There is no right or wrong way to describe your schools offering to the public, but there are less effective and more effective ways of describing your Intro, Trial or school offerings to non-practitioners when you want them to reach out and contact you.
How “effective” your public presentation is should be evaluated solely by how many new student leads and prospects that it generates for your school.
What if you could change one thing about how you promote your school and double your enrollment?
In reality, you may need to change more than just one thing, but let's talk about this one for a moment.
Often schools offer the public a “FREE TRIAL” or “FREE KARATE” or “INTRO PROGRAM” or some other very common terms probably being used by many other martial art schools everywhere.
Not real creative and unfortunately, those phrases don’t help inform the public how special and different your school and your instruction are from all the other “me too” martial art schools.
Other schools may use names like “LITTLE NINJAS,” or “TINY TIGERS,” or “WINNING WARRIORS” to describe their children’s programs. Below are links to a few randomly selected schools that endeavor to distinguish their programs on their websites. See what you think of their presentations. We do not have information about how much these schools invested in their websites or how much they pay for ongoing maintenance or how many leads these sites generate, but see what you think of their pitch.
Still other schools describe their programs with names that clearly indicates WHO the program is intended for or WHAT the student will be doing during their program such as “KIDS MARTIAL ARTS” or ADULT MARTIAL ARTS” or “ FAMILY MARTIAL ARTS” or “SELF DEFENSE MARTIAL ARTS” “CARDIO KICKBOXING” or “WEAPONS TRAINING” or “EXTREME FITNESS” or “BULLY BUSTERS PROGRAM,” etc. See what you think of their presentations. We do not have information about how much these schools invested in their websites or how much they pay for ongoing maintenance or how many leads these sites generate, but see what you think of their pitch.
Then there are some proven effective website presentations that use school program descriptions like “ADULT MARTIAL ARTS,” “TEEN MARTIAL ARTS,” FITNESS KICKBOXING,” BIRTHDAY PARTIES,” etc. See what you think about their presentations. These sites were built for the schools at a cost of $599 plus $100 a month and we do have information about the number of leads they generate for the schools. Checkout the powerful presentation on these sites.
Moo Duk Kwan® certified Instructors know that the Soo Bahk Do® martial art system provides students with a personal growth experience that is much more than just martial art skills; however, the challenge for school owners who need to distinguish their school and their instruction from all the other martial art schools is how to creatively and effectively convey to the public the important differences of the Soo Bahk Do® martial art as taught in a Moo Duk Kwan® certified school.
Certainly, ads, websites, flyers, etc. can employ the typical foreign language and key phrases that are common to practitioners; however, the public may not appreciate, understand or recognize them like a practitioner does and that can deter non-practitioner responses to your signs, ads, webpages, etc.
A more strategic time to introduce most of those things that resonate strongly with practitioners may be AFTER a prospect is engaged in conversation with you or AFTER they are inside your school. Before either of these events occur, THE MOST IMPORTANT OBJECTIVE IS TO GAIN THE ATTENTION OF NON-PRACTITIONER'S AND MOTIVATE THEM TO CONTACT YOU.
Think about it, how many times when you see a sign or ad in a language that is unfamiliar to you do you seek to find out more about what the ad is about? Probably never. You probably skim over it and move on to find one that you can read and understand and one which says something about what you are seeking to find.
Rather than trying to convey educational information in the message you record on your voicemail or in your ads, consider doing that AFTER the attention of a parent or prospective student has been acquired and AFTER they have contacted you. Once you have achieved either of those measurable goals, then there will be time and opportunities for you to introduce them to the foreign terms, key phrases and values that are a part of your schools offerings.
One bonus of waiting to convey that kind of educational information to a prospect in person AFTER you have captured their attention and after they have contacted you is that doing so can help position you in their eyes as an expert because they learn something new from you that they did not know before.
Perhaps you might even consider using the Self Esteem Enhancement Program as one idea for an alternative way to describe an introductory course or trial program your school offers.
Do you think it would enhance your school's public prestige if all Moo Duk Kwan® schools shared some kind of common branding use?
If so, what common branding elements would you like to see all schools use in their public presentations?
Share your ideas here.
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