Offline Marketing

Offline Marketing

This is more "pounding the pavement" than "pounding your keyboard" marketing.

 

Partnering with Local Organizations

How to Partner Your Martial Arts School with Public Schools

“I can’t get into the schools around here…” If I’ve heard that once, I’ve heard that a thousand times. I’ve also seen owners build great relationships with their local public and private schools.

In virtually every case, the reason the owner was able to partner with the school was that he or she simply approached the principle and said, “I’ve been in this community for XX years and have been teaching martial arts, self-defense and life-skills for XX years as well. What can I do to help you to help these kids?” That’s it.

I’m prompted to send this because I had a nice conversation with MATA member Aaron Wayne-Duke in Galesburg, IL. (MartialArtsGalesburg.com) Last month, he approached a local alternative school for 12-18 year olds that are dropout risks. Some have parents who incarcerated and all of them need caring leadership and discipline.

Aaron approached the principle with pretty much the same script outline above. Not only did they jump on the offer, they carved out $900 for a six-week contract and are already placing him in the budget for next fall. Did I mention he teaches just one class a week? Did I mention he doesn’t have a Masters in Education? He’s a veteran black belt just like you.

You will never succeed sitting behind your desk and checking Facebook. You have to get out and shake some hands. Make it your goal to get in front of an audience for a speech or demo at least once a month. Set appointments to meet principles and administration of the local school. Approach a real estate office with a safety seminar idea. Promote and teach a self-defense class for teachers.

You advertise that you teach confidence. Now is the time to tap into that confidence and make this year a year of action.

Booths at Local Events

How To Use Booths To Increase Enrollment

By

WILLIAM SCOTT KIFER

For over fourteen years USA Karate in Carol Stream, Illinois, has been using booths to generate new students, and we have met with considerable success.

We’ll go to any event that draws thousands of people and will allow us to set up a booth. That includes county fairs, car shows, Jaycee and Chamber of Commerce fairs, business conventions and sidewalk sales. During the last 12 months, we have signed up 77 extension students using booths, and we’d like to offer you the benefit of our experience.

The time to start your booth organization is January 1st Get in touch with your surrounding cities, Jaycees, chambers, county and state governments, and find out “what, when, where, and how much”.

We’ve found that many of the largest opportunities, such as county fairs, require a deposit to reserve booth space anything from six months to a year in advance. Don’t let this put you off. The longer the advance notice required the bigger the event.

Pricing for booth spaces vary from area to area and event to event. In our area, 30 miles west of Chicago, booth fees run from $100 to $350, for a 10 by 10 foot space.

However, out of the 4 to 6 booths we do each year, we usually have to pay for only one or two. You can do the same by offering to exchange a demonstration for a booth.

Events like these are constantly in search of ‘draws’ and entertainment.

Use your imagination. in any case, don’t let a fee of a couple of hundred dollars keep you from adding dozens of students to your school. We paid $400 for a 10 by 20 foot booth at the DuPage County Fair, which has an average 5 day attendance of more than 180,000.

Was it worth it? You tell me.

This year USA Karate signed up 105 intros, gave 76 first intro lessons, and extended 37 for a total contract amount of $55,500.00, and we still have more coming in! We just mailed the last 250 lead letters, (out of 1500 leads from the booth), and signed up 6 new intros from the fair in one day! In the past fourteen years we have gotten over 10,000 leads, 1,092 first intros, and 586 full extentions for a total contract amount of $703,200.00. That doesn’t count the renewals!

Our booth is designed to have a three pronged approach: First, we have two lead boxes under nonviolent martial arts photos. The sign reads;

WIN A BLACK BELT KARATE COURSE!

Win a tuition FREE Black Belt program, including an official Karate uniform, at USA KARATE in Carol Stream.

Below the box, a smaller sign says:

SIGN UP NOW to Win your FREE Black Belt Course.

Each box has entry blanks in pad form for Name, Address, City, State, ZIP, Age, and Phone number.

Second, and our biggest draw, is:

HIT THE TARGET AND WIN A PRIZE!

We use a Gage Target that measures the force of the blow, and have the contestants hit it with a hammer fist to eliminate the possibility of injury.

We award a small prize for hitting with twice their body weight, and a slightly better one for three times their weight, and we ‘guestimate’ the weight of girls, women and those who are overweight, to avoid losing a potential sign‑up due to hurt feelings!

We find the value of the prizes to be unimportant, just as long as they look good and are martial arts oriented, and we give every contestant a karate sticker. If you can’t get a Century Gage Target, any nonviolent martial arts type of game will do. Remember: No one competes until they have completed an entry form and put it in the lead box. Ask the event organizers what their average attendance has been for the last few years, and plan on having prizes for 3%. If 10,000 will attend, you’ll need 300 prizes.

Finally, we have a trained helper offering: Sign up the whole family to take a FREE month of NO OBLIGATION classes, (a $115 value). Plus the opportunity to get an official Black Belt Uniform (normally $40-$60) for only $10. Treat interested prospects just like walk‑ins or info calls.

Manning your booth can be handled with a combination of staff and volunteers, but make sure you have one staff member present at all times. We ask ‘gung‑ho’ students and parents to help for four hours, in exchange for a ticket to the fair, a free USA Karate T‑shirt to wear in the booth, and $5 towards a meal.

We have them attend a training session to instruct them in what to say, (and what not to say!), to prospective students, and schedule them so we have at least two volunteers per shift, and four at large events or during prime hours. Have your helpers put their name on new student introductory lesson forms, and award prizes to the ones who sign up the most intros who become extensions.

Plan your booth with forethought. Check that you’ll have electricity. Try to get an end booth or one next to an alcove so you’ll have room for your game. You will need two small tables and chairs. Have a school banner, and use red, white and blue decorations.

We have a tower made of pegboard, with a hole and an interior platform to hold a color TV monitor, on which we display our Black Belt rank test, TV ads and television coverage of our school. Use pegboard hooks to hang signs explaining contests and introductory lesson offers, etc. If it’s going to be hot, bring a good‑sized fan.

You’ll need student registration forms, adult and junior, a schedule in calendar form, so you don’t overbook intros, business cards‑, brochures, flyers, ads, and information about upcoming events at your school.

Have plenty of pens, preferably with your name, address and phone numbers. You’ll probably lose at least a dozen a day, so you may as well advertise! Take a scissors, ‘scotch tape, duct‑tape, string, markers, and cash for food for staff and volunteers.

Make sure your school is prepared. Have enough intro lessons scheduled, and enough instructors to conduct them. Brief staff on how you plan to handle the flow, and be sure to track all walk‑ins and calls so you’ll know if they resulted from a booth or from other current advertising.

We lost a substantial number of prospects before we realized that ‘free intro’ people come in with a totally different mindset than ‘paid intro’ people. Unlike the intros who called you and paid to try your lessons, the free intros may feel you talked them into coming and it’s just a lark because it’s free!

You may only have one chance to change their minds. Treat them with special care. Stress before the class that there is no obligation. Spend a little extra time with them. Show them good skills, and fun, but show

them you are serious about what you do. Offer specials, like a reduced price on a uniform and the regular monthly rate, 9 they sign up before the second lesson. When they sign up for the monthly program, mark your calendar to make appointments in 3 weeks to see if they qualify for extension programs.

In our case we require perfect attendance, and proper attitude and progress. if they qualify, we apply their $99 monthly fee to the cost of the extension program. Offer discounts for family members. After we adjusted our approach to the ‘free intro’ students, we increased our seconds by about100%, and our extensions by 500%.

There you are. That’s a brief account of our success with booths, and we invite you to use our experience, or modify it as you see fit to suit your special circumstances, but take the ball and run with it!

Host an Open House

The Open House / Anniversary Party is something that you can try to do every year. It is a great opportunity to Promote your school, get new students, and make some money at the same time. I suggest not combining this event with a fund raiser, because it will take away from your main objective which is to gain more students!

How to start. First choose a date that is not around any holiday weekends or any other large events in the community.   Then begin blanketing your town and the surrounding towns with advertising. Do what every you can afford (cable, radio, newspaper, mailers, fliers, posters, door hangers, cold calling,……). You need to make sure everyone in your town, and he surrounding towns knows about your event. Be sure that all your advertising has the same theme.

Now you need to give them a reason to come! There are a few ways to do this. The easiest is tohave a large cash or prize to give away ($1,000 cash, skiing package, weekend getaway, …..).

If you run the event correctly, you should make more then enough money to pay for the prizes and the advertising. Another way to get people to come is by dressing up one of the staff in an action figure suit, or a children’s show character (just be very careful how you advertise this).

What to do at the event: Face painting ($2 – $5 depending on size of artwork), Nintendo (play beat the staff (2 games for $1)), a great game for this is 007, 4 people can play at once, Carnival style games: knock down the cones – set up 5 cones or cups on a bench and have them try to knock all 5 off with only 3 throwing targets. beam the instructor – This is usually everyone’s favorite! Have an instructor sit behind any object so that only his/her head is showing (wearing a full faced head gear) the participants get 3 chances to try and beam the instructor with the pad ($1 for 3 throws), suction star throwing & pop the balloons ($1), Wood breaking ($1 – $2), Power Pad (measures force of a strike($1)), Sell food and drinks, hold a sale on merchandise, and offer a discounted membership to new sign ups as well as a discounted upgrade to BBC for existing members. Keep it all FUN and exciting.

Prizes: You can give away small prizes for the carnival style games or you can use raffles. You can find inexpensive small prizes from companies like — Smile Makers (1-800-825-8085) or great American Fun Corp (1-800-358-2969).   To keep your overhead low, just give away raffle tickets as prizes, and then every 30 minutes call out 3 -5 winners (give away mostly small and medium prizes, save the large ones for the end of the night).

