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How to Transform Your Marketing into a Movement: Insights from Nick D
Nick Dougherty • July 3, 2024
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Hey everyone, Nick D here! Let's dive right in—no more waiting because I am too excited about today's topic. First of all, shout out to all of you badasses making it here today. It's 4th of July weekend, and while most people have already checked out, you guys are here and that speaks volumes about your dedication. So let's get into it.


The Power of Movements vs. Marketing

Recently, I received a message from a guy who's been following me for a year. He said I seem like the only real person left and just joined the Brotherhood. This got me thinking about the difference between movements and marketing. I want you to write this down: movement vs. marketing.


Movement vs. Marketing

You need to create movements, not just do marketing. The Brotherhood wasn't planned; it happened organically. A year and a half ago, I was lost, working on Studio Boss, and feeling miserable. George Bryant called me out and helped me realize that I needed to find my identity again. He taught me the importance of creating a movement rather than just doing marketing.


Three Key Takeaways

1. Document of Truth:

This is your Bible. You must be obsessed with it, tweaking it constantly, and ensuring it resonates with your audience.


The Document of Truth is essential. It's not about just giving away value; you have to hold people accountable. If you give someone an eBook, set up a call to help them with it. Create relationships where you get results first.


2. Lead by Example

Are you leading from the front? Are you in shape? Are you practicing what you preach?


Leading from the front is critical. Look at yourself—are you in the best shape of your life? If not, that needs to change. I was 225 pounds in 2016, and now I'm 182 pounds and in the best shape of my life at 50 years old. You need to be the example for your students.


3 Constant Adjustment:

Adjusting your strategies daily is crucial. Your emails, text messages, gym routines, and even your diet need constant tweaking.


You need to be constantly adjusting everything—your marketing, your personal habits, your diet, everything. This is how you stay ahead and keep improving.


Movement Not Marketing

When you create a movement, people resonate with you. They are tired of agencies and want genuine connections. Give value first, hold people accountable, and lead by example.


The Antagonist

Having an antagonist or someone who doubts you can be a great motivator. Use their negativity to fuel your drive and prove them wrong.


Launching the Brotherhood Podcast

We're launching the Brotherhood Podcast next week. I'll be interviewing amazing entrepreneurs and asking them what makes them different. This is a great way for you to learn from the best and apply those lessons to your own life and business.


Affiliates

We are launching an affiliate program. If you refer someone to the Brotherhood, you get 20% of their subscription fee until they stop paying. This is a great way to grow our community and help more people.


Implementation Skills

Here are the skills every one of you needs to master:


  • Email Strategies: Different strategies for members and leads.
  • Text Messaging: Weekly texts to leads and members, not just offers.
  • Maintaining Lists: Constantly update and clean your contact lists.
  • Posting: Daily posts on your personal and business pages.
  • Instagram: Maintain a respectable Instagram page with consistent stories.
  • Creating Courses: Offer value through courses addressing common pain points.
  • Movement Mindset: Think movement, not marketing.
  • Documented Truth: Constantly adjust and live by your Document of Truth.
  • Facebook Live and Reels: Start creating content now and adjust as you go.
  • BAR Report: Brotherhood Accountability Report—do it daily.
  • Creating a Movement: Detailed Insights


The Struggles and Triumphs

Let's delve deeper into the journey that led to the creation of the Brotherhood. A year and a half ago, I found myself in a rut. Working on Studio Boss was draining, and I had lost my passion. George Bryant's call-out was a turning point. It wasn't about learning new things; it was about reigniting what I already knew and had forgotten. George didn't teach me anything new; he reminded me of the principles I had strayed from, principles that were critical to creating a movement.


The Catalyst and Contagious

George introduced me to "The Catalyst" and "Contagious," books that emphasized the power of movements. These books were not new to me, but reading them again with a fresh perspective was enlightening. They highlighted the importance of authenticity and creating genuine connections, something that gets lost when you focus solely on marketing tactics.


