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Marketing the Martial Arts Way

I love watching martial arts.

Certain types more than others.

I love the athleticism and dance like movements it involves.aikido

I love the contrast, precision and timing needed to execute it successfully.

And, I love that you can learn to market your business with martial arts.


Am I telling you to buy a gi and join a dojo?


And no, I am not talking about “attacking” your customer until they purchase from you. Although unfortunately, there are people that do this to their customers and it’s quite annoying.

I see a lot that you can apply to your business marketing from the philosophy of Aikido.

Without going into too much of the technical details of Aikido, some basic principles can be applied as follows:

  • Although levels exist in Aikido, rank is not the most important. The basic premise is that through Aikido, you become a better human being. In business, isn’t it about serving your customer the best way possible and marketing ethically?
  • It’s not about the attack in Aikido, it’s about redirecting and neutralizing. For example, buy cipro ciprofloxacin online it’s not your job to convince and win over your customer. Redirecting is finding creative ways to show how your business can solve your customer’s problem and neutralizing is putting your customer at ease so they know that you truly have their best interests at heart.
  • Aikido is about being present. Be completely present and listen intently to your customer.
  • Aikido is about being calm on the inside.  Before a business meeting, take some time to be calm and then go into your meeting with a more settled mind.
  • Aikido is about discipline and mastery.  Focusing some of your time and effort on discipline and mastery in marketing your business not only helps you, but they help your customer.

What other disciplines have you been able to learn from that have helped your business marketing? Do you think it’s important to study other things outside of business in order to help your business?  I would love to hear your comments on this subject.



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About the author, Annett

Annett Bone is the creator and host of The DancePreneuring Studio where she guides her listeners on a journey of transformation inspired by dance, life, and business. The podcast is a reflection of her personal adventure overcoming her fears and returning to her passion for dance after a 20+ year hiatus, the lessons that she has learned along the way, and proving that it’s never too late to be great.


  1. Jenny on July 6, 2013 at 1:03 PM

    Anita, I love your take on this! I think all of our experiences add to our understandings of business practices.

    I liken travel with marketing – you’re going to meet all sorts of people who speak different languages (literally and figuratively) and whose understandings of the world are different. It’s important to find a way to communicate authentically and to learn from each other by finding common ground.

    Great post 🙂

    • Annett Bone on July 6, 2013 at 1:18 PM

      Thank you for your comment Jenny. I liked your analogy with travel and marketing! Great analogy and I will definitely remember it on my next travel excursion! 🙂

  2. Annett Bone on July 7, 2013 at 4:47 PM

    Thank you for your comment Kathy. It is very encouraging that there are barriers that we can remove so that goals are attained. 🙂

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