Demonstrations: Your demonstrations should be spectacular! Include as many of your students as you can.   Develop 2 demos, 1 short version (15 minutes) and 1 long demo 30 minutes. Perform the shorter ones throughout the day, and save the longer one for the end of the day.

Motivating your current students: One way is by putting them in the demonstrations, another is by giving them some incentive. For example: offer a prize structure for bringing friends in to sign up that day (1 sign up = $25 gift certificate, 2 = Wave Master, 3 = 5 Private lessons and a Bo, ……………).

In addition offer a grand prize for the one who brings in the most new students (ex: free special events for 1 year, free 1 year membership, ……..). The best prizes for you to give away are ones that have no out of pocket expense for you, and something that your students would love!!!

What to expect: Tough question!!! It really depends on how much energy and promotion you put into the event. An example of what Eastern Freestyle Karate did in 1997 is: # of people through the doors 893. Money from games, face painting, nintendo = $1,925, $ Money from Sale = $ 634 (net), Food and drinks $462, board breaking $289, power pad $386, $ from new sign ups and upgrades = $1,455. New

students that day = 12, upgrades to BBC = 3.

The total amount that EFK (Eastern Freestyle Karate) took in was $5,151.   The expenses for the event (including all prizes given away, advertising and staff), came to $4,165.   Total profit was $986 plus 12 new students (with 6 more the next week).

Tips:

1- Go all out, really give this all you got!

2- Start promoting this event a minimum of 4 weeks in advance.

3- Blanket advertising, and use your students to help!!

4- Organize every part of the event so that you come off professional!

5- And as always have Fun!! Enjoy yourself!!!

Fund Raiser

Have your students get involved raising money for a charity. Sell tickets and have them get donations. Rent a hall or do it at your school if your school is large enough for the event. Write a press release and put it in your local newspaper that says, “Local martial art school raises money for charity.”

Co-Op with Pizza Parlor

Pay for the cost of the print and go half with the pizza parlor. Put their menu on one side and your offer on the other and have them put it on their pizza boxes.

Martial Arts in Fitness Studios

Fitness studios who want to expand their market base would do well to look hard at the martial arts and I don’t mean just fitness kickboxing. Programs like children’s martial arts, self-defense, and tai chi all attract markets that, for the most part, are not in the fitness studios.

Here is a key point. The more of a structured curriculum the program offers, the more the club can charge. Again, this is not fitness kickboxing. Most martial arts schools charge $149 and up per month.

Here are three martial arts markets for fitness studios.

1. Children’s Martial Arts.
This is 70% of the martial arts school student base so the market and interest are there. Parents appreciate that they can get their workout in while their kids are in martial arts class. Studio owners appreciate the additional traffic and revenue the program creates.

Structure
This is typically a progressive learning belt based program with the goal of earning a black belt in 3 – 5 years. Clubs will need a smart curriculum that allows multiple belt ranks in the same class to feel equally challenged as they progress.

Contact MATA for curriculum recommendations.

Needs
Staffing
Charismatic, qualified instructor who loves kids and wants to see the program grow.
This will be your biggest expense. The key is to partner with the instructor for a percentage of the revenue that is created. The details of such an arrangement are beyond the scope of this more general article. But, if the interest is there, we will create that information for you. Just comment or Contact MATA.

Equipment
a. The club should profit from uniform, belt, and sparring equipment sales.
b. Training pads are inexpensive and use little storage space.
c. Mirrors are usually already in place if a studio has an aerobics room.
2. Self-Defense
This is a HUGE opportunity for studios. Learning to teach good, solid self-defense course doesn’t require a lot of time or money. You do not have to take martial arts classes either.

Needs
The club owner can learn to teach this class in a weekend.

Structure
While seminars like Bully Response Plan, Active Shooter Response Plan, Children’s Survival Camps, and Adult Self-Defense Boot Camps are easy to sprinkle throughout the year, it’s the 5- or 10-weekcomprehensive self-defense course that is the core of the program.

If properly promoted, this program will attract new people who are not already members of the club. One way to transition them into the club is to offer free training before and during the course. For instance, Sally enrolls two weeks before the self-defense course begins. Allow her to train at the clubfor the two weeks prior and during the length of the course. Then, as part of her Self-Defense Graduation, she gets a discounted incentive to join the club as a regular member.

Needs
Someone has to learn real self-defense and how to teach it to regular people. We have law enforcement based courses that work great for someone who wants to learn how to teach and market self-defense part time.

The Opportunity
Every day in your community, there is media coverage of a violent crime. That means that every day, you have a good reason to contact the media. If there is a car jacking or home invasion, you can learn how to position yourself as an expert that the media will seek out to get a comment, analysis, and tips on how to deal with the crime.

Offering free or paid seminars for teachers, reporters, real-estate agents etc… are all great ways to create media interest. How about the kids that travel to third world countries as part of a church mission? Do you think they could use some self-defense training?
The opportunity is as big as your imagination.

Equipment
You will want at least one full body set of protective equipment for the instructor. Head gear, forearm, ribs, and shin protector along with MMA style gloves. This is a combination of protection plus shock and awe for your students.

Tai Chi
America is aging and tai chi is BOOMING.
Like the martial arts program, you’ll need to find a qualified teacher. The good news is that most part-time tai chi teachers are really into what they do holistically more than financially.

Needs
Same room as the martial arts. Mirrors help but are less necessary than in martial arts or self-defense.

Equipment
None.

Sample Charity Fundraiser Promo Copy

Kicks for Kids
A Martial Arts Event
For the benefit of LOCAL CHARITY
Sponsored by YOUR SCHOOLHelp us help those less fortunate than ourselves.

It’s FREE Be There! Refreshments Served

Everyone is invited to join us in raising funds for LOCAL CHARITY through the YOUR SCHOOL by obtaining donations for this Event. Help YOUR SCHOOL help WHAT LOCAL CHARITY HELPS by asking your family, friends, relatives, neighbors and local businesses for donations. By participating in this event, you will be helping those less fortunate than ourselves and WIN some great prizes!

Use the Sponsor Sheet inside to record your donations. You MUST bring this sheet and the collected donations by 10:00am the day of the Event to be eligible for the prizes.

Prize list

Collect You Win

$50- Special `T’ Shirt

$100- Student Uniform

$250-$50  Gift Certificate for Pro Shop

$500- Five Private Lessons with YOU

Everyone donating at least $10.00 to this Event will receive a certificate for an Introductory Martial Arts Course. All Donations are greatly appreciated.

Marketing - Day Care Centers

Day Care centers work very hard to provide an interesting program that the children will look forward to each day. A well run martial arts program will be right in line with what the day center is trying to accomplish, and is therefore a potential way for you to generate additional revenue for your school. Here are some guidelines that will help you to achieve this.

Create a Target List

To get started, create a target list of centers and summer programs in your area. Start your list with the centers closest to your facility to make traveling between the two easy. Include the name, full address and phone number of each center on your list. Call each center and ask who is in charge of setting up special guests or extra activities for the center. More than likely it is the director or owner of the center. Once you have their names added to your list, you’re ready to write them a letter.

Write an Introductory Letter

Compose a letter to the center using the contact name that you obtained from your phone call to the center. Include a school brochure with your letter, an 8 X 10 glossy photo, and a few business cards. In your letter, introduce yourself and give a brief summary about your school and what you can do for their center. We’ve included a sample letter for you to use.

Follow-up with Your Prospects

Several days after your letters have gone out, call each person you sent a letter to. Introduce yourself politely, and ask them if they received your letter. Your conversation will develop based upon the answer that they give you. Either way, your goal will be to meet them in person and create a program that will work for their facility. If your contact person decides that they don’t have an interest in working with you at this time, offer to help them in another way. You may offer to give all their members a discount for training at your school, donate a flat fee for each referral that joins your school, or to simply be a guest speaker for them. At the very least, add your new contact to your monthly newsletter subscription list.

Develop Your Programs

Depending on the goals you’ve set for your program, you may suggest conducting a class for the center one or two days a week. The length of the program can vary. However, some popular summer choices are a 4-8 week course, or a program that is 8-16 classes in duration. Be prepared to be flexible based upon what the center wants to set up as well as what you’d like to accomplish. If they’d like a longer or shorter program, work to accommodate them. Also, try to schedule your classes so they are approximately a half hour for the five year olds and younger students, and forty five minutes for each group age six and above. These are often the best timeframes relative to the attention spans you are working with.

Structure Your Fees

When it comes to pricing your program, you may consider offering a small discount in tuition to a daycare that brings the children to your facility and charge a slightly higher price if you have to travel to their facility.

For example, you may charge $50.00 for an eight-week program that meets once a week at your school or $60.00 for an eight week, once a week program taught at their facility. Also, keep in mind that many summer programs have vans or buses that are used to transport children on field trips, so getting them to your facility shouldn’t be too challenging.

Create a Schedule

Scheduling additional classes in a timeslot that doesn’t interfere with your current martial arts classes shouldn’t be difficult since the day programs typically operate from 7:00a.m.- 6:00 p.m. This will allow you or one of your instructors to teach classes either on or off the premises without creating schedule challenges.

Project Your Income Potential

One eight week program with ten children enrolled at $60.00 a person will generate a gross income of $600.00, or a per class income of $75.00. In this scenario, if you paid an instructor to teach the classes on the school’s behalf for $20.00 a class, your school would still be making an additional $55.00 per class.

If you arranged five different classes with several daycares, you could generate a gross income of $3,000.00 over the eight-week course. Some additional benefits would be the possibility of converting the program into a year-round class, or picking up some new full time students for your school.

Conclusion

To sum it up, succeeding over the summer takes lots of prior planning and follow through. As you now know, there are many ways to generate additional income other than from your regular students. One creative way is to teach additional classes in daycare facilities or day camps.