Building the Brotherhood

The Brotherhood started as a simple concept. I was called out by George Bryant, and it led to an introspective journey. I realized I wasn't enjoying what I was doing with Studio Boss. Spending hours on website copy and development was not fulfilling. The gut feeling that things were not right was persistent. George's intervention was timely and transformative. It wasn't an accident; it was a necessary disruption that helped me find my path again.


Importance of Accountability

One crucial lesson from George was about accountability. It's not enough to give value; you need to ensure that people act on it. If you give someone a resource, follow up with them. Help them apply what they've learned. This creates a deeper connection and fosters a sense of responsibility.


The Impact of Personal Transformation

Personal transformation is at the core of leading by example. Six years ago, I couldn't do a pull-up. Today, I'm in the best shape of my life. This transformation didn't happen overnight. It required constant effort and dedication. Leading by example means showing your students that you practice what you preach. It's about demonstrating the results of hard work and consistency.


The Role of Fitness

Fitness is not just about physical appearance; it's about discipline and commitment. If you're overweight or out of shape, it's hard to inspire others to follow your lead. You need to be the embodiment of the values you promote. This authenticity is what attracts people to your movement.


Constantly Adjusting and Improving

Adjustment is a continuous process. Whether it's your marketing strategies, personal habits, or business practices, constant tweaking is necessary. This is how you stay relevant and effective. Your emails, text messages, and social media content should always be evolving based on feedback and results.


Document of Truth in Practice

The Document of Truth is a living document. It's something you need to revisit and adjust regularly. It should reflect your core values and the message you want to convey. This document is your guiding star, helping you stay true to your mission.


Embracing the Antagonist

Every story needs an antagonist. For me, it's the naysayers and doubters. Their negativity fuels my drive. When people criticize or doubt me, it pushes me to prove them wrong. This isn't about seeking validation from others; it's about using their skepticism as motivation to excel.


Turning Criticism into Fuel

Criticism can be a powerful motivator. Instead of letting it bring you down, use it as fuel to drive your success. Proving your doubters wrong can be incredibly satisfying and can push you to achieve more than you ever thought possible.


Launching the Brotherhood Podcast

The Brotherhood Podcast is a platform where I'll interview top entrepreneurs and leaders. The goal is to extract valuable insights that can help you in your journey. These interviews will provide a wealth of knowledge and inspiration, showcasing the diverse paths to success.


Learning from the Best

By listening to the stories of successful entrepreneurs, you'll gain a deeper understanding of what it takes to build a successful business and create a lasting impact. These insights can be applied to your own journey, helping you overcome challenges and achieve your goals.


The Power of Affiliates

Our affiliate program is designed to grow the Brotherhood community. By referring someone to the Brotherhood, you earn a commission. This not only helps us grow but also provides you with a passive income stream.


Creating an Affiliate Network

An affiliate program can significantly expand your reach. By leveraging the networks of your current members, you can attract new members and create a larger impact. This network effect is powerful and can accelerate your growth.


Implementation Skills in Detail

Let's break down the critical skills you need to master to implement these strategies effectively.


Email Strategies

Differentiate your email strategies for members and leads. Members need engagement emails that provide value and keep them informed about events and updates. Leads need nurturing emails that build trust and guide them towards conversion.


Text Messaging

Text messaging is a powerful tool for engagement. However, it shouldn't always be about offers. Mix in value-driven messages, ask for feedback, and create a dialogue. This builds a stronger connection with your audience.


Maintaining Lists

Regularly update and clean your contact lists. Ensure you have the correct contact information and that your lists are segmented properly. This ensures your messages reach the right people and are effective.


Posting Consistently

Consistency is key. Post daily on both your personal and business pages. This keeps your audience engaged and aware of what you're doing. Don't worry about perfection; focus on consistency and adjust as you go.


Instagram Presence

Instagram is crucial, especially for a younger audience. Maintain a respectable page with consistent stories. Your stories should provide a behind-the-scenes look at your operations, showcasing authenticity and building trust.


Creating Courses

Offer value through courses that address common pain points. Whether it's a course on bonding with your kids or improving focus, these resources provide tangible value and position you as an authority.


