brand experience.


The Power of Constant Improvement

To succeed in business, you must be open to constant improvement. Don't settle for mediocrity or complacency. Continuously evaluate your customer journey, identify areas for enhancement, and implement changes that will deliver better results.


The Magic is in the Work You Won't Do

One of the secrets to business success is recognizing that the magic lies in the work you won't do. This means stepping out of your comfort zone, challenging conventional thinking, and embracing divergent thinking. Don't be afraid to take risks and try new approaches that will set you apart from your competitors.


The Zone of Doubt

The first mistake businesses make in the customer journey is the zone of doubt. This refers to the emotional gap after a customer has made a commitment, where the initial excitement wears off. To overcome this, businesses should focus on providing support and reassurance during this critical period. Clear communication, personalized follow-ups, and addressing any concerns or questions can help alleviate doubts and build trust.


The Inverse Journey

The second mistake is the inverse journey. Instead of focusing on yourself and your accomplishments, shift the focus to your customers and their results. Your customers' results will speak volumes about your brand and its effectiveness. By highlighting success stories and showcasing the value you provide, you can build credibility and trust with your audience.


Drown the Journey

The third mistake is drowning the journey. Many businesses overwhelm their customers with too much information, too soon. Instead, take a step-by-step approach and guide your customers through the journey at a pace that suits them. Break down complex processes into manageable tasks and provide clear instructions and resources to support their progress.


The Drive-By

The fourth mistake is the drive-by. This refers to impersonal and intrusive communication that leaves customers feeling disengaged and annoyed. Instead, focus on building genuine connections and seeking consent from your customers. Respect their time and preferences, and provide value in your interactions.


Conclusion

Building strong relationships is the key to long-term business success. By focusing on the customer journey and avoiding the Triangle of Death, you can create a brand that customers love and advocate for. Remember, your message is only as effective as the recipient's ability to hear it, understand it, and implement it. So, strive to communicate your brand's value in a way that resonates with your audience and cultivates lasting relationships.


Stay tuned for the next part of this blog series tomorrow, where we'll delve deeper into the strategies for creating an effective customer journey.


Frequently Asked Questions

  • How do you approach onboarding and simplifying processes for your clients?

    I approach onboarding and simplifying processes for my clients by focusing on building relationships and understanding where they are at. I emphasize the importance of treating my clients like students and providing them with clear instructions and guidance. I believe in using the least resistant path to match my relationship with each person, and I am willing to provide resources and support without requiring unnecessary steps such as collecting emails or making forms. I also emphasize the importance of not overwhelming my clients with too much information or tasks, and instead, I break things down into manageable steps.

  • What are the 3 mistakes (plus the additional fourth mistake) mentioned?

    The three mistakes mentioned in the masterclass are the zone of doubt, the inverse journey, and the drown the journey. The additional fourth mistake is called the drive-by.

  • How do you use the least resistant path to match your relationship with someone?

    I use the least resistant path to match my relationship with someone by avoiding the use of emails, forms, and automation. Instead, I prefer direct communication such as DMs or connection calls to provide resources and information. I believe in making the process simple and convenient for the person I am interacting with.

  • Why do you emphasize the importance of relationships in your coaching?

    I emphasize the significance of relationships in my coaching because I strongly believe that without strong relationships, businesses cannot thrive. I firmly believe that building strong relationships with customers is the key to retention and scaling, resulting in long-term success. I also emphasize that relationships are the most valuable currency to monetize, as without them, businesses have nothing.