Day Care – Pitch Letter

Dear Doug Hoffmann,

My name is Phillip Monty and I operate Karate U. S. A. in Buffalo. For the past ten years, Karate U. S. A. has taught martial arts and character development skills to over 1,500 children.

Our “How to Be a Winner” program is a blend of courtesy, respect, goal setting, positive messages and martial arts training. We specialize in teaching children the concept of “Black Belt Excellence” which helps them to be the best they can be in everything they do. We feel that this is a very important quality for children to develop.

Karate U. S. A. is now developing special classes for select daycare programs that work with school age children over the summer. We currently teach children’s martial arts classes for Brighton Preparatory and Pinehurst Children’s Center (Please see enclosed letters of recommendation).

I would like to discuss the possibility of putting together a customized program for your daycare. Classes could be taught either in your facility or in ours. Thanks in advance for your consideration.

Best Regards,

Phillip Monty

President, Karate U.S.A.

Getting Companies to Include Martial Arts in Their Fitness Programs

Never has there been a better time to be in the martial arts business. Martial arts is no longer just limited to those seeking their black belts. There are many markets in which to promote and sell your program based on the fitness and self-defense benefits of the martial arts.

Thanks to the increased awareness on the importance of fitness and self-defense, savvy studio owners are taking their lessons right into the world – and through the doors — of Corporate America.

Despite the fact that Americans are more overweight – and more stressed out — than they’ve ever been, there hasn’t been a good solution to the problem. Time is a strict taskmaster, and nowadays, time is getting increasingly hard to come by. And, in the land of priorities, health and fitness end up taking a back seat to other obligations.

So, corporations all over have begun to promote physical fitness programs to their employees – even to the extent of providing in-house fitness programs. That’s good news for the employees, and good news for you – the studio owner.

By offering martial arts programs such as fitness kickboxing, and self-defense, you will have the opportunity to supplement and enhance your martial arts program, and increase your revenue.

When approaching businesses with the intent to promote your martial arts program, there are different scenarios that you may wish to discuss.

Promote Your Services As An Employee Benefit

The first scenario is to promote it as an employee benefit. Many companies find this approach appealing. This is not necessarily an on-site venture. 

You will offer your courses to the company at a significant discount. They, in turn, will offer their employees company discount cards to be used when they take your classes.

This is a great way to gain new students. The company will promote your school by displaying flyers in the employee break room, and stuffing payroll envelopes with information about your school.

Provide Self-Defense And Safety Workshops
With self-defense and safety concerns on the rise, this is a great avenue to approach when marketing your program to a company. You can gear your workshops to a various audiences to include business executives, office workers, and women.

Some studio owners have had success by creating a series of one-hour seminars. They charge the companies $250 per seminar for up to 25 attendees. Then, $5 for each additional attendee.

Of course, if you are selling your services to a large corporation where you’ll have 100 attendees or more, you may wish to charge them a flat rate.

You’ll want to take a simple, yet informative, approach to these seminars.

You’ll teach them simple moves that they can use in their everyday lives. 

You’ll teach them some safety techniques that they can use while they travel; if they find themselves in a threatening situation on the street, or in their homes.


Offer An On-Site Martial Arts Fitness Program

For companies that have the facilities to accommodate such a program, you may consider offering an on-site fitness kickboxing or toning class. You can offer it as a one-time presentation, or you can offer a series of classes.

This is a great way to make some extra money, as well as to get people interested in signing up for classes at your studio.

You simply begin by providing a detailed explanation of the moves that you will using in the class. Have the attendees sign a waiver, turn up the music, and let the fitness begin.

Getting The Word Out About Your Programs

As you know, your success is going to rely greatly on letting folks know that you are offering these types of programs.
Begin by developing a one-hour self-defense workshop to showcase your program. Use the first half hour to provide attendees with interesting information pertaining to self-defense.

Then, use the remaining time for hands-on training. Remember, that while what your students are learning is serious information that could one day save their lives, you need to make the workshop fun and entertaining.

Once you’ve developed your program, create a brochure that illuminates the benefits of the services that you have to offer. Include in the brochure, a brief biography and picture of yourself, and some testimonials from your satisfied customers. 

You’ll want this brochure to pique the interest of the person who is responsible for allowing you to offer your program to their company, so leave the costs of your program for a follow-up discussion.

Once a week, take an afternoon to visit with local businesses. Drop off your brochure and business card, and try to find out who in the company, you would need to talk to about your program.

Make a follow-up call to that person within a week, to find out if their company would be interested in hearing more about your program. Then, send them a thank you note along with a couple of coupons for a free class. 

Any of these scenarios will offer you a great way to meet potential customers, and help to get the word out about what great programs you offer at your school.

Martial Arts Benefits for Corporations

The following is a benefit sheet designed to assist martial arts instructors in creating corporate fitness programs.

  • Stress relief

Employees tell us that coming to martial arts class is like going on a mini-vacation. They say that, not only is the workout stress relieving, but getting to take out the day’s frustrations by actually hitting a big, padded target is “better than therapy.”

  • Fitness + Energy = Lower Health Costs and Higher Productivity

Corporations around the country are recognizing the importance of supporting and encouraging their employees to engage in martial arts. With a healthier employee base, the corporation enjoys the benefits of lower insurance rates, reduced absenteeism and higher productivity.

  • Personal Safety

Our instructors work hard to make sure the techniques taught in the martial arts program are effective and easy to learn following the principles of “Stun and Run.”

  • Confidence

Nothing can take the place of knowing you can defend yourself if you ever really have to. martial arts provides the tools of self defense without the rituals of the martial arts school. Students learn to defend themselves while having fun and getting into great shape.

  • Increase Flexibility

From the shipping dock worker to the sedentary computer operator, lack of flexibility leads to many back and neck strain injuries. Our martial arts program allows students to slowly and safely increase their flexibility, which decreases the chance of injury.

  • Increased Endurance

Everyone wants more stamina and endurance. martial arts provides it. Increased endurance translates to increased productivity as employees are able to perform at their top levels for longer.

  • Increased Loyalty

Employees appreciate companies that appreciate them. Providing a martial arts program is an excellent employee benefit that will return high dividends for your corporation.

Why Include Martial Arts in Company Exercise Programs

Happy Employees Are More Productive Employees

No, this is not some ancient Chinese proverb, just good ol’ common sense. Employees appreciate feeling appreciated by their employers. If people know that you care about them, and you make them feel as though their health is important to you, it will do wonders for their morale, and in turn, the health of your company.

Provides Good Therapy

Everyone knows that exercise does wonders for relieving stress. However, employees say, that there is something particularly satisfying about punching a big padded target – especially after you’ve had a frustrating day at work.

Improved Energy and Work Stamina

One of the nice by-products of practicing the martial arts is increased stamina. Studies have shown that fit employees stay at the top of their game longer than those that are less fit. When you are in shape, you just think sharper, move quicker, and are an all-around more productive person.


Healthy, Energetic Employees May Mean Reduced Insurance Rates

Companies nationwide are enjoying the many benefits of promoting health and fitness among their employees. It actually makes a significant impact on what companies consider to be the most important factor in their business – the bottom line. 

That’s right, when employees engage in the martial arts, the result is healthier, happier employees. Healthier, happier employees mean fewer visits to the doctor, reduced absenteeism, and a more productive workforce.

Will Help To Create A More Flexible Employee

Flexibility is just one of the many benefits that martial arts training offers to employees. Increased flexibility helps to reduce the back and neck strain injuries that can occur in the workplace – whether the employee is a desk jockey, or does heavy lifting in a warehouse. 

Martial arts works to slowly increase a person’s level of flexibility, thus reducing the risk of injury. 


Martial Arts Helps To Develop Confidence In Employees

Offering martial arts classes at company fitness centers, provides employees with the opportunity to learn simple self-defense techniques without having to commit themselves to a serious, hard-core program at a martial arts studio.

Just knowing that they can protect themselves, if the need should arise, can create an air of confidence in an employee.

General

Martial Arts Marketing Sales Copy

Martial Arts Marketing Sales Copy Text You Can Use

Welcome to the Exciting World of Martial Arts!

From our pre-school programs to our martial arts fitness programs, our instructors are dedicated to helping you and/or your family achieve your individual goals.

Why are Martial Arts so Popular? 

Martial arts are so popular because no other activity can provide the same results as martial arts for each individual participant. Whether your goals are self-confidence, self-defense, personal development, fitness, flexibility or to earn a black belt, our school will take you there.

Martial Arts are Great for Children 

Parents today are recognizing that the public school system is not enough. Millions of parents are bringing martial arts, as we teach here, into their children’s lives to supplement their education.

Carleton University, in a study reported in Psychology Today (January 1985), found that children in martial arts have a lower level of anxiety; an increased sense of responsibility; a decrease in the willingness to take foolish risks; a higher sense of self-esteem; higher level of social intelligence; and were less likely to be radical.

Parents report these five important benefits their children in our school experience:

1. Our reward system improves children’s self-esteem 

Martial arts are not like team sports because the emphasis is on developing the individual’s self-esteem not the team’s winning record. The belt system is the key. When kids earn their belts it gives them a great sense of accomplishment that really improves the way they feel about themselves.

2. Our program teaches children discipline 

On of the things parents appreciate most about our classes is the improvement in their child’s self-discipline. We have a wonderful staff of patient instructors who love to work with children, but are also very clear about limits. We enforce good rules of behavior in class, and we expect the same good behavior at home and in school.

3. Our activities channel children’s aggression 

Many doctors actually prescribed our school for treatment because of the positive outlet it gives the kids for all their energy.

4. Our confidence classes enhance children’s self-esteem 

We believe confidence is one of the most important things we can give kids. That’s why every class we teach has confidence-building drills included.

