You can not out market a bad reputation.

I have to tell you a little story about my childhood growing up in Brooklyn. We used to have a BMX crew. Who would ride bikes together all the time. 

We showed up on the block like WHAT. Little hoodlums in the making. 
And we rode and jumped ramps day and night. 

There was this kid we will call him G. 

G used to tell tall tales. But he was funny and charismatic and people liked him. 

But He had zero integrity he was a complete opportunist and probably a bit of sociopath (we found out later in life). 

He would game people on anything, one time it was baseball cards, another time comic books, another time we used to trade transformers. 

G would always sell big dreams. Make big promises and yet when it came time for G to follow through on those promises. He'd somehow make it your fault that he was a cretin. That he was a scam artist. That's what a narcissist does. They somehow make their shortcomings your fault... 

When it was time to pony up the goods. 

He'd go into hiding. People would ring his bell and he would peak through the shades and then hide. We all knew what he was up to. Yet so many people would fall for his trickery. 

Until. Well. Until he met Matt. And Matt was NOT that dude. He was quite, and humble and he was a maniac. Matt at the age of 12 could bend 12 inch metal spikes with his hands. His dad could bend them and taught him young. 

This kid was all muscle. And he was a good kid, until you messed with him. 

Well One day G. Sold him a GT Performer bike. 

He promised a bright blue GT with spoke pegs and blue grips. 

Matt was going to collect the bike from G. But G. got his money already and went into his usual hiding. 

Well, Matt was smarter than G. He knew he could kick the living crap out of him but he said hmm. 

What's G's most valuable thing? His image. It's his image that is more important to him than his own reputation. He cares more about that than actually his reputation. 

So Matt went guerrilla style. 

He started posting flyers (hey print works!) (Matts father owned a print shop) all over the neighborhood of G - in compromising imagery. 

In a dress. With baboon ears, with a Pinnochio nose.  G lost it he finally scammed the wrong person. 

Eventually, G paid Matt his money back. But the damage was done. His rep was ruined. EVERYONE in the small neighborhood KNEW what G was about.  They knew what he was about because he burnt too many people. 

The same goes for your martial art school. Do you know what the most important part of your marketing is? 

Your integrity. Your reputation. Just like you can not outwork or out train a bad diet. You can not out the market a bad reputation. 

So when you are providing service and marketing make sure what you say and what you promise you to carry through on. 

Because it takes a long time to build up a rep and minutes to destroy it. Ask G.  

Once you run through everyone in a small location or industry you are out of biz. And this I see over and over between consultants, gurus and school owners. 

Don't be a slimeball. Be a good person. Put people before you - don't just look to take and give more than you take and you will have a prosperous life. 


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