Most companies and organisations have an FAQ page these days. What should be a chance to address Frequently Asked Questions often turns into a telling display of the values the company or organisation holds. A lot can be gleaned from the FAQ, and not just opening times and how many health code violations they have accumulated.
Recently I was looking for local martial arts facilities and came across an FAQ page that painted the organisation in a bad light. This isn’t the only poorly written FAQ I’ve come across, but I’ll use some quotes from it as an example.
What you don’t include says as much as what you do include.
FAQs are meant to be about sharing information. Hey, we’re a friendly organisation, just letting you know a bit more about us. So when you avoid sharing information you come across as deceptive as a used car salesman, or as useless as a Scottish underwear store.
How much does training cost?
We do not have contracts or direct debit arrangements; you simply pay the fees to your Branch Instructor at the beginning of each calendar month. You do not pay any fees for months in which you do not train. Our monthly training fees are probably the lowest on average for any mainstream martial art school in Australia.
So, those fees would be how much again?
By not actually including the pricing people can only assume that the fees are ridiculously high, or that they want you to sign over your soul as payment. At least they don’t straight up ask for your firstborn.
Obviously the answer was intended to convey that the fees were competitive to similar services, and that they have easy payment options. They probably didn’t include the pricing because it probably varies by dojo and class sizes. But by not putting these competitive prices in the FAQ it gives the impression that a guy with a curled up moustache will con you into signing up to a ski resort timeshare, while also pressuring you to join up and pay exorbitant fees.
Lesson: be transparent.
What you do say says a lot about you.
If you are a relaxed organisation or business you might include some joke Q&As. If you are friendly you might include some oversharing information to appear personable – or possibly unhinged if you go too far. If you are a jerk then you won’t be able to help yourself.
Can I compete in tournaments?
No. [Our martial art] is a traditional martial art, not a martial sport. We train to perfect technique for real self-defence applications, not for point-scoring or competitions. We believe that, as opposed to the sports approach, the traditional art approach builds physically stronger and more mentally confident practitioners.
So, other martial arts suck?
Nothing makes you sound like a prat more than belittling others…
I’m doing this to help. Not to be a prat. Honest.
Obviously you want to promote your organisation or business, and obviously you think your organisation or business is better than others. But there are ways to do that without walking over to the competitor’s place and taking a dump in the middle of the floor.
This answer could have been phrased in many ways. They could have suggested that their martial art is a good base for moving onto sports applications, perhaps name drop some members who have done that. They could have just left the answer at stating the two are quite different styles of the same martial art, and they focus on the self-defence style. Instead they couldn’t help but stick the boot in and suggest the other styles are crap.
Lesson: don’t be a dick.
How you say something says a lot about you.
There are several ways to say the same thing. There are several ways to skin a cat. If you decide to skin that cat by starting from the tail down, it says one thing, whilst starting once the cat is dead says something else. What the hell did that cat ever do to you anyway?
Can I cross-train in other martial arts?
No. [Our martial art] is a traditional martial art, so all members are expected to show the traditional loyalty to a single master instructor… Bear in mind that our general philosophy is that it is better to learn one art, and learn it extremely well, than to learn several arts to a lower level.
So, I should phone you before I make any decisions? Do I pledge my fealty in writing or by polishing your shoes with my tongue?
What was obviously meant to be a diplomatic answer about the rise of mixed martial arts (MMA) and people learning multiple skills, comes off as a decree about slavishly devoting your soul to this martial art and the master. How dare you be unfaithful!
The mindset of telling someone what they can and can’t do in the hours they don’t spend at this dojo is that of a manipulative bully. You will obey. You will conform. And we’re doing it for your benefit, so you will take our abuse and love us for it. You kinda expect them to have a lesson listed on how to be abusive to your spouse or partner somewhere else on the website.
They could have stated that most students don’t cross train. They could have paraphrased some Liam Neeson, ‘You will learn a particular set of skills. Skills you will acquire over years of dedicated training. Skills that will make you awesome at breaking boards.’ Instead they showed themselves to be exactly the sort of people you don’t want to learn martial arts from.
Lesson: don’t be a dick.
Hope that helps.
Tyson Adams 