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Best Martial Arts School Testimonial Videos

by | Offline Marketing & Sales

Setting Expectations for Martial Arts Students Upfront

Authority is highly influenced by emotion.

While your staff and students may intellectually understand that you are the boss and master instructor, they have to feel it, not think it.

It’s the emotional connection that anchors your authority on a deep level.

If there is one powerful moment in your role as a professional martial arts instructor, it’s in the enrollment conference.

While the parents may see you as the master black belt, they usually don’t have an authoritative reverence at this early stage.

The enrollment conference is a seminal moment for you to establish your authority and gain the respect and gratitude of the family you’re dealing with.

Presenting the programs and their cost to parents can be tense at times. Some parents want to negotiate. Others might object to the agreement. Some want a safety net in case their child wants to quit.

While it’s important that you are prepared to overcome any objections, it’s when the bottom line is signed and the initial investment is completed that you have a critical window to demonstrate your authority.

Many owners complete the transaction and gush with statements like, “Awesome. It’s great to have you on board. Johnny, you did an awesome job tonight. High five! Thanks Mrs. Jones it’s great to have Johnny as part of our family. Let me know if I can help with anything.”


Who has the role of authority here? Mrs. Jones and her credit card. That was a missed opportunity.

Let’s try again. You would adjust this script to the age and circumstance, but here is an authority template for the enrollment conference.

Mom has just enrolled Johnny into the program.

You, “Johnny. You want to learn Empower Kickboxing, right?”

“Yes sir.”

“Good. I want you to understand that your mom just enrolled you into a six month program. You are going to learn a lot of great skills and lessons. It’s going to be fun and sometimes it’s going to be hard. That’s the good part because that means you’re learning. So you have to pay attention and practice at home 20-minutes a day when you don’t have class.

Are you going to work hard and practice?”

“Yes sir.”

“I’m glad. Your classes are Monday and Wednesday at 5pm. When are your classes?”

“Monday and Wednesday at 5pm.”

“Good. You’re a smart guy. That means that you have to be ready to come to class by 4:30 on Monday and Wednesdays so that you’re not late. Will you do that?”

“Yes sir.”

“No matter what you are doing, you will be ready by 4:30, right?”

“Yes sir.”

“Good. The first lesson is integrity. Integrity means that you do what you say you are going to do. You keep your promises. You promise to work hard and be ready for class, right?”

“Yes sir.”

“No matter what you’re doing. Right?”

“Yes sir.”

“Great. We’re going to be so proud of you. Your mom just enrolled you, so please turn to her and say, ‘Thank you mom.”

“Thank you mom.”

“Alright. When someone does something good for you, you always say thank you. That’s called gratitude. What’s it called?”


“Correct. So you’ve learned two important lessons today. Integrity and gratitude. What does integrity mean?

“Keeping your promises.”

“Yes. What does gratitude mean?”

“Saying thank you.”

“You got it! You are going to do great, I can tell already.”

“Remember, your class is…”

“Monday and Wednesday at 5pm.”

“When will you be ready to come to class?”


“You have a good head on your shoulders Johnny. You’re going to be good at this.”

“Because you’ve showed your mom gratitude and you’re going to keep your promises, here is a school t-shirt for you to wear. Every time you put it on, I want you to think of integrity and gratitude. Will you do that?”

“Yes sir.”

“I just gave you a shirt. How do you show gratitude?”

“Thank you sir.”

As taught in the MATA Certification program, it’s also a good idea to let mom know that it’s important that she control what Johnny is doing around 4:30 which is the agreed upon to be ready for class.

If Johnny is playing with his friends or deep in a video game, it’s going to be harder to get him to get ready than if he is cleaning his bedroom or something he’d like to leave to go to class.

Keep in mind that mom is watching this happen before her eyes. What have you done to establish your authority?

  1. You’ve provided her with a language pattern that both her and Johnny understand. This is huge.
  2. You’ve given mom the “integrity” framework to deal with any reluctance to go to class.
  3. You’ve provided her with a strategy to engage Johnny in less fun activities so that going to class is an easy decision.
  4. You’ve laid out when Johnny should get ready for class without complaint.
  5. Before her eyes, you taught her son important lessons with real world examples. No doubt, your authority sky-rocketed in her eyes and in her heart.

Look for places where you can make these kinds of strong emotional connections.

Demonstrate true authority and leadership. That will last much longer than a trite, shallow compliments like “Awesome! Good job.”

This will help your students to understand how and why they are training with the best school.

Empower Boxing Testimonial Video

See the Dojo Karate Testimonial Video at the bottom of the page

Smart schools use video testimonials. Why? Because when prospects see everyday people talking about your school, they can relate. Video builds the trust factor much faster than text or imagery. It provides content that is engaging, human, and relatable.

When recruiting students and family members for video testimonials, understand that some will be nervous about going on camera. It helps to let them know that you can start an answer over so they don’t feel they have to be perfect.

A good structure is for the person to describe:

  1. Who they are.
  2. What benefits they were seeking and why.
  3. How your school helped them.

For instance:

I’m Nancy Smith. I have two boys who are 8 and 10. We were looking for something that they could do that would help them with their self-control. They were getting a little wild. My husband suggested martial arts so we looked around and picked USA Karate. It was a great decision. The boys are much more respectful and disciplined. That’s HUGE for us. Plus, they’re learning how to defend themselves, which I think every parent wants their kids to be safer, so we’re really happy with the program.”

A good question to start with is, “If you were telling a friend about our school, what would you tell them?” A variation might be, “If a friend was thinking of enrolling her kids into an activity, what would tell them about your child’s experience here?”


You can use an iPhone to shoot these. Here are some things to remember.

  1. Keep the light behind you, not the subject.
  2. Be aware of backgrounds. You don’t want anything to distract the viewers.
  3. Listen for ambient sounds that the mic may pick up. Air conditioners, cool drink cases, and fans are typical culprits. You hear them so often it just becomes part of the white noise, but that noise can ruin the audio.
  4. Use a lapel mic when possible. You see in these videos, everyone has a lapel mic which is why the sound is so clean.


While you want to show the subjects face at the beginning after about 5-seconds cut away to “B-roll” video. B-roll is footage that shows and supports what the speaker is describing.

For example, “I’ve lost 20-lbs since I started…” You might cut away to footage of the speaker sweating in class.”

“My child has better concentration and focus…” Cut away to a shot of him or children in general focused on what the instructor is saying.

At the end of the video, cut back to the speaker.


Since you’ve made it this far, I’ll give you one of my secrets. Increase the speed of the video by 10%. This makes everything faster but not to the point of distraction. It makes the video more engaging, especially when there is only a face to watch on the screen. The Empower Kickboxing video above was sped up by 20%.


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