Q: I own a martial arts studio and I was thinking of setting up a 24
24-hour recorded message that talks about the seven keys before you sign up your child in a martial arts. How much actual sales copy should I put into the message?

The 24-hour recorded message used in that way is a very powerful tool because it creates a situation where there is no pressure to buy and they can call into that and listen anytime and at their own convenience. The key marketing element for you is to establish buying criteria with your top seven items.

What I mean by that is you are looking to separate your martial arts studio from everybody else by creating a list of things that the consumer should be looking for, that your competitors are not providing. What happens is you become the natural choice based on the fact that they are going to now be looking for those things and your competitors do not have them and you are the only that does.

As far as the call to action at the end, what I would recommend you do is definitely give them your website URL. So, for example, you may say something to the effect of “for studios that fit our top seven criteria, please visit www.example.com” or whatever your URL is and it can be as simple as that but the key component to this whole thing is establishing the buying criteria in the mind of the consumers.

You want them to have a list of things that they are looking for when deciding on what studio they are going to send their child to and those seven things are what your competitors do not have. Now, they may have one or two but they do not have all of them and you want to stress the importance of having all of them or as many as possible.

The purpose of the 24-hour recorded line is meant to create a non-threatening situation but remind them that your studio is one that does meet all this criteria and you look forward to hearing from them soon.

Tags: bridge line, bridgeline, copy, copy-writing, Copywriting, message, phone, replay