Martial Arts Professional Magazine

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 […]

Martial arts is about reaching your potential. Like learning an intricate kata, success is a matter of learning the right techniques, and then executing them in the correct sequence. It’s not a miracle, nor does it depend on luck. This magazine and the ACMA program present you with techniques and sequences. Your job is to […]

It’s interesting to listen to a group of school owners brag about their schools, according to three measurements: number of students, school size and gross revenue. Let the lying begin.Active student count is the most exaggerated number of them all. For example, I asked an acquaintance that owns a very small school his active student […]

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 […]

Worry Leaks
Worry is a useless emotion. Since your mind doesn’t have enough worry, you invent more; and, most likely, it’s 100 percent worse than reality could ever be. If you have unhealthy emotions of imagined fears or worry, then the body responds with a tense feeling of nervousness, stress-related illness, fatigue, lack of energy and […]