Posted by Mike Massie on January 29, 2010
Matt Stover preparing to place another one through the uprights. Photo courtesy Colts.com
So my old buddy Matt Stover is going to the Super Bowl again.
And, he’ll have the distinction of being the oldest NFL player ever to play in a Super Bowl game.
To be truthful, Matt and I haven’t spoken in years.
But, in the off-seasons prior to his 1999 and 2000 seasons with the Ravens, I had the privilege of helping Matt train his off leg for greater balance and increased kicking precision.
Those two seasons were break out seasons for Matt and the Ravens.
I’d like to believe I had a small role in that. Matt thought I did, and said so. I don’t take much credit though – there are a whole slew of professionals who work with pro athletes, and each one does their share to help out.
And, Matt’s the guy who did all the hard work, and the one with the golden leg. 
But the crazy thing is, I’d have never thought in a million years that I’d have *anything* to do with an NFL player going to the Super Bowl.
And it would have never happened if I’d listened to all the people who told me I was wasting my time with my dream of being a full-time martial arts instructor and school owner.
I thank God that He made me resilient (thank you, God).
And, when I’m watching the Colts play in the Super Bowl this year, I’ll be thinking to myself that I at least had a tiny little part in making that happen.
Have a great weekend, and go live your dreams.
Until next time,
Michael D. Massie
P.S.: Small Dojo Big Profits explains how I did it… in spite of all the people who said I couldn’t. Check it out if you need some guidance or inspiration.
Posted by Mike Massie on May 27, 2009
If you're not getting the results you want from your advertising, it could be that your message is confusing your potential clients...
“I tried that and it didn’t work.”
“We ran ads in the paper, and never got any calls.”
“I can’t see the point in updating our website – it never brings us any students, anyway.”
“I don’t understand… we used to get great results from our ads, but they’ve dropped off to almost nothing.”
“Advertising doesn’t work, so we rely on word-of-mouth.”
“Business cards are a waste of money.”
3 Common Marketing Mistakes That Confuse, Dilute, and Hinder Your Marketing Message
Each of the above are statements I’ve heard over the years from school owners regarding advertising and marketing.
All too often, when a school owner’s advertising efforts fall flat, they are quick to blame everything from the advertising medium to sunspots for their lackluster results.
However, the real culprit is often that the school is sending mixed messages in their ads… and, due to the fact that “a confused mind almost never takes action,” the school’s marketing efforts subsequently produce pitiful results.
Sending The Wrong Message
For example, have you ever seen an ad for a women’s self-defense seminar featuring a picture of a terrified-looking woman being attacked and pulled into a vehicle?
This represents an obvious mixed message – the image of defeat and the message of increased safety through acquired knowledge are in conflict (and the negative image almost always wins out). So, if I wanted to attract women to a self-defense seminar, it would make much more sense to include a picture of a woman successfully defending herself from an attacker.
Here’s another example, and one you’re likely familiar with: A school runs an ad for children’s martial arts classes, promising to build self-esteem and teach valuable life skills. But, the picture in the ad shows two kids sparring, with one of them getting clobbered in the process.
Obviously, the emotion evoked by the image is incongruous with the message in the ad copy, because getting kicked in the head is probably not going to do much for that child’s self-esteem ( and while dad might think it builds character, moms are the ones who generally decide what activities their kids participate in…)
Trying To Be All Things At Once In Your Ads
Sometimes, the issue of mixed marketing messages has to do with the school placing an ad that advertises every single program the school offers. “Kids Karate! Mixed Martial Arts! Grappling! Weapons! Women’s Self-Defense! Inverted Trapeze Combat!” and so on.
The problem with this is that by trying to include something in your ad that will appeal to everyone, you end up appealing to no one. Your message ends up being too diluted to have any real impact.
A better approach would be to publish a single, laser-focused ad that zeroes in on a single market with just the right product and marketing message to appeal to that audience. In this way, you maximize your ad’s effectiveness and (although it seems contradictory) you also get a lot more mileage from your advertising dollars.
Not Providing A Clear Call To Action
The last, and perhaps most common mistake, is that of failing to provide a clear and unencumbered path to the desired action. Think about it – the purpose of the ad or marketing piece is to get that person to call, fill out a lead capture form, or walk into your school. If you haven’t made it clear to the prospect how they can do that, your ad is practically worthless.
You’d be amazed at how often this happens. Open up your local paper and start looking at the ads. I bet you can find multiple ads on every page that fail to tell the reader what to do.