5. Our program teaches children essential self-defense skills

Our program teaches practical, proven self-defense methods. We also teach the kids that the moves they learn in class will work, so they don’t go home and try them on their sister, or neighbor.

Martial Arts is a Fun, Fulfilling Workout for Adults 

Our adult students really appreciate the differences between martial arts training and standard exercise programs.

6. Our workouts are a great way to get in shape 

Martial arts like an exercise program with a bonus! You learn to defend yourself while you get in shape.

7. Our classes relieve stress 

Martial arts are well known for its stress relieving benefits. The emphasis on mind-body training goes far beyond the benefits of standard, health club type exercise programs.

8. Our classroom practice sessions give you confidence 

I think the confidence building part of our program is what students appreciate the most. Nothing can take the place of the security in knowing that you can defend yourself, if you have to.

9. What we teach you could save your life 

At our school, everything we teach is reality based. Our instructors work very hard to insure that most any situation you might encounter is covered in the classroom under very safe learning conditions, so you will be prepared.

10. Our program is a lot of fun 

The reason our program is so successful is because we make the classes fun and exciting. We learned a long time ago that if people are having fun, they learn much faster.

Our Programs 

We a have number of different programs to offer even the busiest students. From our martial arts for children and pre-school classes to our martial arts fitness, and black belt programs we have a program for everyone. Our Instructors 

Rather than tell you about our championships and black belt rankings, we prefer to focus on our students. Certainly, we’re proud of our instructor’s accomplishments. But, we’re more proud of the achievements of our students. Our instructors understand that the student’s individual progress is the most important focus of their attention. That’s why our instructors continue to be students themselves. They take classes, attend seminars and continually work to improve their ability to help our students reach their goals.

Our Commitment to You 

We’re so confident in our program that we offer a money back guarantee. If, within your first 30-days, you don’t feel you are getting the benefits you desire from our school, we will refund your money. Try getting that from a health spa.

 

 

 

You Are Unique in Your Area

It’s a common affliction among martial arts school owners to complain that the biggest school in town is a belt factory McDojo and that the reason someone else is better known is because of his or her tournament record or that they teach a style that is more popular. None of this is true and to even use these excuses is a cop out for underperformance.

If you really want to become well known in your area, you can’t hide in your school and complain that no one has discovered you. You have to get out and go to work. The good news is that odds are no one else in your town will do what I am going to describe, so you can quickly become the martial arts celebrity in your town, if you are willing to follow these steps.

You are one of the most unique business people in your community. Few people work in a business with the exotic allure and appeal of the martial arts. This is a huge advantage, but only if you take advantage of it.

The essence of marketing is communication. Your ability to communicate in an effective, emotional and consistent manner will determine much of your success. Rather than risk hard earned dollars in paid advertising, I suggest your invest the time and effort into developing one or more 20-minute presentations on various aspects of the martial arts as you teach it and then get in front of as many audiences as you can each week.

The martial arts offers so many benefits that you can tailor a presentation to virtually any group. Self defense alone can be Self Defense for Children; Self Defense for Seniors; Self Defense for Executives; Self Defense for Teachers; Martial Arts Fitness; Martial Arts Attitudes of Success: How Martial Arts Builds Strong Families; the list goes on and on.

I used to teach a Disciplines of Success seminar for sales people. I was paid $500 for the first seminar. The company loved it, doubled my pay and booked six more.

However, this is not about earning money as a speaker, though you can in time. This is about getting your name in the community by learning to write and speak and then getting in front of as many audiences as you can. Your pay will be in new students. Every community has clubs, organizations and events that are actively seeking speakers just like you. Rotary Clubs, Kwianis Clubs, The Optimist Clubs, Schools, Churches, Boy Scouts, Apartment Committees, Awards Dinners and other similar venues not only offer captive audiences but often the organizers and attendees are some of the movers and shakers in your community. Not only can they bring you students but they will help you build your name and reputation once they hear you and believe in what you do.

We have 32 mini-speeches in Teaching that will help stimulate your thinking for what you want to present. But, the point is to simply start booking these presentations today. If you want to become well known in your town, you have to make the effort to get your name out there. Take full advantage of the unique opportunity you have as a black belt expert to get in front of audiences and spread the good word about your school and what you teach.

A Major Influence for Enrolling More Students

I’ve said for decades that no one cares what style you teach but you. There is no better proof of this than the proliferation of social media. If you are interested in enrolling more students, read this carefully.

The Review Economy

We live in a review economy. Search the web as I have and look for reviews of martial arts schools that say, “I was looking for XYZ-Style and glad I found this place. Five stars for teaching XYZ-Style!”

Real reviews reflect what the market is looking for and expecting. Real reviews read more like, “Sensei Ford has a tremendous amount of patience (more than I could ever have with a group of 6-9-year-olds!).”

That is from an actual review for a traditional school that has 45 five star reviews on Yelp. Check it out at the end of this article.

A Powerful Driver of New Students Today

If you are not focused on reviews, you are leaving one of the most powerful drivers of enrolling more students to chance. That is a dangerous path to tread.

Studies show that consumers will spend 20% more for a business that has a majority of 5 and 4-star reviews. Wouldn’t you?

How to Get Good Reviews without Penalty

Google, Bing and other search engines know that businesses will try to scam the reviews either by soliciting reviews or posting negative reviews on competitor’s sites. If you get caught, you get whacked. Google can stop ranking your site and any other Google properties your business uses.

The good news is that it’s not that hard to gain control of your reviews in a compliant process.

Bad Review Strategies

  • Writing fake reviews for your school
  • Paying a third party to post fake reviews, posing as a customer.
  • Getting too many reviews at once. They may trip filters at the review sites that will cause the reviews to be deleted.
  • Bribing 5-star reviews for a reward

Good Review Strategies

  • Link to your review sites from your website with a Review Us page.
  • Include listings for review sites in your printed material
  • Include a Review Us in your email signature
  • Here is a great tool to create professional looking review requests
How to Position Yourself as the Local Crime Expert

If you want to stand out above your competitors, here is a strategy that can result in you getting the phone call from media for expert advice.

To get your website to rank, you have to convince Google that your content has value and authority. The following strategy is designed to give you both by commenting on crimes in your local area. This will start to position you as the local crime expert.

Step 1
Find and register a free account on local community websites that welcome guest/members posts and links. For instance, here in Tampa Bay, the TampaBay.com website has a PR service that allows posting your articles for free. You can include up to ten photos (label the photos with your article keywords)

Other sites might include the Chamber of Commerce, NextDoor.com, Craigslist.org, community organizations and civic groups, local papers, local TV and radio station websites, college newspapers, crimestoppers.com, non-profits, colleges, and universities etc…
Some may require a donation to post. That’s up to you, but it’s something to consider if you’re serious about standing out.

Step 2
Each day, look for the news about local crimes that you can comment on and provide tips to either prevent or defend against.

Step 3
Write a “Monday Morning Quarterback” article about the crime and provide tips or resources to help readers prevent or deal with the crime in the future. Post this article on your website’s blog.

The important part is this. The news article describing the crime will provide an address of where it happened. Be sure to include that address in your article.

Over time, the accumulation of all of these local addresses on your blog make your site more important in Google searches.

Keep the article short and to the point WITHOUT any promotional copy for your school.

Step 4
Email your list directing them to your article. Encourage comments.

Step 5
Post either the article or a link back to it on the network of websites you created in Step 1.

Example Article
One Person Shot Dead in Hillsborough Home Invasion
Tampabay.com – July 12, 2016 (always date and source the article)

(Copied straight from the article)
TAMPA — One person was killed in an armed home invasion at a mobile home park in Town ‘N Country late Monday, deputies said.

Three people burst into a home at 219 Baywater Drive, Tampa according to the Hillsborough County Sheriff’s Office, and shot one man inside. He later died at the hospital, and investigators did not immediately identify him.

Crime Stoppers Tampa Bay is offering a $3,000 reward for information leading to an arrest in the case. Tipsters can call 1-800-873-TIPS (8477) or report information anonymously at www.crimestopperstb.com.

7 Tips to Prevent and Defend Against Home Invasion
by (your school) USASelfDefense.com Expert John Graden Comments on the Crime (your article)

This tragedy illustrates a key distinction between robberies and home invasions. Robberies are typically carried out during the day when a home is empty. This way, there are no witnesses.
Home invasions happen more often at night when people are home. In many cases, the fact you are at home is attractive to bad guys with violent intent.

1. Keep your doors, windows, and garages locked at all times.
2. If you have a gun, practice with it once a month.
3. Never open the door to strangers or solicitors.
4. Have a rehearsed escape plan in mind for your family.
5. Don’t fight over your property with an intruder. Let them have the property; it is not worth your life and can be replaced.
6. Make sure your bushes do not cover up your windows.
7. Do not depend on a sliding glass door lock. They easy to get around. Get a reinforced sliding glass locking system instead.
Home invasions are terrifying. Decrease the chance of it happening to you with good prevention and increase your chance of surviving with a little bit of family planning.

John Graden is the Owner and Chief Instructor at USA Self-Defense in a local town.
Phone. 727-555-1212 Email: *protected email*
Address
Website

Why Would Anyone Choose Your School?

When a school owner comes to me for coaching, there is usually a predictable series of events that created enough pain for them to come to me for direct help.

One of the most common is that the owner doesn’t really understand what the school is selling. Sure, there is lip service about life skills and self-defense, but who doesn’t say that today? (Most schools do a poor job with each, but, that’s a different subject.)

The three questions that challenge them are:

1. Why should anyone choose your school over the other schools down the street?

2.  Why should anyone choose your school regardless of the price?

3. What value are you offering for your tuition?

Graden Family Values (Scary, I know)

Presuming you watch television like us, do you use an antenna, cable, satellite, or Internet streaming? Our family uses a combination of DirectTV and Internet streaming (Netflix and AppleTV).

