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The Power of Copywriting and Content Creation for Your Business: Lessons from Nick D and Alex Ormaza
Nick Dougherty • September 27, 2024

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Why Content and Copywriting Matter

In today's fast-paced world, getting and keeping people's attention is one of the biggest challenges in marketing and content creation. Whether you're running a martial arts school, fitness center, or any kind of business, strong copywriting and consistent content are the keys to creating meaningful connections with your audience. As Nick D and Alex Ormaza demonstrate in their podcast, a powerful movement can start with a well-crafted message and a focus on community.


In this blog, we'll break down how Nick D and Alex use proven copywriting and content creation strategies to engage their audiences, build trust, and create lasting impact. We’ll also answer frequently asked questions about content strategies that you can apply to your own business.


Let’s dive in with Nick D kicking things off.


Mastering the Basics of Copywriting, By Nick D

Hey guys, Nick D here! Let’s talk about something crucial—copywriting. Whether you're running events like Alex with the Kid Warrior Movement or just trying to get people into your business, good copywriting is essential. It’s not about being pushy or spammy; it’s about building trust and giving value.


The key to great copywriting is to focus on engaging your audience from the first second they see your content. If you can do that, you’re already ahead of 90% of the competition. So, before I hand things over to Alex, here are my top tips for making your copy stand out.


1. The Importance of a Powerful Headline

First things first—headlines matter. Your headline is the gateway to your content. If the headline doesn’t grab attention, no one is going to read the rest of what you’ve written. I’ve seen too many people ignore this and go straight into their message. Big mistake! You need to create a headline that makes people stop scrolling and take notice. Here's a simple trick: ask ChatGPT to give you a headline that sparks curiosity or emotion.


What is a Headline?

Your headline is the first thing people see when they scroll past your content. It’s your hook. If it doesn’t grab attention right away, nothing else matters—no one is going to click through or read on. A strong headline needs to either provoke curiosity, emotion, or give a bold statement. This is why 80% of the success of your ad or message depends on the headline.


How to Create an Engaging Headline

When you’re writing your headlines, don’t overcomplicate things. Think about your audience—what do they care about? What’s going to grab their attention? Use a headline generator like ChatGPT if you’re stuck, and make sure to test different variations.


Example:

  • "3 Shocking Facts About Kids' Screen Time That Every Parent Needs to Know"
  • "Why You’re Wasting Time With Facebook Ads (and What You Should Do Instead)"


2. Get Personal - Write Like You Talk

Look, people can smell generic from a mile away. If you write like you talk, you’re going to come across as more authentic and human. It doesn’t matter if it’s a social media post, a text, or an email. When you use your own voice, people feel like you’re talking directly to them.


Why Authenticity Matters

People want to hear from you, not a robot. If your copy feels too formal or disconnected from your actual voice, your audience will pick up on that. The key is to write like you talk. It makes your copy feel more personal and relatable. You’re not just speaking to a faceless crowd—you’re talking to one person at a time. This creates a feeling of intimacy and connection.


Example:

Instead of saying, "We offer comprehensive martial arts training to enhance physical and mental strength," say:
"At our dojo, we focus on making you stronger—both mentally and physically. We’re not just about kicks and punches; we’re about helping you grow in every aspect of your life."


3. Tell Stories That Resonate

Storytelling is a powerful way to create a connection. People don’t just want facts—they want to hear how you’ve solved problems, overcome challenges, or helped others succeed. Remember, it’s not about you—it’s about how your experiences can help them.


The Power of Storytelling

Everyone loves a good story, and storytelling is one of the most effective tools in your copywriting arsenal. Stories help people connect emotionally to your message. Don’t just list facts and figures—bring your reader into a narrative where they can see themselves solving their problem with your help.


Example of Storytelling in Copywriting

"Imagine this: You’ve been struggling to get your kid off the couch and engaged in physical activity. After just one session at our dojo, he’s more focused, confident, and can’t stop talking about the class. That’s what martial arts training can do—not just for your child, but for your family."


4. Include a Clear Call to Action (CTA)

Don’t get cute with your CTAs. Tell them exactly what to do next. Want them to sign up for your newsletter? Tell them. Want them to book a class? Don’t leave it to chance—make your CTA direct and strong.


Why CTAs Are Crucial

Don’t leave people guessing about what to do next. A clear call to action gives them the next step. Whether it’s signing up for a free class, downloading a guide, or joining a webinar, make sure your CTA is direct. You’ve done the hard work of engaging your audience—now it’s time to convert that interest into action.


Example:

"Ready to transform your child’s confidence? Click here to schedule a free class now!"


Alex Ormaza’s Bonus Segment: Applying Copywriting to Build a Movement

Hey guys, it’s Alex! First of all, thanks to Nick for setting the stage with those incredible tips. Now, let’s talk about how I applied these copywriting strategies to the Kid Warrior Movement and how you can do the same for your business. Trust me, when you get the formula right, you’re not just running a campaign—you’re creating a movement.


1. Consistency in Content is Key

One of the most important lessons I’ve learned from Nick is that consistency is everything. You can’t just post once and expect people to flock to your event or business. It takes regular, strategic communication to keep your audience engaged. I used what Nick calls the “Thrill and Kill Zone” strategy for my Kid Warrior event.


The Thrill and Kill Zone Strategy

  • Thrill Zone: Two weeks before the event, I flooded my social media channels with exciting posts about the event, using keywords like "accountability" and "family bonding." The goal was to create buzz and get people hyped.


  • Kill Zone: The last week before the event, I went even harder—posting videos, guest speaker announcements, and countdowns. I posted three times a day: morning, midday, and evening. The key here was to keep my audience excited and engaged until the very last minute.


