Martial Arts Professional Magazine

Part 10: The Anatomy of an Ad: Body Copy, Part 6, Unique Selling Proposition (USP)

Why Would They Say “No”?
When someone is reading your ad or other marketing material, they are having a conversation with themselves . They are naturally skeptical of you, after all, you’re trying to “sell them something,” and they will be […]

Part 9: The Anatomy of an Ad: Body Copy, Part 5
Strategy #2: Problem-Agitate-Solve, Part 2
Last month, I presented the “Problem” statement, and I began “Agitating” readers.
Agitate, continued:
You have a HUGE advantage in the marketplace because your “solution” solves a problem that people WANT TO SOLVE! Your “product” literally changes people’s lives and makes them better, […]

Master Samuel Scott is a 6th-Degree Black Belt. He teaches a system called Talahib Kuntao, a mixture of Indonesian and Filipino martial arts. Master Scott was also a nationally ranked fighter, and was inducted into the Black Belt Hall of Fame and named the Instructor Of The Year for 1996.

Toby Milroy: This month’s Success Story […]

Part 8: The Anatomy of an Ad: Body Copy, Part 4
In last month’s column, I presented the acronym, A-I-D-A, or Attention-Interest-Desire-Action, as one of several direct-marketing copy formulas or strategies.
A second copy formula is P-A-S, or Problem-Agitate-Solve.
Billy Mays, who recently died, had become the most successful short-form, direct-response television personality in history, and you can […]

Part 7: The Anatomy of an Ad: Body Copy, Part 3
In last month’s column, I explained how to start a conversation with your prospects. Now, you want to apply one of several direct marketing formulas or strategies that can help keep your copy on the right track.
A-I-D-A is one of those formulas, and should be […]

Training for Success: Frank Brown, Mile High Karate Training Director
Frank Brown. As a longtime member of the Mile High Karate professional team and now as one of its training directors, Master Frank Brown’s primary responsibility is to help the school owners and their staff members, who become new MHK schools, understand and implement new systems […]

Part 6: The Anatomy of an Ad: Body Copy, Part 2
The Reason Why
If you read and were guided by last month’s column, then your ads’ body copy is now 100% focused on your customer (either a prospect or the parents of a prospect) and your customers’ needs.
The next use of body copy is to answer […]

Part 5: The Anatomy of an Ad: Body Copy

What Is your Sales Story?
Many of the marketing pieces of martial arts school owners start with egocentric descriptions of their businesses and credentials, instead of the information that prospective students and their families need to solve their problems.
This is a common copywriting error that is often discussed […]

Sascha Williams is an 8th-Degree Black Belt Associate Master in the Ed Parker style of Kenpo as well as a Mile High Karate Franchise school and Stephen Oliver Coaching Client. He also served the Parker organization as the officials director for the IKC international tournament, a regional director for the International Kenpo Karate Association, and […]

An Interview with Ron Achenbach, NAPMA Inner Circle Member, by Toby Milroy, NAPMA COO
It’s easy to describe Ron Achenbach as the “everyman” school owner/chief instructor. He operates a median-size school of 180 students in a middle-size town: Karate America Leadership Academy in DePere, Wisconsin, a suburb of Green Bay.
What makes Ron’s story so […]

Charles Dudley, NAPMA Inner Circle member, was taught to maintain the tradition of the complex Korean styles in which he trained for 37 years; but, as much as he honored his long-time teacher, Master Dudley realized that he had to adapt the Korean arts to an American audience, so he could succeed in an […]

Part 1: The “Mindset” of the Marketer
In my next series of columns, we’ll explore the fundamentals of HIGHLY-EFFECTIVE marketing and advertising.
Your goal is advertising pieces that ACHIEVE RESULTS and generate business for you and your school.
The FIRST step to create more effective marketing pieces is to challenge your perceptions of marketing and your business. To […]