Spare change marketing

running-a-dojo-maia-website

Have you ever struggled with marketing your Dojo without any money? If you’re in business then you have at some point tried to get your head around how you’ll market appropriately and stay in budget.

The old way of looking at this question is pretty stoic, “Why did you start business without enough marketing capital to begin with?” Justifiable question, but shit happens. The speed of smart business today is as fast as a click making brick and mortar ethereal. Every small business is now global and crowd influenced. Fork tongued sales inside brick and mortar is done.

We’re in a place now where your ability to market your product or service has very little to do with how much you pay an artists to mock up some shiny full page ad to make people think you’re the best. While coupon books and local periodicals may still have some visibility in mail boxes in your neighborhood, nobody, yourself included, likes getting that clutter. So you want to attach your business to something that most people in your market place consider a nuisance?

If you’re paying a graphic artist tons of cash to create a new ad for you each month, while struggling with your monthly Yellow Pages fee, stop now. There is a much better way. In the following articles on spare change marketing, I am going to cover some super simple steps for gaining market traction without buying into the old 30% of your gross should be spent on marketing myth. We’re far beyond that.

Spend some time reading through my steps on building a web marketing cannon to support your target market. Once you’ve built out a smooth running marketing machine, that will cost you a fraction of the conventional methods, you can then gauge better what you should be paying out to old skool print.

Website. Set up your website correctly… stop bragging about how many titles, trophies or ranks you have if your site is broken and crappy looking.
Blog. Start blogging, get indexed dude.
Testimonials. Get testimonials from everyone who has ever stepped into your Dojo and your grandmother.
Video. 1 in 3 articles make on video, it’s easier and more real. Get it on your YouTube account.
Network. Network with savvy school owners to share content. LinkedIn now.
Google Local. Set up your Google account and get to work… like now!
Social Dominance. Content, Triangulate, Funnel your sites… read reclaim your social space on my blog.
CMS. Set up your email service provider account… mailchimp.com is free to start.
SM Community. Join Facebook Township Pages and start engaging.

OK, first steps done. Now it’s time to get serious. If you are a martial arts school and you have a low class website, you are low class in the eyes of consumers regardless of what kind of espresso you serve every person watching kids classes. Today’s consumer looks at a site with broken links, outdated content or poor imagery and subconsciously determines your capacity to serve them based on how you serve yourself. In other words, if you don’t care about yourself, how will you care about me. In the martial arts business, especially if you’re working with parents, this is hugely important.

So let’s dig in. It’s time to turn up the heat and blow past your competitors and just about every small business in your community by getting noticed. Before I start though, if you don’t want to work at it, you might as well stop reading. While my points won’t cost you much at all, you will need to burn the mid night oil from time to time. Do not, I repeat… Do not… go any further unless your site basics are all set up and your running a synergized and solid web and social presence.

Site’s done, content is optimized and you own your social space… Let’s get to the next level.

Ebook. Write your first eBook now… Super easy, super profitable.
Auto Response Campaigns. Build auto response campaign funnel #1 for your Dojo with CMS.
Auto Review Management. Get serious about your online reputation.
Newsletter. Build your monthly newsletter template, repurpose blog content.
Press Releases. Start posting your content in HelpAReporterOut.com, get your account now.
Guest Expert. Start Guest blogging.

Above is the model I’ll be building a series of articles from for you. By the time we’re done, your marketing efforts will be light years beyond whatever your Coupon Book ROI is.

Let me know if you need some help as we begin moving into this! – Adam

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    Managing online reviews

     

    Bicycle retail business online

     

    Build your online reputation based on humility, acceptance of criticism and appreciation of honesty. Sounds like a few good rules in life to follow, but these are pretty much all you need to know about managing the online reviews of your Dojo. While many business owners lose their cool and publicly flip out, ridiculing a patron who gave an honest review of their experience, others just ignore such reviews assuming they have no effect on their business. The truth is, most have no clue what’s being said about them online. In this article, I hope to breakdown how to manage your online criticism for the best outcome to serve your Dojo and your students.

    No matter how you cut it, your students will talk about you one way or the other, your ability to maintain control regardless of the content they post about you can bring about an outcome that can harm or grow your business. It’s up to you. And interestingly, this goes for both positive AND negative reviews.

    Responding to every positive comment simply looks like you’ve got too much free time on your hands. More interestingly, it also goes against the law of scarcity, a leadership principle that says in order to maintain the perception of authority by your audience you can’t make yourself too readily available. Be present when it counts, only when you can add value to your customer and prospects experience. Otherwise don’t let them become complacent with your presence and answering every review does just that.

    You shouldn’t respond to positive testimonials unless there is something that stands out in a review that gives you the opportunity to engage the entire readership by offering a response that a.) reinforces the reviewer’s comments and b.) delivers a lesson or value that would have otherwise not have been delivered to the reader. You have thus built more obedience from your reviewer by validating their message and rather than being seen as someone who doles out alot of “thank you’s” instead, you’re an expert who has once again seized an opportunity to deliver value to the crowd of martial art enthusiasts you serve. You’ve strengthened your role as an authority, versus weakened it.

    The same exact principle holds true for negative reviews. Be selective and seize the opportunity to turn a student who had a bad experience into your biggest fan. When the crowd is witness to your ability to handle irate, often times irrational critiques, you once again earn your place as an authority in what you do. Accept what they say without sarcasm, appreciate their willingness to take time to honestly critique your business and be very forthright in the fact that you will leave no stone unturned until they are your biggest fan. But know full well, you can’t please everyone nor should you try to! Be selective.

    So how do you easily manage this content as it most certainly does have an influence on your prospective customers?

    Here are 9 tips for managing your Dojo reviews online.

    Recognize. The very first step is realizing that people are talking. They are talking about you, your competitors and local businesses you may be involved in. Avoiding the fact that criticism of your business exists online and simply blowing it off because you haven’t got the time is downright dumb business.

    Control. Once you’ve recognized where your students are talking about you, take control of that environment. An example might be Yelp. I was reading 5 reviews of a martial arts school recently on Yelp but this school didn’t have a Yelp account. Not a good idea. Yelp generates your business location automatically and people will write on this page about their experience with you.

    Two years ago a client who owned a commercial trucking business asked me to help grow his dwindling online business. For some reason, business had screeched to a halt one week over six months prior and he had no idea why. He could literally point to the exact week this happened. With a little research, I discovered that a disgruntled customer had not only left a bad review, but had also uploaded and image that simply said “LIAR” on my client’s Google Places page. Of course he had no clue what Places was at the time, nor did he care. He does now.

    If you don’t claim these accounts, then the hosting sites will allow anyone to upload photos of your business in your stead. Find where you’re being talked about and take control of your name and space! When you do, your review page will appear more professional, you will have control of the imagery your prospects see and a student or customer will feel less inclined to leave a bad review knowing that your site is updated and maintained with frequency by you.

    Don’t get emotional. More often than not, a bad review never reveals the true reason why the patron was unhappy. Ask any marketing professional and they’ll tell you that a successful transaction is based entirely on emotion. When a person posts a bad review, they are not going to say you hurt their feelings, so instead they’ll dig for some other reason that is often times completely inaccurate.

    I’ll bet my kids that if you look at the root cause of the last negative review you gave something, you’ll discover an emotional trigger within you that caused the negative outcome versus a quantifiable flaw in a system or product. With this in mind, stay humble and take the high road.

    Recognize most bad reviews as opportunities to generate new students. Sounds nuts, I know, but there’s a formula to do this. You may not realize it, but when a person posts a negative review, they are anticipating a response from you. Just like a child acting out, they are looking for your attention. Think about it. They’ll be checking their review hourly to see if you responded. Remain humble and follow the right equation for fielding their comment and you’ll be amazed at the outcome.

    Don’t get stressed and let someone’s bad remarks cause you to lose traction in your goals.

