I can’t tell you how often I drive by a martial arts school and all I see on their sign is “Insert Style Here.”
I’ve been in the martial arts nearly 20 years and I have no idea what some of the names mean or what kind of style it is.
If someone who reads Black Belt magazine basically every month, researches martial arts online every week, and has been in the arts for nearly 20 years doesn’t know what your style is or what it means, how confused do you think your prospects are?
Think about it this way…
If you drove by a sign that was written in Japanese, and assuming you didn’t know that language, would you be able to read it? That’s basically what you sign looks like if you’re placing too much emphasis on your style with your businesses identity.
Consider your audience before coming up with a name for your business. If your target audience doesn’t know how to pronounce it or what it means, it could mean it’s getting in the way of growing your studio.
Remember, just because your style means a lot to you, doesn’t mean it means anything to your prospective new student at the point they are evaluating what martial arts school to join. In time, that may change, but first, you have to get them in the door.
Are you guilty of letting your style get in the way of your success?