What Should a Martial Arts Trial-Class Flyer Say? Answer Every Fear With a Testimonial

Updated November 1, 2026

Short answer: A trial-class flyer should sell the first class, not the whole program. Tell the prospect exactly what will happen when they walk in: who greets them, how long the class lasts, what to wear and three specific things they will learn. Answer the common fears (“What if I’m out of shape?” “Will I be the only beginner?”) with a testimonial from a real student who had that exact worry. And remind them that everyone in the class is new, too.

Why most trial-class flyers underperform

An owner recently shared the flyer she hands to families who book a free class at a live event. The look and feel were good, and it had enough content to be useful. It still had the two problems I see on most of these pieces.

First, the frequently asked questions and the testimonials sat in separate boxes, far apart. Second, most of the flyer sold the ongoing program: the benefits, the curriculum, the long-term results. That is the wrong job for this piece of paper. The person holding it has not taken a single class yet. The only decision you need from them is to show up.

What is the job of a trial-class flyer?

To get the person who booked an introductory lesson to actually walk through the door. Everything on it should make the first class feel specific, fun, easy and safe to attend. Selling the program is the introductory lesson’s job, and the enrollment conference after it.

Why do new students feel intimidated by a martial arts school?

Keep this in mind every time you write to a prospect: anybody walking into a martial arts school, or a health club for that matter, is a little intimidated. They do not know what it is going to be like. They do not know whether they will fit in. They worry about whether they can do it, whether they will be the only beginner, and whether the room will be full of people with years of experience.

Every one of those fears is a reason to cancel at 5:30 on a rainy Tuesday. Your flyer has to answer them before they come up.

Answer each question with a testimonial

This is the single biggest improvement you can make. Instead of an FAQ in one place and testimonials in another, pair them. Put the question, then a real student’s own words answering it. Here is the shape of it (a sample; on your flyer, use your student’s actual words):

“What if I’m not in shape yet?”
“I was really intimidated to start because I was 40 pounds overweight. What I found once I got started was that everyone works at their own level, and the instructors meet you where you are.”

A testimonial that answers a specific fear is far more persuasive than a general one, because the reader sees someone exactly like them who had the same worry and was fine.

Good questions to pair with testimonials:

• What if I’m not in shape?
• Will I be the only beginner?
• Am I too old to start?
• Is it safe for my child?
• Will my shy child participate?
• Do I have to spar?

Use real students, with their permission. Never invent or paraphrase a testimonial into words the student did not say.

Sell the first class: three cool things you’ll do

Give the prospect a picture of the class itself. “Here are three cool things we will do at your first lesson” works far better than a list of program benefits. For example:

1. Meet your instructors and see the school.
2. Learn three powerful techniques you can use right away.
3. Get a simple plan to get in shape and stay in shape, as a new lifestyle rather than a quick fix.

Say it in a way that is exciting and a little mysterious, but that also sounds fun and easy to do. The outline of your introductory lesson is the raw material. Your job is to make it sound like something they would hate to miss.

Describe exactly what happens when they arrive

Uncertainty is what keeps people home. Remove it. My version always read something like this:

“When you come in, Renee will be there to greet you at the front desk. The class is about 35 minutes. Plan on wearing something loose and comfortable. We’ll cover three techniques and one simple habit that makes it easier to get fit and stay fit.”

Use the real name of the person at the front desk, the real class length and the real dress code. Then add the line that takes the pressure off:

“Everybody in this class is there for the first time. They’re in exactly the same situation you are. It’s designed for people who have never done this before.”

A simple trial-class flyer layout

Section	What goes in it
Headline	Their class, their time: “Your free first class: Tuesday at 6:15”
What happens when you arrive	Who greets them, class length, what to wear, where to park
Three cool things you’ll do	A short, exciting outline of the introductory lesson
Your questions, answered by students	Three to five common fears, each answered by a real testimonial
“Everyone here is new”	One or two lines removing the fear of being the only beginner
Contact	Address, map, a phone number marked “call or text,” and the name to ask for

Where to use it

Hand it to every family who books a class at a live event or booth, include it in your confirmation email and text sequence, and put the same content on the page they land on after booking online. The same message, repeated in every channel, keeps the appointment alive until they walk in.

Related reading

• Creating a Successful Introductory Class: The Capture-Teach-Convert System
• The Four-Gate Booth System: How to Turn Live Events Into Hundreds of Appointments
• The Event-to-Enrollment Cascade: How to Turn Live-Event Leads Into Paying Students
• The First-Ring Funnel: Turn Phone Leads Into Appointments That Show Up
• How to Get Parents to Answer Your School’s Calls

Frequently asked questions

What should a martial arts trial-class flyer include?

What happens when the prospect arrives, three specific things they will do in the first class, common questions answered by real student testimonials, a reassurance that everyone is new, and clear contact details.

Should a free trial flyer sell the whole martial arts program?

No. Its job is to get the prospect to attend the first class. Selling the program is the job of the introductory lesson and the enrollment conversation afterward.

How do you make a first martial arts class less intimidating?

Tell the prospect exactly what will happen: who will greet them, how long the class lasts and what to wear. Let them know everyone in the class is a beginner, and answer their fears with testimonials from students who felt the same way.

How should I use testimonials in martial arts marketing?

Pair each testimonial with the specific question or fear it answers, such as “What if I’m not in shape?” Use real students’ words, with permission.

How long should a martial arts introductory class be?

Many schools run introductory classes of about 30 to 35 minutes. Whatever the length, state it on the flyer so the prospect knows what to expect.

Want your intro process, flyers and follow-up reviewed by someone who has filled schools since 1975? Talk to us about Martial Arts Wealth Mastery coaching, or grab the free resource.

Grand Master Stephen Oliver, MBA, is a 10th Degree Black Belt and the Founder and CEO of Mile High Karate and Martial Arts Wealth Mastery, one of the martial arts industry’s leading coaching and consulting organizations for professional martial arts school owners, BJJ academies, and MMA gyms. A martial arts school owner since 1975 and business coach since 1985, Oliver has spent more than five decades building, operating, and advising successful martial arts schools. He also serves as CEO and Chairman of NAPMA (the National Association of Professional Martial Artists) and Publisher of Martial Arts Professional magazine. A Georgetown University cum laude graduate, he earned his Executive MBA through the Executive Program at the Daniels College of Business at the University of Denver. He was promoted to 10th Degree Black Belt in April 2026 and inducted into the Official Taekwondo Hall of Fame in August 2026. Learn more at MartialArtsWealth.com and StephenCOliver.com.