    Let the bitches bitch. Pretty self explanatory. If someone is complaining about something that lacks rationale or are using vulgar, offensive or threatening language, don’t respond. First, these types of responses are usually against terms of use within the sites hosting the reviews, so a quick report can have it removed. It usually takes time to do this, so be patient. But even still, people like this only come across as childish. Ignore them and do not reinforce their negativity.

    Also, don’t get all, “I’m going to sue the crap out of you because you hurt my feelings.” Wrong move. Also, don’t stoop to their level and up the force multiplier with a “You talkin to me?” type response. Both types of responses are damaging to your reputation and can’t be undone.

    Go on the offensive. Students who are offering insightful feedback that doesn’t fit your Dojo’s code of conduct or business paradigm should be dealt with. Constructive criticism should not only be responded to, it should be welcomed. Suck up your ego and make your business stronger.

    First, if your resolution to their complaint offers you no opportunity to post a response that is crafted to deliver to the crowd some insightful and useful knowledge, then contact them directly and resolve their complaint through email. In this case, don’t do it publicly. Tell them you want to resolve their dissatisfaction personally and see to it that every experience they have with your Dojo is tops. Admit your mistakes and make good. The next step is critical. Then… go beyond what they expected without them expecting it. There’s a very specific reason for this called the law of reciprocity.

    You see, once you simply fulfill their expectation, they can leave the experience saying “Hah! My negative review worked and I got them off their ass to fix problem and got my money back.” You may never see them again and they’ll walk from the experience feeling empowered over submitting you. Instead of appearing on the defensive, you must be on the offensive and over deliver beyond what they expected. Make them walk from the experience saying, “Wow! I didn’t expect them to do that for me. Sweet! Wait until the guys at the office hear about this.” By being on the offensive and over delivering, a subconscious response to reciprocate will go into effect and they will either remove their comment on their own, or write a follow up explaining how much ass your Dojo kicks and how well they were taken care of by you.

    If there is a chance for you to build value based content with a video or some other means as a response to a complaint, go public with it. If not, stay private. An example might be a customer who complains that the the new keiko-gi they received with trial program didn’t fit right and it took two weeks to get it right. (Well, actually what they’re saying is that they were embarrassed about how the perceived themselves, remember – emotional trigger) In this case, I would tell the Dojo owner to seize this opportunity to respond with a few sentences followed with a link to their Dojo blog or Facebook page where they will post a YouTube link to a video they’ll make on the history of kumi-uchi, kendo-gi or anything that speaks to why the uniform is fashioned the way it is, while building a value based lesson that serves students and visitors. Of course you are going to invite this back to your Dojo and you will fix the problem personally and swiftly.

    Seems like a lot of work huh? But it’s not! You’re students are on the mat daily. Why not pop out your iPhone and make the video and have one of your yudansha (or yourself) explain the qualities of why your art’s garments are cut a certain way or fit the way they do – while they’re on the mat training. Then quickly optimize your text associated to the video while uploading it to YouTube. Create the link in your blog that feeds out and your FB page that hits your network. Then reply to this new student on Google with the video. You’ve just created a ton of value based content, positioned your Dojo as a local business who listens to their customers and helped your SEO at the same time. Sweet.

    Accept when you’re wrong. Accept your mistakes or the mistakes of your staff or instructors, apologize and move on. Sometimes the demonstration of humility is the best solution and will motivate the student to remain with your Dojo based on your willingness to show integrity. It’s as simple as that.

    Be mindful of your apology though. Don’t get sarcastic in your response or minimize their concern in any way. Also, if the wrong doing was through one of your instructors or senior students, the last thing you want to do is offer a sound apology followed by letting them know you’ll be dealing with the half-witted dip-shit who made the mistake. No, don’t say that.

    Say it to my face. In the next few years we’ll see sentiment mining and consumer / crowd review sources demanding less anonymity. The more personal detail that accompanies a testimonial, the more validation comes with it in the eyes of the crowd. Google loves reviews because the crowd is doing free work for them, but they also recognize the value behind validation and this space is going to grow huge.

    Here’s what I mean; if you read a review from someone named razrbld69 and that’s all you know of them, there’s little validation to what they say. But if it’s from John S. then it gets a little more agreeable with you. If it’s John Simmons, Danbury, CT then it’s pretty well authenticated. If the review came from John Simmons, Danbury, CT and there’s a photo of John smiling next to his name, you can’t get more cred then that.

    Why am I pointing this out? Because after you take control of your review pages, post guidelines for your reviewers and readers. Tell them you welcome reviews of your Dojo, but only those willing to actually leave their name. Think about the message this sends. If they don’t have the guts to say it to your face then diffuse them before they even post it. Period. This drives to the pyshe of the disgruntled student before they type. If a person has not left their name, then their poor review is immediately discredited by your readers as they didn’t follow your request.

    Social proof barrier. This is a pretty cool principle that will help you in many ways. First, get everyone you’ve done business with, students, customers, instructors, people who have done workshops in the past, fellow school owners in your network… to go online and write some ‘honest’ reviews about your Dojo. When you ask, provide them with a clickable link so they don’t have to go looking for your page. You’re going to be amazed at what happens.

    In my Dojo, I did this and in two days I generated 23 five star reviews on Google. This alone got me #1 positioning on Google searches for martial arts in my part of New York, but it also built massive validation in both the eyes of my current students and future prospects. Cool, huh?

    But that’s not why I’ve included this strategy here; it’s because if you have 20 five star reviews of your Dojo up, who then wants to be the asshole who puts up the 1 star review? … Nobody! Just like when you were in school and the teacher asked a question, everyone raised their hand except you. What did you do? Exactly, you raised your hand because you didn’t want to be that person.

    So if your review timeline beats down any current poor reviews with piles of new five star reviews, someone who was emotionally upset at your Dojo today will be less likely to post a negative review among a crowd of super happy students.

    Every word is an opportunity. I truly believe that if someone is taking time out of their life to write about you, they want you to see it, they want you to change for the better or they want you to know they appreciate you. They want to be your fan. Otherwise, they’d just walk away and never pay you any attention again. Therefore, grasp this opportunity if for no other reason than as one to learn how to better serve your students.

    Being ignorant to the sentiment of your customers is bad business and never before have business owners had such an opportunity to gauge the pulse of their market. Take advantage of this and watch your Dojo grow.

    There’s alot there, so let’s summarize:

    Build your online reputation based on humility, acceptance of criticism and appreciation of honesty
    Recognize that people are talking about you online.
    Control the environments they are reviewing you in.
    Don’t get emotional, accept criticism and appreciate your audience.
    Let the bitches bitch, let them burn themselves. No need to reply. Report vulgarity or threats. Be patient.
    Go on the offensive, reply in private to legit concerns unless you can create something to position yourself further as an authority. Over deliver on expectations and build reciprocity.
    Accept when you’re wrong and move on. Students, prospects and the crowd appreciate integrity.
    Say it to my face. Set the terms of your review pages to lessen the chance of bad reviews and dilute the validity of those who leave bad criticism but don’t put their name to it.
    Social proof barrier. Ask for reviews! Build a strong timeline of 5 star reviews. Nobody wants to be the 1 star jerk.
    Every word is an opportunity. Accept the fact that every review is meant to draw out your attention. Accept everything with an eye on the opportunity and don’t let your ego spoil it.

    Let me know what has worked for you! – Adam

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      Let’s go bowling

      Martial arts business programs, Adam Mitchell

      In this video below I’m going to present how to build value in your traditional martial arts program in order to better serve your students and community. Where the conventional martial art academy model is to build extra income, better visibility and growth by hositng non martial arts related events and activities for their students such as movie nights, bowling trips and pizza parties – none of which having any cultural congruency to what is being taught on the mat – I argue that events like these can actually be counter productive to the expectations your students have of their Dojo.

      Outside events like these can have value for an eclectic or commercial model academy, but for the school owner who is struggling to retain their cultural purity I ask, why even do them when there is so much more you can incorporate that is congruent to the heritage of what you teach? Not only does it provide the same, if not better experience than some movie night or pool party, but it increases the value of cultural attachment in your student’s over all martial arts experience, along with your community’s perceived value of the service you offer. You can do better!

