I can pretty much judge the success of a school within about five minutes during “prime time” by observing its pulse. What do I mean by the pulse of a school? Well, let me share a story to illustrate. In the mid 1980’s I traveled to New York to visit a school run by a [...]
When I started in martial arts over 41 years ago, I never would have imagined martial arts would become my profession rather than just my passionate hobby. When I founded Mile High Karate in 1983, it was an alternative to using my degree in International Economics to landing a job in banking or working for [...]
There are many effective styles of leadership, but there are several “secrets” to leadership in any organization. Vision: You must have a clear and compelling vision of the future of your organization. It’s the big picture of how your business should look, in as much sensory rich detail as possible. Leadership starts from within. If [...]
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 it possible to over stretch? Is it possible to over reach a technique? Is it possible to over commit resources? Obvious answers, right? I wonder why so many of us do exactly that as business owners. We counsel our students to do appropriate stretches; we reinforce the correct form. Yet, we sometimes find ourselves [...]
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 [...]
As I explained in Part 1 of this multi-part column, our Black Belt tests are very large rank-requirement classes filled with students from Green through Black Belt. There is much hard work, fun and sweat during our Black Belt tests. The tests take an entire evening, but they are not rigid, discipline-driven events; and they [...]
There are several types of e-mail you can use to market your school to prospective students. Among the most common are e-zines, flyers, school newsletters and promotional pieces. An e-zine, or “electronic magazine,” is delivered to subscribers via a Web site or an e-mail newsletter. E-zines are sometimes referred to as “opt-in” lists because everyone [...]
When I promote students to Black Belt, I want them to feel enriched, excited, nurtured and worthy. Black Belt tests should be a celebration of victory, not a journey into the unknown reaches of physical exertion, some mystical event that isn’t to be discussed in the dojo, or even an opportunity for the grading board [...]
In a recent column, I introduced an important concept that deserves additional thought. If you operate your school in a very competitive market, then you must develop a unique selling proposition (USP). Your USP describes what you offer your customers above and beyond your competitors, and will enhance prospects’ experience. How does that concept apply [...]
In the July and August NAPMA Resources Kits, all NAPMA members received parts 1 and 2 of an interview by Rob Colasanti with my instructor Jhoon Rhee. Jeff Smith and I have been associated with Jhoon Rhee for 45 and almost 40 years, respectively. If you are a NAPMA member, then pay close attention to [...]
My Ultimate Martial Art Marketing Bootcamp is an intense 30-hour weekend for school owners looking for ways to move their schools to higher levels of growth and profitability. What began as nothing more than a footnote, during my agenda preparation, became of the greatest value to all the participants. In fact, they told me unanimously [...]
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 [...]
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 [...]
