Ever get a package in the mail you weren't expecting? Getting a surprise gift is a great feeling.
Remember that little rush of excitement?
Joey Coleman, author of Never Lose a Customer Again, calls this the "Surprise & Delight" method, and it's exactly what martial arts schools need to keep students (and parents!) loyal.
Here's the truth: people expect good service and quality classes. But what makes them loyal for the long haul is when you go beyond those expectations. When you do something unexpected…
How to "Surprise & Delight" Your Students:
🎁 Special Patch or Stripe
Send a unique "Character Award" patch directly to a student's house, praising their exceptional attitude or improvement. Parents and students love unexpected recognition.
👕 Unexpected Swag
Randomly mail a cool t-shirt or hat featuring your school's logo. Include a short, handwritten note: "Hey Johnny, saw how hard you worked last wee, thought you'd love rocking this!"
🥋 Belt Rack
For students who’ve reached a milestone, send them a personalized belt rack to proudly display their achievements. It's both a meaningful gift and constant motivation. I personally like to sell these, but if you don’t do that, this is a good option.
Why Does This Work?
Because NO ONE expects it. When a gift shows up out of nowhere, it makes your students feel genuinely valued, not just as clients, but as members of your martial arts family.
And when they feel valued, they stay.
Action step this week:
Pick 1-3 students and send them something unexpected. Figure out a system for your team for what you will give out, and WHEN. Watch their excitement and loyalty skyrocket.
As always, 3 min read, no fluff, all strategy,
Matthew Brenner
P.S. I'm completely booked for the Triangle Codex coaching program. If you want 30 new students in 60 days without ads, join my waitlist for April by replying "waitlist" with your cell number.
P.P.S. Don't keep the Black Belt Business Newsletter a secret! Share it with your martial arts friends here ➡️ https://www.doubleyourdojo.com/newsletters/3-min-black-belt-business-newsletter/subscribe
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