      One item I forgot to mention in this video was that in result to our partnership with Music From Japan, an emissary from the Consulate General office in NYC visited my Dojo and formally recognized it as a Japanese cultural destination point within the United States. How cool is that? I received a plaque, nice letter of recognition and my business is listed in some cultural exchange file at the office of the Consulate General. All for the same amount of work that went into planning a few bowling nights for my students. See if Sal down at your local lanes will give you that type of credential.

      Let me know how this video has helped you create some ideas! – Adam

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        No contract? Get off the mat.

        Martial arts business, Adam Mitchell

        I’m going to say this right up front and without meaning to hurt anyone’s feelings, but if you’re teaching martial arts  and there is no written agreement that is contractually sound between you and the recipient of  your teaching (services).. you’re foolishly putting yourself and worse, your family’s assets at extreme risk. You may think that your keeping it real by not having a clearly defined document of expectations between you and your students, but you’re actually being stupid.

        I don’t mean to offend anyone, but ask yourself this; should anyone have a role teaching any model of self-defense when they don’t even protect their own assets as well as risk the safety and compromise the rights of those who come to them for teaching? Were it outside of the martial arts paradigm, the answer is obvious. Why then is it not easy to have this discussion inside the paradigm of a Budo Dojo? If you’re one of those too cool for school types who think that student agreements are the spear head of the devil and are alright with hanging yourself out to be ravaged in litigation,  kudos to you – but get off the mat. Let those of us who know what we’re doing take care of students who want to learn.

        Those of us who understand the need for student agreements get that they’re in place to serve the rights of students and the general health of a Dojo. Unfortunately, it’s the result of ultra-conservative traditional wanna be’s on one side, combined with the self-serving school owners who take their students to court for failure to fulfill their payment terms on the other side, that have both demonized membership agreements in the discussion of professional martial arts instruction.

        Saying that obligation did not exist in the history of fighting arts around the globe only demonstrates one’s ignorance and a total lack of understanding in something they’re supposedly to master. The commitments one had to make in an old Dojo were as severe as the ritual of keppan, the inking of one’s namesake in the blood of their own severed hand, vowing to never share the teachings of the ryu and commit to absolute servitude as a deshi. Actually, in some old schools, these commitments are still retained. As well, a family would petition instructors, sometimes for years, to allow entry of their son into a Dojo. When the young student was accepted, the expectations placed on them were borderline maddening. In comparison to the commitments the young bushi of olden days, men whom today’s martial art students emulate, we’re a bunch of sorry cowards who find more purpose in bickering over a piece of paper that means nothing in the end, rather than pursue the pure goal of attaining the Bushido. Being held to one’s word, one’s obligation, should never be what separates a student from the tenants of the Bushido, instead I argue that it is what cements it. Commitment. Enjoy your time at the gym from month to month, but Budo is not for taste testers.

        This discussion is not about you nor I and the perversion of this topic has been a result of it being solely about us. In the landscape of commercial martial arts, never have I witnessed a discussion for or against contracts to be about the student. From the perspective of a Budo teacher, the first obstacle we must overcome in this discussion about contracts is letting your prospective members know that their safety, rights and fulfillment of their expectations are your number one priority. This must be at the very top of this document.

        The second obstacle in the contract discussion is to understand that it’s an absolute must for every school to have a clear and comprehensive itemization of their terms of attendance, tuition, business policy and liability. Yes, I did say business… Look, if they are paying you anything , cash or chocolate chip cookies, in exchange for your time and service – you’re in business. As resistant as you want to be to this idea, as yucky as it may sound, it is what it is.

        Here is a common scenario. A parent wishes to enroll their child in my martial arts program. They counsel the child’s black belt uncle on the other side of the country to help and the uncle gives some sage advice,

        “Ask if they use contracts and if they say ‘yes’ .. don’t go there!” 

        I’m sure you’ve heard this. In fact, I’m certain a few of you have even been that uncle. Well intended… but dumb advice.

        Here’s how that discussion will go down in my Dojo:

        “Do you guys use contracts?” I will then reply with a smile and a confident “Yes, of course.”

        Then I will usually get some sign of let down with sentence that basically says,

        “Well we don’t really want to train here then.”

        I’m prepared for that and I clearly understand their misinformed concept of what is happening here. I need to be careful though, as there are other possibilities for their hesitation, possibly they’ve been burned before at another martial arts school or fitness center. Regardless, I role with it and keep their best intentions in mind.

        “OK, but just out of curiosity, why wouldn’t you want to use a contract?” I ask.

        “Well we’ve heard horror stories of people getting taken advantage of by signing contracts.” They’ll answer.

        “Hmmm… Yeah, I understand this… By the way, if I told you that there is no term obligation and you could pay as you train, what method of payment would you prefer, cash, check or credit card? Or possibly there’s another form that you’d prefer?”  I’ll admit, it is sort of a loaded question. Almost everyone will say that they’ll bring a check in at the end of the month. Some will say cash, but most working folks like to keep the green in their pocket.

        “I could bring a payment in at the end of each month.”  They say.

        Let me stop here and point out something extremely important. Regardless of what method of payment you accept, regardless of what your calendar is… never, and I mean never allow your students to determine for you when they are going to submit tuition to the Dojo. This is not a what-I-say-goes thing either. It’s a fairness thing. If your expectations are one way for all of your students and then you let someone take a different course, unknowingly you’re screwing your other students. Same goes for tuition rates. Keep it the same for everyone. Regardless of how hard it is, stick to your policies or you will see your Dojo’s potential collapse around you and you won’t know why.

        Back to the discussion…

        I will tell what our policies for accepting payment are and that we accept cash, check or they can use a credit card. Considering most working folks like to keep the green in their pocket, I will always get either a check or a credit card reply. Prepared, I explain to them the fault of their concern. You see, a credit card, electric funds transfer and a signed check are all, by the signor, promissory notes that have a payment terms and schedules due to the banking institution they were drawn on – aka, a contract! Unless they want to pay you cash on the day that you request, anything else is in one way or another contractually based no matter how you cut it.

        Once I make this point clear, I will usually support my point with,

        “Let me make something clear to you, even if we never see each other again; you are looking to enroll you child into a program that involves safety concerns, physical contact and interaction with adults you really know little about. As well, there is a financial and time investment on your end…  And chances are it’s going to be a long term relationship as you do hope your child reaches some degree of proficiency, correct? Knowing this, I would highly recommend that you do consider a professional facility to deliver the finest care for your family and one that defines for you with absolute clarity, what you can expect from them in return for your valuable time and investment.”

        Not just as a professional, but also as I parent, I just can’t get my head around people who actually brag about putting their future at risk by not having any type of formal, written agreement.  That’s not traditional, it’s not professional. It’s just reckless. All professional operations that are worth their weight will make certain that the relationship between their customer and themselves is clearly defined in a membership or customer agreement of some kind. They are mindful of the rights of their customer and the commitments they make to them. I’m sure you’ll agree that not addressing this is careless at best and is not something I want to see in a person who is working with my child.

        One of the reasons this topic has become a monster in the closet is because it’s been common practice for almost 30 years to mistakenly identify a purchase agreement with a membership agreement. To this day, profit hungry program directors are quick to pull out their wrongly titled membership agreement, that is usually provided to them by their third party, outsourced tuition management company, and nowhere does it detail exactly what the expectations of the academy are from the rights perspective of the student. These are NOT membership agreements. Instead, the document commonly used in the martial arts industry should be more accurately seen as a continuity purchase agreement that assures the academy will receive calendared payments over a set time-frame. These contracts have nothing whatsoever to do with the right of the student, they are only meant to legally shake down a student when they stop coming, regardless if services are rendered or not. This is the warrior way?

