march 2009 Martial Arts Professional Magazine for Martial Arts School Owners by NAPMA NAPMA

MartialArts Professional Growth • Success • Balance

DATE

Enter Generation-E! Enter Toby Milroy, NAPMA COO Entrepreneur, E-Marketer, Educator Come in from the Cold!

NAPMA Quantum Leap Learn how to find the hot leads! Last chance to register and receive free bonus!

Industry Insider Updates: Bruce Lee, Jackie Chan and More! NEW NAPMA Product Gallery Rhee

Chan

Gracie

From the Publisher

stephen oliver

mba, napMa ceo

Learn from Stephen Oliver at NAPMAQuantumLeap.com

napma

Quantum leap

And, Now for Something Completely… Well, Different!

opefully you noticed that your Martial Arts Professional magazine has a completely new look and feel this month. This is the first improvement and, certainly, not the last for 2009! First. As you probably know, Martial Arts Professional is a publication supported and created by the National Association of Professional Martial Artists (NAPMA) to benefit the international martial arts community. It is currently sent to every commercial school in the United States as well as to all NAPMA inter-

owners who are continually improving their school, expanding their student quality, and increasing their personal income from their business operations will find Martial Arts Professional magazine increasingly valuable for their ongoing development. This evolution includes more valuable business, marketing, sales and customer service content from a wide range of contributors. You’ve certainly noticed contributions, ranging from the TOP school owners in the world to business gurus, such as Dan Kennedy and Jay Abraham, and success teach-

the premier resource for those professional martial arts school owners and operators who are serious about growing their business.” national members in 26 countries 10 times per year. What’s Martial Arts Professional magazine’s purpose? “Martial Arts Professional magazine is the premier resource for those professional martial arts school owners and operators who are serious about growing their business through a visual and editorial repository of resourceful, innovative, hands-on and first-person experiences.” Second. The new look and feel, as well as evolving and expanded editorial content, is designed to continue to move the magazine to higher and higher levels of professional development for school owners. Some martial arts enthusiasts will find less coverage of their athletic interests; however, professional school

MARCH 2009

ers, such as Brian Tracy, Zig Ziglar Tony Robbins and many others. This trend will continue. We’re also sharing more school owner “success stories,” including specific implementation ideas about what has helped them grow their schools. Third. We have dramatically expanded value through more and more “Web-enabled” support and content. You’ll find much more valuable content at MartialArtsProfessional.com. What’s available online? 1. Whether your issue was grabbed by a staff member (a frequent occurrence) or lost before being completely digested, you can read each month’s complete issue of Martial Arts Professional magazine online. 2. We’re adding more and more

content to the online versions, including columns that don’t appear in the printed edition. 3. You can meet other professional school owners online. Just this month, we introduced the Martial Arts Professional magazine community, where you can share what has succeeded for you, find friends, network and find great ideas from others around the world. 4. You can also read my “Business Blog” at MartialArtsProfessional.com with my observations and comments on the state of our industry. 5. You’ll also have periodic access to free “NAPMA Webinars,” such as parts 1 and 2 of Toby Milroy’s Recession Self-Defense for Martial Arts Schools, now available online. Toby is a veteran school owner and NAPMA chief operating officer. Finally, we welcome your feedback and suggestions. We make every effort to share some controversial ideas, and occasionally stir up heated discussion. Please send us your letters, with suggestions, ideas and counterpoints to any topic or article. Thank you!

Stephen Oliver

Stephen Oliver CEO and Publisher Martial Arts Professional

stephen oliver Stephen Oliver, MBA and 8th-Degree Black Belt, is the developer of the monthly NAPMA Maximum Impact Program, the director of one of the industry’s leading coaching programs for school owners and the founder of Mile High Karate. You can contact Stephen through MileHighKarate.com or MartialArts-Mastermind.com.

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In this Issue

March 2009

Features

26 32 58

Enter Generation-E! Enter Toby Milroy, NAPMA COO Entrepreneur, E-Marketer, Educator A new era of change has come to the U. S., the world and the martial arts industry. Toby Milroy, NAPMA chief operating officer, represents the next generation of industry leaders—Generation-E—who are revitalizing the industry with a new, and more focused, entrepreneurial approach that is powered by the best lead-generating e-marketing tools. In this feature story, Milroy reveals how the mastermind effect has shaped his life’s path and ascension to his leadership role—and why it is also the key to your success.

Building a Great Business in 2009 Begins with a Quantum Leap Learn more about the great group of speakers, authors and school-growth gurus that are scheduled to share their amazing secrets and expert tips with you at the 2009 NAPMA Quantum Leap. Martial Arts Professional conducted in-depth interviews with four Quantum Leap speakers—Dave Kovar, Elsa Cordero, Dr. Larry Donnithorne and Karen Eden. They divulge just enough tantalizing tidbits about their Quantum Leap presentations that should cause you to drop whatever you are doing, and visit NAPMAQuantumLeap.com to register!

NAPMA Member Success Story “ How the Mastermind Effect Helped Me Find a Positive, Supportive Environment for Amazing School Growth and Personal Prosperity!” Ron Achenbach, NAPMA Inner Circle member, has also experienced the power of the mastermind effect, proving it can have a dramatic and positive impact on the most “regular” kind of school. Ron’s teaches a moderate number of students (180), and in a small, upper Midwestern town, DePere, Wisconsin; but there is no limit to his ambitions. Ron compares the two different systems he used to operate his school—and how the mastermind effect helped him understand which worked best for him. Interview by Toby Milroy, NAPMA Chief Operating Officer

MARCH 2009

MartialArtsProfessional.com

In this Issue

March 2009

Special Section

Columnists Martial Arts Professional Asks…

NAPMA Quantum Leap Event

Tony Robbins 62 Personal Development Expert

March 20–22, in Denver, Colorado. Discover all the details in our big 16-page bonus section! Register early at NAPMAQuantumLeap.com and receive a Free Bonus worth $2,750.

Brian Tracy 64 Human Motivation Author, Speaker

Publisher’s Letter 4 Stephen Oliver, MBA, NAPMA CEO And, Now for Something Completely… Well, Different!

Departments Sound Off

Industry Insider

Featured in Industry Insider…

WarriorWiz 66 Terry Bryan, Ph.D. and 9th-Degree Black Belt Protect your Assets with the Right Business Entity, Part 4

School Growth Potential 68 Toby Milroy, NAPMA COO Multiply your Print Advertising Results, Quickly and Easily, without Spending Another Dime, Part 2

No B.S. Success

Dan S. Kennedy The Renegade Millionaire Why People Fail: If you Want More, then Become More Valuable!

Your Success Coach

Lee Milteer, NAPMA Success Coach

Lee

Chan

Advertiser Index

Growth • Success • Balance

DATE

Enter Toby Milroy, NAPMA COO

Entrepreneur, E-Marketer, Educator Come in from the Cold!

Search Engine Optimization (SEO) Strategies that Impact Your Bottom Line, Part I

Industry Insider Updates: Bruce Lee, Jackie Chan and More! NEW NAPMA Product Gallery

22 80

About the Cover

Elsa Cordero, MBA, MS Oriental Medicine

The Final Word

Gracie

Product & Service Gallery 42

Enter Generation-E!

Internet Secrets

Segal

NAPMA News

MartialArts Professional

Redefine your Future, Part 1

Rhee

NAPMA Quantum Leap Learn how to find the hot leads! Last chance to register and receive free bonus!

Rhee

Chan

Gracie

To inaugurate this first issue of the “new” Martial Arts Professional, the cover features Toby Milroy, recently promoted to NAPMA chief operating officer. You’ll want to turn to his story on page 28 that traces his career experiences with a series of mentors, and how the mastermind effect changed his life more than once.

Stephen Oliver, MBA, NAPMA CEO New Directions: Refocused Efforts for Times of Turmoil and Trauma The views of contributing writers or featured personalities are their own. Martial Arts Professional magazine does not necessarily agree or endorse any opinions shared in this publication. Any political views of columnists or featured personalities are their own and are not necessarily endorsed by Martial Arts Professional magazine.

