Martial Arts Marketing

In my last few columns, I have focused on the importance of optimizing your Web site content, both for prospects and search engines, and how this process must be finely tuned, so your Web site will be found, and then be effective. Last month, I introduced the Search Engine Optimization (SEO) concept that makes your ...

In my March 2008 column, I covered the various reasons why every martial arts school should have a Web site as part of its marketing plan. I also emphasized that your school’s Web site has two main purposes: to increase new business and to retain and extend the training of current students. Much like how ...

If not, is your school DOOMED for mediocrity (or failure)? In the last 2 installments, we’ve been exploring the “Environment of Support” you are creating for yourself, and how it relates to the success of you and your business. I was thumbing through one of those silly desk calendars loaded with cute little quips, and ...

If not, is your School DOOMED for Mediocrity (or Failure)? Last month, my column explored the influence of our environment on our performance as entrepreneurs. Picture Donald Trump making his way to the boardroom, but, in place of his regular staff of executives and experts, are a bunch of interns and mailroom employees. Now, I’m ...

If not, is your school DOOMED for mediocrity (or failure)? 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 championat conception, or was he compelled to greatness by his circumstances? One thing is certain; in today’s ...

The philosophy of martial arts is ready-made to attract the attention of the public. Few professionals are better qualified than Paul Hartunian to help you learn and use his low-cost public relations formula to create and benefit from a celebrity status in your community and achieve recognition that can translate into a growing, prosperous school. ...

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 ...

If not, is your school DOOMED for mediocrity (or failure)? This age-old debate goes something like this: Are you simply “born with it” or are you the sum total of your experiences? Was Charles Manson a criminal from birth, or was he immersed in such a dysfunctional environment that he had no hope to 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 ...

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, ...