In addition to running a marketing agency with customers around the globe and <\/em>a seven-figure local business, today\u2019s master is also a kickboxing champion and MMA fighter<\/strong> \u2014 making Jennifer Waters easily the marketer I\u2019d least like to fight.<\/p>\n
Though Flo from Progressive seems like she\u2019d be a scrapper, right? It\u2019s not just me?<\/p>\n
<\/p>\n
Because I\u2019m a massive dork, I can\u2019t resist asking the cheese question: What do martial arts masters know that marketers need to learn?<\/strong><\/p>\n
Waters\u2019 answer is anything but cheese.<\/p>\n
\u201cRelationships are everything,\u201d she says. \u201cYour relationship to the individual customer, or in this case to your martial arts student, is what is going to keep them coming back. Or feeling comfortable referring other people to you.<\/strong>\u201d<\/p>\n
Every touchpoint you have with your audience \u2014 at live events, on social media, on your website, on the phone \u2014 is a chance to build that relationship.<\/p>\n
Imagine you see a great video ad, so you call up the company and\u2026 some rude jerk answers the phone.<\/p>\n
\u201cAll that marketing did nothing because the relationship wasn\u2019t there.\u201d<\/p>\n
This is a good time to take stock: When you reply to your emails, are you maintaining that relationship? Are you proactively reaching out to customers who talk about you on social media? When they land on your homepage, are they getting the same vibe they can expect at your live events?<\/p>\n
<\/p>\n
For Waters, the current era of marketing is all about asking, \u201cWhat can we do to get this person to stop?<\/strong>\u201d<\/p>\n
Stop scrolling and watch your video. Stop clearing the inbox and read your newsletter. Stop walking and check out your booth at your local fair.<\/p>\n
\u201cIf I\u2019m going out in person, I\u2019m not going in plain clothes. I\u2019m going to throw on a karate gi and now I\u2019m stopping traffic<\/strong>.\u201d<\/p>\n
\u201cIf I was advising a chef who was trying to get people to come over and taste the pastries, I\u2019d say put on a chef\u2019s outfit with the hat and everything,\u201d she gestures at an imaginary toque like Ratatouille.<\/p>\n
And the same principle applies online; you just have to figure out the digital equivalent of your gi. Waters notes that, since they\u2019re still new and novel to most folks, dropping AI-generated images into your social feed is a good way to get people to stop scrolling.<\/p>\n
The key is figuring out what makes your unique business stand out both online and off.<\/p>\n
Now, get out there and don your gi apparel.<\/p>\n
What’s a career you’ve always wanted to get into but never have?<\/strong>\u2014Eric Munn, Director of marketing, Chicago Transit Authority<\/p>\n
Waters says: \u201cHonestly, I always wanted to do what I’m doing today! No other careers I would want to have!<\/strong>\u201d<\/p>\n
And, when you cruise her resume \u2014 champion martial artist, multiple belt-holder, thriving small business owner, agency co-founder who gets to help other small businesses thrive every day \u2014 yeah, that\u2019s a fair answer. <\/p>\n
Waters asks: \u201cWhat\u2019s one marketing mechanism that will generate the most revenue quickly for a startup?\u201d<\/strong><\/p>\n
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