- “Call us at…”
- “Visit our website now at…”
- “Come visit us between the hours of…”
Just by simply ending an ad with instructions on exactly what you want the prospect to do, you can increase the response rate significantly. I know, it sounds obvious that you want them to call you, but unless you say it (and display the phone number prominently) chances are good the reader won’t contact you at all.
In Closing
So, have you been sending your prospects mixed messages, or confusing them in your ads? take a moment today and look over all of your marketing materials. Pick out those ads and marketing pieces that are ambiguous, confusing, or that fail to clearly state the action you want the audience to take.
Then, fix them immediately! They’re your marketing dollars, and ultimately it’s entirely up to you as the owner of your business to make each one count.
—
Mike Massie is the author of Small Dojo Big Profits and runs a martial arts business coaching website for new instructors and small school owners, StartingAMartialArtSchool.com. Click here to purchase Mike’s business manuals and materials.
Posted by Mike Massie on February 21, 2009
Hey, I've just been accused of "empire-building". Guilty, as charged...
Sheesh, some people.
I had someone email me Friday saying that I “jumped the shark” by launching MASAI.
Why? Because I’m charging for it.
Wow. A business about making money? Who’da thunk it?
My mistake, I didn’t know making money was illegal in the U.S. – I hereby withdraw all my entrepreneurial overtures immediately. 
Seriously, you have to wonder what goes through someone’s head when they say things like this.
It amazes me, truly.
Here’s part of a response to a comment that I posted earlier that sums this up in the context of why some school owners fail:
I think some school owners are really confused about why they’re in business. Webster’s defines it (business) as, “A usually commercial or mercantile activity engaged in as a means of livelihood.”
By that definition, the purpose is to make a living. So, if you think you’re in business to propagate a particular style or system, to adhere to a particular curriculum or set of rank requirements, or to create disciples thereof; well, you’re mistaken, and you should really be teaching a part time program and doing something else to support yourself.
It doesn’t mean you can’t teach good martial arts and still earn a living; quite to the contrary. However, being in business does mean that you need to be selling what the customer is buying, and that’s not always a certain style or system…
And you darn sure can’t be doing it for free if you like eating and having a roof over your head.
Yep, I think that about says it all.
Until next time,
Michael D. Massie
PROUD Founder and President,
The Martial Art School Alliance International
Website: http://www.martialartschoolalliance.com/
Blog: http://martialartsbusinessdaily.com/
Business Manual: http://www.small-dojo-big-profits.com/
Resources: http://www.starting-a-martial-arts-school.com/
Twitter: http://twitter.com/mabizdaily
P.S.: Thought you’d like to read this…
“After reading Mike’s Small Dojo Big Profits manual and
looking at the local competition I decided to make that
dreaded move…
In a time of recession and job losses I’ve actually
increased both membership and training fees!”
Bill Liddle
Bujinkan Honryu Dojo
P.S.S: Have you joined yet? What are you waiting for?
Become a member TODAY at:
http://www.martialartschoolalliance.com/join
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Filed Under: News
Posted by Mike Massie on February 12, 2009
I know pidgin English and I'm not afraid to use it...
Japanophile – An interest in, or love of, Japan and all things Japanese.
I had run into Jerry at the gym I worked out at, and found we both had a background in Japanese martial arts. Jerry had been practicing JKA karate since the 60’s, and in a colorful recollection claimed he had once been on the losing end of a sparring match with karate legend Frank Smith.
I believed him, although I also believed he was a martial artist of exceptional skill. I watched him stretch and practice slow kicks between sets (a practice that I found to be a bit egotistical, in the middle of a gym, but then who was I to judge) and had personally witnessed his lightning fast oi-tsuki and whip-crack sharp yoko geri keage.
The guy was good.
So, I invited Jerry to teach a guest class at my school. At the time, I was teaching mostly Korean Moo Duk Kwan, and I thought it’d be interesting for the students to be exposed to the JKA style of karate.
“Just one thing,” Jerry cautioned me, “I speak a bit differently when I teach. It’s a habit I picked up from my Japanese sensei.”
No big deal, I thought. The students can handle a little Japanese terminology. I’ll just explain some of the terms for common techniques, and they’ll be fine.
“No problem – I’ll see you Thursday,” I replied.
Jerry Teaches “Crass”
So, Thursday rolls around, and Jerry shows up in his starched white 14 oz. duck cotton canvas gi – probably a Tokaido, standard issue for most traditional Japanese stylists, I thought to myself. This should be a good experience for the students, to see some traditional Japanese karate.
I introduced Jerry to the class, and went off to the side to speak with some people who had walked in to inquire about lessons.
