Posts Tagged ‘Lessons’

Fishing For Ninja Lessons

February 11th, 2010


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The guy had a crazy look in his eye. Crazy and mean. He stared right at me, grinned wide with broken yellow teeth and held up his battered cardboard sign like it was a prized summer squash and I might be the judge who would finally make his County Fair dreams come true.

“Ninjas Killed My Family,” it read: “Need Money For Kung-Fu Lessons.”

I smiled nervously, gave the guy a buck (because I really do think we need more homeless folk with badass martial skills) and shuffled on my way.

And I Thought About How Some Homeless People Seem To Know Know More About Good, Effective And *Profitable* Marketing Than Most High-Fallutin Business Owners Do

Because, you see, this wasn’t the first time I’d seen that particular Ninja sign. As a professional Copywriter and Marketing Wonk (and a born-and-bred East Coaster living in the passive-aggressive West) I travel a lot and have a tendency to pick up on recurring messages . . .

And it seems like every city I go to, I see the same “headlines” plastered on well-worn cardboard signs . . . .

* Ninja Killed My Family . . . in San Francisco . . .

* Fishing For A Beer . . . . outside Atlanta . . .

* Need Money For Bus Fare . . . in LA

And a whole slew of other time tested and proven money makers spread out all over this country being used again and again to drag dollars and coins out of millions of harried pedestrians and to keep hundreds of thousands of desperate street folk in the the food and/or vices of their choice.

Alright, But What’s Your Point?

Just this:

A homeless person standing on a street corner with a sign in his hand and a hat at his feet is, just like the rest of us, in the business of selling. . .

But unlike a lot of marketers, homeless folks aren’t worried about creativity . . .

They’re not worried about being clever. . .

And they’re not worried about what people think or what their golf buddies might say after tipping back three beers and rounding on the back nine.

All they *are* worried about is making the sale.

So when they’re sitting down to draw up an “ad” or to come up with a pitch designed to part you from your cash, the only thing on their mind is “What can I put on this sign that will put the most amount of money in my pocket today?”

“What message can I put down here that’s going to pull the heartstrings just the right way or make people giggle just enough for them to reach into their pocket and give me some of that change so I can get a burger in my belly or a roof over my head?”

So homeless folks, unlike a lot of high-fallutin well funded marketers *swipe* proven concepts that have worked before (or are working right now) and *test* their signs. . .

If they hear about a sign that’s working really well in another “market” they draw it up and try it themselves.

And if they find something that works, they ride that horse hard day after day until it sputters and collapses just about dead at their feet or until they find something that works even better.

In Other Words, They Act Like Smart and Savvy Direct Marketers.

Yesterday I was chatting with my friend and Mentor (yes, he deserves a capital M) David Garfinkel about this, and he spouted off with this little piece of wisdom: “The cost of failure is huge, but the cost of advertising is negligible.”

Which means it’s a lot cheaper to do some testing and fail small, than it is to go in both guns blazing and fail big.

So Here’s Your Assignment, Faithful Reader

1. Next time your walking down the street and accosted by a homeless person with a particularly good sign (and one who isn’t holding a bottle of vodka and isn’t shouting at you) drop a buck in his hat.

2. And take a long hard look at your website, your ad or your other materials and ask your self “What can I do to market more like a homeless person?”

Chris “Mr. Moneyfingers” Haddad is a strategic marketing consultant and direct response copywriter in Seattle, WA. He spends his days helping his clients make ridiculous amounts of money with well chosen words and his nights out on the dance floor looking for love. You can learn more at http://www.moneyfingersinc.com

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3 Old School Lessons to Make the Best of Today’s Economy

January 31st, 2010


Image : http://www.flickr.com

This economy sucks, plain and simple.

It’s probably the first time in my adult life I can actually say that. I was born in 1979, so I grew up with Reaganomics while watching Fraggle Rock. I was in High School during the first televised war in Iraq, and barely surviving the University of Maryland when Bill Clinton was explaining why Monica saved her dress without washing it. This was the same time the Mortgage Industry began their now notorious, greed filled run.

However, until last year, I had never experienced such a bad economy as an adult. To top it off, I opened a Mortgage Branch the year before specializing in A-paper loans, so I was smack dab in the middle of the windstorm. As the industry got what was coming to it, I learned incredibly valuable lessons I will carry with me for the rest of my life.

As the old saying goes, ‘what does not kill you only makes you stronger.’

Here is what the recent downturn in the economy has taught me….

Credit, Dead it!

That Credit, Dead it. Think a crackhead paying you back, shit, forget it

Such were the words of the Late Notorious B.I.G. (remember, I grew up in the early 90s!). Substitute ‘a crackhead’ for ‘a struggling borrower’, and you have the real truth of today.