Even though we pay $120 a month in association fees that includes cable, we opt to spend about the same on top of that to have the options that cable doesn’t offer.

The value of having the variety, picture quality, and recording options is worth more to us than the $120. When is the last time you saw DirectTV, Apple, and Netflix offering discounts in a sale? Almost never.

They know that their value is in the options and entertainment they bring to homes. They do not place their value on price. I’ve been a Mac-head since 1991, so believe me when I tell you that Apple is always the most expensive.

Both Schools Lose

Every day I see martial arts schools post ads on Facebook. 99.99% of t lead he ads lead with price.

50% off! Hurry!


Of course, there are times that a school might run a special. But, if those specials run year-round, they ain’t that special. They become more like year-round pleading.

The message from the school is, “The best reason to join our school is our low price!” That’s a terrible message to attach to your school. If you and the school across the street both pitch price as the main value, then the school who can go the lowest wins. Truthfully, both schools lose.

The Misplaced Values

While you may place your school’s value on price, I assure you that most parents place their value on trust, safety, and the physical and emotional development of their child.

Instead of shouting about low prices, focus on improving those benefits and the experience you school will provide your students and their families.

Someone Has to Be the Most Expensive

There will always be the lowest, medium, and highest priced school in any area. I always positioned myself as the highest priced. Someone has to be, why not me? Why not you?

Rather than low prices, I focus on a high-quality experience for my students and their families. I placed the value on the “experience” not the “price.”

My staff was highly trained (and beaten regularly). They were well rehearsed and professional. From public speaking skills, sales, classroom management to how specifically to teach each technique in our curriculum, it was clear as soon as you walked in my school, we were the best.

Tons of schools talk about Black Belt Excellence, but their actual message to the market is, “We don’t really believe that we are good enough to sell on our merits. So we’re offering black belt excellence at a rock bottom prices.”

Don’t be that school.

Seven Rules for BJJ School Success

1. Create a long-term perspective on this as your career.

In 20-years, if you reunite with the 8-year old in your class today he is not going to say, “Thank you for BJJ.” He’s going to say, “Thank you for teaching me discipline and self-control.”

Make sure your classes clearly define and teach these important life skills. Build a business that will take care of your family for decades.

2. The student is more important than the style.

Some people learn Russian Ballet or chess, and it improves their life. Billions of perfectly happy people have lived their life without BJJ just like you have lived without Russian Ballet.

Focus on the life-changing benefits of BJJ to truly have an impact on your student’s lives. Avoid the “My kung-fu is better than your kung-fu” mentality. It is short-sighted and irrelevant. No one cares except your BJJ buddies. They will not pay your bills.

3. If BJJ has helped you, You have a moral obligation to learn how to sell BJJ.

How much money would it take for someone to pay you to erase BJJ from your life? I don’t mean quit, I mean you never, ever took a lesson. Would you erase it for $10,000? $50,000? Most of you wouldn’t.

Most instructors want their students to get the same value. That only happens if you learn how to enroll students and keep them so they can have the same experience that you value so much.

When you mis-handle a call or don’t even call back, that person could desperately need what you sell, but you failed them. You also failed BJJ.

4. Every potential student you fail to enroll is a negative mark against BJJ.

If BJJ was so helpful to you, it’s your obligation to learn how to answer the phone, talk about your classes, and introduce people to BJJ in a manner that attracts more people to your school.

The BJJ school owner who feels it is beneath them to make that effort FAILS BJJ and their family. The truth is often that, like most small business owners, the BJJ school owner is simply afraid of rejection. Get over it.

5. Your can be a champion for a decade at the most.

If you are focused on winning trophies, you have about about a decade of your prime athletic years to do so. Just remember that there is a new champion every year and will be for decades. Your wins will only mean something to you. Other than your mommy and daddy, no one cares.

Build your business not your trophy case.

6. You can be a teacher for decades.

The sooner you commit to being the best BJJ teacher possible, the sooner you will start helping BJJ to grow. The world doesn’t need another BJJ champion. We need teachers. Focus on becoming an excellent communicator, motivator, and leader of men. Become a student of teaching not just BJJ.

7. Misery Loves Company.

When a crab tries to escape a boiling pot of boiling water, the other crabs pull him back down. Misery loves company. If you make the effort to learn how to answer the phone, set lesson appointments, and ask for a tuition check, you will catch heat from BJJ school owners who are not making that effort.

Your success makes them look bad. They don’t want that so they will discourage you. 

Ignoring them and taking control of your success may be the most difficult escape you’ve ever had to master. But, if you are as tough as you think you are, you can make that shift and start creating the BJJ school of your dreams.

Unless these guys want to pay your rent, build your home, and send your children to university, stay focused on your own path to success. Leave the crabs in the pot.

As you can tell, I have some pretty strong ideas on this subject. I’d like very much to help those of you who want to succeed. I’ve produced world champions while earning a six-figure income teaching martial arts as a full time career. Most hard core martial artists are SCARED to try to succeed.

Marketing with Demos

Doing a Solo Demo

Performing a demo by yourself is never easy, but there are few strategies you can employ to pull off a good show and gain some students. Remember, the goal is first to get new students and second to build your name.

Let’s use the example of a middle school demo where you have 15 minutes to entertain the kids and, hopefully, pick up some students. This example will work in principle with just about any age group or scenario.

It’s always good to open with a bang. When you are a solo act that might be something as easy as a suspended break where you hold the board with one hand and punch or chop it with the other. You can tell the kids at the end you will do some more board breaking and will need their help to set a new board breaking record.

Then, introduce yourself and tell them that the secret to that break was in the combination of speed and focus, which is part of what you teach along with self-defense.

Ask the crowd if they saw the videotape of the girl, Carlie, being abducted by a man in Sarasota. Tell them that the abduction was caught on tape and this is what happened. Demonstrate how he grabbed her by the wrist and pulled her to the car where he killed her.

Tell the kids how that could have been prevented. Then, if possible, bring up a volunteer to help be a target for you. This could be the PE teacher or anyone about your size.

  • Recognize
  • Avoid
  • Defend

Recognize a strange man is approaching. Discuss the use of distance as a defense and how distance is always the best defense.

Avoiding could be turning and running away puts so much distance between you and the attacker he can’t reach you so he can’t hurt you. But, the real avoidance is not to be alone in places where you can be attacked.

Defending against this could be a wrist escape, a groin kick and running away screaming.

KEY POINT: At this point, it’s always helpful to tell a story of how one of your students, who is about the same age as these kids but goes to a different school, had a similar situation, but she was able to escape with what you taught her.

Demonstrate some simple escapes and strikes on your volunteer (rehearse this in advance).

Tell the kids that you want to teach them these techniques so that what happened to Carlie doesn’t happen to them, but the school won’t allow you teach them during this demo. So, you have set up a free class for them THAT night and THE NEXT night. All they have to do is call to reserve a spot (if the school will let you, have them write their name and number on a sheet of paper and drop it into a box after the demo). Tell the kids their parents have to be there. (Always make sure the decision makers see the intro classes)

Tell them that the best way to get their parents to bring them to the class is to say, “Mom, do you remember that girl in Sarasota, FL who was kidnapped? They showed the video on TV? We had a guy today who teaches kids how to keep that from happening to them. It’s a free class tonight at 6pm and I’d like to go. Would that be OK?”

Take some questions and then tell them it’s time for you to try to set a new school board breaking record. You are going to break as many boards as possible in 30-seconds. Say the record is 10 (or any number you know you can beat).

Tell them they have to be the judge and counter. The ground can’t break the board you have to.

You want to create excitement and anticipation with this, so tell the kids they have to count real loud to help you get “psyched up” to do this. Tell them that once you start, you are not going to stop. Have a little fun and at the same time, let them know this is not easy by saying:

“No matter how much it looks like it hurts, you have to keep counting.

No matter how much blood you see, you have to keep counting.

Even if every bone in my hand turns to mush, you have to keep counting.”

Have the PE coach be the official timer.

Tell them to make sure this is going to work, you have to hear them count first (this is actually part rehearsal, part energy builder). Say, “Every time I clap my hands I want to hear you yell the number! Ready!” Clap-One! Clap-Two!   Clap-Three! (This is important so they will actually count loud during the board breaking)

Then, with a little “psych up” start say, “OK. Here we go. Timer ready? Counters ready? When say go, start the timer. Ready GO!” Then start grabbing boards with one hand and chopping and punching them as fast as you can with the other.

When it’s done, whatever the number, turn and bow and yell, “YES! That ‘s the power of focus. That’s the power of confidence. That’s the power of the martial arts and I want to teach it to you. Remember, drop your name in the box and tell your parents you want to take that class tonight. Thank you!”

Bow out.

Getting Booked for Demos

Often, when one thinks about a martial arts demonstration, the image of a parking lot or the concourse of a mall with crowds milling about comes to mind.

And, while those large demonstrations make for great fundraising and promotional opportunities, there’s really no reason to limit your demonstrations to such a grand scale.

Demonstrations can be performed on a variety of scales for various groups of citizens.   Virtually any group that caters to members of your target market will make a good audience for a small, but exciting demonstration.

In addition to acquiring new students, demonstrations make a great public relations tool. With demonstrations, you’ll be able to create a sense of goodwill, and well as to convey the important elements that make up the black belt – including discipline, motivation, respect, and so forth.

Your students and their families will be involved with some of these groups.   They may be members of the Girl Scouts, or Boy Scouts; or perhaps they are part of a church or youth group.   These are all opportunities just waiting to be developed.

During your classes, hand a form to each student to take home to their parents.   These forms should invite the students and their parents to come up with a name of a group – or several groups – who may be interested in a martial arts demonstration.

Ask them, also, to provide you with the name of a contact person, and a phone number that you can use to follow up the lead with.

