Today's Topic: Presenting the Right Image...
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SmallDojoBigProfits Update
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Rick,
Bill wrote in last week to ask the following:
Q: "Hello Mr. Massie, I would just like to thank you for
this last e-mail on "failing forward". I read your e-mails
all the time but this one hit home. I also have faced quite
a bit of adversity in the past. I recently opened my 2nd
school close to 3 months ago and things aren't looking so
great; perhaps its a sign of the times.
In the attempt to open a school on my own, it took 9 months
and the loss of many of my students. In the end I was only
able to retain 2 of my most dedicated students and now I
find my self having trouble recruiting students.
I have spoken to some of my old students but some have gone
off to college, others have moved and a few have lost
interest in the martial arts. I've also handed out many
business cards, made fliers, put up signs and networked
with friends & family.
I have had some prospects but some can't join right away
because they don't have money at the moment, others are
tied to contracts with other schools, well you know how
that story goes.
The location of a gym could always be better, but this
place is not so bad or so I thought. I guess I'm really not
sure what I'm doing wrong this time. I teach Kick Boxing &
MMA, my students are usually teenagers and adults; I would
like to teach children also but it seems I'm having some
trouble selling what I'm teaching to the parents.
They say things like 'it seems so violent', 'MMA has no
real discipline' and so on.
Mr. Massie if you have any suggestions they would be
greatly appreciated.
Thanks again for all your help.
Sincerely,
Bill"
A: Bill, without seeing your school firsthand, I can't say
whether it's your location or not. However, I did visit
your website and I have to say it looks like you've
designed a top-notch facility.
I can also tell you that location helps, but I've also seen
strong schools in some really bad locations. My first piece
of advice is that you don't allow that to be an excuse for
your failure to attract students. Once you start making
excuses, you stop taking responsibility for making things
happen.
My second bit of advice is that you join the membership
site . I don't want you to think I'm just trying to sell you
something - however, it is only $18 a month and you'll
learn information that could be worth 10, 100, or 1000
times that over the course of building your school. And,
I still strongly hold to the opinion that any school owner
who is not willing to spend less than $20 on their own
business education deserves to fail.
At this point in your business, you need a place to ask
questions and get input on marketing your program, which is
most of what we're focusing on. This ties in with my
philosophy that in the beginning stages of building a
business, you have to focus on building revenues. Period.
That's it. Without cash flow, you're sunk.
As far as marketing your services goes, I suspect you're
not projecting the right image to the right people. What
you offer is in demand at this time. If you aren't getting
people in your school who want it and can pay for it, it's
because you aren't letting the right people know what you
offer.
Check out the articles on marketing and the marketing
forums in the membership area and you'll see what I mean.
By the way, the information we're providing in the
membership area IS working for school owners... check out
this blog post to see a few recent forum posts from our
members:
Click here to read my blog post
Until next time,
Mike Massie
Martial Arts Business Anti-Guru
Author, "Small Dojo, Big Profits"
Email:
massie@small-dojo-big-profits.comWebsite:
http://www.small-dojo-big-profits.comTESTIMONIAL:
"Just wanted to let everyone know that we had 5 women
attend our Free Ladies Self-Defense Workshop on Saturday -
using Mike’s suggestions, we signed up four out of 5 (one
also signed up her two kids) and the one that didn’t sign
up is coming Monday with her husband. Thanks Mike"
- Sijo Larry Sanders
Sanders Black Belt Academy
Sign-up for our member's area at:
http://www.starting-a-martial-arts-school.com/join.html.
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© Copyright 2008 Michael D. Massie. All rights reserved.
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