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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.
* 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.
