| Some easy to follow steps that can help market | | | | something right. |
| your business, these are lessons he based on a true | | | | 5. He explained how they can get different colored |
| experience. | | | | belts |
| A few weeks ago, I finally got my twin daughters | | | | 6. He refused to let us sign up for less than a year |
| and myself signed up for Tae Kwon Do with Master | | | | (too easy to quit after a month or two - give it a |
| Yu in Calgary. I have been active in martial arts for | | | | year and you are hooked) |
| years - but got out of it 5 yrs ago when I broke an | | | | 7. He charges a big premium over others |
| ankle (not broken in martial arts - broke it jumping | | | | 8. Has a print monthly newsletter |
| out of the back of a truck with sandals on - not | | | | 9. He caters to his ideal client (the kids) - make it |
| smart). | | | | comfortable for them and fun - and they are |
| Since then, the weight was adding up and I was | | | | customers for years to come - AND, ultimately, he |
| really missing my martial arts. | | | | can get their parents in as well! |
| But I didn't want to go back to the place I used to. | | | | And, YES, he did get us all in - and took a sizable |
| Why? | | | | donation out of my bank account! |
| - it was too rough for 6 year olds - it was Kickboxing | | | | The girls LOVE the class (once they are there |
| and Muay Thai which is quite hard for 6 yr olds | | | | anyhow, they give me grief getting there, but once |
| - their teachers were more ring fighters than | | | | there they have a blast! There are also 2 other |
| teachers for kids (Team Canada trained there - and | | | | identical twin girls in the class about the same age, |
| they won 90% of their battles across the world as | | | | which definitely helps). |
| the training was excellent) | | | | And I love it as well! Lost some weight already... that |
| - they only offered 1 kids-only class per week | | | | in itself is great for a month. My classes are great - |
| So, off I went in search of a new school. | | | | during the lunch hours there are only a few people in |
| This time though, the girls (my daughters) got to | | | | the classes so I end up getting some excellent |
| pick. At that age, it is tough to keep them interested | | | | one-on-one training with black belts. |
| - so I had to make sure the school and teacher were | | | | The big lessons I took from his marketing systems: |
| going to be a good fit for them. | | | | 1. YOU, the business owner, should be the one |
| The first couple places we went to were awful - | | | | setting the rules for your clients - if they want to do |
| nasty teachers with no real concept of being a | | | | business with you; it is on your terms, not theirs |
| decent human being towards children. While I | | | | 2. DO NOT make yourself too accessible - make |
| understand the need for discipline in martial arts - | | | | them work to do business with you (Dan Kennedy |
| there is a point where you draw the line and say | | | | preaches this one religiously) |
| enough is enough. | | | | 3. Give a test run - something free they can try - |
| Critical, downright nasty statements out of the | | | | then they can decide if it is for them |
| teacher was enough to scare the girls, and me, | | | | 4. Make the decision hard enough on the price point, |
| away. | | | | but with ample reasons why a premium price is |
| Then we found Master Yu. | | | | better |
| He has some excellent marketing techniques in use | | | | 5. Constant communication with students (and, in this |
| here: | | | | case, their parents) |
| 1. By appointment only. No dropping in to see what | | | | 6. Explain all the different offerings (belts) and what it |
| they are doing - you must book an appointment and | | | | means to you personally |
| stick to your appointment (they called 2 times before | | | | 7. Definitely NOT competing on price - a no-win battle |
| to make sure we would be there) | | | | - the market for upper end products and services is |
| 2. Must bring kids and myself - not just me as he | | | | THE FASTEST GROWING market segment in North |
| wanted to meet the kids to see if THEY would be a | | | | America. |
| good fit - turning the tables on us, in essence | | | | Overall, I am really enjoying the martial arts - and in |
| 3. He let them try some lessons - and made it easy | | | | watching a master marketer at work! And of course, |
| and fun | | | | I will be finding a way to offer him additional |
| 4. He showed them all the other kids in his regular | | | | marketing help in trade (got to always be looking for |
| classes (kids have 4 classes a week - plus 3 family | | | | opportunities!) |
| classes they could go to as well). NOTE: he has (on | | | | Find a few ways to make these lessons work for |
| average) 30-35 kids per class - a sign he is doing | | | | your business... |