        So what then is the ideal framework for a student membership agreement that a traditional martial arts school should use? I believe it offers the following elements, in order:

        1. What the student can expect from my Dojo as a member regarding service expectations, safety and rights of membership
        2. Dojo policies and student guidelines, expectations of each member
        3. Member contact details and pertinent details such as emergency and medical details, etc.
        4. Membership financial terms, schedule of payments and method of payment
        5. Release of liability

        It’s my proposal that a traditional martial arts program have the reverse attitude when drafting their membership agreements, stepping away from the conventional purchase agreement that only serves the needs of the business and not the student. Student expectations and rights should be the first thing a new member reads. Your words must convey a strong message that your number one ambition is to protect the student and their experience with your Dojo. Such items as making sure that there will always be a qualified instructor on the floor during training, that the Dojo will always always be open for scheduled classes, that student safety is your priority and that you have first aid certified instructors present at all time in case of an emergency (you do, right?) are all critical to making your prospect know that you’re not in it for self serving reasons. Once you show the prospect that your main concern is the wellness of their experience and protection of their rights, then they are more open to taking the discussion to the next level.

        Following, there should be a student code of conduct that briefly spells out the general expectations of each member. Examples may be that you do not allow people with a violent criminal record, drug possession, food in the Dojo, etc. As well, the code of conduct should give a summary of student protocol, attendance and other expectations that you as a teacher has of each member. Student conduct should be more clearly detailed your Dojo Student Manual, where your policies and regulations are very clearly defined. This book should have an attached sheet of paper that a student signs and returns to you stating that they have read this manually from start to finish and clearly understand what is expected of them. That piece of paper is then put into their student file. My students do not test for their first belt until I have that signed piece of paper in hand.

        Contracts must also have a liability release form built into them. My recommendation is to not have two separate forms, but a simple release waiver on the back side of your student agreement. My student agreements have two vertical columns, where the financial details are written on the left and the liability terms are on the right. I am not going to get into detail about your liability release as this should be taken up with an attorney. Take the time and make the small investment to have your liability release waiver drafted appropriately. Cover your ass.

        Some advise about communicating with your attorney about your liability release. Make sure that you tell them you want it as simple and concise as possible and not including words like death, dismemberment or anything that is going to make a prospective member quickly raise their eyebrows. Remember, you’re doing physical activity that is inherently risky, so having nothing in place that will protect you from liability is extremely risky. Heed my warning… If you’re in this game and think you’re too cool for these agreements, make sure your attorney has an affordable retainer. You will need them.

        What about finances? Should these be contractual, should you tie someone to a financial post and whip them when they fail to pay you for your services not rendered? Well, no of course not. But the reality again is that very clear expectations of how a student is compensating the Dojo for your teaching is vital, regardless of the size of your Dojo. Like my points before, an agreement is meant to serve the student as much as it is the Dojo. If they are paying you anything, you need to clearly define and give metrics to what you’ll be providing them with.

        Also, the fact that a contract is in place between you and your student prevents them from not coming to your Dojo based on some external, impulsive reason. For example, a parent pulls their teenager out of the Dojo because she got in trouble and the parent is furious with them. In the heat of their anger they call the Dojo and they yell into the phone,

        “We really love you Sensei and you’ve done great things for our daughter, but she needs to grow up and is being punished. Maybe we’ll see you again sometime when this little brat gets her head together.”

        If there is a contract in place, the parent understands they can’t use your Dojo as something to hang over their kid’s head. Your agreement will work as a shield from the frequent emotional baggage so many people seem to have.  Another example is when a student has been working overtime and when they do have free time to attend training, they feel reluctant to show face because they’ve fallen behind. This happens all the time when there is no agreement in place. This has to be one of the most common reasons people quit martial arts. Without a contract in place for your students, you will be victim of impulse constantly and the health and longevity of your Dojo will depend on the ups and downs of the lives of your students.  Do you really want this?

        With this understanding, I’m going to step into murky waters and highly recommend that you use term obligations so that your members stick it out. I have never taken anybody to court for quitting my Dojo, but I know school owners who have and sadly not one of their past students I’ve ever met holds them in a high regard.  Do you want to be one of them? How then do I have my members gice me a term agreement? With their word.

        I know it sounds silly, but I cannot think of anything more challenging to my conscience than breaking my word to someone who has made it a goal of theirs to do good by me or my kid. Contracts are meant to be broken, meanwhile a man is only as good as his word. Therefore, giving a prospect a framework of one year, eight months or whatever is conducive to your Dojo calendar and curriculum schedule is the way to bind our students to commitment. It is through honor. And if they cannot stand at the side of their own word, their own honor and commitment, ask yourself if you truly want them as a student of your Dojo.

        That said, I understand that life breaks our routine. We get relocated, illness and opportunity happen, life turns a page… For courtesy sake alone, I do expect a 30 day notice prior to a student’s discontinuance of their commitment. I know this model goes against your ability to accurately build and budget a viable business, but I have the statistics to prove that a commitment model based on one’s word versus a signed purchase agreement holds an incredibly longer student retention than the prior in the traditional martial arts space, by over 200% over my 10+ years of recording stats. I’ll side with honor any day and I trust my students so there’s no need for me to tie them down.

        In closing, I feel that the scare tactic of a continuity purchase agreement has no place in the environment of traditional martial arts. But the absolute demand for student commitment to their Dojo is a fundamental article of Budo and it’s history. This type of commitment is what separates us from all characteristics of modern eclectic, sport based or franchise model martial art schools. Make it a cornerstone to the culture of your Dojo. This type of commitment cannot and should never have been demanded in a purchase agreement, rather it should be accepted by the Dojo in exchange for the nurturing of the student, absorbing them into the timeless fabric of the Dojo and providing them with the ability to go beyond their potential as a martial artist. When agreed upon, rather than shown a document that speaks to the school owners distrust of the new prospect,  it requests the word of the new member to come forth and be counted among those of a timeless tradition – now made available to them.

        Running A Dojo, Adam Mitchell

        To learn more about how to build and use a student agreement that best serves your students, check out Adam’s Running A Dojo Mentoring Program for school owners clicking the above image

         

        Thanks for reading that long article LOL! Hey, if you got some value from it, please hit the Facebook LIKE button below, share with someone you know or let me know your thoughts. The opportunity we offer people has never been more needed. Let’s help each other to help many. – Adam

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          Steal my videos

          Running A Ninjutsu Dojo

          Note to reader: This article is written for the martial arts school owner or instructor who creates multi-media content to serve their students. It is a detail of my own personal experience with internet piracy and theft of my own intellectual property. This article in no way condones or promotes the unlawful and immoral theft of property. Rather, it’s my goal to bring some clarity to how a fellow instructor can use the existing landscape of the net and it’s trends toward open sourced and shared content to their advantage. In the end, I am certain we will win.”

          In 2006 I invested sixteen grand into creating a DVD set for my students. Like everything else I do, I went the distance with professionalism and quality. Sure I could have taken short cuts, done it myself on some Apple editing software, but that’s just not my way. Audio and image quality, voice overs, angles and packaging of the product, all these items could not be fulfilled by DIY, so I hired a top team of video producers to make my four DVD set. It took about three solid weeks of recording over four hundred techniques. Then another week of editing down, voice overs and all the other studio stuff. It was an enormous project with a super quality product for my students when we were complete.

          Had I known then what I know now about product launch and automated fulfillment, I would have made a killing on those videos within the first week. But over the next year I was consistently selling about twelve sets on average per week. Not bad. By week twelve, my investment was paid off and I began to make profit on the sales. By the third month, I was taking in an extra $7,800 per month on my bottom line just from those DVDs and like I said, I knew nothing about doing it right! … I just made a great product.

          One year later, I re-invested my profit into another four DVD set. Of course I had learned quite a bit from my mistakes and now knew how to take better advantage of internet platforms and media resources.  Understanding the mistakes I had made the previous year, combined with having a robust new following of martial artists around the globe who were thrilled about my last project, surely this video set would be hugely successful for me.

