MartialArts Professional Magazine

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 who […]

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 to your […]

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 […]

Everyone knows the rule that you should “grow your own” staff, but don’t forget the lessons that are plainly obvious. This is certainly a rule that can be broken from time to time, but let me remind you what you already know about martial artists. As employees, they tend to be very self-righteous; they shouldn’t […]

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 […]

This is a brief excerpt of my in-depth Inter-view with Dan Kennedy. You can read the entire interview and participate in a live call, with Dan Kennedy and me, on July 15. Visit NAPMA.com/DanKennedy to register.Stephen Oliver: Let’s start with the so-called elephant in the room: the economy and the dreaded “R” word. Economists […]