I was talking to a few parents the other day, and they were talking about how they and their kids recently quit their martial arts school. Naturally, I asked why and they said something that I didn’t expect.

They didn’t like that the school owner didn’t teach that many classes. I was confused because I knew the school that they were talking about, and I knew his instructors were great.

So I did some research by looking at their website. I immediately saw the problem.

The school’s marketing is completely devoted to how great a teacher and martial artist the head instructor is. The problem is that it said nothing about how great he had trained his instructors, if he had a training program for them, or anything else about instructors.

The website sells customers on the fact that this guy is the best, then they take it away from the customers when they sign up! That’s a pure bait-and-switch, even if he doesn’t mean it.

He has multiple locations, so he can’t be at all of them all the time so parents should figure that out, right? Wrong! Customers have to know what they’re getting. If they think they’ll be getting one thing and then they get another, the school is setting itself up for having lots of lost students after 5 to 6 months (which is the problem that this school has been having).

The moral of the story is to make sure your marketing matches up exactly with what you offer. This isn’t that hard!

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