          By the time my new four DVD set was complete, we had already built and deployed the internet’s first, fully interactive online Dojo, Budohall.com. We were engaging with new members to my Dojo from around the world, many of whom had discovered us through the reputation gained from my first DVD set. With my new knowledge of information marketing, a growing list of pumped martial artists from all over and a pile of cash to work with, I would be able to repurpose the content from both DVD set into both my online training resource as well as build super sweet curriculum manuals with image grabs from the videos combined with professional transcriptions I had done for mere pennies. Things were looking great.

          Then, one day it all stopped… Like turning off a faucet, the orders just stopped coming in.

          For several weeks I was baffled at what was going on. While traffic to my sites and social networks were continuing to go up, some even hitting record days, the orders froze. Weeks past without an order. We began split testing, cross testing and pressure testing our systems. Everything was running perfect. I was baffled.

          On Friday afternoons I usually spend a few minutes scrolling through the popular internet discussion groups. Occasionally my name comes up in discussion and I like to chime in. But this one Friday, I saw that someone had posted a clip from one of my videos that was not in my trailer. I checked the guy’s name on our customer list and discovered he had never bought a video from me. So I contacted him.

          The quick response I got made me realize how little I knew. So much so, that I thanked this guy and today have built a cool friendship with him. So, what was his response? .. He basically said that he’d stolen my shit.

          That’s right. He got right back in touch with me and explained how he downloaded it off a popular video pirating website, followed by a long letter of appreciation for making the video and all the dedication I showed to my Budo … I’m not kidding!  I felt like this dude had just robbed my home and then sent me a thank you letter. I wanted to whip his ass! But I realized within a few minutes that there was something else going on I didn’t know about. Why had he so nonchalantly given me the thankful response he did and what was this site he mentioned all about?

          I ran a search on the title of my DVD set and to my own amazement, there I was in dozens of languages I didn’t know, with downloadable links to my video set from sites like PirateBay, Mediafire, RapidShare and Filetube to name just a few. My videos were available in video formats I had never even heard of! … And there it was, the number. I remember the first one, 1,438. Listed right next to the download link of my video was the number of times it had been freely downloaded without my consent. Today, I am certain that number is in the tens of thousands, but many of these sites no longer share the download number on their interface.

          When I dug deeper, I found my Sensei’s content there too. Then I found out how I could literally access any piece of digitized video or text I wanted. I was floored. In a furious response to this, I began emailing every pirate site telling them they did not have my approval to host my intellectual property or to profit from my content without permission. I demanded immediate removal of my content. Some of them responded by removing it, but only for a few days until someone else put it back up.

          Within a week, I realized I was just playing an unending game of wack-a-mole and that no matter how many times I kept swinging, another would just pop up. This is when BitTorrents came on the scene and it’s precisely when I realized that due to this piracy technology, there was no accountable target for me to go after and thus my content would forever be widely and freely viewed online. What now? What was I supposed to do moving forward with video and content creation and delivery over the web? Realizing now that everything I create in digital format was at risk of being hijacked was a bit unsettling.

          Running A dojo, Video

          one of the hundreds of pirate sites my videos can be downloaded at.

          No matter how you cut it, if you steal something you’re a crook, a criminal. If it ain’t yours and you take it, it’s morally and many times legally wrong. My name and content was being freely distributed and spread around the net without any approval, meanwhile I still sat on cases of product that I know knew would never get sold. In a way, I took it as a bit flattering that so many people would want to download my teaching.

          One day while discussing with my teenage class the struggle that we have often times with our own ego and how the study of Budo helps us find meaning in that struggle, I stumbled on a realization. I never bought a Clash album in my life, but I knew every song they wrote by the time I was 14 years old. The Sex Pistols and Ramones … All recorded on blank Maxell cassettes I bought at KMart. Were it not for the availability of that music to record so freely on cassette, who knows what kind of kid I would have become. And now I’m bitching? Yes, inspirations in my life like Joe, Johnny and Deedee were then free and played a big role in my life as a kid. Realizing this helped me make better sense of the changing environment, my place in it and what opportunity I could find in this immediate crisis of mine.

          Adapt.

          I began to look for potential opportunity in this emerging trend of content sharing. Were there benefits to be had in people stealing my shit? Could this new modality of sharing (if you want to call it that) serve my personal goals and also serve my students? I wondered.

          With that question, I began to research as much as I could about the intricate world of file sharing and online piracy before I took another step forward in creating new content for my students. The first thing I realized was that if you don’t want someone to have it, don’t digitize it. Period. But in a sense, we as traditional martial art teachers do want to expose our art and teaching to as many worthy people as possible. When I digested all I could on the topic of internet piracy, I compiled a list of ideas that actually showed the benefits of having my content pirated, shared, jacked or whatever you want to call it now. Here’s that list, copied from my own notebook when I was planning how I would take out the pirates use of my content by using their open landscape of file sharing and turning it into opportunity for building the reputation of my Dojo:

          Beat the bastards!

          Availability

          • People who can’t afford my videos … can now
          • People who live in countries that don’t allow my DVD format can now access my teaching

          Visibility

          • Stimulate the discussion to progress my online reputation
          • Reinforce promotional campaigns to heighten visibility of coming events
          • The more my videos are spread, the better the visibility of my name on searches

          Engage

          • Build a list of those who downloaded my content by offering them a free transcription of the video. Yes, that’s right… A free transcription. They have my stuff anyway, why not entice them to give me their email and be able to market future events and products to them?
          • Let them know I’m cool with them stealing my shit, in fact I’m humbled. Build the relationships, grow my position as a leader.
          • Beat the bastards at their own game with fragmented content. Using their servers to host (steal) my content, I can capture a portioned list of  their users who stole my property by using the same model as the music industry. I’m going to move my content delivery to iTunes, Amazon and other fragmented content vendors.
          • Transfer content segments to YouTube where people can watch techniques for free, then offer a CTA to drive them to fragmented DVD content on iTunes
          • Create eBooks, individual lessons, memberships site.
          • Higher ROI, better delivery and larger audience for individual video on iTunes
          • Higher ROI better delivery and larger audience for individual text on Amazon
          • Membership site for customers to have direct access to me and my Dojo
          • My name will be way more indexed in google… like, alot
          • No inventory, shipping, stock. Just upload.
          • Only losers are going to pirate one video versus paying $1 and being able to communicate directly with me.

          My plan worked!

          The final takeaway that I had when finalizing my plan for how I would be positioned as a traditional martial arts instructor in the age of free digital content, file sharing and piracy is that all content going forward would be created with the goal of building a conversation. All digitized content that I’ve created over the last year has been virtually, in one way or another, given away to stimulate a discussion about my Dojo and the art I study. With the law of reciprocity at work, me giving super high value content while asking for nothing in return, positions me as not only an expert but also a damn good guy who’s taking care of his people.This is a critical role that anyone wishing to survive and thrive in the new economy must take, regardless of what their definition of success is.

          As the discussion builds, it can also be targeted at/or reinforce a promotional campaign that I’m currently nurturing to drive attention to my Dojo. Done correctly, view the opportunity of open file sharing and it’s act of hijacking your content as a giant discussion being had about you and your brand among prospective students and customers from around the globe at no cost to them. Do you want to be a part of that discussion? Ask any marketer, business owner or (especially!) martial arts instructor if they want to be privy to a global discussion about them and see what they say. If it’s pirates who build the discussion about you on the global stage, so what?

          By fighting the pirates… who you may never defeat, you’re not only wasting time, you’re also avoiding a great potential for engaging prospective students and building your name and reputation online. Take the example of the discussion board I stumbled upon earlier in this article. Had I just tried to fight the source, rather than engage the pirate, my situation would have never changed and I would still be scratching my head about what happened to DVD sales.

          Look, I detest the idea of people stealing any intellectual property, especially in a market that is supposedly grounded on the tenants of Bushido, but the reality cannot be ignored that there are companies in China, Romania, Russia, India and lots of other countries who are building sound business models on people like me. Naive and talented content creators who spend a fortune to sell their stuff only to have the internet shrug it’s shoulders and without any sense of guilt, take it and distribute it openly. It’s my belief that the only way to fight this is to adapt our own models to use their platform to better serve those who want to find us. Yes, it will take creativity on our part, but I firmly believe that there is opportunity for any of us who create content to help our students, local or global.

