When speaking with the media, or a prospect, it’s important to have your sound bites memorized. Here is a key point though. You want to make sure your sound bite is unique from other schools. For instance, the reporter asks, “What can you tell me about USA Karate?” You answer, “We teach more than just kicking and punching. We instill life skills that help our students to succeed in all areas of life.”

There is nothing wrong with that statement. But, the odds are that 80% of the schools in your area would say the same thing and also have a Black Belt Excellence sign over their mirrors.

How can you make your pitch more compelling? Here are a few suggestions that focus more on why than what. Each has a long and short version.

The reporter asks, “What can you tell me about USA Karate?”

  1. Self-defense starts with confidence, self-control, and situational awareness. That’s why everything we teach starts with mental self-defense before it ever escalates to physical self-defense. You win 100% of the fights you’re never in.
    • We teach prevention first. Self-defense starts with confidence, self-control, and situational awareness. You win 100% of the fights you’re never in.
  2. We make sure our students are in great shape and can defend themselves, but they get a lot more than that. That’s why people are surprised when one of our students answers the question, “Have you ever had to use martial arts in real life?” The answer is, “Of course! I use them every day.” The confidence and self-discipline we teach is invaluable on a day-to-day basis.
    • We emphasize mental skills along with self-defense. Our students have told us that the confidence and self-discipline we teach is invaluable on a day-to-day basis.
  3.  Here in “Your town or city” we’ve seen a steady decay of respect. Our school is on a mission to change that. That’s why we teach our students the value of treating others like they’d like to be treated. It’s the golden rule. We all agree that the more respect we show each other, the better our world will be. Of course, our students also learn to respect the power of the self-defense skills they’re learning and to use them wisely.
    • For us, respect comes first. Respect for your right to safety. Respect for the skills you use and, of course, the golden rule, respect for others.
  4. It’s pretty amazing really. With social media, we’re hearing back from students who trained with us years ago and moved on with their lives. The most common message we get is, “I’ve never had to punch or kick anyone in a self-defense situation. But, the self-discipline and respect that your school taught me had a massive effect on my life. Thank you, sir!” That’s why we love what we do at USA Karate.
    • The most common message we get from students is, “I’ve never had to punch or kick anyone in a self-defense situation. But, the self-discipline and respect that your school taught me has been huge.” We’re most proud of that.

 

What are some of your sound bites? Post them below in the comments.

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John Graden
John Graden

John Graden is widely credited with leading the martial arts school business into the modern age. He is the founder of the first successful professional association and trade journal. MA Success editor John Corcoran first called him a “visionary” in 1995. Martial Arts World magazine dubbed him, The Teacher of Teachers. Mr. Graden’s leadership was recognized in many mainstream media outlets including a cover story on the Wall Street Journal, documentaries on A&E Network, and as a guest on the Dr. Oz Show and many others.

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