Lloyd Irvin e un super-antrenor! Ii pregateste in MMA pe: campionul UFC Dominick Cruz, luptatorii UFC Brandon Vera, Phil Davis si Kris McCray, luptatorul WEC Muhsin Corbbrey, campionul UWC Mike Easton s.a. Iar in BJJ rezultatele echipei sale „Team Lloyd Irvin” (din care fac parte Mike Fowler sau Jonathan Torres) sunt incredibile: Mundial 2011 – locul 3 Female, locul 1 Juvenile; Euro 2011 – Locul 2 Adults (in spatele Alliance), Pan Am 2011 – locul 2 Adults (in spatele Alliance), Pan Kids 2011 – locul 1!
In 2002 a fost numit „International Coach of the year” de catre The United States Judo Federation. Iar doi ani mai tarziu a fost numit „Instructor of the Year” atat de NAGA North American Grappling Associations, cat si de Grapplers Quest.
Lloyd este clebru in intreaga lume si datorita marketingului agresiv, dar extrem de eficient. Citeste mai jos un interviu extrem de interesant in care dezvaluie reteta succesului sau, cum a reusit sa invete BJJ de unul singur si cum isi convinge potentialii clienti:
„FightWorks Podcast: Well, I know there are people listening right now, some people are big fans, and there is always a vocal minority of anything who jump up and down and say they’re not happy about something. There are people who say, “I don’t like the way Lloyd markets.” So maybe that is a jumping off point, that some of the listeners right now would like me to ask you [laughs].
Lloyd Irvin: Yeah. This is a fact: my style of marketing is the most effective marketing on Earth. The problem is, there have been criminals in past history that have used this style of marketing. So we have a thing that we always say, that good marketing can sell a non-existent product, whereas bad marketing can’t sell free gold.
Now if you think about this, let’s use the Grappling Blueprint. There are people all throughout the entire world that have heard about the Grappling Blueprint, ok? Talking about it on forums and so forth. At the same time, not one single person on Earth has seen the Grappling Blueprint, outside of people close to me.
So conceptually, the Grappling Blueprint could not exist – it does – but it could not exist, at the same time, this type of marketing has the entire world talking about it, knowing about it. Now, that’s when you come to a term, ‘snake oil salesman’. See, there were people that were using this highly effective style of marketing to sell what they call snake oil.
It was oil, or liniments, or stuff that was supposed to cure different diseases and problems that it did not. It was completely fake, it was water mixed with oil, or whatever it was, and they were selling it using this type of marketing. That where the term ‘snake oil salesman’ came from: they were circus people, going from town to town, selling this stuff as cure-alls, shingles, all this different type of stuff.
So, now you also have people who are spending a hundred million dollars, two hundred million dollars, to market products online or on television. If you are going to spend a hundred million dollars on marketing a product, would you want to use the most effective style of marketing, or the least effective? I’m sure I know what you answer would be, if your hundred million dollars was in jeopardy.
At the same time, these people that use this style of marketing are putting this style of marketing behind their marketing dollars, so on infomercials, selling stuff that doesn’t really work, going after people because they want to lose weight, these pills, potions, lotions that won’t work. It gets a bad connotation with that. Other people have sold things with this style of marketing that were looked at as fakes and frauds and so forth.
But, this is my point here, my position is this. If you are using this style of marketing to sell something that does not work, that’s fake, then you are a criminal. But, if you are using this style of marketing to sell something that does work, that if people use it as you prescribe then they will get the results that you state, then you’re not.
So people say “oh, he’s making claims,” but if you look at what I’ve claimed per se, like “black belt in three and a half years,” it says “discover how to get your black belt in three and a half years just like Lloyd did.” What that whole thing was about, the Grappling Blueprint and the whole thing I’m showing you is what I did. All my products, all my drilling tapes, everything that I put out, is stuff that we do. It is not fake.
If you were to come in my school and drill with us, you would see the drilling that is on my DVDs. If you came to my school and looked at our kimura set-up, it is the way we do it on our DVDs. I believe in what I’m doing, and I believe in the products, I believe in the system we’re doing, I believe at the same time that there are people throughout the world that don’t have access to instructor.