          An example of this adaptation is the music industry, especially in China. While you would think that the major record labels who have spent millions on combating piracy, they are discovering now that the artists who embraced crowd consumption of their pirated music early on are selling concert tickets and live streaming events like never before! Many of these unknown artists are giving their music away and getting back to the roots of their passion and making a solid living off performing. So in this example we can see how pirated music is leveling the playing field and putting much of the creative control and monetization back into the hands of the artist. Where it should be.

          Another example of the adaptation is the self-help industry. This is an industry that thrives on audio books and videos. Once their content began collecting dust on the shelves of Barnes & Noble, they began to quickly adapt the pirated world. Now, instead of selling $40 audio books on CD, they give it away in subscription and freemium models so that you become a fan of their methodologies. Eventually the goal is to invite you to one of their extremely high dollar live events. Just like the musicians adapting to the pirate revolution, the self-help people really have less and less to worry about and their new business models thrive in this new economy.

          So does any of this mean that piracy is alright and that we should accept and embrace it. No, not at all. But we all should adapt to it and beat the bastards on their own turf. Internet piracy will serve it’s place in history as an upstart model that created change in how industries serve consumer, but by it’s very nature internet piracy is built to fail. It’s my belief that the pirates will kill the very environment they built. When everyone adapts to the change, consumers will want to ultimately go right to the source versus the frauds and if the source is serving the consumer with free and high value content, then there will be very little reason for the pirate to exist.  The immoral business models will fail, content creators will be serving their fans and customers directly and at a higher value on their return. We will win. So adapt your business model to compete against it by adaptation, or your doors will close fighting it. Let the crowd level the playing field and speak well of you to a critical mass, give your shit away and build a reputation based on your integrity and willingness to share.

          “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”  Charles Darwin.

          All my best to you,  Adam

          In my next article I’ll provide you with some creative ways to build free content that will serve your current and prospective students, while reinforcing your existing campaigns, building stronger online visibility and bettering your online reputation position.

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            We Are A Black Belt School!

            Running A Dojo

            is your school really a ‘black belt school’

            I could never get this.

            You’ve probably been in a martial arts school that has this in giant black letters on their wall. You may even have it on your wall. If you do, I am in no way trying to offend you or anyone else. And if you have no clue what I’m talking about then let me explain.

            Some years back, a major industry trade group conjured up the wonderful idea that every Karate academy should have “WE ARE A BLACK BELT SCHOOL” written in giant letters, front and center in the training area and in a place for everyone to see. When you walked through the door of the academy, you immediately knew you were in a Black Belt School. Parents entering the school see this and immediately have visions of their child one day wearing a black belt, breaking bricks with their knuckles and doing three-sixty spin kicks to the freckle faced bully. The big letters were to keep the goal of black belt in front of everyone during training. Actually, this was meant to preframe new and prospective students for a membership upgrade, most often called the Black Belt Club. This upgrade was nothing more than a means to rope a member into a more expensive and long term contractual obligation.

            I was at a school not too long ago that wanted to re-institute tradition back into their student culture and teaching regimen. The head instructor is a great guy, very passionate about what he does, but felt his school had dangerously drifted from their historical anchor so he hired me to come in and consult with the owner, his partners and staff.

            One of the first services I offer school owners and training group leaders is to evaluate their classes. There’s alot to this, too much for this article, but let’s just say I watch a class, take a few pages of tough notes and then begin asking the owner a barrage of questions they most likely don’t want to hear. So I drove to my friend’s town to pay his academy a visit and start asking questions.

            I took a seat on one of the plastic lawn chairs set up in a designated space for guests. Yes, lawn chairs. For some reason, lawn furniture in commercial martial art schools has become as normalized as soda machines. As students entered the training area, laughing and chatting away about the latest Twilight episode they would nonchalantly slap their thighs and bow so fast you’d think they would head butt their knees. Then back to the discussion and giggling. That was odd, but then.. out of no where.. everyone in perfect military attention began to yell, “We are future black belts, we are future masters! We are dedicated, we are motivated, we are on our quest to be our best!” One senior student then yelled at the top of his lungs, “Future Black Belts Sir!” Then they all crossed arms and snapped to a Harley Davidson riding stance, short the Harley.. and all the students responded with an enthusiastic, “Ooos!”

            Whoah! I somehow missed that cue. Then I realized that my friend was at the edge of the training area ready to step onto the matted floor, but was waiting until being recognized by his saluting class. Looking at the Senior Student who presented the future black belts to the teacher, my friend quietly said in a deep voice, “Areegato” and arrogantly nodded his head without even making eye contact with the students.

            “These guys are tight” I thought and couldn’t hold myself back from smiling, “But what the heck are they doing?”

            Of course I knew, I’ve seen this stuff hundreds of times in commercial schools. Maybe it’s twisted up Tony Robbins neuro linguistic programming tactics, hijacked by the board breaking hucksters or possibly it’s a hodge podge of bullshit fed to unknowing men who didn’t get enough hugs when they were a kid. Regardless of where this came from, I was there to do a job and serve my friend who came to me for help and his students.

            So honestly, what exactly were they saying?

            Most of us traditionalists smirk at this type of clown act, just thinking it’s silly. You know what though, I’ve never been down with those holier than thou types who smirk at well intended people and I truly felt my friend had the best intentions for his students. The way it looked was that he’d allowed himself to be misled by applying a collage of self-help systems and popular martial arts business speak. His heart was certainly in the right place but it seemed he was following the wrong path.

            To me, I never really could put my finger on the “Black Belt” thing. What did does it mean? Every self proclaimed master had a different definition of the word so why the big letters on the wall? Why was my friend acting like this to appease future black belts?

            Choosing to hold off on the evaluation, I wanted to hear if these students themselves knew what this was all about. I was looking to see if there was a consistent and comprehensive shared goal they were all working toward. Before getting into my notes, I asked my friend if I could ask a few questions to his students following training before I ripped into him. I was in my uniform also so I could be seen somewhat as a fellow student in their eyes. Of course upon asking, he felt obligated to slap his hips, bow and say “Ooos Sensei.”

            After their training I sat down with a diverse group of super charged black belts and brown belts. Knowing that I was someone who their teacher looked up to, they were overly respectful to me and extremely courteous. I was careful to not upset this role and made sure the respect they held for their teacher was reinforced by my words. So here’s the discussion from my notes that night:

            “I want to thank you guys for taking time out of your evening to sit down with me and answer some questions I have for you.” I said. This was followed by several of the students responding with, “Ooos Sensei”

            Looking around at the group I asked, “Guys, I notice on Master Rob’s’s wall there are the words, “We are a Black Belt School”…..What does black belt mean to each of you?” I cleared the circle of students sitting on the floor around me in one lap of eye contact. There were a few shoulder shrugs and head shakes. After a few uncomfortable seconds, one of the young ladies, a Second Degree Black Belt answered, “Having a Black Belt means that we are able to teach what we have been taught. To be a Sensei.” I nodded, neither approving nor disapproving and continued looking around the room. I just wanted to listed, “Anything else?” A couple of students nodded in approval with what this young lady had said. After a few moments of thought, an older gentleman said, “Black Belt to me means that I have gotten closer to mastering ego.”

            It dawned on me that these good people had no real definition of what their collective goal of Black Belt actually meant. They were grabbing at ideas without a clear understanding of what all this stuff they’d been doing over the last hour was about. Each day they happily bark out a pre-class pep-rally, summoning their master to the Dojo and making the promise of becoming a Black Belt one day, without actually knowing what it means. This is the power of suggestive technology at work.