MARCH 2009

MartialArtsProfessional.com

More… What’s Online As I See It Rob Colasanti

The Psychology of Success Brian Tracy

The Radical Left Tom Callos

Fitness Kickboxing Jim Graden

Sang’s Way Sang Koo Kang

MartialArts Professional March 2009

Growth • Success • Balance

Martial Arts Professional magazine is the premier resource for those professional martial arts school owners and operators who are serious about enhancing and/or expanding their business operations through a series of monthly visual and editorial resources, innovation, and hands-on and first-person industry experiences. President/Advertising Director: Rob Colasanti Creative Director: Gary Smith Managing Editor/Senior Writer: Bob Sillick Columnists & Contributors: Terry Bryan, Rob Colasanti, Tom Callos, Elsa Cordero, Jim Graden, Tom Hopkins, Dan Kennedy, Joe Lewis, Toby Milroy, Lee Milteer, Stephen Oliver, Brian Tracy and Zig Ziglar. Advisory Board Close Combat: Chris Pizzo Martial Arts Instruction: Jeff Smith Martial Arts Instruction: Frank Brown Martial Art Business: Stephen Oliver

Additional features, interviews, news and columnists, plus contributors’ blogs, readers’ discussions, and archives of past issues—all online and FREE!

Executive Management Publisher, NAPMA Chief Executive Officer : Stephen Oliver NAPMA Chief Operating Officer: Toby Milroy NAPMA President: Rob Colasanti

NAPMA Teleconferences

Martial Arts Professional Magazine is published and distributed by: Martial Arts Marketing, Incorporated Stephen Oliver, CEO 5601 116th Avenue North Clearwater, FL 33760 fax : 1-800-795-9581; 1-800-795-0583

Log into these free teleconferences now!

MARCH

The Legendary Marketing Guru Jay Abraham Visit NAPMA.com/JayAbraham

Spirit of a Warrior

Benny “The Jet” Urquidez Visit NAPMA.com/BennyUrquidez

APRIL

Lessons to Learn, Challenges to Overcome, Successes to Achieve Stephen K. Hayes Visit NAPMA.com/StephenHayes

70 Million Tae Bo Sales Later Billy Blanks Visit NAPMA.com/BillyBlanks

M AY

Computing the Science of Success Bill Amelio Visit NAPMA.com/BillAmelio

My Secrets of Success Chuck Norris Visit NAPMA.com/ChuckNorris

10 MARCH 2009

Visit us on the World Wide Web: MartialArtsProfessional.com Martial Arts Professional Magazine is distributed internationally, including 100% of martial arts schools in the United States. To advertise in the print or online editions, visit MartialArtsProfessional.com, or contact Rob Colasanti, RobColasanti@NAPMA.com fax : 1-800-795-0583 The Publisher and Editors are not responsible for unsolicited material. All contributions, photos, news articles, story ideas and letters to the editor should be submitted via MartialArtsProfessional.com. All rights in letters sent to Martial Arts Professional Magazine will be treated as unconditionally assigned for publication and copyright purposes and are subject to our unrestricted right to edit and comment editorially. Copyright © 2009 by Martial Arts Marketing, Incorporated. All Rights Reserved. Any reproduction without permission is strictly prohibited.

Martial Arts Professional Magazine is proud to support Chuck Norris’ KICKSTART Program—a non-profit charity dedicated to providing disadvantaged children with martial arts training. 713-868-6003

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Sound Off

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“ How do I justify regular tuition compared to a satellite school or program?”

recently read your article about being successful, even in this economy. One of your ideas was to establish satellite schools at YMCAs, community centers, churches, etc. How do you justify your tuition at your main school, which is probably significantly higher than what you charge at a satellite school or program? Wouldn’t some of your students, training at your school, who want a cheaper tuition, drop out and attend one of your satellite programs?

equipment, more social functions, etc. Satellite programs are generally taught by one of your Black Belts or upper ranks, not the main instructor. Plus, there is a big difference between waiting for class to start at a recreation center—the noisy basketball players or aerobics class leaving and the martial arts students waiting their turn to use the facility—versus the much better environment at your school that is solely focused on martial arts, character development and leadership. Students are generally happy

“ Satellites [schools or programs] are great opportunities to add to your school’s profits, or to use them to feed new students to your school.”

transfer into the 5-to-6 age group, they change from no-tie belt to the doublewrap belt, and test to qualify for a belt color in the new program. Currently, the Little Ninjas only train in rolling, tumbling stances and throws on Mr. Purple, and blocking against a blocker for 30 minutes. Panther Kubs train in striking, based on Muay Thai, and later, when they start kata, they learn the traditional Ninjutsu striking, throws (Ninjutsu) and ground work (Ninjutsu and BJJ). Weapons and more in-depth training are learned in our Black Belt Club. Lil’ Dragons is a transition class between the two, focusing on moving away from Mr. Purple to throwing and striking at each other. I think the flow from one to the other could be better. How do you do it? Shinbushi

They might even quit all together because they are confused, or don’t trust your school’s tuition structure. Master Al Azizi, b.p.e. 7th-Degree Black Belt Dragon Temple Martial Arts Vancouver, B.C., Canada Rob Colasanti responds:

I have rarely ever seen a situation where students perceive the value of training at a YMCA or recreation center to be the same or greater than the value of training at your school’s main location. In reality, the school should offer many more benefits than the satellite location, i.e., more convenient scheduling, more interaction with instructors, better atmosphere, more assistant instructors, more diverse training opportunities and

12 MARCH 2009

to pay a premium to train there. Most importantly, your main school will always have a much higher perceived value than a satellite program at a church, fitness center, etc. That being said, satellites are great opportunities to add to your school’s profits, or to use them to feed new students to your school. Rob Colasanti NAPMA President

“ I Need Help Integrating Age-Group Programs.” My children’s classes are divided into Little Ninjas, 3- to 4-year-olds; Lil’ Dragons, 5- to 6-year-olds; and Panther Kubs, 7- to 12-year-olds. Currently, once the 3- to 4-year-olds

Tim Rosanelli responds:

I have a Little Ninja program for 4- to 6-year-olds, and then they graduate into our youth basic program. I handle the transfer similar to the way we would upgrade someone into our leadership program. First, three weeks before the upgrade, they receive an invitation that highlights the additional benefits, and requests that they schedule a student conference with us. We call the day after they receive the invitation, and ask if they have any questions (the true intent of the call is to schedule the renewal appointment). At the conference, I ask openended questions about their training and the benefits that their children gained. After that, I present them with the current tuition rate, provide a free MartialArtsProfessional.com

Sound Off uniform and waive the initiation fee for signing up today. After they sign up, I send a congratulation postcard, and make an announcement at the belt ceremony. Sensei Tim Rosanelli Maximum Impact K arate Dublin, PA Keith Wilkes responds:

We start with a 3 & 4-year-old program. This is the feeder program into Little Ninjas (5 & 6-year-olds). When they are close to turning 5 years old and focusing on controlling their behavior, so as not to be a distraction, we let them try a class to see how they handle the move. If they’re not ready, then we keep them in Pre-Ninjas for another month or so, and try again. We go through this process until its OK to move them up. The program is a Little Ninjas prep course, and we run it as it was designed. We currently enroll our Little Ninjas (and Karate Kidz) for the 18-month program. They either commit to graduation or they don’t enroll. At the 10month mark (when they earn their Green Belts, and move into the advanced class), we approach them about continuing their training and committing to the Karate Kidz (7-9 years) program. Use “It’ll protect you from any tuition increase if you commit now.” You’ll write a new agreement, using their projected graduation date as the start date, and go another 18 months. If they won’t commit, then keep working them after each new belt. For Karate Kidz, we’ll approach them to join our Junior Black Belt Club when they earn their Orange Belts (at 6 months), and move into the intermediate KK class. Junior Black Belt Club is a 24-month term, designed to take them to their Junior Black Belts after they graduate Karate Kidz. If they don’t commit, then they’ll graduate, and stay in the youth introductory program (be-

