Part 8: The Anatomy of an Ad: Body Copy, Part 4 In last month’s column, I presented the acronym, A-I-D-A, or Attention-Interest-Desire-Action, as one of several direct-marketing copy formulas or strategies. A second copy formula is P-A-S, or Problem-Agitate-Solve. Billy Mays, who recently died, had become the most successful short-form, direct-response television personality in history, ...

Part 7: The Anatomy of an Ad: Body Copy, Part 3 In last month’s column, I explained how to start a conversation with your prospects. Now, you want to apply one of several direct marketing formulas or strategies that can help keep your copy on the right track. A-I-D-A is one of those formulas, and ...

Charles Dudley, NAPMA Inner Circle member, was taught to maintain the tradition of the complex Korean styles in which he trained for 37 years; but, as much as he honored his long-time teacher, Master Dudley realized that he had to adapt the Korean arts to an American audience, so he could succeed in an American ...

A small town school in Hampstead, Maryland got big results when its owner, Joe Borucki learned how to get the most from no-cost advertising. As he launches a second location, he takes a few moments to review the secrets of his success with CEO Stephen Oliver.

When Carlos Machado, Brazilian Jiu Jitsu master, first came to the United States with his brothers in 1990, his entire approach to martial arts was shaped by his experience in Brazil. The only school environment he knew had very little structure, with no belt testing or ranks, and Black Belts were awarded only when instructors ...

Part 6: The Anatomy of an Ad: Body Copy, Part 2 The Reason Why If you read and were guided by last month’s column, then your ads’ body copy is now 100% focused on your customer (either a prospect or the parents of a prospect) and your customers’ needs. The next use of body copy ...

Part 1: The “Mindset” of the Marketer In my next series of columns, we’ll explore the fundamentals of HIGHLY-EFFECTIVE marketing and advertising. Your goal is advertising pieces that ACHIEVE RESULTS and generate business for you and your school. The FIRST step to create more effective marketing pieces is to challenge your perceptions of marketing and ...

Sascha Williams is an 8th-Degree Black Belt Associate Master in the Ed Parker style of Kenpo as well as a Mile High Karate Franchise school and Stephen Oliver Coaching Client. He also served the Parker organization as the officials director for the IKC international tournament, a regional director for the International Kenpo Karate Association, and ...

Interview by Toby Milroy, NAPMA Vice-President of Sales and Marketing Frank Brown As the Mile High Karate franchise trainer, Frank Brown is in a unique position to observe why school owners are unable to grow their schools; and, often, the major reason is a misperception of their self-worth. That low self-worth results in low tuition ...

The debate goes something like this: Are you simply born with “it” or are you the sum total of your experiences? Was Muhammad Ali predestined to become a champion at conception, or was he compelled to greatness by his circumstances? One thing is certain; in today’s information age we have every opportunity to set ourselves ...