            There is something extremely important and often overlooked at work here. When you hang the Black Belt on your wall as the first of the ultimate goals in your training, how much emphasis are you putting into the actual definition of that belt and what it means? What does it clearly mean to the martial art you study? In other words, what are the curriculum requirements? Then, what are the philosophical and esoteric requirements of your teacher? In other words, what values, congruent to the tenants of your Budo, does your teacher expect you to possess in order to represent your Budo at the level of Black Belt? And finally, you should know very well what it personally means to you and the life you live. There is no ancient connection here that links the wearer of the Black Belt to some Shinto deity nor are you written down in the annals of an ancient warrior klan, but you rightly are obligating yourself to a higher order of new expectations in your Budo, expectations that need to be clearly established and recognized. Does your school do this, or do you just run students through some rigorous test and imagine they know what being a Black Belt means?

            This school that I was consulting literally had their students programming themselves each class to say they were future Black Belts. That’s cool, in their daily lives they believed it too. And my friend’s suggestive system obviously worked well, as his school has dozens of members who wear black belts at his academy of well over three hundred students. But not one of them could confidently define for me what the Black Belt meant in their academy. Was there even some definition behind it? I would think so after the tightly choreographed pep-rally that kicked off each class…. It had to mean something other than correctly going through some forms in front of a testing panel, right?

            Realizing that these Black Belts all had very different ideas of what they earned, I asked my colleague his definition. He too could not clearly give me an answer other than the, “It’s just the beginning and you’ve got the basics down.” Interestingly, this is quite opposite to what his students feel. That’s a problem, considering the Black Belt is one of the main products of this guy’s business model. I wondered if all this self-help motivation chant during each class is really centered around getting your basics down? I was confused. Do the students think this, or do they think something different?

            Of course we worked through this dilemma by designing a really positive outcome, but it does raise a serious question for commercial school owners. Can each of your students clearly and consistently define for you in one sentence what earning a their Black Belt rank means in your school? Have you yourself?

            So I challenge you.. ask a few students in private what being or becoming a Black Belt means or meant to them. Compare their answers and see if your school has consistent and comprehensive expectations of making it to the beginning level, 初段 – Adam

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              Pass Everyone and Profit

              Running A Dojo, Adam MitchellSo what happens when a student doesn’t pass their rank test?

              One constant that every martial arts industry guru agrees on is that schools must test their students frequently and gift them with stripes and belts so they remain motivated to continue training. Many of these well intended gurus will preach that if your student “really” doesn’t pass the standards you have written… pass them anyway and work with them privately after a class. Why? Because the last thing you want is a crying child leaving your Dojo, sobbing in the car ride home behind a frustrated parent who pays you good money to teach their kid. By passing everyone come testing day, motivation remains positive, everyone leaves the Dojo high-fiving each other and they just can’t wait to show off their new belt in the next class. Problem solved and money is made.

              From purely a business perspective this model makes good sense. But in the environment of traditional martial arts teaching, this model only serves to benefit an instructor who may not offer engaging and growth providing lessons or they deliver lessons with a weak charisma. The only reason you’d follow this advice is to benefit your profit and loss statement. Simple, you don’t have what it takes (or are lazy) and want to make as much money as you can with less effort. I still have yet to figure out how this model matches the principles promoted in any of these schools to their students. Setting students up for failure by patting them on the ass with one hand while taking their money with the other simply is not Budo.

              Of course there are going to be exceptions to your rule, students who may have disabilities or simply are not naturally set up to meet the demands of your system, but they try. We can all agree that the value of watching these students progress is immeasurably rewarding. But determining this comes down to the judgement of a gifted teacher.

              And then there are those slick instructors who will pass a student and then tell them they need to schedule a private lesson on something that needs to be corrected. Rather than telling the student they didn’t meet the requirements, they see an opportunity to keep the student motivated by gifting them their rank meanwhile monetizing them more with a private lesson fee following their rank promotion. How often have you ever told a student that you’ll pass them now, but in order to get to the next level they need to make some corrections? There’s nothing at all wrong with that, but the profiteering instructor will see this as a lucrative opportunity regardless of how poor and unprepared the student may have been for testing. The gurus will also teach you that there is no better time to upsell your student on private lessons than when they just received their new belt. Yes, this is true… and also quite manipulative. Just so you understand how this common model works, a student does their rank test, goes through the motions and clearly does not fulfill the standards. The instructor rewards them with their new rank (collecting testing fee) and then tells them they cannot progress without correcting critical mistakes (collecting private lesson fee). If you’re not familiar with this type of promotion design, you should know that it’s almost status quo in the commercial martial arts industry. If you’re a business person, cool. But if students call you Sensei, not cool.

              An often overlooked result of this model is that the standards you supposedly have written in stone become very unclear to your students. Each time you let a student pass without meeting the standards you supposedly have in place, you have lowered the bar and expectations for your Dojo. When fellow students see one of their colleagues make obvious errors in testing and still pass, it creates a plethora of questions that you will never hear your students ask, insecurity in how they view their own progress, resentment to the instructor and a general let down of the school culture.

              Sure you may get the testing fees and additional private lesson fees, you may get the student who was about to quit to stick around a little longer and you may have their parents a bit more appreciative of all you do. Testing day could be extremely lucrative by passing everyone and signing up a few private lessons! But when it really comes down to it, do you truly need any of that for a successful Dojo? Not at all.

              What you do need is to not close your Dojo for the night thinking that maybe you should not have passed that student, but you felt bad, you needed the cash, you didn’t want them to be embarrassed or you were afraid they’d quit. No way! You need to close up proud that you are preserving your martial art and taking care of your students. Stay true to your standards and the value of your Dojo and it’s curriculum will be so much greater to your long term, high value members. Keeping your standards in place during testing strengthens your reputation and motivates students to sincerely prepare for their testing due to the chance they may not pass. By avoiding the nonsense of pass everyone and profit you will end up with a more skilled and competent student base, thus truly preserving your Budo to the best of your ability. And if you’re a Dojo that teaches kids, your parents will love to brag at the soccer games about how their kid’s Dojo is not a belt factory. I did both, and I know from raw experience that protecting your standards is among the most healthy steps you can take to long term success of your traditional martial arts school. My walks home are always enjoyable and I’m able to reflect on my decisions with pride and confidence. That’s worth so much more than any testing fee.

              So how do you run a rank promotion formula that doesn’t compromise the integrity of what you teach, keeps students motivated, training and fulfilling your requirements? In the next article I’ll share with you the model I use to hold a student from promotion with super positive results. – Adam

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                I don’t know, but I will find out

                Samurai, Running A DojoOn March 13, 2011, two days after the earthquake happened off the coast of Sendai, Japan that triggered a major tsunami, I was asked by one of my young students at the beginning of the class how the people of Japan were coping with so much trauma. Quite a heavy question for an eleven year old. I spoke briefly about what I knew, but suddenly stopped half way through a sentence. With the children’s parents watching, a class full of kids standing in line listening, I said something I hear too little of in the professional martial arts world,

                “I don’t know. I won’t pretend I know, because I don’t. But while you guys are getting warmed up I’m going to email my Sensei in Japan and ask him your question.”

                Parents looked at each other somewhat in shock as their children smiled up at me with approval. Sure, I could have gone ahead and made the kids feel good about everything with some loose ended answer and got on with class, but that’s not our way.

                The next class, my young students knew I had news for them as they entered the Dojo. In fact, some of them spoke to their school teacher the next day about what I was doing and their teachers hoped they would share my news with their classes.

                Sure enough, Sensei wrote me a lengthy letter which he asked me to read to my young students. His letter was about the Japanese concept of Haji (Shame) and how the order of rebuilding is something that Japanese people are taught since childhood. He wrote in his letter about what is valued most in life and challenged my young students to ask themselves the same question. Reading my Sensei’s email to my young students was truly a remarkable moment in my Dojo, a chance for my students to expand their understanding of Japanese people and culture as well as hear a letter directly to them from my teacher. None of this would have happened were I too proud to say,

                “I don’t know.”

