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The language in the testimonials is really useful because instead of me making up benefits from the perspective of somebody who has lost all perspective of being a new prospective student, I can pull it from people who gave us Google reviews after two months, or moms whose kids just got their brown belt. That gets me into their mind much more than my own checklist of benefits. The problem is that anyone who has been training long enough is not their prospective client anymore. Those of us who started in the 60s or 70s had a screw loose. We aren’t the mom frustrated with behavioral issues, or the woman frustrated because she can’t get on a consistent fitness routine. That’s a totally different mentality than most of us had when we started.
— Stephen Oliver
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