Flyers, do's and don't

Good Afternoon,

Today I am going to take a minute to discuss flyers in particular and all print ads in general. As I was saying in the last post about how martial arts masters and instructors love to talk about themselves in all their ads and what a HUGE mistake that is, we now need to discuss the headlines of your flyers and ads.

I have watched over the years as so many school owner let 'ad agencies' or the creative (and I use that word loosely) departments of magazines write the flyers and ads for martial art schools. These ads NEVER work the way they should. You must control this function of your advertising and if you are not directly doing the writing yourself, learn these rules and watch what goes on closely!

Whenever I heard an ad professional tell me the ad is bad or their is too much information in the ad, I know I have a GREAT ad!

So, first for today. The HEADLINE. The headline is the ad for the ad, it is what make people read the copy! Using the name of your school, or the work Karate won't work. You will get the odd person who is thinking about martial arts already, but we want people who NEVER thought of the idea to read the ad. Your headline must be compelling! Here are few I have used very successfully.

1) ATTENTION PARENTS!!
2) Does you child have the attention span of a 6 week old puppy?
3) The Secrets to Building UNSTOPPABLE Confidence in your child.
4) Is your child being tormented by BULLIES?

All these work! Think of some of your own now and write them down! Look at other ads from different companies to get ideas.

We will go into more details soon!

Yours in martial art success!


Master Art Mason
http://www.martialarts-marketing.com

What am I doing wrong? Part 2

One of the most critical mistakes I often see in advertising by martial arts school owners is the massive amount of information they want to give prospective students on themselves. I will often see the titles like "North American Grand Champion" and "World Breaking Champion", "Winner of every Bare knuckle Event in the World" and all the other crap that goes with it.

Well I hate to burst your bubble here, but NOBODY CARES! Your prospective students want to know what is in it for them!! They don't care how wonderful you think you are. Just like you, they only listen to one radio station and that is WII-FM (What is in it for ME).

Do look at your ads and drop all the hype about you! Start telling your prospect how THEY will benefit from joining your school. Leave the stories about your success till they are Green Belts and dedicated to both you and your school.

Next time we will get into the layout for a GOOD flyer. If you stick with it, these flyers will work!

Yours in business success,



Master Art Mason