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ginner level materials). We keep working them if they don’t commit. The point is to hit them early and often to commit to the next program. Timing is important. Convince them to upgrade when they earn a new belt and their excitement level is high. You should also have a tracking system that forces the contacts necessary to move the renewal process. Keith Wilkes Fear Knot Martial Arts for Kidz Elizabethtown, PC

“ How do I add gymnastics to advanced students’ training?” Do you suggest I call a local gymnastic school and hire a teacher, if I want to add gymnastics and acrobatic moves for advanced students? Steven Hewett King School of K arate King, NC Rob Board responds:

As a former gymnastics coach, I know most gymnastics clubs have helpers that are begging for hours, and you can find some very enthusiastic helpers for a buck or two more than minimum wage, or, better yet, trade for services. High schools (or the closest universities) often have gymnastics teams from which you could recruit a gymnast or two to help you. These are gymnastics clubs’ sources for new coaches. Do not expect gymnasts to have the same discipline as the rest of your staff. Gymnasts are self-disciplined to drive themselves, but often could care less about teaching or helping someone who isn’t as highly driven. I am a firm believer in rolls and falls in basic programs. Front rolls, shoulder rolls and back rolls and front falls, back falls and shoulder roll falls should be taught to all beginners. I see some

great uses for good tumbling skills in a martial arts program. I also think when students learn advanced tumbling skills, such as aerial maneuvers, they then learn how impractical they are in a real-life situation. When students want to learn more, then bring in a professional instructor that knows how to spot a person properly, and is a certified coach. Make sure you have adequate mats, too. If you want to offer more advanced tumbling skills, then you’ll need a more advanced coach and some specialty materials, such as a pit and training harness. Lastly, if you think this type of training is too complex for your school, and could adversely affect your insurance, then take your students to the local gymnastics club, where they can receive the proper instruction. When I was coaching gymnastics, we often had small groups train for a few hours on a Saturday afternoon. You can probably negotiate arrangements with a local gymnastics club for less than the increased costs of your insurance. Rob Broad Dynamic Academy of Martial Arts Ontario, Canada sound off to us

Why not send us a letter? Martial Arts Professional welcomes your Letters to the Editor, news releases, stories and photos. To submit online: Visit MartialArtsProfessional.com If you prefer e-mail: Editor@MartialArtsProfessional.com See MartialArtsProfessional.com for additional letters not printed due to space limitations, and blogs by Stephen Oliver, Toby Milroy, Rob Colasanti and Tom Callos. Letters may be edited for clarity and length. Please include your name, address and daytime telephone number.

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Industry Insider

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Grand Master Jhoon Rhee Is Special Musical Guest at Korean Charity Concert

eoul, ROK—Grand Master Jhoon Rhee, recent recipient of NAPMA’s first Living Legend Award at the 2008 NAPMA Extreme Success Academy, is internationally acclaimed as the Grand Master of Taekwon-

Jhoon Rhee

do; however, as we all know, his talents are far ranging— and include the harmonica! Rhee was one of three special musical guests who performed at the Charity Concert of 2008, an annual event in Seoul, sponsored by an amateur group of officials from the Ministry of Foreign Affairs and Trade. “The two things I wanted to do from my younger days were Taekwondo and music, though [they were] against my father’s wishes. I’m happy now that I’m

16 MARCH 2009

doing both to make the world we live in a better place,” Rhee said. Rhee gained fame for his musical talents in 2000, when he performed with the Washington Symphony Orchestra. All the profits from the 2008 Charity Concert will support natural disasterprone South Asian countries, including India, Nepal and Bangladesh.

the U.S., Japan and Europe. He has the distinction of being the only civilian to have taught the Indian armed forces, and has been honored with innumerable awards for his distinguished services.

International Martial Arts Instructor Dies in Mumbai Terrorist Attack

Beijing, China—Jackie Chan, martial arts action movie star and philanthropist, and Zhang Yimou, internationally acclaimed Chinese filmmaker, were selected as

Mumbai, India—The November 2008 terror incident in this Indian city took the lives of a diverse group of people. The terrorists reached into the martial arts world to include Forakh Dinshaw, a highly regarded Karate exponent and instructor, fitness guru, author and speaker, who they shot and killed during their attack. Dinshaw was dining with one of his student in the restaurant at the Oberoi hotel when he was struck by gunfire. Dinshaw has trained under leading masters in

Jackie Chan Shares Award as China’s Most Loved Celebrity

Jackie Chan

China’s most loved celebrities. It was the first time the honor was shared. Martial Arts Professional readers and the entire

industry are well aware of Chan’s worldwide film career, which may include the role of Mr. Miyagi in the remake of The Karate Kid (See story in this issue of Industry Insider). Zhang Yimou is best known as one of the Fifth Generation of Chinese film directors. His films include Red Sorghum, To Live, Not One Less, Raise the Red Lantern and his wuxia films, such as Hero and House of Flying Daggers.

Local Kung-Fu Students Performs During Inaugural Parade Twenty-five students of the Wong People Kung-Fu Association of Washington, D.C. performed the Chinese Lion, as one of the many groups in the Inaugural Parade for President Barack Obama. Three pairs of students wore the red, yellow and black Chinese lion costumes; other students waved flags; and they all moved to the beat of a percussion band. The group is well known throughout the D.C. area, having appeared at many events. MartialArtsProfessional.com

1-727-540-0500 napma.com/tnt

Industry Insider Hong Kong Government Approves Bruce Lee Home Museum Plan Hong Kong, China—As Martial Arts Professional reported in August 2008, a local real estate and hotel tycoon, and current owner of Bruce Lee’s Hong INSIDER Kong home, UPDATE had suddenly decided to acquiesce to fans’ demands that the home be saved and become a museum.

Bruce Lee

Yu Pang-lin’s offer to donate Lee’ home to the city and an initial revitalization plan has now been approved by Hong Kong’s Commerce and Economic Development Bureau. For years, the townhouse has been a sleazy love motel with rooms rented by the hour. Now, in the words of the Bureau, it will preserve the “original outlook of the building and its features” and refurbish the site, so

18 MARCH 2009

it can become a tourist attraction. According to the government statement, Lee’s study and training hall will be recreated, with possibly a more ambitious plan to include a library, martial arts center and movie theater.

Kung Fu Panda Nominated for Animation Oscar® Hollywood, CA—Following last month’s nominations for the International Animated SociINSIDER Film ety Awards, UPDATE or Annies, and a Golden Globe, Kung Fu Panda has now been nominated by the Academy of Motion Picture Arts and Sciences for a 2009 Oscar in the category, best animated feature film of the year. Competition will once again be stiff, since the other nominated films are Bolt and Wall-E, which beat Kung Fu Panda for the Golden Globe animation film award. The Annies Awards ceremony is January 30.

Jackie Chan Negotiating to Become Mr. Miyagi Hollywood, CA—Will Smith’s remake of INSIDER The Karate UPDATE Kid (which Martial Arts Professional has reported in the past) and Jackie Chan’s involve-

Read More At MartialArtsProfessional.com

ment has now moved beyond the speculation stage, as the motion picture world is abuzz with the news that Jackie Chan is seriously negotiating to play Mr. Miyagi, Pat Morita’s role in the original series of films. Shooting on the film may start yet this year in Beijing, changing the location of the original story from the U.S. to China. Before the release of The Karate Kid remake, Jackie Chan fans will see him in the action-comedy movie, The Spy Next Door, with a supporting cast that includes George Lopez, Amber Valetta, Katherine Boecher (TV’s Mad Men) and Billy Ray Cyrus. Although a release date has not been scheduled, Chan will play a man asked to baby-sit his neighbor’s children. Both his comedic and action talents will come into use, when he must defend the children from secret agents because one of the kids accidentally download a secret code.

