Martial Arts School Facebook Fan Page Update

July 29, 2009 by Ryan Wheaton
Filed under Online Marketing

Do You Prefer Shorter Posts or Longer Posts? (POLL)

July 23, 2009 by Ryan Wheaton
Filed under Online Marketing

I’ve been writing a lot and have been putting together some pretty long posts; which takes a lot longer inbetween posts.

So it got me thinking….

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Please vote then tell me why you think that way in the comments below!

Popularity: 1%

Tags: poll

How can I improve MarketingMartialArts.com?

July 14, 2009 by Ryan Wheaton
Filed under Raves & Rants

1 Comment

I need your help.

Whether you’re a regular reader here or not, I’d like your feedback.

I’m always looking for idea on how I can improve this website. So, I created an online submission form so you can share your ideas and

Many of you have been visiting this website since it launched and I’m sure you have some ideas.

What’s missing?
What do you want to see more of?
What do you want to see less of?

Know that I will read and consider all ideas and really value your input.

You do not need to leave your name or email, unless you want a response, and I do not and cannot track who is submitting them in any way for all you paranoids out there.

The only required field is the suggestions. That’s it.

cforms contact form by delicious:days

p.s. There is a link at the bottom of each and every page in case you want to leave feedback later. Thanks in advance for your input!

Popularity: 2%

Tags: poll

Transform your Martial Arts Tri-fold Brochure from Terrible to Terrific

July 10, 2009 by Ryan Wheaton
Filed under Offline Marketing

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I got back from vacation in SoCal recently and accidentally stumbled on a martial arts school while walking along the beach.

The martial arts school was closed but they did have a outdoor brochure rack where I took the black white photo copy. I give them props for having some information available to help lure people back when they are closed.

Definitely a great idea.

However, as I flipped through the brochure, I noticed it was missing some critical information every trifold brochure should have.

Are you making any of these same mistakes with your tri-fold brochure?

As I said, the tri-fold brochure I picked up missing some pretty basic – but pivitol – information.

It was a copy of a copy (not a great first impression) and was 50% schedule – the entire inside spread was dedicated to their class schedule. There were no photos, no competitive advantages and no testimonials. They did, however, make an offer and talk about their various programs and did have a call to action.

NOTE: I have intentionally not uploaded a copy of the tri-fold brochure I mention. I may do that in the future but it will definitely be with all the pertinent identifiable information blurred out. If you want me to scan it in and upload it, let me know in the form of a comment. If enough people want to see it, I will upload.

Not a terrible start, but not great either.

The good news is that it wouldn’t take much to whip this tri-fold brochure into shape.

The Terrible Truth About Most Brochures

Most small business create a trifold brochure that focuses on just nuts and bolts information.

They learned it from stealing a competitors brochure and thought that’s what is supposed to be done.

No one springs to action after reading a dull and boring brochure.

What’s worse is that most people don’t have much expectations from them and don’t treat it like a part of the sales and marketing process.

So how do you make your’s something that gets people to spring out of their chair, sprint to their phone and call you?

The Secret to a Better Tri-Fold Brochure

I know… most marketing people tell you a brochure should just be nuts and bolts.

But I’m here to tell you those people should get a round house kick to the face.

Your brochure should be a lead generating machine, just like every other marketing vehicle you have.

Otherwise, why invest the time in it? Right?

Your brochure should be built around direct response principles.

TIP: What is your desired outcome after someone reads your brochure? Sign up for a trial program? Request a free DVD? Whatever the case, decide on that first and sculpt the rest of your messaging around that outcome. Everything needs to move your prospect in that direction.

Here is one recommended layout that is tried and true:

*Front Cover*
Like a book, a brochure is often judged by its cover. It has to entice someone to open and look further. Write a compelling headline that targets your audience and gets their interest to help accomplish this. Use a photo that draws attention and compliments the headline.

*Back Cover*
This is reserved for your contact information. Phone number, address email, domain name. Maybe a map. Avoid the temptation to add anything more to this space.

*Inside front panel*
Aside from the cover, this is the next most important panel. Put your most important message(s) here. I highly recommend adding some photos with testimonials from some of your most rabid fans in this panel. Nothing will sell your program better than what you’ve already done for your other students.

*Inside Three-Panel Spread*
This is where you tell your story and you’ll have plenty of room to do it.

Start by telling your prospects what you’ll do for them.
Sell the benefits and back them up with features.
Use headlines to break up the content areas. This will make it easier to scan for info your prospect wants.
Susinctly describe each of your programs.
Use photos with captions.
State your competitive advantages. Perhaps use bullets to do this.
Make an offer! This is one thing most people forget to include however it’s the biggest reason to get people to actually respond.
Tell them what to do next with a call to action. This can be done at the bottom of the page, or you can dedicate an entire panel it. Drive them to your website or pick up the phone. Whatever the case, include a call to action!

If you can afford full color copies, great, but it’s not required. Save some dough and use colored card stock to help make it pop a little more. You’ll want to use a little heavier stock to make it feel a little more substantial.

So should you include your rates or schedule? I’d say no. I would recommend saving that once the prospect is more qualified.

Give them enough info to wet their appetite. Don’t give them everything. Remember the purpose of the tri-fold brochure is to help further qualify and sell them so they ultimiately sign up. It is not just to give them nuts and bolts information.