Movement Mindset

Adopt a movement mindset. Think about how you can create mini-movements around different aspects of your business. This creates a deeper connection with your audience and makes your marketing efforts more impactful.


Documented Truth

Live by your Document of Truth. Constantly revisit and adjust it to ensure it remains relevant and aligned with your mission. This document should guide all your actions and communications.


Facebook Live and Reels

Start creating content now and adjust as you go. Facebook Live and Reels are powerful tools for engagement. They allow you to connect with your audience in real-time and provide valuable insights.


BAR Report

The Brotherhood Accountability Report (BAR) is a daily practice. This report helps you stay accountable and track your progress. It’s a critical tool for continuous improvement and staying on track with your goals.


Frequently Asked Questions

Q: How do I start creating a movement?

A: Begin with your Document of Truth and lead by example. Constantly adjust your strategies and focus on giving value first.


Q: What is the Document of Truth?

A: It's a guiding document that outlines your core values, before and after states, and scripture statements. It keeps you aligned with your mission. Click Here to Get the Worksheets


Q: How can I lead by example?

A: Make sure you are in the best shape of your life, both physically and mentally. Practice what you preach and show your students what it means to be dedicated.


Q: What if I'm not good at making videos?

A: Start with what you can do and keep improving. Change your narrative to "I'm getting better at making videos."


Q: How do I get people behind my movement?

A: Engage with your current students and get them involved in your mission. Create value and hold them accountable.


Q: What is the Brotherhood Podcast?

A: It's a podcast where I interview top entrepreneurs to learn their secrets of success. It's a great resource for you to learn and grow.


Q: How does the affiliate program work?

A: Refer someone to the Brotherhood and get 20% of their subscription fee until they stop paying. It's an easy way to grow our community and earn some extra income. Click Here if you're interested


Stay ahead, lead from the front, and keep pushing forward!

Why Your Social Media Still Sucks (And How to Fix It in 90 Days or Less)

By Nick Dougherty • April 10, 2025
Let me get this out of the way… Your content doesn’t suck because you’re lazy. It sucks because no one ever gave you the damn blueprint. Until now. I’m Nick. I’m not a “guru,” and I’m not here to sell you some TikTok trend that dies in two weeks. I’m a marketing personal trainer for martial arts school owners — the real ones, the ones fighting every day to build something that matters. And I’m going to show you how to turn your broken content into a reality show that prints leads like clockwork. The Truth: You’re Not in the Martial Arts Business Anymore You’re in the attention business. And attention goes to the loudest, most consistent, most relatable brand in the room. Right now, there are little league coaches, youth pastors, and Zumba instructors outposting you… …because they’ve figured out something most martial arts schools haven’t: 🎥 Your content IS your perception. And your perception IS your business. If your social media looks like an afterthought… Your school feels like one too. The TV Show Framework That Changes Everything What if instead of random posts, you built a show ? Not fake. Not scripted. A raw, unfiltered, “this is what we stand for” kind of show. Here’s the formula I gave away in my recent training that had even Alex Hormozi , James Walker , and Boogie-Down Simpson saying: “This is the future.” Build Your Show: Daily themes. (So you’re never guessing what to post) Reels as commercials. (80/20 value-to-offer ratio) Instagram = Magazine cover. Make it clean. Stories = Behind the scenes. Make it human. Facebook = Your value vault. Email = Where you program their subconscious. AI = The assistant that never lets you down. This isn’t just strategy. This is how you create a movement around your brand . Final Thought (Read This Twice) Stop waiting for permission. There is no everybody. The schools that win from here on out will be the ones who show up bold , authentic , and relentless . You are the show.  Now build it like you mean it.