Groups can include…

  • Daycare
  • Scout groups
  • Outdoor or wilderness clubs
  • Social clubs
  • Jaycee’s
  • Lion’s club
  • Hospital staff
  • Fire or police departments

Of course, this list could go on and on, but you get the idea.

Be sure to tell the students, that each person that attends the presentation will receive two coupons for a free week of martial arts lessons.

Sample Demo Letter

Dear Students,

As you may already know, we offer a school and community service program in which our instructors will go to your school, civic group, church group or other social group and present our “THINK LIKE A WINNER, BE A WINNER” program.

Included in this program is a discussion on the nine traits of Black Belt (self-esteem, self-confidence, self-motivation) and a demonstration of the proper use of the learned skills.

If you would like our staff to come to a group you are associated with and demonstrate to your friends and colleagues the benefits you enjoy of positive self-development and satisfaction of success in skill proficiency, then please list the names of the groups you are associated with or the school(s) you attend.

The name of the contact person and a telephone number would also be helpful.

Each person who attends the presentation is entitled to two (2) free lessons.

We are great performing for:

SCHOOL

DAY CARE

WOMEN’S GROUP

COMMUNITY SERVICE

ATHLETIC GROUP

WORK RELATED

YOUTH

CHURCH

OFFICE

PUBLIC SERVICE

VOLUNTEER FIRE DEPARTMENT

GIFTED/TALENTED

YOUTH SPORTS

CUB

BROWN IE

BOY/GIRL SCOUT

SOCIAL

OUTDOOR

OTHER

Demos for Boy and Girl Scouts

A very successful program has been to provide field trips for the Girl and Boy Scouts of America. These field trips provide the children the opportunity to earn badges.

Write a letter to the director of both the Boy Scouts of America and Girl Scouts of America explaining the program you have to offer (a special mini camp for 2 hours).

Send the letter to area directors who then contact the individual groups (or if you know of a scout in your school you can contact the pack leader. Check the web for a listing of fitness-related badges if you are not familiar with them. And keep in mind, when working with the scouts, you have the opportunity for free advertising in your local paper.

Demos That Enroll Rather Than Entertain

For years, our demo team worked hard and put on some memorable demonstrations. 10 years later, one prospect even remembered that I was the instructor dressed as one of the “ninjas” in a demonstration and beat up Elmo.

Although we entertained the crowd enough so that someone remembered it a decade later, we did not enroll a single person from that Elmo demo!

The reason is we put on a REACTIVE demonstration. We entertained the crowd, and then all our instructors, parents, and demo team members passed out flyers. We were waiting for the prospects to call us, hence, the term REACTIVE. We made the assumption that they would be motivated to join after witnessing our skill in the demo.

In order for us to schedule an intro from demos using that strategy, those flyers that we passed out at the end had to:
1. Make it home (in most cases, they didn’t even make it to the car!), 
2. Then they had to find your flyer and call your school

We can’t expect that all to happen, so have to get PROACTIVE in our demonstration enrollment strategies. There are THREE parts to a proactive demonstration, and one of them cannot be ignored if you want to enroll new students. They are:

  • Encourage Audience Participation.

We want to get the audience to be impressed with our teaching skills and the benefits of the school rather than entertained by a skit or flashy performance.

Exciting board breaks or flying kicks are great as a demo opener to gain attention and as a closer to end on a high note, but neither showcase your teaching. The best way we can demonstrate our skill as a teacher, is to pull people right from the audience, and get them involved by taking them through the first intro or trial lesson just as though they were in your school.

This gives us a chance to impress the parents in the crowd. Our goal would be to get them to think, “Wow… Look how my son responds to that teacher… I can’t believe he got my Johnny to stand up straight! Look how he communicates with the kids…. what a good teacher. Wow, that demo team is disciplined! I want my kid to be like that.”

I still think that performing a great martial arts demonstration is important to attract attention and create a crowd of people watching.

But that approach doesn’t result in new students. 

I suggest using a wireless PA system to amplify your voice, and pull everyone within hearing distance to your demo (especially for outdoor demos).

Teach a simple technique, in an entertaining fashion. Mix the classroom atmosphere of discipline with humor and fun. This transition between drill instructor and clown keeps your prospects on their toes, and entertains the audience.

Here are some of the techniques I used to teach in demos, broken down by the prospect’s age:

* Preschool age (3-5): front kick from a standing straight position           

* Junior kids (6-8): front kick from a sparring or front stance           

* Senior Kids/ Teens (9-15): Jab, Cross, Hook, Uppercut Combo           

* Adults (16 and up): Jab, Cross, Hook, Uppercut in self defense

In the teaching portion of your demo, getting each student to perform each technique perfectly is not as  important as the way you communicate with the kids, and how quickly you instill discipline while keeping their attention. Motion creates emotion so keep moving while teaching, and vary the tone, pitch, volume, and speed in which you speak.

While the kids are learning the move, pull the parents out to hold a pad, count, or motivate their kids. Then dismiss all the kids, and teach the parents! Remember our goal is to get everyone involved instead of putting the audience in a passive, watch-only state.

Note: Before starting the audience participation part of the demo, I would announce the BABFAD, and tell the crowd that anyone who participates in the teaching part of the demo, gets to try to break a board for free.

  • Schedule the Appointment AT THE DEMO

Let’s not wait for them to contact you. Give each instructor/ employee that is trained to schedule appointments a clipboard, and have them schedule the prospect for the VERY NEXT intro appointment, preferably within 48 hours. It doesn’t matter whether you do semi-private or group intros.. You can see group intro strategies here.

For large demos, it is inevitable that a few prospects will slip through the cracks, but in order to minimize this, you will need some help. In addition to having at least one other employee/ assistant instructor available to help schedule appointments, I used to have what I called, “blockers,” that would make contact with, and talk to prospects before they can sneak away. The blocker would introduce the prospect to you, or whoever is helping schedule the appointment.

My blockers were under orders not to allow anyone to leave without at least, “Meeting the Master.” This is similar to how some car dealerships make the prospect meet the sales manager before leaving without buying.

Have your demo team hand out low cost flyers, and introduce or direct prospects to the “blockers.” Have your blockers give out medium cost, color brochures, and introduce prospects to you, or those scheduling appointments. but be careful, it’s is easy to fall back into a reactive mode if we begin to rely on those flyers and wait for people to approach us. We have to take the lead and initiate the conversation proactively. Treat these converstions and introductions just like any other inquiry. The goal is to set the appointment.

  • Create URGENCY

We have to keep in mind that these people did not intend to commit to attending an intro lesson when they came to the mall, or carnival or wherever they saw your demo. So there has to be some financial incentive for parents and adult students, and some additional incentive for kids.

Again, I recommend doing the BABFAD (Break a Board For a Dollar), because it creates urgency.

Another option is to offer the intro course free of charge if they enroll that day at the demo. If they are still unsure,, schedule a tentative appointment and you will call them the evening before just to confirm.

In a worst case scenario you can just ask them for their info, and call them the next day. If they give you that info they can still get the intro class(es) for free.

SUMMARY: 
Simply putting on the old, traditional demo, in a reactive fashion, may “woo” the crowd, but will produce few, if any enrollments. In order to turn all those hot leads into prospects, and ultimately into students, we need to take a PRO-active approach, that needs to have all three of these factors: Encourage audience participation

Demo Structure

Now that you know the difference between a pro-active and reactive demo, we can go over how to structure your demo, to make it fun, interesting, and still enroll lots of students.

Your teaching skill is the best attribute you can show off, but that doesn’t mean that you shouldn’t include a traditional martial arts demo. The length of this martial arts skill demo is going to depend on the size, ages, rank, and skill of your demo team.

But even if you have a world class team, I suggest you structure the skill portion so it lasts no longer than 15-20 minutes. In most cases, an average school should have a 10-12 minute skill demo, followed by another 20 minutes of a teaching demo (audience participation).

The most common error I have seen schools make is to allow the skill portion of the demo last far too long, and put the audience to sleep with basics. The number one reason why we bother to train a demo team, schedule a demo, and take time out of our busy schedules is to ENROLL NEW STUDENTS.

I have seen too many instructors turn their demo team into a “feel good” team, where every white belt gets to be the star, and do their form as a solo. As a result, we end up putting on an hour long show to an audience that consists mainly of parents of our demo team, which can see the same thing in every class! Then, when their child is not included in every part of the skill demo, they complain that their child is being left out! You can’t win.

Not only are demos like that boring and too long because everyone has this sense of “entitlement,” but they produce little to no enrollments. Creating a fun group of kids that increases retention, and builds camaraderie should be a distant second on your list of reasons for performing demos and having a team. That benefit should be your primary reason for having a Black Belt Club, not a Demo Team.

If you are ever limited on time, you should sacrifice the SKILL portion of the demo, NOT the TEACHING, or the SCHEDULING parts.

Know Your Numbers

What It Costs to Get a New Student

Take a moment to write down all of the expense, effort, and energy that goes into attracting and enrolling new students. Here’s a short list of the resources necessary to turn a stranger into a student:

1 Time to create marketing plans

2 Capital to purchase ads, print flyers, etc.

3 Time and stress to execute marketing plans

4 Time, stress, and money to train your front line staff to set and confirm appointments from the inquiries resulting from your marketing efforts

5 Time, stress, and money to train your staff to teach intros to those appointments

6 Time, stress, and money to train your staff to conduct enrollment conferences

7 Time, stress, and money to train your staff to collect the tuition for these new students

8 Payroll for the staff to carry out 4 through 7

Let’s take a look at some real-world numbers.

A funnel represents your marketing efforts. You pour risk capital, time, and stress into the top of the funnel and, hopefully, black belts come out the other end. The better job you do marketing, the wider the top of the funnel. The better job you do handling the front-end process of turning phone calls into good appointments to take an intro and, later turning intros into enrollments, determines how wide the funnel continues to be.

