{"id":316,"date":"2011-12-27T07:41:16","date_gmt":"2011-12-27T12:41:16","guid":{"rendered":"http:\/\/www.martialartsprintshop.com\/?p=316"},"modified":"2011-12-27T07:41:16","modified_gmt":"2011-12-27T12:41:16","slug":"how-to-multiply-the-results-of-any-type-of-print-advertising-quickly-and-easily-without-spending-another-dime","status":"publish","type":"post","link":"https:\/\/napmamembers.com\/go\/marketing\/how-to-multiply-the-results-of-any-type-of-print-advertising-quickly-and-easily-without-spending-another-dime\/","title":{"rendered":"How to Multiply the Results of ANY Type of Print Advertising, Quickly and Easily, Without Spending Another Dime!"},"content":{"rendered":"

Part 1: The \u201cMindset\u201d of the Marketer<\/strong><\/h3>\n

In this series we\u2019ll explore the fundamentals of HIGHLY EFFECTIVE marketing and advertising.<\/p>\n

Advertising pieces that GET RESULTS, and that generate business for you and your school.<\/p>\n

The VERY FIRST step in creating more effective marketing pieces is to challenge your own perceptions of marketing and your business. In order to create HIGHLY IMPACT-FULL marketing, we must have a VERY clear picture of the \u201cWho\u201d as well as the \u201cWhat\u201d.<\/p>\n

The Who:<\/span><\/strong><\/p>\n

You MUST very clearly define \u201cWho is your IDEAL Customer\u201d!<\/p>\n

Are you trying to attract the Pre-School student, or the Adult Self defense market? The 17 to 24 year old high talent athlete, or the 55+ retiree? Are you interested in acquiring high end \u201cMass Affluent\u201d customers, or are you targeting lower to mid income students? All these market segments have their own set of challenges and opportunities, and each segment MUST be \u201cspoken to\u201d differently.<\/p>\n

Once you\u2019ve drawn a bulls eye on your \u201cPerfect\u201d client\/student, you must then determine the specific benefits your School will provide to that student.<\/p>\n

It\u2019s an all too common mistake to think that you can be \u201call things to all people\u201d. I see ads every day from school owners with 4,5,6 or more SEPARATE and different messages on one single piece. This is a SURE way to depress response, and cripple your results! In general, if you are telling more than 1 \u201cstory\u201d, or message, than you are becoming \u00bd as appealing to each segment of the market.<\/p>\n

For example, in today\u2019s market, the MMA craze is almost everywhere. So imagine if you will, you are the Mother of an 8 year old daughter, potentially interested in the martial arts for your daughter. Then a postcard turns up in your mailbox depicting a cute 8 year old in a karate uniform, and in the next image, a picture of 2, 22 year old MMA students with no shirt grappling in a cage.<\/p>\n

Would that image make you more or less interested in the school?<\/p>\n

And, frankly, vise versa. If you were looking for a quality MMA program, and you received the same marketing piece, you\u2019d have to seriously consider\u2026. \u201cThese guys are teaching 4 year olds\u2026\u2026..Is this the right place for me\u201d??<\/p>\n

So your marketing messages NEED to be LASER BEAM focused! You have to pick EXACTLY WHO you are marketing to, and zero in on them!<\/p>\n

 <\/p>\n

The What:<\/span><\/strong><\/p>\n

Once you\u2019ve determined the \u201cWho\u201d, now you must decide how you can serve them<\/span><\/strong> best.<\/p>\n

The acronym we use is W.I.I.F.M. When a prospective customer\/student\/client is looking at your ad, they are asking themselves WHAT\u2019s IN IT FOR ME! You must craft your message to speak to the needs, wants, desires, problems, and pains of your prospective student. EVERYTHING in your marketing piece should be about THEM\u2026\u2026NOT YOU!!!<\/p>\n

As martial artists, we are very proud if our lineage, our training, our \u201cresume\u201d if you will. But the average prospective student doesn\u2019t care how many trophies you\u2019ve won, how many titles you\u2019ve earned, nor how many square feet your \u201cstate of the art facility\u201d is. All they care about is solving a problem that they have or want to avoid, or gaining a particular benefit of training whether it\u2019s getting in better shape, learning to defend themselves, or living a more balanced life.<\/p>\n

So, you should take out a blank sheet of paper, and REALLY think about WHY someone would want to be your student. What will THEY gain, what will THEY achieve, what problems can you solve for THEM. The answers to these questions should be what your ad or marketing piece is composed of, NOT your resume or pedigree!<\/p>\n

It\u2019s then a VERY valuable exercise to try describing the benefits of training with you is several completely different ways. For example, if you are describing how you\u2019ll help your students get in better shape, you should think about how to describe this:<\/p>\n