THE ANTI-CANCEL PROCESS™ 2.0 "How to STOP Students from Quitting Cold… Even If They Already Said They’re Done"

By Nick Dougherty • March 31, 2025
Let me be brutally clear: People don’t cancel because they’re “busy.” They cancel because they forgot why it mattered. They lose the fire. They forget the fight. They drift — like sheep — back into the herd of mediocrity. And if you let that happen on your watch? You’re not running a martial arts school. You’re running a daycare with punching bags. But not anymore. Because today, I’m handing you the nuclear codes to flip the script on cancellation culture and install: ❌ THE UN-QUITTABLE CULTURE™ SYSTEM Not a pep talk. Not a strategy. A hardwired identity shift that makes quitting feel like betrayal. STEP 1: BECOME A MOVEMENT, NOT A MEMBERSHIP People don’t quit tribes. They quit gyms. They quit hobbies. But not tribes. 🔥 BUILD THE WALL OF THE COMEBACK. Student almost quit and stayed? Their name goes up. With pride. With a story. With proof. This wall becomes sacred. A symbol. A signal. You don’t abandon your tribe. You fight for it. STEP 2: THE INCEPTION SEED (DAY 1) Don’t say "Welcome." Say this: “Most students hit a wall around 30–60 days in. That’s normal. Life gets busy. Doubts creep in. But that’s the moment where everything changes — if you push through.” You’ve just future-proofed their commitment. You gave the pain meaning. They’ll remember this when the quitting voice shows up. STEP 3: THE MONTHLY LOOP Subject: "Do You Remember Why You Started?" "We do. And it’s working. Here’s what we’ve noticed: [Insert specific progress]." Attach a win. A photo. A quote from class. This triggers the original emotional WHY. Motivation fades. Vision sticks. STEP 4: THE DDS™ — DISAPPEARANCE DETECTION SYSTEM Two absences in a row? That’s DEFCON 1. Send this: "Hey [Name], I’m worried. Two missed classes usually means a slump is starting. Can I call you for 2 minutes today to help get you back on track?" You noticed. That alone may save them. STEP 5: THE "IF YOU QUIT NOW" LETTER They say they want to quit? You don’t process it. You print this and hand it to them: IF YOU QUIT NOW… You’ll miss the moment you were about to break through. You’ll teach your kid quitting is acceptable when life gets hard. You’ll walk away from the version of you that was finally showing up. This isn’t meant to be easy. It’s meant to change you. Then say: "Read this. If you still feel the same way, I’ll respect it." Most never go through with the cancel. STEP 6: THE COMEBACK CONTRACT Offer this: "Come back for 30 days. No pressure. If you still want out after that, I’ll process it and even give you a shirt for giving it one last shot." You look like the hero. And 95% of the time? They don’t quit again. STEP 7: PSYCHOLOGICAL PAYOFF SYSTEM Belts don’t keep students. Progress does. Ask: "What does success look like to you in 90 days?" Then: Track it. Measure it. Show them the finish line. Progress = Retention. Visible progress = Loyalty. STEP 8: THE WALL OF THE COMEBACK This is the heartbeat of the entire Anti-Cancel Culture. You want retention? Don’t post cheesy slogans. Post proof that real people felt weak and stayed anyway. 