Steven Seagal Reality TV Series in Works Hollywood, CA — Steven Seagal’s film career and celebrity status is well known throughout the world, but what few know, until now, is that he has been a fully commissioned Louisiana police officer. Now, he’s produced

Steven Seagal: Lawman, a reality TV series about his two decades of law enforcement experiences. The 30minute show is scheduled to be shown during 2009, although sources did not provide an exact date or on what channel it would air. His record with the Jefferson Parish Sheriff’s Office has been kept a secret, but, as

Steven Segal

CEO of Steven Seagal Enterprises, he has decided to show his fans and TV audiences how he handles real-world, small-town justice. It was also reported that his company is developing an after-shave product, Scent of Action.

Grandmaster Helio Gracie Dies at 95 Rio de Janeiro, Brazil—The martial arts world mourns the death and celebrates the life of Grandmaster Helio Gracie (Oct. 1, 1913–Jan. 28, 2009), who passed away quietly at his home in the district of Itaipava in the MartialArtsProfessional.com

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Industry Insider mountains above Rio de Janeiro, at the age of 95. Grandmaster Gracie was considered by many to be the first Brazilian sports hero. He spent much of his leisure time breaking wild horses and bulls. He once jumped into the shark-infested waters of the Atlantic Ocean to save a man’s life, which earned him a medal of honor.

Helio Gracie

Grandmaster Gracie was one of the most important master teachers of the modern era. His passionate contribution to the perfection of jiu-jitsu techniques, his philosophy of life and unique teaching methodology have influenced the lives of millions of people around the world. He will always be remembered for his dedication to his family and his high standards.

just one of many small, upper-Midwest towns and cities that is experiencing the full force of the current economic difficulties, but thanks to the enormous popularity of Mixed Martial Arts, a small business on South Diamond Street is booming. All Pro Sports Rings and Fight Cages and its owner, Leo Wright, make the heavy-duty steel fighting cages for many MMA competitions; in fact, after 17 years, he has made hundreds. Originally, his clients were professional wrestling and boxing venues, but with the explosion of local, regional, national and international MMA events, that market turned to him because of his reputation and 10-year product guarantee. Now, the MMA market purchases most of his cages. Wright builds the tradi-

Read More At MartialArtsProfessional.com

tional circular cage, as well as hexagonal and octagonal shapes, which range in price from $8,000 to $28,000. He recently built an 867-square-foot cage, the largest cage in the country, for a customer in Amarillo, Texas.

Nine-Year-Old Boy Puts Pit Bull in Chokehold to Save Girl Bakersfield, CA—The classic “dog bites man/man bites dog” newspaper story was given a new twist, recently, when 9-year-old Drew Heredia applied a chokehold that he learned in his Brazilian Ju Jitsu classes to a pit bull that was attacking his friend, an unidentified 12-year-old girl. According to Heredia, he grabbed the pit bull when it attacked his friend, af-

20 MARCH 2009

Pop Music Star Rihanna Could Star in The Last Dragon Remake Hollywood, CA—The pop singer Rihanna has been offered the role of Laura Charles, the video show host/singer, in the remake of The Last Dragon, the classic

Rihanna

1985 martial arts movie. Rapper RZA, the leader of the group Wu-Tang Clan, has been tapped as the director, and Samuel L. Jackson has agreed to star as Sho’Nuff, the Shogun of Harlem (as reported in the Dec/Jan Industry Insider).

Small Business Booms Making MMA Fight Cages Ravenna, OH—Ravenna is

ter first attacking her small dog, which she was trying to protect. Heredia was able to maintain the chokehold for 20 minutes, until animal control officers assisted him. The girl was treated and released from a local hospital with puncture wounds, her small dog was not injured and the pit bull was scheduled for euthanasia.

Octagon Floor Mounted Fight Cage 32.

MAP

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NAPMA News

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NAPMA Adds More Quantum Leap Speakers to Launch your Future

s far as NAPMA is concerned, there is only one direction for the martial arts industry—and all of you who want to grow your schools—and that’s on a high trajectory toward success. Your launch point is the 2009 NAPMA Quantum Leap in Denver, Colorado, March 20–22, and checkin begins when you visit NA PM AQ u a nt u m L eap. com. Pre-register today, and you’ll receive, as a free bonus, a seat at Stephen Oliver’s Ultimate Martial Arts Marketing Bootcamp—A $2,750 value! What makes this, and all, NAPMA events so unique is the spectacular and far-ranging group of

Ron Ipach

Peyton Quinn

and experts in many fields. NAPMA has added two additional speakers to spike the ROI of your investment in your Quantum Leap educational experience. Ron Ipach, president of the Cinron Marketing Group, exemplifies the mastermind

Ron Ipach, president of the Cinron Marketing Group, exemplifies the mastermind effect perfectly because his company is the “NAPMA” of the retail auto repair industry. You may think that someone who helps auto repair shops to market their businesses successfully has nothing to say that will help a martial arts school owner. At the business level, however, there is nothing unique about your martial arts school, or any other. You face the same challenges as a repair shop and most other small, local businesses: restaurants, chiropractors, dry cleaners; etc.—and all of you can succeed with the same solutions. You, and all these other business types, can reach your individual goals when

NAPMA events are unique for the farranging group of speakers from inside and outside the industry. speakers from inside and outside the industry. It’s more than simply learning new ideas and information; it’s the full-force of the mastermind effect—surrounding you with some of the most successful school owners in the industry

22 MARCH 2009

effect perfectly because his company is the “NAPMA” of the retail auto repair industry. You may think that someone who helps auto repair shops to market their businesses successfully has nothing to say that will help a martial arts school owner.

you learn and implement the strategies and techniques that Dan Kennedy and Stephen Oliver are always teaching, and all the speakers at the NAPMA Quantum Leap are eager to teach. Mr. Ipach is scheduled to host a special session on Friday evening, March 20, during the Marketing Bootcamp, explaining how his auto repair group is implementing its new customized newsletter system. (Watch for a future announcement about NAPMA’s “done-foryou” newsletter service.) As a Quantum Leap attendee, you’re also invited to Mr. Ipach’s seminar on Saturday, March 21. He’ll explain how to live the “lazy man’s way to riches” and do twice as much work in half the time. You can grow a prosperous school, and enjoy more financial rewards and time with your family. Peyton Quinn brings his real-world perspective on confrontation avoidance, street-level self-defense and adrenaline stress response to the first NAPMA Quantum Leap. Mr. Quinn and NAPMA have partnered throughout the last 10 years to help instructors broaden their students’ understanding of self-defense beyond the pristine environment of the classroom, to real-life situations. MartialArtsProfessional.com

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NAPMA News Don’t forget to bring your uniform or workout gear, as Mark Graden, NAPMA director of martial arts curriculum, will conduct a daily physical training session that will help you clear your mind for more learning and the provide an opportunity to work directly with Mark’s special instructional guests. The time for hesitation is over…make the leap into a more successful future (despite the economy) at the 2009 NAPMA Quantum Leap. There’s only a few openings remaining and great discounts still apply, but only if you act today and visit NAPMAQuantumLeap.com.

Listen to Free NAPMA Recession Self-Defense Video Series In the current economic climate, NAPMA’s primary and immediate mission is to help guide you through the current recession, sustain your business and prepare it for rapid growth when we return to a positive economy. Toby Milroy, NAPMA chief operating officer, invites you to join him for his free Recession Self-Defense Video Series at napma.com/ Recession- Self-Defense/. NAPMA has introduced this direct method of communication with all martial arts school owners because there is leadership and in-

24 MARCH 2009

formation you need, right now, to focus you on how you can achieve your goals, instead of why you can’t. NAPMA encourages regular viewing of Toby’s video

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You can be among those school owners who not only survive, but also thrive— and Toby Milroy will help you make the paradigm shift with his free Recession Self-Defense Video Series at napma.com/RecessionSelf-Defense/.