People who have access to instructors, their instructors will believe whatever they believe, brainwash their students to believe whatever they believe, I couldn’t care less about them. What I do care about is people like me who are somewhere, love jiu jitsu, want to learn jiu jitsu, and at the same time don’t have an instructor, don’t have pure guidance.
I have people on my list that have instructors and aren’t getting good guidance. What happens with Lloyd Irvin, understand this: there were no DVDs, there were no tapes out like there is now when I came up. If I had access to this stuff, the YouTube and the DVDs and the products, when I was coming up, I could have done it light years faster.
I’m out here figuring stuff on my own, piecing it from videos and stuff. So yeah, I am a shameless promoted. My job is to promote what I do, and whatever I do, I’m trying to be the best. It’s like what P Diddy talks about, everyday you go to sleep you’re in the game, and you’re either winning or you’re losing. I don’t like to lose, so if I’m going to market my products and services, I’m going to find out what is the most effective marketing techniques in the world.
The way I first learned about this was my martial arts school. I had a good martial arts school, I had a good martial arts team, I was a good martial artist, I was passionate, I believed I could help anyone that came to train with me, but I couldn’t keep my doors open. I was failing.
So I decided to go out and learn how to market my business. I had already mastered the martial arts, I was good at that, but I didn’t know how to market. I went to college, at Bowie State University, I have a marketing degree, business administration with a concentration in marketing, and what I learned in college was going to make me have to close my doors.
It wasn’t until I went out and did more research, learned other skill sets, that allowed me to do that. I was like, “wow, this is great.” Even in my martial arts school – if you think I promote hard in the grappling world, I do that everywhere, but in my martial arts school, it is even worse, because I believe that people who come to my school, that want to learn jiu jitsu, can learn good jiu jitsu, and will become good if they put in the time and dedication. If they come to MMA, they have those abilities too.
There are lots of other schools out here right now, like karate schools, paying $3,000 to join somebody’s MMA association and now they’re saying they’re MMA schools, and they have a thousand students in taekwondo, so they have money to market. It’s the same thing: great marketing can sell a non-existent product whereas bad marketing can’t sell free gold.
But if you have the gold, you need to do everything in your power to market. I market hard, I’m shameless, I couldn’t care less, and I’m reaching 200,000 plus people on our email list. The people that have problems with it, they’re such a minority it doesn’t even matter.
FightWorks Podcast: Lloyd, you just predicted another question that I had on the list, sitting in front of me right now. I spend a lot of time online, for the show and otherwise, and one of my questions was, I can’t help but ask, how big is that email list? I didn’t even know if you’d answer [laughs].
Lloyd Irvin: It’s over 200,000, active. Of course, the open is not that 200,000. I’ve had a lot of subscribers, there’s different types, but I’m always testing different things. So if for example on my fourth or fifth email sequence – the emails go out in a sequence – I see the opt out rate go up a little bit, I’ll go back into that sequence and see what that email was talking about, and then changed it up a little bit.
I had one, probably about four months ago, after email number seven, the opt out rate spiked. So I went back in to see what it was talking about, and the only thing I changed was that I gave away a free video. I opened up the email with the free video, “here’s a video for you, please check this out, blah blah blah.” After that, it dropped like 40%, it was incredible. I’m always tweaking different things.
I have different ways that people come to me. Some people come to me, they want to learn back takes, so they come through my email list just wanting to learn about back attacks, so they only hear about back attacks. People who came to me through the Grappling Blueprint is like a catch-all, so I don’t know what they’re really interested in: I don’t know if they’re judo, I don’t know if they’re taekwondo, I don’t know what they’re interested in, so I’m talking about lots of different things.
When you’re talking and communicating with people online, if you’re not talking about what they want to hear, then they’re going to tune out. So that email list is a little bit different than the specialised lists I have. If you’re a beginner, we have people coming into the BJJ Made Easy portal, and they are beginners. Everything pushing you there is like “are you a beginner, if you’re not a beginner, leave this page.” The opt-out rate there is almost non-existent, because everyone is a beginner and the information I’m giving them is greatly beneficial. It’s a work in process.
Vezi cum isi promoveaza Lloyd unul dintre produse;