Читать книгу Starting and Running Your Own Martial Arts School онлайн

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Choose a school name after you’ve put together a marketing identity. Naming a school before you’ve determined its identity is like naming a baby before you know whether it’s a boy or a girl. Your school name must project your school image.

Your marketing identity affects everything you present to the public: your business name, your brochure, your posters, your selling approach, your tour for prospective students, and all of your mass-media advertising. It states who you are, what benefits you give to your students, and why you are different from your competition. It helps you to focus your strengths and minimize your weaknesses.

Later we’ll show you how to build on your marketing identity to create your mission statement and to secure financing for your school. We’ll show you how to turn your marketing identity into effective advertising, and how to use it to bring in and sign up new students. You’ll also need a clear picture of your marketing identity to choose the right location for your school. You’ll need it to help you set the right fees for your services. In short, if you don’t have a clear marketing identity before you begin putting the pieces of your business together, you can waste a lot of time and effort. Spend some time putting one together now.