7 Unique & Low-Cost Martial Arts Valentine’s Day Promotions to Get New Students

By Nick Dougherty • February 12, 2025
Valentine’s Day isn’t just about romance—it’s about connection, confidence, and commitment. Use this holiday as an opportunity to bring new students in with these low-cost, high-impact ideas that align with your martial arts studio’s mission. 1. “Heart of a Warrior” Parent & Child Free Class 💡 Concept: Promote bonding and discipline by inviting parents to train with their kids for free on Valentine’s Day. 🎯 Why It Works: Many parents want meaningful quality time with their kids. This class builds connection while showcasing your program. ✅ How to Execute: • Offer a one-day “Heart of a Warrior” family training session where parents and kids train together. • Make it interactive with fun drills, teamwork exercises, and life lessons on love through leadership and protection. • Give attending families a special offer if they enroll together. 2. “Bring Your Bestie” Buddy Pass 💡 Concept: Offer existing students a free pass for their friend to train with them for one week. 🎯 Why It Works: Friends training together increases commitment and fun, leading to a higher retention rate. ✅ How to Execute: • Give out limited-time “Bestie Buddy Passes” leading up to Valentine’s Day. • Create a friendly competition where the pair with the most classes attended wins a small prize (sticker, wristband, etc.). • End the week with a Bestie Belt Challenge—a fun drill where they help each other succeed. 3. “Protect Your Loved Ones” Self-Defense Seminar 💡 Concept: Host a free community self-defense workshop themed around protecting the people you love. 🎯 Why It Works: This empowers parents, kids, and couples, showing that martial arts isn’t just about fighting—it’s about keeping loved ones safe. ✅ How to Execute: • Keep it basic and engaging (situational awareness, escape drills, etc.). • Promote with “Who Would You Protect?” messaging—have people tag loved ones to attend together. • Offer attendees a discounted membership if they enroll as a duo (parent/child, siblings, friends). 4. “Love Yourself, Train for Free” Challenge 💡 Concept: Focus on self-love and self-improvement with a 7-day free challenge for new students. 🎯 Why It Works: February is prime time for goal-setting and personal development, especially after failed New Year’s resolutions. ✅ How to Execute: • Challenge runs for one week, including one free class and a simple at-home challenge (push-ups, mindfulness, journaling). • Use a special challenge tracker—those who complete all tasks get a free trial extension or discounted enrollment. • Promote the idea that “the best Valentine is YOU”—train for self-confidence and discipline. 5. “Power Couples” Valentine’s Day Sparring Event 💡 Concept: Create a fun couples event where partners train together in a lighthearted martial arts class. 🎯 Why It Works: Couples who train together stay together! This is a fun, unique date idea that gets them hooked on training. ✅ How to Execute: • Offer a free couple’s class with basic partner drills, pad work, and a mini-competition. • Keep it light and fun, adding partner teamwork exercises like helping each other perfect a kick. • Offer a discounted rate for couples who sign up together (or let one enroll and their partner train for free for a month). 6. “Warrior’s Heart” Valentine’s Day Card Giveaway 💡 Concept: Create custom martial arts-themed Valentine’s cards for students to hand out to their friends. 🎯 Why It Works: It’s an organic referral strategy—students naturally invite friends while sharing something fun. ✅ How to Execute: • Print simple custom cards that say “Train with me for FREE!” and include a guest pass. • Have kids hand them out at school, to teammates, or at other activities. • Offer a raffle entry for every friend that redeems a pass. 7. “Love the Journey” Social Media Giveaway 💡 Concept: Run a social media giveaway where people share what they love about martial arts for a chance to win a free month of training. 🎯 Why It Works: Encourages engagement and word-of-mouth marketing while getting new prospects interested. ✅ How to Execute: • Post: “Tell us what you LOVE about martial arts in the comments for a chance to win a free month!” • Require them to tag 2 friends (expands your reach). • Pick one winner at random, but offer all participants a limited-time discount to join. Final Thought: The Key is Engagement, Not Cost GRAB YOUR GRAPHICS HERE

The First 100 Days of Customer Shock: The Ultimate Retention Guide for Martial Arts Studios