Of course, how well a job you do in terms of teaching, retention, and student service will determine how wide the bottom of the funnel is.

Despite all the money, time, and stress, you don’t actually get paid until the fourth level, and that is only if a student enrolls. You don’t get paid to market. You don’t get paid to take phone calls. You don’t get paid to set appointments or teach intros. You only get paid when a student goes through that process, signs on the dotted line, and hands you a credit card or check.

As a standard of performance, each level should result in 80 percent of the level above it. If you get 10 calls from an ad, you should set eight appointments (80 percent) and have six or seven intros resulting in at least four or five new students. A similar gauge is that you should be enrolling 50 percent of your phone calls.

The Conversion Ratio

In this example, you’ve invested $1,000 for some type of marketing, but how you spent the $1,000 is not the focal point of this illustration. What happened after you spent it is.

The Conversion Ratio is the percentage of people you move from one level to the next. In the three columns are three sample ratios ranging from the good, the bad, and the ugly. Though each school invested the same amount of money in marketing and received the same number of phone calls, the results are strikingly different.

50-Percent Conversion Ratio (The Ugly)

Each example invests $1,000 in the same marketing areas. The investment risk is the same, but the return on that investment is very different.

The right column is a recipe for disaster, yet all too typical. Though this school has done a good job of keeping its cost per call down to just $25, the cost doubles to $50 per appointment because only 20 of the calls are actually set appointments.

Think how easily this can happen. How many calls come in that are not answered or not returned? How many calls does an untrained person answer? How many so-called “appoint¬ments” are really weak promises to stop by? If you track these numbers – and the best schools track them daily – you will see how easily you can land in this dangerous 50-percent rate.

Make sure you and anyone else who answers the phone or responds to an inquiry about les¬sons is fully trained and understands that the goal of the call is to set a solid appointment to come in and take an intro class.

In the 50-Percent Conversion Rate column, only half of the appointments set actually take an intro lesson. This means each intro costs you $100. We’ve checked around, and no one is charging $100 per intro. At the 50-percent conversion rate, you are going in the hole. Sadly, it gets worse. When only 50 percent of those intros actually enroll, each new student costs you $200. If you get $199 as a registration/down payment, you’ve gone through an enormous amount of stress to profit $1.

Again, most of you are not tracking these numbers, but if you did, I would bet a steak dinner you are in the 50-65 percent range for conversions. Sure, you may have a 90-percent intro¬to-enrollment conversion rate, but if you are at a 50-percent call-to-appointment and then appointment-to-intro, you will still be within the overall range of 50-65 percent.

65-Percent Conversion Ratio (The Bad)

In the middle column, a significant bottom-line difference results from just a 15-percent improvement in your Conversion Rate. Though the conversion rate is still not as high as you want, the cost per new student is significantly less. This small 15-percent increase in perfor¬mance yields a huge reduction in your cost per student.

You can see that small improvements yield high results, especially as they are compounded over time. In this example, a 65-percent conversion rate will enroll about 72 more students over a 12-month period. As you will see in the next example, an 80 percent conversion rate will result in nearly 200 more enrollments in a 12-month period over the 50 percent rate and about 120 over the 65-percent rate.

80-Percent Conversion Ratio (The Good)

Take it up another 15 percent, and you get to the 80-Percent Conversion Rate column, which is where you want to be. Every step of the way towards converting a stranger into a student is less expensive. Of course, it’s not profitable until the student enrolls, but in the 80¬percent range, your cost per student is one-quarter that of the 50-percent rate at just $48.

I’d write $48 checks until my hand cramped up if each check would put a new student on my floor. I’d be less enthusiastic at the $90 (65-percent) level, and I’d find another way of mak¬ing a living at the 50-percent level, because I’d be starting off too far behind with each student. If I have to pay $100-$200 per new student, the students have to be into their second or third month of tuition before they become profitable. That is an exercise in frustration.

That’s a stressful way to do business. As clear as this illustration is, many owners do not track these numbers. It’s not that they are lazy; they really don’t want to know how bad a job they are doing at converting strangers into students.

Typically, the owners say things like, “Once we get them in the door, just about everyone signs up.” They complain marketing doesn’t work in their area, or that the economy is bad, or that the belt factory school down the street is selling black belts or – my favorite – ”We’re not a commercial school.” The truth is that they are paralyzed by the Control Factor and would rather protect their little puddle than take the time and risk to the ego to learn how to set appointments, teach smart intros, and close on an enrollment conference. In short, they are afraid to ask for the check. Re-read Value What You Do.

MATA has excellent resources and scripts for this entire process, so getting the good information is not the challenge. The challenge is breaking out of the box to use it.

Many owners say they just want to teach. They don’t like the business of selling. They want someone else to handle the conversion process. That’s understandable; however, you must learn how to sell first. Otherwise, who is going to train your front-line people?

You can’t print out a few pages from MATA, hand these to your employees, and expect them to keep an 80-percent conversion rate. You have to know this process inside and out, so you can teach it like a professional martial artist.

As the school owner, you have more interest in creating a solid process for converting students into strangers than anyone. If you don’t care enough about your business to learn, role-play, and train how to improve this system, no one else will.

Host a Summer Martial Arts Camp

Make The Most Of Your Summer — Host A Summer Martial Arts Camp

While many studio owners bemoan the slow, hot summer months, other studio owners confess that the summer months are often their most profitable months out of the year.

All it takes to be successful all year-round is a little resourcefulness and ingenuity.   Think weekend retreats, sleepovers, special weapons training, and… summer camps.

Provided that you plan and organize every detail in advance, pulling off a successful summer camp will be a breeze.   In order to keep things interesting, however, the approach you take to your summer camp must be a different approach to the one that you take when you’re teaching classes in your studio.

Many studio owners have had success holding their summer camps in the latter part of the summer, say about mid-August – depending upon when school starts in your community.   The theory being that summer activities have begun to wind down, leaving kids little to occupy their time until the school year begins.

Other studio owners operate one summer camp per month throughout the summer months – June, July, and August – grossing as much as $15,000 over the summer.

Classes are generally four hours long and held in the afternoons, when the studio is the least congested.   Break your class down into 15-minute increments.

You’ll want to account for every minute of your class, including breaks.   This will make it easy for you to keep your classes organized and running smoothly, as well as help to keep them interesting for your students.

Your classes can include activities such as fitness kickboxing, games, problem-solving activities, character building exercises, and martial arts.

When it comes to promoting your summer camp, a majority of your students will have come from your own studio.   However, you can encourage your current students to invite their friends to attend your camp.

Give your students brochures to hand out to people they feel may be interested.   You might even consider offering some sort of an incentive program for the student that brings in the most new faces.

And, because moms play an important role in planning summer activities, you’ll want to make sure that you pass around flyers, and leave brochures at places that moms frequent – the grocery store, beauty parlors, childcare centers, etc.

A strategic part of your planning will be to determine how many people you will have participating in your camp well in advance.   This will allow you to have plenty of snacks, special camp T-shirts, awards, and other supplies on hand.

It is recommended that you have your participants pay in advance, and at the same time have them sign a waiver, a medical release, and supply you with a list of emergency contact numbers.

Make this a special time for the participants.   You’ll want them to have fun, but you’ll need to establish your rules up front.

For instance, you may want to establish a no talking or running rule while you’re teaching.   Lay the rules out ahead of time, so your kids will know what to expect from you.

To make the most out of your summer camp, and to make sure that your kids are staying busy and having fun, stick with your schedule.   Be sure to include plenty of breaks for snacks and beverages.

Regardless of how many weeks you decide to hold a summer camp, make the last day one to remember.

Your summer camp is designed not only to increase your revenue during the summer months, but hopefully, to encourage some new people to sign on as full-time students at your studio in the fall.

On the last day, invite parents, and arrange a tournament to showcase what your students have learned during their camp.   Present each one with a certificate of completion, and an award to take home.

Teaching Bully Seminars

Anti-Bullying Seminars

Seven things to look for in an Anti-Bullying Program

1. The program is protocol based. You need a step-by-step program, not something you have to patch together yourself.

2. The program law enforcement based. Who has more real world experience than street cops in dealing with bullies?

3. The program has real testimonials / endorsements from parents and police.

4. The program isolates the bully as the problem rather than the victim’s response.

5. The program focuses on how to prevent and deal with bullying for your family, not the entire school.

6. A practical, proven program that is reality based, not academic theory based.

7. The program spends 90% of the time on on non-violent or non-confrontational strategies.

Visit: AntiBullyPlan.com

Learn how to Teach the MATA Official Anti-Bullying Program

 

Seven RED FLAGS in an Anti-Bullying Program to Avoid

1. Any claim to Bully Proof your child. That’s impossible. Anyone can be bullied.

2. Any program suggesting you make a friend of the bully or joke your way out.

3. A program that is self defense centric. “Just kick him in the ding ding!” is not a solution.

4. Any program suggesting you ignore the bully. This is called “denial.”

5. Psychology based on ivory tower theory from psychologists or counselors. Professors love to study bullying and try to use their conclusions as a strategy for dealing with bully. The real world does not work like that.

6. Any program suggesting the bully is weak or cowardly and is actually “crying out” for a friend or lacks self-esteem. It doesn’t matter or help.

7. Programs that seek to prevent bullying on a school wide basis aka a whole-school approach. Our program is about your family. That’s it. We have no fantasy of ending bullying school wide, but we know how to end it for your family.

Getting Testimonials

Make it part of your weekly To Do list to look for any opportunity to get in front of audiences to speak, teach, and demonstrate your art. My personal record is 52 demos in 30 days.

