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, […]

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 […]

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 […]

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 […]

As a quick re-cap:
The essential keys to “lock the back door for long-term student retention are:
1. Over-delivering on customers expectations of customer.
2. Clearly communicating the benefits of ongoing training at your school, to students and their families.
3. Creating a positive community in your school.
4. Exciting and productive classes that clients perceive to be valuable.
#3 – […]

Key Number 3: Creating a positive community in your school to reinforce student longevity. Your goal is to move martial arts training in your school […]