By Nick Dougherty • February 11, 2025
Why the First 100 Days Matter The first 100 days of a new student’s journey will determine whether they become a lifelong member or just another drop-off. The goal is to blow their minds at every step—showing them they made the right decision, reinforcing their commitment, and ensuring they experience everything they were promised as a lead. This isn’t just onboarding. This is a full-blown experience designed to create unstoppable loyalty. PHASE 1: THE IMMEDIATE IMPACT (Days 1-7) Objective: Make them feel like they joined something special. ✅ Day 1: The Red Carpet Welcome Personalized welcome video from the head instructor. Studio tour if not already given. Exclusive "Welcome to the Family" package (shirt, wristband, or special badge). Immediate invite to the Private Member Community (Facebook group, WhatsApp, etc.). First class follow-up: "How was your first session? Anything we can help with?" ✅ Day 2-3: The Commitment Reminder Send an email/SMS reminding them WHY they joined and the transformation ahead. Video of success stories from students just like them. Assign an accountability partner (a senior student or coach check-in system). ✅ Day 4-7: Reinforce Their Decision "Your first week down! Here’s what’s next!" email with milestones ahead. Share a "What to Expect in Month 1" roadmap. Offer a personalized challenge (ex: "Earn your first stripe by Day 30"). Midweek check-in from an instructor: "How are you feeling so far?" PHASE 2: CREATING MASSIVE VALUE (Days 8-30) Objective: Show them they’re getting MORE than they expected. ✅ Day 8-10: The First WIN Challenge Encourage them to share their experience in the private group. Offer their first milestone challenge (ex: "Show up 3 times this week = reward!"). ✅ Day 14: Shock & Awe Gift Surprise them with a free training resource, exclusive content, or VIP access to a special class. "We appreciate you! Here’s something extra for your commitment." ✅ Day 21: Unlock the Next Level First milestone review (personal feedback on progress). Reminder of why they started. Personal invite to something exclusive (a seminar, VIP event, or extra class). ✅ Day 30: "Your First 30 Days – Look at You Now!" A personal message celebrating their 30-day achievement. Highlight growth, progress, and improvements. "What’s Next?" preview of their next 30 days. A customized training plan for their next month. PHASE 3: BUILDING STRONG CONNECTIONS (Days 31-60) Objective: Deepen their ties to the community and future vision. ✅ Day 35-40: Invite-Only Challenge Special event or seminar for new students only. A buddy pass to bring a friend/family member. "Training isn’t just about the body—it’s about the tribe!" ✅ Day 45: Personal Progress Call 1-on-1 progress check-in. Adjust training goals based on feedback. "Here’s where you’re crushing it! Here’s where we’ll level up!" ✅ Day 50-55: Leadership Exposure Introduce them to a senior member or coach for a mentorship-style talk. "You’re past the beginner phase—time to start thinking bigger!" ✅ Day 60: The Family Bonding Experience Host a "Bring Your Family to Class" session. Strengthen outside support from their personal circles. Cement their feeling that they’re part of something bigger. PHASE 4: CEMENTING THEIR FUTURE (Days 61-100) Objective: Transform them from a student into a lifelong warrior. ✅ Day 65-70: "Why I Train" Reflection Have them write or record a video on what martial arts has done for them so far. Post in the community group to inspire others. ✅ Day 75: Special Advancement Opportunity A unique training opportunity (early testing invite, exclusive sparring session, etc.). "Not everyone gets this. You’ve EARNED it." ✅ Day 85-90: The Next-Level Commitment Offer an upgraded membership, private coaching, or leadership path. "You’re no longer just starting out. It’s time to level up!" ✅ Day 100: "You Made It – What’s Next?" Celebrate their journey and cement long-term retention. Special gift, recognition, or badge of honor for completing 100 days. Personal invite to become a mentor for new students . "You’re no longer a new student. You’re a part of this for LIFE." Why This Works 🔥 Most gyms & studios focus only on getting members, NOT keeping them. This system ensures they feel valued, engaged, and constantly progressing. 🔥 People don’t quit when they’re deeply connected to the community. These first 100 days create that connection. 🔥 By constantly reinforcing the value, members won’t second-guess their decision. Instead, they’ll be telling their friends and family to join! This isn’t just an onboarding process—it’s customer shock & awe. The result? More loyalty, fewer cancellations, and a thriving studio.  YOUR NEXT MOVE: Implement this 100-day shock system in your studio and start turning new leads into lifelong warriors. 👊🔥

