Martial Arts Marketing

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 ...

In the last article, I presented the ins and outs of creating a successful prospect Web site. This article will explain the second stage of development, which is the current student or member site. The contents of these two sites are totally different and so are their purposes. I have already mentioned that the prospect ...

Call-Out: “Beginning in 1983 in Denver, I made an effort to emulate IBM’s approach. My ads always touted the benefits of martial arts instruction, explained the benefits of our approach, and never mentioned that anyone else taught this stuff but us.” Years ago, I read a really interesting book called Positioning: the Battle for your ...

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, ...

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 ...

Part 7: The Anatomy of an Ad: Body Copy, Part 3 In last month’s column, I explained how to start a conversation with your prospects. Now, you want to apply one of several direct marketing formulas or strategies that can help keep your copy on the right track. A-I-D-A is one of those formulas, and ...

Sascha Williams is an 8th-Degree Black Belt Associate Master in the Ed Parker style of Kenpo as well as a Mile High Karate Franchise school and Stephen Oliver Coaching Client. He also served the Parker organization as the officials director for the IKC international tournament, a regional director for the International Kenpo Karate Association, and ...

How valuable would it be to your business (and your bank account) to have a 
sharply-honed set of expert eyes objectively looking at your business —
boils and all — creating a laser-focused strategy to double your revenue (or better) in 2013? Each year, NAPMA CEO Stephen Oliver and NAPMA COO Toby Milroy reserve a small ...

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 ...

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 ...