New Martial Arts Professional Magazine Design Says, “We’re All Business”

Toby Milroy, NAPMA COO series because it is psychologically important at this time that you don’t feel isolated, or experience greater anxiety because you’re not sure of your next step, given the overly negative media reports. During part 1 of the series, Toby uses an easy-to-understand graphic representation of a martial arts school business, the School Business Triangle, to explain how you can manage your time more wisely, so you have more of it to focus on marketing and sales. Those tasks are the best use of your time, especially now. Toby will reveal how to target and enroll those prospects in your community that are highly qualified to become high-paying students, recession-proofing your school!

business design for the martial arts industry. Of course, looks aren’t everything, especially when the goal is to help you grow your school and reap the rewards equal to your contribution to the lives of your students and the quality of your community. Martial Arts Professional for 2009 is already destined to be one of its best years for content. The columnists, feature article writers and special guests will help to reshape your entrepreneurial mindset, and guide you directly to the strategies and techniques that are working in the most successful schools today.

You’re holding in your hands the first issue of Martial Arts Professional magazine, sporting its new design that was creMartialArts Professional ated to emphasize the business-building focus of the publication Enter and its contents. Generation-E! “With the chalEnter Toby Milroy, NAPMA COO lenges we face and Entrepreneur, E-Marketer, the many opportuniEducator ties the times provide, Come in from the Cold! we wanted the look of NAPMA Quantum Leap Learn how to find the hot leads! Last chance to register and the magazine to rereceive free bonus! Industry Insider Updates: Bruce Lee, Jackie Chan and More! flect our commitment NEW NAPMA Product Gallery to bringing readers and the industry serious business content that leads to successful results,” said Stephen The best way to receive Oliver, NAPMA CEO and Martial Arts Professional publisher. (if you don’t already do so) Gary Smith, the maga- is to become a NAPMA zine’s creative director and Maximum Impact mempresident of Wells-Smith ber—it’s included in your Partners in Atlanta, Geor- membership, plus the comgia, studied the leading plete insiders’ secrets and business magazines of the school-growth ideas that day—Forbes, BusinessWeek, only members receive. Visit Entrepreneur, Inc. and oth- NAPMAFreeOffer.com for ers—to develop a unique all the information. MAP Growth • Success • Balance

DATE

Rhee

Chan

Gracie

MartialArtsProfessional.com

What could you accomplish at your school if you were…surrounded by…some of the most successful school owners in the world and sharpest minds in the martial arts business? Don’t answer that question just yet!

Oh, you may be able to throw out a number or a wish, but the real answer could be much bigger and grander than you can imagine. You can’t answer that question…YET…because you’ve probably never experienced the overpowering benefits of the mastermind effect—otherwise, you wouldn’t be reading this message! You see, your “solo” act just doesn’t cut it, anymore, especially during the current economic climate—and there won’t be room for it in the future, either. That’s why NAPMA Inner Circle and Peak Performers members are growing and moving forward today, regardless of the economic challenges. They are like-minded school owners who eagerly meet, discuss and share their latest successes in sales, marketing, business, staff development, curriculum—and all other aspects of operating a prosperous school. Better yet, they hold each other to very high standards— when members stray from the path to success, the other members don’t hesitate to correct them and guide them back on track. This is not the time to think about how much your business might shrink, but how big it could become. It’s time to laserfocus your mind on what you will learn as a NAPMA Inner Circle or Peak Performers member, and implement the proven strategies and techniques that have worked in other member schools. What can you accomplish in a mastermind group?…Just about anything you want…when you become a NAPMA Inner Circle or Peak Performers member.

Visit NAPMAInnerCircle.com for more information and an application.

“Thanks for providing the Inner Circle Program. I am sold and convinced it is the best thing I have ever done for myself as a school owner. I was so impressed with what you and Toby (Milroy) had to offer and look forward to our next time together.” Jonathan Metcalf Integrity Martial Arts Enfield, Connecticut “It is such an honor to be a part of the NAPMA Inner Circle Group. l look forward to working with everyone to grow to the next level together. Jason Yi, NAPMA Inner Circle and Maximum Impact member, Jason Yi’s Tae Kwon Do College, Family Self-Defense and Fitness Center, Woodbridge, Virginia “I think the meeting was fantastic. I have been to many seminars and meetings over the years and I must say this one tops them all!!!” Chuck Crone NAPMA Inner Circle Member Crone’s Taekwondo New Kingstown, Pennsylvania “What a great privilege to be named a NAPMA Inner Circle Member and to be among this group of talented martial artists and professional school owners. I learned so much this weekend from each and every member.” Les Connard NAPMA Maximum Impact and Inner Circle Member Kim’s Hapkido Monrovia, California

martial arts professional magazine profile

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MartialArtsProfessional.com

Enter

Generation-E! Enter Toby Milroy, NAPMA Chief Operating Officer— Entrepreneur, E-Marketer, Educator

e are always being swept forward in the flow of history; but, occasionally, a new era of change can be clearly observed occurring around us, and such a period has begun—in the United States, around the globe—and within the martial arts industry. Ultimately, change occurs because different people, younger people come to the fore; new leaders with new mindsets, whose unique combinations of upbringing, education and experience and stories of success bring change to the world. For the martial arts industry, just such a person is Toby Milroy, NAPMA chief operating officer. He represents the new generation—Generation-E. This is the next group of leaders with broad, ambitious goals for themselves and the industry, as they continue to be passionately dedicated to their arts. What they bring is an infusion of youthful energy and enthusiasm, which every country and industry needs to progress and prosper. More of them have a college education, and often it is a business degree. Many have previous entrepreneurial experience, or have totally embraced the entrepreneurial mindset as one of the success keys to operate a 21st-century martial arts school. Most are totally comfortable in the world of e-technologies and e-marketing, since they have used computers and the Internet throughout their lives; so they easily recognize the value of these new tools, and are not hesitant to use them aggressively. Generation-E leaders also know that it is important to balance their drive for success with a strong empathy for NAPMAFreeOffer.com

the small, struggling school owner. They’ve experienced the pains and pitfalls of growing a martial arts school (or multiple schools or a franchise) from scratch. They know the challenges and obstacles; and, as with every generation, they think they know the answers to your problems— and they may just be right! Since it’s founding, NAPMA has always been a strong advocate of a more professional business approach to the operation of a martial arts school. NAPMA leaders have worked hard to reveal the untapped opportunities for growth and wealth creation that many instructors and school owners were overlooking or avoiding. With the new leadership of Stephen Oliver and Toby Milroy, NAPMA has been transforming itself during the last 18 months, developing tools and providing support for its members that have become necessary for success. In today’s volatile economic climate, joining with Generation-E and NAPMA, and following their lead, may be the one positive opportunity to change with the times, thrive throughout any recession and create enduring financial security. As President Barack Obama stated in his Inaugural Address, “…it has been the risk-takers, the doers, the makers of things—some celebrated, but more often men and women obscure in their labor, who have carried us up the long, rugged path towards prosperity and freedom.” The members of Generation-E are the new “risk-takers, doers and makers of things,” and Toby Milroy symbolizes a revitalizing martial arts industry and the many opportunities that any new era of change offers.

MARCH 2009 27

martial arts professional magazine profile

o know where Generation-E is leading the industry, you must understand where it has been—and, although Milroy may be a young man (only 35), his record of entrepreneurial education, experience and achievements is long because he started so young. It wouldn’t be unusual for a small-town boy, born and raised in Dubuque, Iowa, to see it as the be-all, end-all. Many people find the values and relative safety and security of small Midwestern towns very appealing, and excellent places to rear families and work solid, meaningful jobs with one’s neighbors to build a vibrant community.

a second or third place in fighting. “Eventually, I became interested in Olympic-style competition from my experiences in Chicago. I competed in two of the Olympics eliminations through the AAU. I always made the first cut from 5,000 to 200 to 300 participants, but I never even made the alternate team.” Milroy is currently a 4th-Degree Black Belt in Mile High Karate, a 3rd-Degree Black Belt in ATA Taekwondo and a 2nd-Degree Black Belt in Tang Soo Do.