I’ve done demos in bank lobbies, in cinema in front of the screen, and at parties where I stood up on a chair and asked everyone to quiet down so they could enjoy our demo. They did and I scored at least 3 long-term students out of that gig. One of them actually bought my school two-years later when I created NAPMA.

Last Friday, I taught two-hour a seminar on Presentation Skills to a group of estate planning attorneys.

When you teach a special class, appear on a media program, or even do a demo, always ask for a testimonial from the host. To make it easier on that person, write the testimonial for him or her.

Here is what I wrote to the host attorney. “Would you be so kind as to provide me with a testimonial? To make it easy for you, I thought something like this might work…” I followed with a testimonial from him that I wrote. What I submitted is in lower-case below. He added the ALL CAPS test himself.

“John Graden’s presentation skills workshop was excellent. I loved it as did the other attendees I spoke with. He made learning fun with a great mixture of education and entertainment.  I HAVE ATTENDED OTHER SUCH WORKSHOPS, AND HAVE RECEIVED ONE-ON-ONE COACHING, BUT JOHN’S WORKSHOP ADDED MUCH TO MY CONFIDENCE AND FUTURE ENJOYMENT OF SPEAKING, AND INTERACTING WITH OTHERS. I MORE THAN HIGHLY recommend it for any professional.” Alan Gassman, P.A. 

When you write a testimonial to submit, go easy on the adjectives. After the event, the host sent me a note saying, “Great job! I loved it and so did the others. Come back and do an NLP seminar next time.”

Because, he used the words, “loved it” and “great” I was comfortable feeding them back in his testimonial. Had he not used used those words, I would have not included them.

What to Look for in an Anti-Bully Program

The Official Anti-Bullying Program of the Martial Arts Teachers’ Association is: AntiBullyPlan.com

October is Bully Prevention Month. Save $20 off the How to Teach an Anti-Bullying Seminar package. All you have to do is share your purchase on Facebook to get an instant $20 discount.

Seven things to look for in an Anti-Bullying Program

1. The program is protocol based. You need a step-by-step program, not something you have to patch together yourself.

2. The program law enforcement based. Who has more real world experience than street cops in dealing with bullies?

3. The program has real testimonials / endorsements from parents and police.

4. The program isolates the bully as the problem rather than the victim’s response.

5. The program focuses on how to prevent and deal with bullying for your family, not the entire school.

6. A practical, proven program that is reality based, not academic theory based.

7. The program spends 90% of the time on on non-violent or non-confrontational strategies.

Visit: AntiBullyPlan.com

Learn how to Teach the MATA Official Anti-Bullying Program

 

Seven RED FLAGS in an Anti-Bullying Program to Avoid

1. Any claim to Bully Proof your child. That’s impossible. Anyone can be bullied.

2. Any program suggesting you make a friend of the bully or joke your way out.

3. A program that is self defense centric. “Just kick him in the ding ding!” is not a solution.

4. Any program suggesting you ignore the bully. This is called “denial.”

5. Psychology based on ivory tower theory from psychologists or counselors. Professors love to study bullying and try to use their conclusions as a strategy for dealing with bully. The real world does not work like that.

6. Any program suggesting the bully is weak or cowardly and is actually “crying out” for a friend or lacks self-esteem. It doesn’t matter or help.

7. Programs that seek to prevent bullying on a school wide basis aka a whole-school approach. Our program is about your family. That’s it. We have no fantasy of ending bullying school wide, but we know how to end it for your family.

Anti-Abduction and Bully Video

The Lower Leg Anchor to Prevent Child Abduction

Please LIKE and SHARE at the bottom of the page. Thanks! See More Anti Child Abduction Videos in the Members Section This helps prevent a child abduction by not making it hard to get dragged into a car. The child quickly becomes “more trouble” than the abductor wanted.  According to the U.S. Department of Justice, the number of kidnappings by strangers is 115 per year, according to 2002 data. A much larger number of children, about 200,000, are victims of “family abductions.” But this includes instances where a child remains in the custody of a family member in violation of a custody agreement.

The Bully Action Plan Law Enforcement Based Program Details

Referrals

Quick Tips to Jumpstart Your Referral Program

If you were the greatest motivator and instructor in the world, and your headcount never decreased, I suspect you would want to continue to spread your art and increase the size of your school by recruiting new students. More than likely, no matter how skilled you are at retaining your current students, some will inevitably quit, get injured, move away, go to college, etc. This requires you as a school owner to generate new students through means such as advertising, membership drives, and referrals.

One of the most cost effective methods of getting new students in the door is to utilize your existing membership base. If you are doing your job correctly and your students appreciate the many benefits they are receiving, they will gladly help your program grow if given the opportunity.

All you have to do is ask:

During the sign-up process, make your new students aware of your policy on referrals. If you never discuss referrals in a positive light, some members may feel uncomfortable approaching others. Initially, you must foster the attitude that you request referrals because you believe in the power of martial arts to benefit society.

By referring new students you can share these benefits with as many people as possible. Explain that the greatest compliment they can pay the school is to refer someone.

Here are some proven methods of obtaining referrals:

1. Require the referral of one person for first rank test

Explain to your students that your martial art survives through the sharing of knowledge, and therefore it is a requirement to refer a member to the school as part of promotion to first rank within the system. This technique provides you with at least one lead per existing student.

2. Recognize the student as part of a mini-leadership program

This method is particularly effective in smaller schools or start-up programs. Explain that as a future leader in the school, the first students help the school grow and assure its survival. Present them with a “leadership” patch and recognize them in class.

3. Offer merchandise incentives

Another way you can encourage your students to refer friends is to offer them an incentive. For example, if a student brings in someone who signs up to one of your introductory programs they receive a free t-shirt, water bottle, headband, or gift certificate. Signing up a new student will cover the cost of the incentive.

4. Have a membership drive with prizes

This can be a particularly effective promotion in the spring/summer months when enrollment typically drops off. You might offer prizes such as a mountain bike or video game system for younger students and a heavyweight gi or heavy bag for the adult student who refers the most people. You may also offer some less expensive runner up prizes so everyone who participates feels as though his or her efforts were appreciated.

5. Use follow-up calls:

Get into the habit of making “2-4-6 week” calls or other such calls to students and parents to follow-up on their progress and ask how they are enjoying the program. Once you receive positive feedback, ask them if they know one or two people who may also benefit from the training they have been receiving. Then ask if they would like you to contact them and offer them a free class, trial program, etc.

6. Buddy day

Are you having a “buddy day” at least once per month? If not, put it on the calendar right now. Offer kids and adults alike the opportunity to bring as many friends as they would like to a specific beginner class. Allow the buddies to wear something comfortable and train alongside their friends. Teach a high-energy class and have a raffle for a free school t-shirt at the end of the class. (Tip: kids under 18 must have a parent or guardian with them). Try this with your cardio program as well.

7. Offer family discounts

Each additional family member that signs up at your school should receive a discount on their tuition. Parents have to bring their kids to class anyway, so why not eliminate the price objection by offering a substantial discount to them.

8. Host student birthdays

If your facility is large enough, offer birthday parties at your school. Birthdays are a fantastic way to get kids and parents in your school and see what your program is about. The kids will want to come back because they had a great time, and the parents will sign them up because they see the value of what you are teaching.

If you booked just one party a weekend, and averaged a single sign up per party, in a year that would be nearly 50 new students (in addition to the additional income you would earn from the parties).

9. Hold a ladies self-defense clinic

This is similar to having a buddy day, except that you target a particular market. Invite all female students to bring one or more buddies for free self-defense clinic. You may also use this opportunity to expose them to your cardio program. If you wish, you could raffle off a free month of cardio or martial arts lessons.

10. Use common sense

It is necessary to use a little common sense when implementing these techniques. Please note that not all of these methods should be used in conjunction with one another. Owners should use their judgment and make adjustments as necessary to achieve their referral goals.

The suggestions listed above will help bolster your enrollment through a solid referral program. If you are serious about growing your school, then take action now! Get out your planner or calendar and write down when you plan to hold the events and take the action you need to kick your referral program into high gear.

Write down how many new sign-ups you will have in one month and specify how you are going to make sure these surefire techniques help you pack your school.

Remember, the purpose of knowledge is not just to know, but rather to take action.

The 10x10 Referral Strategy

A Referral Machine
The Ten-Times-Ten Strategy

The idea behind the ten-times-ten strategy is for you to choose ten professionals in complementary fields to create a referral machine that builds a steady stream of prescreened, new clients.

The Ten-Times-Ten Strategy

1. Create a spreadsheet for contact information and notes of at least 10 professionals you would be comfortable referring customers and clients to.

2. Send a letter to each professional on your list. (See letter below). 3. Repeat process until you reach 100.
Dear John:

I’d like to include you in my professional referral data base. I’ve attached a spreadsheet with the ten best professionals I know. These are the people I will refer clients to from now on.

As you can see, both of us are on it. All you need to do is add your top 10 professionals to the list and send it back to me. Ideally, they would be 10 different pros.

Send each of them a letter like this and ask them to list their top 10 and return it to you. That will get them on this list, and when the list if full at 100, I’ll send all of you an updated copy of this list.

This way, we can refer to each other and increase business at no charge.

Let me know if you have any questions Thanks!
John Graden

It Gets Even Better

If you want to put this program on steroids, here are the steps.

1. Send a monthly updated list to your network so they will have the latest ‘directory’ of who’s good in the various professions. The monthly email also works as an effective reminder about you and your business.

2. Rather than just sending the list, embellish to give it more value.

a. Invite members to send you a short bio and info on their business.

b. Include an update on your practice and the work you are doing.

c. Mention any special offers by those on the list/network.

d. Invite them to networking events once or twice a year.

e. Create business-building webinars and invite various members to present.

f. Offer to answer any email questions they might have about your area of expertise. Invite them to make the same offer. Just be careful not to overdo it and get stuck giving unpaid consulting all day.

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