The Ultimate IG Reels Framework: How to Stay Consistent & Win

By Nick Dougherty • February 11, 2025
Why Most People Fail at Reels Creating Reels isn’t hard. Staying organized, consistent, and strategic is where most fail. This framework will help you build an effective Reels system that keeps your content sharp, engaging, and results-driven. 1. The Doc of Truth – Your Reels Blueprint Before making content, define your core message so every Reel aligns with your brand. Answer these questions: What is the purpose of your videos? What do you stand for? What do you stand against? Where are you taking people? What makes you unique? Who can back up what you say? What are people getting from you? Would anyone share your video? When they go to your IG page, can you turn a glance into a stare? Is there an easy way for new followers to get started? 2. Who Is Making the Reels? This is your TV show. Think about: Who is behind the production? It’s not about volume—it’s about context and clarity. Thumbnails should stand out and look unique. 3. Make 7-10 Reels at a Time Batch content creation to stay ahead. Then distribute across platforms. 4. One-Take vs. Multiple Takes One-take videos = Fast, raw, real. Multiple takes = More polished, but more time-consuming and expensive. 5. You Can’t Afford to Make Them Yourself It takes too long to shoot, edit, and post everything solo. Hire a content team or use a streamlined system. 6. Look Like a Pro High-quality visuals and sound matter. Keep branding consistent across Reels. 7. Every Video Should Follow a Framework Use proven formulas to make Reels engaging and effective. 7 Reasons Your Business Needs Reels More Reach: Instagram favors Reels, pushing them to new audiences. Higher Engagement: Short-form video captures attention faster. Better Brand Trust: Video builds deeper connections than images. Lead Generation: Reels turn viewers into followers, then customers. Algorithm Boost: IG rewards accounts that consistently post Reels. Shareable Content: Easy for followers to spread your message. SEO & Discoverability: Reels show up in search results, getting you found faster. 5 Other Ways to Use Reels & Where to Distribute Post to Facebook Reels – Expands reach to another massive audience. Upload as YouTube Shorts – Capitalize on YouTube’s push for short-form content. TikTok Reposts – Repurpose Reels onto TikTok for more engagement. Website Integration – Add Reels to your website to boost credibility. Email Marketing – Embed Reels in emails to keep subscribers engaged.  🔥 10 Instagram Reels Frameworks (Used by Top Creators) These frameworks are designed to grab attention, drive engagement, and increase reach . Hook → Teach → CTA (Call to Action) Start with an attention-grabbing question or statement. Teach a valuable tip in a concise way. End with a CTA (e.g., “Follow for more!” or “Comment below!”). Before & After Transformation Show a "before" state (struggling with a technique, fitness level, or skill). Transition to the "after" (mastering the technique, improvement, or success story). Challenge-Based Reels Introduce a martial arts challenge (e.g., “Try this kick combo!”). Show how to do it. Invite viewers to try and tag your studio. Behind-the-Scenes (BTS) Content Give a sneak peek into classes, instructor prep, or student training. Keep it raw and engaging (students sweating, sparring, celebrating wins). Reaction or Duet-Style Reels React to trending martial arts clips, fails, or highlights. Add your expert commentary or humor. Fast-Paced Montage with Music A mix of training shots, sparring, and students in action. Use high-energy music and quick transitions. “Mistakes to Avoid” Format Show a common mistake in martial arts. Explain why it's wrong. Demonstrate the correct way. “POV” (Point of View) Style Example: “POV: You just signed up for your first martial arts class.” Show the experience from a new student’s eyes. Storytelling (Personal Journey or Student Testimonial) Share a powerful transformation story (yours or a student’s). Use captions or voiceover to tell the story. “Listicle” (X Tips in X Seconds) Example: “3 Mistakes That Are Holding Back Your Kicks” Quick, informative, and engaging. 🥋 10 Instagram Reels Topics for Martial Arts Studio Owners These topics are designed to attract new students, engage the community, and build authority . “Why Every Kid Should Learn Martial Arts” Benefits like discipline, confidence, and self-defense. “3 Self-Defense Moves Everyone Should Know” Demonstrate easy-to-learn techniques. “How to Throw a Perfect Kick (Common Mistakes)” Teach proper form in an engaging way. “What to Expect in Your First Martial Arts Class” Ease the nerves of potential students. “My Biggest Martial Arts Fail (And What I Learned)” Share a personal or funny moment to build relatability. “Best Warm-Up for Fighters & Martial Artists” A quick and effective warm-up routine. “Student of the Month Highlight” Celebrate a student’s progress and dedication. “The #1 Myth About Martial Arts (Debunked)” Address common misconceptions like “Martial arts is just for fighters.” “How Martial Arts Can Help You in Real Life” Talk about confidence, focus, and discipline. “Funniest Things We Hear as Martial Arts Instructors” Share hilarious questions or comments from students. Final Thought Reels are non-negotiable for business growth. Stay consistent, follow the framework, and use Reels strategically to attract, engage, and convert your audience across multiple platforms. Get filming and start winning! 🎥🔥
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