🔥 THE WALL OF THE COMEBACK 🔥 Names. Dates. Photos. Quotes. "I almost quit. I didn’t. Now I’m proud." This wall becomes part of your culture. A student walks by it and knows: "I’m not alone in this fight." This wall makes them believe staying is possible. Because others already did. 🔪 TWO REVOLUTIONARY IDEAS TO SEAL THE DEAL 🔋 IDEA #1: THE BLACK BELT BURNDOWN CEREMONY Once per quarter, do this: Burn a white belt in a fire pit Have black belts share their "I almost quit" story Recognize every comeback student in front of families 🌟 This makes perseverance public and powerful . 💥 It turns your school into a tribe of warriors. 🔋 IDEA #2: FUTURE SELF MIRROR METHOD Day 1: Record a video of the student saying why they joined and what they want in 6 months. Day 60: Show it to them. Let them see the fire in their own eyes. Remind them who they said they’d become. 💥 FINAL WORD FROM NICK D: If you let people quit without a fight, you’re not just losing students. You’re letting families lose the very thing they came to you for: strength, discipline, belief. Fight for them. Challenge them. Show them what they’re really made of. Because most of the world lets people quit. Be the one who doesn’t. 🔫 Want the full Anti-Cancel Swipe File with messages, scripts, posters, and email templates? Lock it in. Light it up. Let’s go to war on quitting. 💣 ANTI-CANCEL SWIPE FILE Messages, Letters, Comeback Offers & Posters By Nick D 1. ✅ Comeback Message (Text/SMS) Message: “Hey [Name], I noticed you’ve missed a few classes. That’s when most people lose momentum — and I’m not letting that happen to you. Can I give you a quick 2-minute call today to get you back on track?” 2. 📞 Parent Intercept Message Message: “Hey [Parent], quick note: when students miss two or more classes, it usually turns into quitting. But that doesn't happen on my watch. Can I give you a quick call today or tomorrow? I’ve got a plan.” 3. 📄 “If You Quit Now” Letter (Print or Email) Subject/Headline: IF YOU QUIT NOW… You’ll miss the moment you were about to break through. You’ll never know the potential sitting just beyond the struggle. You’ll teach your child that quitting is normal when things get tough. This program wasn’t meant to be easy. It was meant to change you . We’re fighting for your growth. Are you? 4. 🎯 Recommitment Bonus Offer Offer: 30-Day Recommitment Challenge Message: “What if you gave it just 30 more days? If you're still not feeling it, I’ll process the cancel — and even give you a free shirt just for the effort. But if you’re like most… you’ll be glad you stayed.” 5. 🧱 “No Quit Zone” Wall Poster (Print-Ready Text) 🔥 THE WALL OF THE COMEBACK 🔥 These are the names of warriors who were tempted to quit… but didn’t. They pushed through. They fought back. They stayed the course. This wall is proof: You’re always one choice away from a comeback. (Add names/photos monthly) 6. 🧠 Day 1 Inception Script “Just so you know — most students hit a wall in the first 30–60 days. They get busy, tired, overwhelmed. Some want to quit. That’s when the magic happens. Push through that wall — and life changes.” 7. 🔁 Monthly “Why You Started” Message Subject: Do You Remember Why You Started? Body: Because we do. And it’s working. Here’s what we’ve noticed: [Insert specific progress] [Attach photo or milestone] This isn’t about where you are.  It’s about how far you’ve come .