Credit was so available to everyone out there, that it became acceptable to live above your means. No longer did you need a used car when you can lease a brand new one. No longer did you need to have 20% to get a house, or even for that matter, did you need to show you could pay back the loan. Instead you could just ’state’ your income. No need for proof. No need to earn the right to live the American dream. Instead you could live the dream now, and pay back what you owe when you make it. Wow, sounds great.

So I used credit to open up my mortgage branch. $28,000 to be exact. Being that it was a branch company, the credit I used was all personal. I took a calculated risk. I had the loans in the pipeline. I had a great marketing plan that worked like a charm. All I had to do was close these loans that all fit the current criteria. However, in a matter of days, the industry went into the toilet, and the criteria suddenly changed, even for A-paper loans.

Unable to close the majority of loans, I was left with over $25k in personal debt, and no where to write it off because it was personal. Instead of taking my time to build my company, I immediately tried to have it all. I went for the whole pie in one swoop because I had the credit. Why should I not use it? Well, now, unfortunately, I know the answer to that question.

Even though I had some pretty nice stuff that I owned, it still did not feel right. I had gotten most of it on credit. My house has a mortgage, even though I initially put down 20%. My car is a lease. However, none of these items give me the joy of being proud because I did not earn them the right way. All I earned, was the right to foot the bill.

The Inner Beauty of Living Below Your Means

I grew up in a pretty affluent area in New Jersey. Most kids in my high school got their cars from their parents, barely worked, and had credit cards that their parents also paid for them. I was not as spoiled, but my Dad was able to buy me a car when I turned 17 for $5,000. It was a 10 year old BMW, and I loved it. It still, to this day, was probably the best car I ever owned from an enjoyment perspective. However, in my school, this car was laughed at by some.

‘Dude, you call that a Beemer? It’s like 10 years old.’

Being in high school, I did not know any better. My world was the town I lived in. This was before AOL and the internet had really boomed as a networking tool. All I knew was the life before my eyes. I grew up believing that I should always have nice things. Even though I was not spoiled, I still had it pretty good compared to most, and I got used to it.

As I got older, my young life left me a taste for nice things. To live at the same level I did growing up, I had to start out making what people in my neighborhood made. This was not easy, being that most people in my neighborhood were earning in the top 3% of the country. However, I had the credit. Next thing I knew, I had the house of a successful person, and the bills to go with it. However, my income was not consistently on the same level. Working on commission, I was just able to keep up with my bills most months.

This was the major problem. Because I was just keeping up, as soon as things took a downturn, I was suddenly thrust into a hole. I had a ton of debt, and high monthly expenses to boot. I had to change industries completely, and start a company from scratch doing amazing web work. This was not easy for someone in my financial position. Living above my means could have set me back for years & years.

Luckily, I have great support from my incredible family. Without it, I don’t know where I would be. However, besides the support, they also have taught me something that I did not know. They taught me about the benefit of living below your means. Their generation grew up in that fashion. They understood how to live life before their was credit. I had to learn this the hard way.

As my Father enlightened me, the old school way of thinking was to buy a house with monthly expenses that equal about 1/4 of your income. I think that is great advice, even though it took this dire situation for it to sink in.

Just because you can live above your means, does not mean you should. There is a great beauty in a person that evolves from them persevering through hard times. I know, because I saw the change in myself when I was seriously ill with Crohn’s disease for a year. Persevering through difficult times makes you appreciate the good times.

Learn to love the Struggle

I’ve learned this in Jiu Jitsu: ‘There is no easy road to success.’

If you want to be successful at Jiu Jitsu, you better be persistent. Well, there is no easy road to financial stability either. It is a constant battle, especially in the ever-changing economic landscape that we live in today. It is only through the tough road of living below your means and working toward the things you desire that will satisfy you in life. Going out and purchasing a new toy on credit feels good for a day. Afterward, you are stuck with the bill, and left to juggle that with the rest of your expenses.

However, purchasing something that you earned through your own sweat is a feeling like no other. It makes you proud to own that toy. It makes you feel like a million dollars when you use it, because no one can ever take away the fact that you earned it. This is why we must learn to love the struggle it takes to get where we are going. The easy road is the fastest way, but it leaves you in place you don’t necessarily want to stay.

Prepare for the Worst.

Growing up during relatively good economic times, especially since high school, I never experienced living in hard times. I had heard my parents, grandparents, and their friends talk about the past generation’s experience, but I just assumed it was all part of the past. Today was different. We are not going to make those same crazy mistakes over and over.