“Crass… Rine up!”
My head snapped around as I did a double-take on Jerry. What the heck was that?
I then watched in horror as Jerry proceeded to teach an excellent hour-long class on the finer points of kihon to my advanced students… in pidgin English.
Did I happen to mention that Jerry was a white boy?
As I’d expect, to most of you this seems really weird… and I was more than a little freaked out about it, too.
But, it’s just a single small example of the rampant weirdness that ensues when you mix martial arts and Japanophilia (or any type of Asiaphilia – referencing the predilection for all things Asian, not white misogyny toward Asian women, of course).
And, while some students are drawn to this sort of behavior (mostly prepubescent and teenage boys, reminiscent of how Mark Salzman once wrote that as a kid he routinely wore a Kwai Chang Caine bald skull cap and practiced kung fu in a graveyard at night) most normal, well-adjusted folks are quite turned off by it.
But, the questions remains… how can we at once give respect to the cultures where the martial arts we practice once originated, while at the same time maintaining a sense of dignity and normalcy in our schools?
Case in Point: Titles of Rank
Okay, I’ll admit it – I hate using the term “master“. And, to me, I find calling someone “grand master” usually leaves a sour taste in my mouth.
Now, I’ll use the term “master instructor” or even “professor” all day long, because I see it as being similar to saying someone has earned a masters degree, or is a master electrician – it denotes a level of skill and knowledge, nothing more.
But, I’m not anyone’s “master”, and I’ll not have anyone lord their “mastery” over me or my students.
I’m an American, for goodness sakes. And, I only have one Master, and He’s a Jewish carpenter from Galilee. So, the whole “master-disciple” thing kind of sticks in my craw.
As does the use of certain other terms of rank and title, which I won’t mention here for risk of unintentionally insulting someone.
However, suffice it to say that if I use the term “master” or “grand master” in reference to you, I like you and I’m doing it out of respect for your customs and beliefs.
But I still think it’s a bit much.
You see, the reason is that the Japanese, Chinese, and Korean terms for persons of high rank don’t really equate to calling someone “master”.
Now, you can study the etymology of Asian martial arts titles of rank on your own… I just wanted to point out that we Westerners often take things for granted as being fixtures of historical authenticity, when often they are nothing more than fabrications derived from pop culture influences and popular media.
How Ralph Macchio, Pat Morita, and David Carradine Ruined Martial Arts…
Now, I wasn’t around back then, but I’d hazard to say that not many martial arts students here in the United States were calling their instructors “master” before the television series Kung Fu started airing.
And, the heinous misuse of the term sensei probably started about the time that The Karate Kid hit the theaters and entered the public lexicon of all things pseudo-Asian in America.
Not that I dislike the Karate Kid movies (well, except those last two) or the original Kung Fu series (but they should have let Bruce Lee star in it – after all, he was Asian).
It’s just that I believe these sort of iconic cultural influences can’t but have had some role in creating certain archetypes of martial culture – archetypes that many American martial artists blindly accept as being accurate and authentic representations of the Japanese and Chinese martial heritage from whence they derive.
And the thing is, when we (intentionally or unintentionally) conform to those false archetypes, it just looks plain goofy to people who don’t do martial arts.
My Wife, Trekkies, Ren-Fest, and Bruising My Ego
About 6 years into our marriage or so (I”m guesstimating here), my wife dropped a bomb on me.
“You know, when we first met I thought all that martial arts stuff was just plain silly. Sort of like those Trekkie people, or the people who dress up and sport crazy accents when they go to the Renaissance Festivals – all that jumping around in funny clothes and using foreign words seemed like the same thing to me.”
Blasphemer! Sacrilege! Forty push-ups, now!
All this and more ran through my mind as I mentally digested what she was telling me.
And then, it hit me: She was an outsider looking in. Someone with a “normal” perspective on things, so to speak. And, if she thought that about our school, what must other people think when they’re exposed to the martial arts for the first time?
So, I continued to question her about her first impressions of the martial arts, and this in turn led to a serious examination of certain practices I had just blindly adopted over the years.
I soon started using less and less foreign terminology in class and a lot more English, among other things. And, I started teaching class with an attitude and mannerisms that were more in line with my Western upbringing.
The end result – I’m a lot more comfortable with the way I do things now than I ever was when I was a blatant Asiaphile.
And, I’d have to say that my students are, as well.
—
Mike Massie is the author of Small Dojo Big Profits and runs a martial arts business coaching website for new instructors and small school owners, StartingAMartialArtSchool.com.
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