If you are a Martial Arts Instructor, please feel
contact us about contributing to our Instructor's Center!
STEPHEN OLIVER'S EXTRAORDINARY MARKETING
A GREAT ADVERTISEMENT?
a Great Advertisement? Back in the 1980's many of us in the industry
let the market convince us that we were advertising GENIUSES.
Suddenly "Karate Kid" and series of imitators hit the
movie theaters, TV, and video store. Suddenly every kid just
had to take karate - and every parent was eager to find their
own Mr. Miagi to mentor their child.
ad that got in front of enough people that combined the words
karate and kids or children got huge response. If anyone really
was a genius back then - it was if they (like I did) were aware
enough of what was going on to keep fanning the flame, to keep
throwing more and more advertising into the market and let the
school fill-up. The results were so incredible that it was really
easy to get cocky and take credit for an externally driven HOT
direct marketing experts that I know describe their approach
as finding a heard of people who are running for a product (or
service) and jumping in front of that stampede and taking a share
of the profits. Certainly if you can jump from product to product
this is an easy approach - as a martial arts school owner that
really doesn't work well.
we talk about ad content let's discuss the difference between
an unusually hot market - that happens from time to time (Karate
Kid - then Tae Bo)
you hit an incredibly hot market really what you want to do is
throw everything you can at the market. Anything you can do to
get exposure - run with it. Put clear copy in front of your target
audience that lets them know that whatever it is that they are
rushing to find is exactly what you have to offer.
you have lots of competition then you need to develop in your
ad your USP (unique selling proposition.) What can you offer
that is above and beyond your competitors that will enhance the
Rest of the Time
ad - that includes a one page flyer, a newsprint ad, ad TV spot,
a direct mail piece, an infomercial, or a coupon has several
headline is the AD for the AD. It is designed to capture the
prospect's attention and peak their interest enough to get them
to read the rest of the ad.
headline must reach out to your target prospect and grab their
interest. Headlines can be of one of several types:
One that arouses curiosity. That is interesting and encourages
the prospect to read further to find out more by reading the
ad content. These types of headlines are really dangerous. If
you confuse the reader - rather than taking the time to explore
further they will probably just skip over the ad.
Promises a benefit. "Create unstoppable confidence in your
child" "We will teach your child to never be a victim
of bully's again" These types of headlines arouse interest
in prospects who have a "top of mind" concern in one
of these specific area.
Addresses a problem. "Does your child have a problem with
confidence? If so read on for a tremendous solution" "Does
your child have a problem with bully's? - Discover our solution"
Describes your prospect. "Are you a parent of an elementary
school student?" "Frustrated parents of K-3 graders"
Cute or a Play on words. Forget all your ideas about advertising
needing to be "creative" or about allowing "creative
types" to design your ads. Year's ago I hired an ad agency
who designed a full campaign from the ground up. Their headline
concept was "If you love your child, give them a belt" (sub
headline: A karate belt that is - a white belt a black belt and
all the belts in between) Really cute à IT BOMBED! We tested
it side by side with: "Karate is the best thing I ever did
for my child" and, "The greatest gift you can give
your child - confidence" (borrowed gratefully from Tiger
Schulman.) Both of the ads that I had designed out-pulled the
ad put together by the "creative types" at the professional
advertising agency by a factor of at least three to one.
A Testimonial. See above. Testimonials are a wonderful way to
develop your ads. Television ads use "slice of life" as
simulated testimonials. Infomercials are usually just loaded
with real life testimonials from everyday people - unscripted
that the headline is the ad for the ad. Often on the first, second,
third, or even fourth exposure to your ad the only thing that
the reader may notice or remember is your headline. Hopefully
they will at least associate your headline with your name.
copyright 2001 Stephen Oliver
subscribe to Stephen Oliver's Free
Extraordinary Marketing Newsletter go to http://www.ExtraordinaryMarketing.com
Email Stephen at
Putting up a Web Site
the Things I Wish I Knew When I Was 22" Part 1
the Things I Wish I Knew When I Was 22": Part 2
Everything is Negotiable
the Things I Wish I Knew When I Was 22": Part 3
Wealth vs. Lifestyle
Much Can You Spend to Generate Enrollment?
and other Diversions