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 [...]
The debate goes something like this: Are you simply born with “it” or are you the sum total of your experiences? Was Muhammad Ali predestined to become a champion at conception, or was he compelled to greatness by his circumstances? One thing is certain; in today’s information age we have every opportunity to set ourselves [...]
Part 10: The Anatomy of an Ad: Body Copy, Part 6 Unique Selling Proposition (USP) Although you should replicate PROVEN successful marketing pieces and strategies, it’s also extremely important to separate your message from your “competition” and other marketing clutter in the marketplace. In recent columns, I presented the concept of “agitating” the problem and [...]
As a quick re-cap:The essential keys to “lock the back door” for long-term student retention are: 1. Over-delivering on the expectations of customer at every turn. 2. Clearly communicating the benefits of ongoing training at your school, not only to the student, but also the entire family unit. 3. Creating a positive community in your [...]
As a quick re-cap: The essential keys to “lock the back door” for long-term student retention are: 1. Over-delivering on the expectations of customer at every turn. 2. Clearly communicating the benefits of ongoing training at your school, not only to the student, but also the entire family unit. 3. Creating a positive community in [...]
The air on the Santa Monica pier is usually alive with the emissions of countless biological organisms, giving it that fresh, faintly fish-smelling sourness that lets you know that you’re in the midst of life; and this despite the fact that tons of raw sewage are dumped from there into the Pacific Ocean every day. [...]
How to Maximize Fitness Results for your Students
The secret about fitness that no diet guru or so-called “weight-loss expert” wants you to know is that there is no one answer to fitness. You must understand this important factor when developing your martial arts fitness course because it’s the key to a successful fitness program for your students. Many of you are probably [...]
Transform Your Fears into Strengths—and Success, Part 2
You must feed your mind and heart with information that uplifts and keeps you on the “right-thinking” track, allowing you to be resourceful at all times. When you take the time to nurture your mind and heart, you will always land on your feet and make lemonade from lemons. From teaching woman’s self-defense seminars, I’ve [...]