A Mother’s Mastermind Effect The confidence, self-esteem and disciplined he gained as a martial arts student were perfect comple-

“ My mother owned a restaurant…, so I observed and participated in all of the operational details: advertising, staff management, payroll, etc.“ It’s the unique circumstances of one’s family and the influences and opportunities of one’s youth, however, that can easily broaden one’s horizon beyond small-town opportunities. Such are the beginnings of Toby Milroy, whose character was first influenced by his martial arts teachers and training. “I started martial arts in 1979, when I was six and a half, training with a family friend who was home from the military,” said Milroy. “He taught me the basics. Then, in ’83 or ’84, I attended the Dubuque Karate Club, a Tang Soo Do school, with Master David Schmitt. “During high school, I competed voraciously in open and closed TSD tournaments, two or three times a month. I was an animal. It was very exciting and motivating. I traveled throughout the Midwest, competing in many tournaments in Chicago. At first, I was doing point fighting, forms and weapons competitions. I was often first in forms, and earned

28 MARCH 2009

ments to being ingrained with the entrepreneurial culture at an early age, working beside his mother to run her small business. “My mother owned a restaurant, which she expanded to a second location, so I grew up being ‘in business’. I observed and participated in all of the operational details: advertising, staff management, payroll, etc. It was all part of my life. My mother had a very entrepreneurial mindset, and was focused on growing the business, acquiring new customers, offering a better product and serving our customers better,” said Milroy. “Although I didn’t understand it at the time, I was receiving my first lesson in the mastermind effect. If I had been raised by parents who considered themselves ‘employees’, then I would have probably developed the mindset of ‘employees’, doing a job that paid me a salary and provided benefits. Because of my mother’s influence, my upbringing was centered on how to be more successful, find

opportunities and grow a business. “That has always been the focus of NAPMA, especially now that Martial Arts Professional readers and school owners throughout the industry can become part of our mastermind groups, Inner Circle and Peak Performers,” added Milroy. “The members of those groups benefit from the sharing and support of the mastermind effect, just as I did from my mother.” (For more information, visit NAPMAInnerCircle.com.) Milroy’s young entrepreneurial experience was not limited to his mother’s restaurant. At the age of 16, he started a business, The Billiard Review, an advertiser-type publication, with ads from local restaurants and taverns, targeting the billiard enthusiasts at local pool halls, bowling alleys and recreation centers. “I was thrust into all the tasks and responsibilities of a small-business owner. I had to develop the skill sets to sell advertising, negotiate with printers, provide excellent customer service, manage the finances, etc.,” Milroy said. “My mother was very supportive, but she didn’t fund my little business or interfered. She did protect me from making big mistakes and taught me how to acquire customers and what they wanted from an advertiser publication. I raised the initial capital I needed, and sold enough ad space to pay for the first issue. I then parlayed my initial success into profitability. “I sold the business approximately 16 months later for a nice, tidy profit; and I’m fairly certain it still exists. The man who bought it took very good care of the advertisers, and built an even bigger business.” Upon the completion of his formal education, Milroy worked in process engineering, programming computers for a company with Midwest manufacturing facilities. He was fortunate to have a mentoring relationship with the manager. It was an important foundational experience on which he built his future success. MartialArtsProfessional.com

Toby Milroy, NAPMA chief operating officer, leads a Quantum Leap planning meeting with NAPMA staff members.

Masterminding Is a Winning Hand Opportunities often come to those who are prepared and in the right place at the right time—and so Milroy found himself in a new industry; and, more importantly, surrounded by professionals who were eager to teach him what they knew—the mastermind effect was about to work its magic again. “A friend of mine was a middle manager of a company that was opening a casino, during the boom of that industry in the Midwest,” said Milroy. “He proved to be another of my mentors, as he taught me all the games on the casino floor, helping me become a successful dealer after five or six months. “Charlie Ferring was hired as the new manager of the casino where I worked. He was a long-time, top executive in the Steve Wynn organization. Of course, Wynn is one of the most successful casino developers in the world, having built The Mirage, Treasure Island, Bellagio and Wynn Las Vegas in Las Vegas, and the Beau Rivage in Biloxi, Mississippi. “Charlie and I developed an NAPMAFreeOffer.com

instant rapport, and I was blessed to have him as my next mentor. He taught me all aspects of the casino business, including security, food and beverage, etc., grooming me for advancement to upper management positions. I was quickly promoted to shift manager, and then took advantage of a new opportunity with the company to move to Florida.”

Trump’s organization. He was a very powerful, influential person in that industry—and he certainly influenced me,” said Milroy. “He guided and helped me to become an agent of expansion for the company. I personally oversaw the openings of six new casino locations. I negotiated commercial leases; created relationships with local politicians,

“ I’m more passionate about changing people’s lives for the better than anyone knows. It is so gratifying to see the amazing results in the kids and families.” Milroy was assigned to start a new casino onboard a ship off Cape Canaveral, which led to additional promotions and another mentoring opportunity at an even higher level. He remained at that casino when it and the rest of the business were sold to another company. “The new president of casino operations was Izzy Falcon, who was the vice president of operations for Bally’s casinos in New Jersey for many years, and worked with Donald

businesses and community organizations; and rallied popular support for the casinos and the benefits they would bring to those communities.” Milroy advancement continued until he was overseeing the operation of several casino vessels, especially on the west coast of Florida. He was managing 300 employees directly and approximately another 600, indirectly.

Choosing to Change Lives Business

managers,

especially

MARCH 2009 29

martial arts professional magazine profile those in the entertainment industry, work long hours, but Milroy still find time to teach martial arts in Daytona, Florida, which is where is transition to the martial arts industry began. According to Milroy, he left the casino industry because of a crisis of conscious. It wasn’t that gambling was evil; but, instead, the great rewards he earned—six-figure income, fancy sports cars, etc.—didn’t represent for him a lasting contribution to the world. “I just couldn’t see myself working for that company for another 20 years, make a bunch of money and retire, and not have made a positive impact on anyone’s life,” Milroy admitted. “I had a hard time with that. “I became a school owner because I wanted to have good answers to those life questions, ‘What am I contributing to posterity and what will people say about me when I’m gone?’ “I came to the martial arts business differently than many because I saw it as a business first. It was a viable opportunity to support my family and, ultimately, have a huge influence

Milroy’s original plan was to open three or four locations, and dominate a small market. He sincerely admits that he made many of the same mistakes that so many school owners have made, and are still making, especially undervaluing what he offered, and charging too little for it. He quickly had 100 students, but the school wasn’t profitable. He added renewal programs, such as Black Belt Club and Master Club, and was able to build a stable base for the business; however, the school hadn’t reached the level of success that he expected, considering his time, focus and investment. “I was constantly reviewing the P & Ls and balance sheets, trying to find the holes; but we weren’t wasting money,” said Milroy. “I knew we were teaching great classes and providing great service with our excellent staff. We just weren’t generating enough gross revenue that translates into the net revenue that I would have allowed me to pay what my staff deserved, and compensate me for all my time and effort.

“ I was so blown away by the sophistication of Stephen [Oliver]’s business model that I dove into it with both feet and joined his coaching program.” on a given community. Now that I’m with NAPMA, my vision is to extend that influence to the entire world. “I’m more passionate about changing people’s lives for the better than anyone knows. It is so gratifying to see the amazing results in the kids and families. Frankly, the school systems are overwhelmed with their daily responsibilities and, perhaps, their educators don’t have the time, skills or inclination to teach the character development and leadership skills that children need. I take my role, and that of all instructors, as partners of school systems and parents very seriously.”