                Gone are the days of you answering a question with “You don’t need to know that now.” Of course there are times when a student just doesn’t need to know the answer, but why not answer it anyhow after class by offering a portioned answer, something appropriate for their skill level, then encourage them to research it on their own and bring their findings to the class during the next training. Regardless of how secretive you think your Budo may be, you really can’t hide the answer to any question a beginner is going to ask. They’re just going to Google it at home if you don’t want to answer it (or don’t know the answer), so be creative and informative with your answer. Most of all, be honest with what you know. The honesty in my example offered a wonderful learning opportunity for my students and myself. Every question is an opportunity for you to be the teacher they want.

                I’m interested to hear an example of your own, how you were able to answer a student’s question with “I don’t know.” and what the outcome was.

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                  Bridging the Gap, Part 2

                  Running A Dojo, Adam MitchellMost larger communities have an Asian-American organization of some sort. Many have more than just one! Begin to make a list of these organizations and detail their contact information. If the internet doesn’t help, go to your local library or community center and find out where these different organizations are located. If you’re someone who knows the organizations in your area already, do the exercise anyway because you may uncover some unturned stones in your back yard. Do not just look in your immediate township, search within a 20 or 30 mile range then take the time to contact the administrators. We want to make a personal connection with them, but before you do that you need to strategize. With this groundwork complete, I want you to write down all the different activities that each organization you have located and contacted provide. Once this list is complete, contact them. When you speak to representatives of these organizations, let them know about what you have learned about them and that you would like to affiliate by bringing your students to their events and promote to your list.

                  Get involved as a member first. Too many martial arts instructors think they’re magical powers are something that everyone wants and nothing could be further from the truth. I will guarantee you that every one of these organizations have had their share of loose nut masters contact them in attempt to promote their ancient killing craft. They will be skeptical of you. Deal with it and don’t get frustrated if you’re dealt with rudely at first. If the organizations matches your core values, join it. Spend the hundred bucks a year or whatever and then begin getting active through support.

                  By doing so, you are expanding your network, increasing your Dojo visibility, increasing the perceived value of your Dojo to your students and positioning yourself for some huge advantages in the near future. Attend events, learning new crafts, enjoy the culture of your arts origins and show your empty cup. As you’re involvement matures, you’ll be swapping business cards, building a network of new Instructor friends, building more diverse testimonials from students and much more. All the business advantages aside, recognize that you’re just doing it right and keeping it real. Some of the wonderful activities I’ve brought to my Dojo from this process has included origami (Japanese paper folding), ikebana (Flower arrangement), daiku no dogu (Japanese wood craft), Shodo (Brush calligraphy).

                  When you make a connection with an Instructor associated with one of these organizations, subtly offer your desire to enrich the learning of your Dojo students with their passion and experience in the traditional arts of their specialty. You will certainly get a positive response from the teacher and you should begin to plant the seeds of them visiting your Dojo for a small workshop. Keep the organization you found them through involved with free publicity or as a promoter. Stay transparent and don’t look like you’re trying to compete. You’re not.

                  As I’ve already mentioned, this is going to work for everyone’s benefit on a number of different levels. Let’s drill down. First, we can promote this event within our Dojo which will increase the perceived value of the Dojo among your existing students. Next we are going to promote the event within your community already existing affiliates and their clients with congruent interest to the workshop or event you’ll hosting. So for example, if you’ll be hosting an Ikebana Sensei, then this is a fantastic opportunity for you to market with a local nursery or gardening shop. By placing a nicely done flyer and them promoting to their email list, think about what you’re just done. Your Dojo name is now in front of people who would have never have given you any consideration. Now, you’re positioned as a dignified destination, affiliated to a business they value (the flower shop) and organizations that serve the community (the cultural group you’ve affiliated with).

                  Here is another example I used and how it benefited them. I found a Japanese master carpenter and asked him to teach a Japanese carpentry workshop. This guy was truly amazing! One month prior to the event, I approached every hardware store and lumber yard in my area to tell them about the event. From the ones that showed interest, I offered a free promotional sponsorship with the event so long as they could provide my attendees with the tools they would need to buy while at the event. One shop jumped on board and immediately began promoting my event to their email and facebook list. Before you knew it, I was getting contacted with inquiries about available spots for the workshop. My partner began getting orders for tools and wood supplies for the event. When the event happened and to the amazement of my friend Hiro the carpenter, the event was sold out with forty attendees. They arrived with their tools and supplies in hand and ready to learn. These were forty people in my Dojo who would never had entered my Dojo. The event was so successful we’ve done three more since and have since built a partnership with the tooling company as well!

                  The take away from this example is to remain niched and committed to your new partners. Don’t try to be a marketing whore, instead build solid relationships and serve like minded customers with great content. By the way, I didn’t ask for a cut in the profits from my new partners. They kept one hundred percent of the retail of the tools sold. This model can be done at so many levels, art supply stores for Shodo and music stores for taiko to name a few. By doing this right, your email contact list is going to grow exponentially in short time and the cultural identity of your Dojo is going to bring huge value to your community.

                  Let me know what you use to Bridge the Gap in your community. What has worked for you?

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                    Bridging the Gap, Part 1

                    Running A Dojo, Adam MitchellLet me give you some examples of what we do here at our Dojo to protect our integrity and maintain a high-class image of our Budo in the minds of students and family members, while not wasting our time doing something that has very little to do with their progress as traditional martial artists.  The most important thing we do is what I call ‘Bridging the gap‘.

                    Every Dojo must position their worth in the eyes of their community as a cultural destination.  If you run a Karate Dojo there is some level of expectation your community members have of your facility to show influence of Asian design and charisma. It’s no different than a pizza place.  We all know that when we go into a pizza place we will most likely see pictures of Italy on the wall, bottles of wine, a sausage suspended above the counter doesn’t seem out of place and maybe a few of marble statues adorn the counter tops.  It serves the expectation of the pizza consumer to be in the environment of Italian influence.  Can you imagine walking into Guiseppe’s Tratoria and seeing cowboys on the wall, bull horns above the register, nickle juke boxes at each table with a huge selection of Waylon Jenning.  Does not compute in your subconscious program of expectations.  Now think about ow your Dojo serves your guest’s expectations.

                    Let’s go to the next step and leverage this set of expectations your community expects from your identity, maximizing it appropriately to be able to passively monetize your efforts.  In order for this to work, you’ll have to make sure there is plenty of positive space in the market to grow.  Too many school try to grow into markets that conflict with the expectations their community has and this is counter productive to the goals of the Dojo.  As you’ll understand later on in the book, this direction can be hugely counterproductive and send your Dojo off into a tail spin that you won;t be able to control.  Start right and stay the course by bridging the gap between what you offer and how the community within your market views you.

                    Let’s start by going outside the martial arts, reaching into different community based activity groups, different local industries and different businesses.  The craft of doing this correctly is found in how you chose who these affiliates will be.  First, consider creating affiliates with local businesses, organizations and activity groups that have a congruent market message to their prospects as your Dojo does.  For example, if you want to grow the student count of your Kids Class, most school owners will blanket every grade school and day care center in a ten mile radius with their message and offer.  Maybe a few will even follow up, but not many.  I think for the traditional martial art school owner this is the wrong course.  It’s too much work and really shows no sincerity to serving the expectations your community has of you and the values you supposedly stand on.  Instead, by taking the time to locate one private school in your community that has core values congruent with your own is the first step. Then creating a relationship with their entire community through a number of different, creative methods aimed at delivering huge value to students and families is the next step.  Without asking for a sale, you’re going to build immense recognition quickly among their staff and community of students.

                    Sure there’s a lot of detail to doing this process, but one thing I’ll emphasize is that you must not confine your efforts to one or two industries.  Take your time and get into as many as you can.  Once your joint venture system built and working, you can efficiently put it to work in more industries with some creativity on your part.  Keep your selection laser focused, highly niche, value sensitive and based solely on serving your perceived integrity within your community.  Before you know it, the network outside of your Dojo will consist of a fantastic group of like minded local players who share similar large scale goals as yourself and your Dojo will have an unshakeable support network.  As long as you keep it that way.

                    In the next article, I’m going to share with you some examples I’ve used in my community that have helped me grow my student base with high quality, long lasting students.

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