|
|
|
ASSEMBLE YOUR ADVERTISING TOOLS
|
78
|
|
Marketing Identity
|
79
|
|
Your Slogan
|
79
|
|
Your Logo
|
80
|
|
Your Sign
|
81
|
|
Business Cards
|
82
|
|
Brochures
|
82
|
|
Flyers
|
84
|
|
Event Flyers
|
84
|
|
Feature Flyers
|
87
|
|
Flyer Layout
|
87
|
|
|
|
CHAPTER EIGHT:
|
|
|
CREATE A SUCCESSFUL MASS MARKETING PROGRAM
|
90
|
|
Mass Marketing 101
|
90
|
|
The Pros and Cons
|
91
|
|
The Key to Mass Marketing Success
|
91
|
|
Mass Marketing Options
|
92
|
|
Yellow Pages Listing
|
92
|
|
Newspaper Advertisements
|
94
|
|
Press Releases
|
96
|
|
Coupon Packages
|
97
|
|
Direct Mail
|
98
|
|
A Web Page
|
99
|
|
TV or Not TV?
|
101
|
|
|
|
CHAPTER NINE:
|
|
|
CREATE A SUCCESSFUL DIRECT MARKETING PROGRAM
|
103
|
|
Marketing to Your Neighbors
|
103
|
|
Service and Leads Clubs
|
105
|
|
Student Referrals
|
106
|
|
Marketing on the Premises
|
108
|
|
P.O.P. Materials
|
108
|
|
Walk-Away Packet
|
110
|
|
Your Annual Advertising Plan
|
110
|
|
The Choices
|
110
|
|
The Timing
|
111
|
|
When Is Advertising Worth It?
|
112
|
|
|
|
|
|
SECTION TWO: OPERATING
|
|
|
A SUCCESSFUL MARTIAL ARTS SCHOOL
|
115
|
|
|
|
|
|
CHAPTER TEN:
|
|
|
SIGN UP NEW STUDENTS
|
116
|
|
Build Your Business One Person at a Time
|
116
|
|
Make Personal Contact over the Phone
|
117
|
|
Prepare to Handle a Call
|
117
|
|
Avoid Call Enders
|
118
|
|
Listen Actively
|
120
|
|
Build Curiosity through Benefits
|
121
|
|
Get Follow-Up Information
|
123
|
|
Win Over Your Walk-In Customers
|
126
|
|
Create a Strong First Impression
|
126
|
|
Welcome the Person
|
128
|
|
Show the Person Around
|
130
|
|
Match Needs to Benefits
|
131
|
|
Master the Art of Closing
|
132
|
|
Closing #1: Straightforward
|
133
|
|
Closing #2: Checklist
|
133
|
|
Closing #3: Assumptive
|
133
|
|
Closing #4: Answering Objections
|
133
|
|
Closing #5: The Special Offer
|
134
|
|
Get down to the Nitty Gritty
|
135
|
|
Follow Up, Follow Up, Follow Up
|
138
|