Boy, was I wrong.

However, this experience left me with a great lesson. Even when things are going great, and you feel on top of the world, you must always be prepared for a change. If you take the time and patience to set yourself up properly, then when things to take a turn for the worse, you will be prepared to handle it. If you live above your means, then when the slightest change occurs, you will not be prepared to adapt. Financial flexibility is more important then keeping up with the Jones’.

What has this recent down turn in the economy taught you?

As with every mistake I make, it is important to understand the lesson that was learned. These 3 lessons are something I will carry with me for the rest of my life. They will shape the person I become because this is what my business experience has been at a young age. I hope everyone else from my generation has learned a lesson of their own as well.

What is your take on the economic times? Have you been able to adapt, or were you caught off guard like me? How has this change effected the way you will handle your future financial situations?

Article by Peter J. Normandia, who writes for the personal development blog, http://www.YinvsYang.com. Peter is also a partner in Pixel Mobb, a new media production company.

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Martial Arts Business Success Tips – How to Teach Intro Lessons

December 5th, 2009


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Martial Arts Business Success Tips: How to Structure and Teach Intro Courses

The martial arts business industry is rife with “business experts” offering advice on starting and running your own martial arts school. And, it seems every one of the “gurus” has their own advice on what procedures you should follow when enrolling a new student.

One-week intros, two-week intros, “no-intro” school tours, group intros… it’s enough “intro-info” to make your head spin. While I can’t really speak to what other schools are doing, I can share what has worked well in my schools over the last fifteen years. It’s an approach that I discovered mostly through trial and error, and that I’ve fine-tuned over the last ten years.

How to Use Introductory Courses to Increase Your Enrollments

During the “school months” of August through April, you’ll want to sell both a 1-week and a 1-month intro program (includes a free student uniform), to encourage people to try out classes (we price ours at $19 and $77 respectively, but charge what you feel is a fair price). The introductory course should include the student’s group classes for the length of the course.

Start each student off by scheduling a 20-minute private lesson with them, usually the evening before or the evening of their first group class.

The Initial Lesson… What You Should Cover

During the private lesson, you should cover the things a student would need to understand in order to feel like they know what’s going on during their first group class. In our experience, this seems to be way more important for retention and conversion than just focusing on teaching them “sizzle” techniques.

So, cover how to line up, how you bow in or start class, and proper etiquette – but without belaboring the topics.

Then, you should teach a few basic moves that are representative of your beginner’s curriculum. For example, in our kid’s program we teach a modernized version of Korean Moo Duk Kwan Tae Kwon Do… so, in an intro lesson for a child we teach horse stance, how to chamber the fist, middle punch, high block, fighting stance, front kick, and an escape from a hold. (Hint: If you use a rotating curriculum, choose techniques that are in the current beginner’s rotation.)

It’s also important to use an extra helping of positive reinforcement and encouraging remarks while you’re conducting the introductory lesson. This is an important consideration for students who are new to martial arts. Success for new students is greatly dependent on their confidence, so spend some extra effort on finding ways to offer your new students some sincere praise and encouragement.

Wrapping Things Up at the End of the First Martial Arts Lesson

Always finish by awarding the student their white belt (or you could use hand wraps if you’re a kickboxing school, or the official class t-shirt – use your imagination here), and congratulate the new student on a job well done (with kids, write their name on their belt – it’ll help you if you forget during their first week).

By this time, you should have developed some rapport with the student, and their parent(s) if the student is a child. This will help with retention and conversion to a regular membership later. If you can get them to finish their intro course, most of your new students will enroll before their introductory course is up.

In Closing… Some Final Tips To Help Improve Your Martial Arts Business Skills

If you really need to boost your enrollment (maybe your attrition rate jumped up, or several new students were promoted, etc.) you can offer to waive the registration fee for anyone who enrolls before the end of their introductory course. Try to let the student know this option exists at the time of their first lesson, as it will help boost your enrollment rates.

Finally, I’d just like to say that martial arts business procedures don’t have to be complicated. And, even though there are a lot of so-called experts out there who are telling you that starting and running your own martial arts school is something akin to rocket science, all you really need is a simple system for handling the most basic and routine tasks in your school.

If you’d like to read more articles on martial arts business topics, go to StartingAMartialArtsSchool.com.

Mike Massie is a long-time instructor of Japanese and Korean martial arts – but he’s best known for his role as the martial arts industry’s leading “anti-guru”. He resides in Austin, Texas where he runs a studio and teaches full-time. You can find out more about Mike and his unique business approach to starting and running your own martial arts school by visiting SmallDojoBigProfits.com.

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