30 MARCH 2009

“That scenario should be familiar to many Martial Arts Professional readers, since that is the situation they find themselves today.” Milroy continued to operate his single school, becoming a NAPMA member almost immediately. He said whenever he implemented NAPMA ideas and techniques, he saw incremental increases in his enrollments and student quality, which grew his gross revenue. He found that the NAPMA staff training materials had a big impact on the improvement of his staff’s performance. “Being able to pop the NAPMA Innovations DVD into a player, so my

staff could watch some high-energy drills, exciting teaching methods or powerful sales techniques that’s coming from a third party expert was highly motivational and extremely valuable,” explained Milroy. Little did Milroy know at the time that his NAPMA membership would be the doorway to his third opportunity to shake off his school’s mediocre record and grow and prosper through the mastermind effect—and meet the mentor who has guided him to his current success.

The Mastermind Effect at Maximum Power Milroy opened a NAPMA package one day and discovered a message from Stephen Oliver, and decided to attend one of his seminars. “I was so blown away by the sophistication of Stephen’s business model that I dove into it with both feet and joined his coaching program,” Milroy said. “It took me about 60 days to wrap my mind around his concepts; but, once I started to implement them and had regular mastermind calls with Stephen and many of his key staff members and high-level people in his organization, I had an immediate, huge increase in revenue and student quality. Most school owners think revenue and student quality are incongruous, but they go handin-hand. “I added approximately $100,000 in gross revenue within eight or 10 months, which was the result not only of a price increase, but also more effective renewal programs. At the time, I was only upgrading 15%20% of my student body, but, with Stephen’s mastermind program, that grew to nearly 80%. “My students were happy to join my Master Club, and then move to my Leadership program; and their parents were happy to pay 50%, 100% or more of previous tuitions because of the quality of those programs. The additional benefits, content and curriculum were so overMartialArtsProfessional.com

whelmingly powerful that students and parents were receiving much more value than I was providing initially.” According to Milroy, his second martial arts mastermind experience was when he attended his first Stephen Oliver Ultimate Martial Arts Marketing Bootcamp. Suddenly, Milroy found himself surrounded by martial arts millionaires—Bill Clark, Chris Rappold, Sergio Von Schmelling, Tommy Lee and Stephen Oliver—and industry movers and shakers, such as Rob Colasanti and Rick Bell. Milroy said, “I went through a two-stage realization or transformation when I found myself with that group. First, I realized that they were all very sharp people and thought differently and had different approaches to this business than I did. I thought that if I changed my way of thinking to be more like theirs, then I could duplicate their success. “The second realization was that, although these very sharp school owners were generating three or four times more revenue than me, they weren’t three or four times smarter. They’re definitely a little smarter than me because they focus on their businesses, implement systems and train their staffs a little differently. The difference was relatively so small that I was confident I could learn to systemize my school just as they had. “Maybe, the real ‘aha’ moment for me was when I realized that my whole career was built on a number of mastermind opportunities; and that all those experiences, from my mother, the casinos and now Stephen Oliver and NAPMA, provided me with the insight and maturity to implement the enrollment, renewal, retention and student quality systems in my school that could take me to the top.” Milroy’s rise to his current position is a result of his growing relationship with Oliver, since that first seminar. Milroy became the central Florida regional developer of the Mile High Karate Franchise system, NAPMAFreeOffer.com

and then brought his vast experience to his executive role with NAPMA, when Oliver bought the company in August 2007. “A great lesson for me (and for our members and readers) is that the impact and value of the mastermind effect hasn’t stopped,” said Milroy. “My affiliation with Stephen and NAPMA has led to becoming a member of Dan Kennedy’s platinum mastermind group. Now, I’m learning business-

Masterminding with NAPMA: Ascend to Greater Success If there is only one word or concept you remember from this article, it is “ascension.” Toby Milroy’s career path was a series of ascensions, or continually moving one more step up the ladder; and each of those ascensions was driven by his mastermind experiences and the mentors who guided him. That is the framework for success

“ Most of what is on the NAPMA Web site can be described as Internet-based services, archives and member communications and educational features.” building concepts not only from the most successful martial arts school owners, but also from the leaders of the many industries that Dan is helping to grow. “In his platinum group, I’m surrounded by people in the auto repair, chiropractic, dental and cosmetic surgery industries as well as financial advisors, banks and a broad range of other business types. That experience reinforces the one concept that I’ve learned from Stephen and Dan and that NAPMA promotes regularly: your school is no different than any other school, or even other small businesses, when it comes to implementing the systems and processes that can make any of us very successful. “This translates into a multitude of benefits for NAPMA members because the organization is better able to support members though the use of business principles and concepts that we’re learning from 35 to 40 other industry niches. Sharing resources and developing program with businesses outside the martial arts industry makes a NAPMA membership much richer, more powerful and thoroughly focused on what you need to know and do to grow your school to new heights.”

that Oliver and Milroy have been developing during the last 18 months, so that today ANY school owner can move from NAPMA Maximum Impact to Peak Performers to Inner Circle to the Millionaire Wealth program to the Mile High Karate Franchise system. “Our NAPMA mission is now focused on providing more schools owners with a similar ascension that I’ve had,” said Milroy. “We are convinced it is the blueprint for martial arts business success today and into the future.” Your ascension to a growing school, dramatically bigger revenues and a prosperous future is driven by NAPMA’s many programs and support services and the opportunities to surround yourself with the best and brightest inside and outside the industry. “There have been many significant, new benefits for NAPMA members, recently, but our two big, live events every year—the Extreme Success Academy in the fall and the Please see milroy, con’d. on page 73 You’ll want to listen to Toby Milroy’s new video series, Recession Self-Defense for School Owners. Turn to page 24 for more information!

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NAPMA 2009 QUANTUM LEAP

Building a Great Business in 2009 Begins with a Quantum Leap Four 2009 NAPMA Quantum Leap Speakers Reveal a Few of Their Secrets

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his is not the time to hesitate…to fail to take advantage of every opportunity to succeed…to go it alone, when many highly successful school owners and experts in many fields are ready and eager to share their specialized knowledge with you. You’ll find those fellow school owners and a broad range of experts at the 2009 NAPMA Quantum Leap, March 20–22, in Denver, Colorado—and the ideas and concepts they’ll reveal are exactly those that you should implement this year, and for many years to come, to build a great business and weather any economic storm. These experts and speakers are so enthusiastic about the opportunity to meet you and help you that four of them have agreed to be interviewed, and divulge some details of their insiders’ secrets that you’ll learn at the 2009 NAPMA Quantum Leap. Dr. Larry Donnithorne, a graduate of the United States Military Academy at West Point, Stanford and Harvard, will speak on teaching character, leadership and excellence to your students and staff. Elsa Cordero, former instructor, school owner and champion competitor, has uniquely combined her martial arts experience with her Internet expertise to help you create a Web site that will become one of your primary (and low-cost) marketing tools. Master Dave Kovar is a multi-school operator, with 25 years experience as a martial arts professional, who has been extremely successful because of his total school systemization. He is also a champion of the retention battle, maintaining better than a 95% rate! Karen Eden is a master TSD stylist, successful school co-owner and a 25-year media expert, who will teach you how to use publicity techniques to elevate your school’s image and drive more students to your front door, at little or no cost. These speakers, and all other Quantum Leap speakers, were carefully selected to help you achieve two critical goals for 2009 and the future. First, to generate all the highly qualified leads and intro traffic you’ll need to thrive throughout 2009 and beyond. If you want 20 to 40 solid leads or more every month (as Elsa Cordero recommends), then Quantum Leap is the place to learn how. Second, to create truly world-class instructors and students. This is a retention strategy that is critical, if you expect to keep students excited, motivated and returning for more. World-class students understand that training is a long-term commitment, which is a great example for your younger students, and a boost to your renewals. Just as with the first NAPMA Extreme Success Academy in September, the 2009 Quantum Leap will be an intensive educational weekend—a serious, but upbeat gathering that will send you home with all the powerful marketing concepts you’ll need to make 2009 a prosperous year. NAPMA wants you to be so “well-armed” that you’ll receive free admittance to the Ultimate Martial Arts Marketing Boot Camp, a $2,750 value, when you pre-register to attend the 2009 NAPMA Quantum Leap at NAPMAQuantumLeap.com. NAPMAFreeOffer.com