How Martial Arts Studios Can Use the Confidence Assessment to Attract Leads & Change Lives

By Nick Dougherty • March 10, 2025
Confidence is under attack. Not just for kids. Not just for adults. For everyone. 🚨 70% of kids today struggle with confidence and avoid challenges out of fear of failure. 🚨 Over 85% of adults admit they lack self-confidence in critical areas of life. The world isn’t getting easier. It’s getting softer. Too many people avoid hard things, avoid struggle, avoid discomfort. And because of that, they never grow. At your martial arts school, you know the truth: Confidence isn’t something you’re born with. It’s something you build. But how do you get people to realize they need to take that first step? How do you connect with leads in a way that makes them say, "I need this. My child needs this." ? Enter: The Confidence Assessment. 🔷 What is the Confidence Assessment? It’s a simple but powerful tool that helps kids (or adults) measure their confidence level and see where they need to improve. ✅ For kids: It identifies where they struggle—self-esteem, handling failure, social confidence, standing up for themselves. ✅ For adults: It exposes where confidence is holding them back—speaking up, taking action, leadership, self-belief. It’s not just a test. It’s a wake-up call. Because when people see their confidence score, they realize it’s time to do something about it. And that’s where YOU come in. 🔷 How Martial Arts Schools Can Use the Confidence Assessment to Attract More Students 1️⃣ Use it as a lead-generation tool Offer the assessment for free on your website and social media. Parents and adults take the test, and you follow up with solutions (aka your martial arts program). 2️⃣ Run an in-school Confidence Challenge Have students take the assessment before training. Track their progress and show how martial arts is building their confidence. Share testimonials and success stories online. 3️⃣ Use it for community outreach Run a Confidence Workshop at schools, community centers, or businesses. Give the assessment before the event, then show them how martial arts can fix their confidence gaps. 🔷 The Confidence Assessment in Action: A Step-by-Step Plan 1️⃣ Create a landing page where people can take the Confidence Assessment. 2️⃣ Promote it with social media posts, Reels, and emails (templates below). 3️⃣ Follow up with everyone who takes it —invite them in for a Confidence Consultation. 4️⃣ Use the results to start powerful conversations that lead to sign-ups. Simple. Effective. A no-brainer for your martial arts school. 📌 Social Media Posts to Promote the Confidence Assessment 🔥 Post #1 – The Confidence Crisis (For Kids & Parents) 📸 Image/Video: A kid looking unsure vs. a kid in a martial arts stance. 📝 Caption: 🚨 The Confidence Crisis is Real 🚨 Did you know 70% of kids lack confidence and avoid challenges? 💭 Does your child struggle with: ❌ Fear of failure? ❌ Low self-esteem? ❌ Holding back in social situations? Confidence isn’t something kids are born with. It’s something they build. That’s why we created The Confidence Assessment —a quick, powerful tool to measure where your child stands. 💥 Take the FREE Confidence Assessment now → [Insert Link] 🔥 Post #2 – The Adult Confidence Challenge 📸 Image/Video: A hesitant adult looking in the mirror vs. an adult training hard. 📝 Caption: How Confident Are You… Really? 🤔 Over 85% of adults admit they lack confidence in key areas of life. 💭 Do you: ❌ Struggle to speak up? ❌ Avoid stepping outside your comfort zone? ❌ Feel like fear holds you back from taking action? It’s time to fix that. Take The Confidence Assessment now and find out where YOU stand. 💥 Click here to take it FREE → [Insert Link] 📌 Email Templates to Promote the Confidence Assessment 🔥 Email #1 – The Confidence Crisis (For Parents) Subject: 🚨 70% of Kids Struggle with Confidence. Does Yours? Hey [First Name], There’s a Confidence Crisis happening right now. 🚨 70% of kids lack confidence and avoid challenges. 🚨 More kids today struggle with self-doubt than ever before. And here’s the hard truth… Confidence isn’t something kids are born with. It’s something they build. That’s why we created The Confidence Assessment. 💥 It’s a quick test to measure where your child stands and how to improve. If you want to know exactly where your child’s confidence gaps are—and how to fix them— click below to take the assessment now. 🔥 Take the FREE Confidence Assessment → [Insert Link] See you on the mats, Thu Doolittle NTA Taekwondo 🔥 Email #2 – The Adult Confidence Challenge Subject: How Confident Are You… Really? Hey [First Name], Over 85% of adults admit they struggle with confidence. 💭 Do you: ❌ Hold back from speaking up? ❌ Avoid challenges that push you outside your comfort zone? ❌ Feel like self-doubt stops you from reaching your full potential? Confidence isn’t something you either "have" or "don’t have." 🔥 It’s something you train. We created The Confidence Assessment to help you measure your confidence level—and show you exactly where to improve. 💥 Click below to take the assessment now. 🔥 Take the FREE Confidence Assessment → [Insert Link] See you on the mats, Thu Doolittle NTA Taekwondo 📌 Instagram Reel Framework to Promote the Confidence Assessment 🎬 Reel Title: "Is Your Confidence Holding You Back?" 📌 Hook (First 3 Seconds - MUST Grab Attention): ❌ "Most people think confidence is something you’re born with… It’s not. " 📌 Main Content: 🎥 Split-screen: Left side: A hesitant person (kid/adult) looking unsure. Right side: A confident martial artist standing strong. 🗣 Voiceover: 💬 "Confidence is trained, just like any skill." 💬 "But first, you need to know where you stand." 📌 Call to Action (CTA): 💥 "Take our FREE Confidence Assessment now and see where you stand. Click the link in our bio! " 🎬 Text Overlay: 📍 "Take the Confidence Assessment! Link in Bio." 🔥 Final Thoughts: This Confidence Assessment strategy is a GAME-CHANGER for martial arts schools. It doesn’t just attract leads —it starts meaningful conversations and shows people exactly why they need your program. ✅ Simple. Effective. Actionable.
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