2. Tailoring the Message for Different Audiences

During the Kid Warrior event, I separated the parents from the kids and spoke to each group differently. This allowed me to tailor my message to what each group cared about most. For the parents, I focused on the importance of leading by example. I told them straight up that if they wanted their kids to be more disciplined, they needed to set the standard themselves.


Why Tailoring Your Message Works

When you’re creating content, don’t try to speak to everyone at once. Segment your audience and craft a message that resonates with each group. The more personalized your content feels, the more likely people are to engage with it.


3. Engaging Participants During the Event

It’s not enough to just get people to show up—you need to make sure they’re engaged throughout the event. At my Kid Warrior event, we had the kids and parents do the Diesel Dozen workout together. It wasn’t just about fitness; it was about family bonding and creating a shared experience.


How to Create Engagement at Your Events

  • Include activities that both adults and kids can participate in.
  • Encourage interaction between participants to create a sense of community.
  • Use motivational stories or speeches to inspire your audience.
Get Kid Warrior Materials

* Please note, the Kid Warrior materials are for Brotherhood members. Click the link above to see if you qualify for an instant download.


Frequently Asked Questions: Answered by Alex Ormaza


Q: Was the Diesel Dozen workout meant for both parents and kids?

A: Yes, it was designed for both parents and kids to do together. It created a bonding experience, and you could really see how much they were motivating each other. The kids were cheering their parents on, and it became a powerful moment for everyone involved.


Q: Did you get participants outside of your dojo to attend the event?

A: We did! While most of the attendees were students or families of students, we had two families from outside the dojo. One was referred by a family member, and the other was a local who heard about it through social media. Next time, we’ll focus even more on reaching out to the broader community.


Q: How did you handle separating parents and kids during the event?

A: I took the parents aside to have a heart-to-heart conversation. I explained that if they wanted their kids to improve, they needed to lead by example. This worked much better than having the conversation in front of the kids, where parents might have felt defensive.


Q: Was the workout you gave for both parents and kids to do together?

A: Yes, it was for both parents and kids, and it was a bonding experience.


Q: Did they all do it at home together too?

A: Yes, they did the Diesel Dozen workout every morning together as a family.


Q: Was it mostly students at your school that participated, or did you get a handful of people outside the school to attend?

A: It was mostly students from my school, but two families from outside attended, and they were related to the members of the school.


Q: Tell me what you did with the parents when you had them separated.

A: I spoke to the parents about the importance of leading by example and how kids are affected by screen time and poor nutrition. I encouraged them to take accountability for their children's future health.


Q: Did you boost the Facebook posts or were they just reposts?

A: I did not boost any posts, but I encourage others to do so. I have a large network, so it wasn’t necessary for me.


Q: Did you have any sponsors or anyone you collaborated with for the event?

A: No sponsors, but I collaborated with local influencers like the mayor and the chief of police. For the 30-day celebration, I plan to collaborate with neighborhood businesses for sponsorships.


Q: Will you do a 60-day event after the 30-day one, and will they get a different bracelet?

A: That’s a great question, and I’m considering implementing a longer-term plan. I’ll keep the idea in mind.


Nick D’s Copywriting Masterclass: How to Scale Your Content Creation

All right, back to me. Let’s talk about how to scale your content creation and copywriting efforts so you can keep building your movement.


1. Give Value First

The "Give Before You Ask" Principle

Before you even think about asking someone to buy something or join your program, you need to give them value. This could be through helpful content, like a free guide or a podcast episode. When people see that you’re providing real value upfront, they’ll trust you more when you finally ask for something in return.


Examples of Value-First Content

  • Free video tutorials
  • Informative blog posts
  • Engaging social media content
  • Webinars or free workshops


2. Distribute, Distribute, Distribute

Why Consistent Distribution Matters

So many people make the mistake of creating great content but then failing to distribute it effectively. They might post once on Facebook or send one email and then wonder why no one engages. That’s not how it works. You have to keep showing up.


Consistency is key.


How to Distribute Your Content

  • Email Marketing: Don’t just email your list once a month—email them weekly or even daily.
  • Social Media: Post on multiple platforms regularly (Facebook, Instagram, etc.).
  • Follow-Up: If someone misses your content, follow up with them. Ask if they saw it or if they’d like a reminder.


3. The Ask: Turning Value into Action

What is "The Ask"?

After you’ve given value, now it’s time for the ask. This is where you invite your audience to take the next step, whether it’s signing up for a class, attending an event, or booking a consultation. The key is that it won’t feel like a hard sell because you’ve already given so much value.


Example of "The Ask"

  • "Hey, I’ve been sharing a lot about how martial arts can transform your child’s confidence. If you’re ready to take the next step, we’d love to invite you to our free class next week. Sign up here!"

Questions Answered by Nick D:


Q: How many people have finished the customer journey emails?

A: Only a few people have completed them, and you should use those emails to create a movement for your students. Click Here to get them if you're a brotherhood member.


Q: Are there any of the copywriting frameworks you provided that are more effective for the martial arts niche than others?

A: All of the frameworks I gave are effective in this niche because we are essentially in the personal development business. The real challenge is being consistent with posting, emailing, and texting.


Q: Can you give more examples of using benefits over features in copy?

A: Focus on how losing weight makes people feel, such as feeling confident at the beach, rather than just stating "lose weight."


Q: How often should I be emailing my list?

A: Ideally, you should be emailing your list every day or at least a few times a week. Consistency is everything. Even top marketers like Dean Graziosi, who makes millions, email their list every single day. If you're not doing this, you're leaving money on the table.


How can I get better at copywriting?

A: The best way to improve at copywriting is through practice and testing. Use formulas like AIDA (Attention, Interest, Desire, Action) or the Story-Solution approach. Start by crafting headlines, then tweak them until you see what resonates with your audience. If something doesn't work, change it and try again.

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.
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 .
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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