149 – What Happens When All Your Martial Arts Leads Are “Tire-Kickers‪”‬ Martial Arts Media™ Business Podcast

If you’re running Facebook ads and all your martial arts leads are tire-kickers, your problem might be two-fold. Here’s the fix.
IN THIS EPISODE:
What’s potentially causing the wrong quality of martial arts leadsThe pitfall of labeling your martial arts prospects as tire-kickersHow better Facebook ads attract better martial arts prospectsFixing low-quality martial arts leads with paid trialsAnd more
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TRANSCRIPTION
Hey there, George Fourie here. Welcome to another Martial Arts Media™ Business podcast. Today, I want to talk about your martial arts leads being tire-kickers. What if they are all tire-kickers, non-responsive, or just the wrong demographic or bad quality when you are running Facebook ads, Google ads, or from any other marketing source?
I’m going to dive into the details with a few little twists to this conversation. For show notes and all the resources of this podcast, head over to martialartsmedia.com/149. Let's jump in.
What happens when all my leads are tire-kickers? They inquired via the website, Facebook ads, or Google ads. They've put their hand up, disappeared, or never put their hand up. We can't get hold of them, and that's that. All the leads are tire-kickers, or they are responsive, but they're just the wrong type of lead.
They won't fit the culture of your club, or they won't be fit for the products that you have, the martial arts services that you offer, and the classes that you run. These are all things that can be fixed within your targeting, quality, and messaging. But here's the danger. I want to address the danger of labeling all your prospects as tire-kickers.
A few of my members in our Partners group brought this up: I love you, and you're not being singled out. Actually, I can count about six or seven encounters where this has come up, and that's just this year. So, you're definitely not being singled out. This is done with love. I hope that this is helpful for you and for you, the listener, as well.
Labeling all your leads as tire-kickers. Here's the danger. Let's say you're running an ad campaign, and you've got 20 to 30 leads in your CRM. It's just a list of names. And you get one bad response, two bad, three, and all of a sudden, your sales mojo motivation dies out.
And you're like, “Oh, really?” They’re all tire-kickers. Maybe it was only three, maybe it was five, but all of a sudden, you give everybody this unanimous label. Now, what if you took those 20 to 30 people off the list and put them all in a room together, all in a room together, or all on the mats? And you looked at all these people, all their faces, and they all put their hand up.
They responded to your ad, right? Can you look them all in the eye and say, “You're all tire-kickers. All of you are wasting my time. It's like all of you got together and collectively decided that you're going to waste my time.” A bit unrealistic, right? But it's very easy for us to look at a lead list and then throw a label out.
The danger that I want to address is it's their fault and not yours. So, immediately, you relinquish all responsibility for the leads, not furthering the conversation or signing up, and it's their fault and not yours. Now, I'm not here to debate whether that's true or not because there can be parts where it's their fault.
But if it's all their fault, you've got no room for improvement. They've got nothing that you can fix. You could...