Our Other Quantum Leap Speakers… Grand Master Stephen Oliver Multi-School Millionaire Franchisor and NAPMA CEO For more than 32 years, Stephen has operated SUPER-SUCCESSFUL martial arts schools and built an International Franchise organization. He’ll take you DEEP INSIDE the labyrinth of “Direct Response” marketing, and help you decode “High-Leveraged,” new-student acquisition! Grand Master Jeff Smith Former Kickboxing World Champion Jeff is a 9th-Degree Black Belt, with more than 40 years in the martial arts. He currently owns and operates three Karate centers, officiates at tournaments and teaches seminars. His presentation will help you “Rev Up” your student quality! Terry Bryan, Ph.D. and 9th-Degree Black Belt Terry has been a martial arts professional for more than 35 years and is one of the most successful real estate investment coaches in the U.S. He will provide you with an inside look at how you can benefit from the passive income of real estate ownership. Toby Milroy, NAPMA COO As a successful school owner and industry professional, Toby knows the marketing strategies and Internet secrets that will FLOOD your school with new students. Master Rob Tucker A 6th-Degree Black Belt, Rob will share his time-tested systems to create the HIGHEST quality students. Rob’s presentation is MANDATORY for those who want to create TRULY skilled Black Belts! Frank Brown, Mile High Karate Franchise Trainer Frank will show you his “Secret NonConfrontational Sales Formula” to create student and parent relationships that eliminate “slick selling” techniques.

Ranulfo Gonzalez, Mile High Karate Trainer Ranulfo is a 5th-Degree Black Belt and the chief trainer for instructors and school owners at Mile High Karate. He’ll share his excellent children’s teaching methods to motivate students to upgrade.

MARCH 2009 33

NAPMA 2009 QUANTUM LEAP

Teaching Character, Leadership and Excellence to your Students and Staff Dr. Larry Donnithorne

r. Donnithorne has been invited to speak at the 2009 NAPMA Quantum Leap because he is a very serious educator. His outstanding seminar on the principles of leadership and sound ethics has been presented to hundreds of audiences, and is based on his West Point education and his many years there as a teacher. He has the skill sets to help you develop your teaching pedagogy and ethical and educational skills. After all, you and your fellow instructors and school owners want to be recognized as professional educators by your students, their parents and the larger community. This will be an outstanding opportunity to acquire the mindset and tools to elevate your educator’s image. “I entered West Point at 17, and received my undergraduate education there. That is where my interest in ethics and leadership began. The purpose of attending West Point is to learn to be a leader in the U. S. Army. It was about the third day at West Point, when I was told the rules, which are you do not lie, cheat or steal, or tolerate those who do. If cadets violate these rules, then they are

Doubleday Publishing invited the superintendent to write a book on West Point leadership. He had to decline, since it would be inappropriate, but he suggested to Doubleday that I write the book, instead. “I think what recommends the “ As you develop leaders…clearly explain that the book is that Mile High Karate and other organizations have adopted it purpose of their leadership skills is positive outcomes as part of their training programs. for themselves and those they lead.” I’m gratified that the book is still in print, and sells every year. It’s appeal and success represents the excellikely to be sent home,” explained Donnithorne. “I wanted lence of the West Point way of developing leaders because to stay at West Point, so I started to pay attention to the it combines both ethics and character with leadership rules. That began a life of interest in ethics, right conduct skills. That’s been my focus for many years and that’s what and good character. I will talk about at your conference.” “After graduation, I participated in the Vietnam War NAPMA recommends that you read Dr. Donnithorne’s as an army engineer. When I returned, the Army sent me books, The West Point Way of Leadership: From Learning to graduate school and provided me with opportunities to Principled Leadership to Practicing It. It is an excellent work as an army engineer. I eventually returned to West companion resource to his Quantum Leap seminar. Point to teach economics, ethics and leadership. I was Bring a sharp pencil and a mind open to learning, as Dr. invited to join the permanent faculty, and served on the Donnithorne will share the West Point formula for develstaffs of the dean and the superintendent, as I continued to oping a very powerful leadership development program. teach those three courses. I spent 27 years in the military. He’ll explain that, at West Point, cadets move through a Please see donnithorne, continued on page 75 “While I worked on the superintendent’s staff,

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NAPMA 2009 QUANTUM LEAP

Making Your Web Site a HighPowered, Lead-Generating Machine Elsa Cordero, MBA and MS, Oriental Medicine

lsa Cordero’s martial arts career began during the 1980s at the Jhoon Rhee Institute in Washington, D.C., under Jeff Smith. She then joined Smith, when he formed his World Champion Jeff Smith Karate Schools franchise, to become the head instructor of one of his biggest schools in Annandale, Virginia. Eventually, she co-owned three Karate schools in the Washington, D.C. metropolitan area. She is also the seven-time National and International Forms Champion and Inductee of the Diamond National’s Hall of Fame. Looking for new opportunities, she moved to Denver, Colorado, and worked with Stephen Oliver, first, in his schools, and then managing his Web sites. “It’s been very exciting working with Master Oliver; he is always on the edge of innovation. I have a passion for the martial arts, which is why I have been helping school owners grow their businesses with Web site development and Internet marketing,” stated Cordero. If you’re a regular Martial Arts Professional reader, then you have probably read Elsa Cordero’s monthly column. It’s filled with detailed methods to transform your school’s Web site from a simple (and ineffective) online business card or brochure to an automatic lead-generating machine and student-retention builder that works 24/7. You’ll learn all this and more when you attend her seminar at the 2009 NAPMA Quantum Leap, March 20–22. Cordero said, “I want to share three basic themes with

“First is search engine optimization (SEO), which is simply using specific methods to put your school’s Web site on the first page of a list of any Internet search results for “martial arts” in your area. SEO is a two-part strategy because not only must you be found, but also generate a minimum of 20 to 40 qualified leads per month from your Web site. “Second is Internet marketing, which is gathering contact information from visitors/prospects who are interested in the benefits of martial arts, and then how to use that information to communicate with those prospects, regularly, via snail mail, “ A Web presence is one of the lowest-cost, highlyemail, phone, your newsletter, etc. “Third is your Web site’s design and productive marketing tools that can help you thrive messages. It should look professional, during the current downturn.” but simple, appealing and filled with solid content. Your content must be inviting to search engines, so you’re listed high on search results, and contain the right messages Quantum Leap attendees that they can discuss with their that will convince visitors/prospects to give you their contact Web site developers (if they use developers) to correct an information, so you can follow-up.” existing, non-productive site, or create a new site. Either Cordero will also emphasize why it’s important to invest way, the techniques I’ll present will have a direct and posiin creating a powerful, leading-generating Web site during tive effect on their enrollments, upgrades, retention and Please see cordero, continued on page 75 student quality.

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Dollamur Flexi-Roll Mats! 速

NAPMA 2009 QUANTUM LEAP

A “Systems-Driven” School Made EASY Master Dave Kovar

aster Dave Kovar has been teaching the martial arts professionally for more than 25 years, and is a multi-style Black Belt, who is committed to improving his martial arts skills. Starring in more than 50 instructional videos, he is known for his innovative classroom strategies. Kovar said, “I consider half of my job, as a successful martial arts school owner, is to be a good teacher. It’s one thing to enroll a prospect; it’s another thing to renew a current student. I don’t care how much you discount a program, if you’re doing a lousy job on the floor, then renewals and retention will suffer. “You’ll only improve those numbers when your students enjoy what’s happening on the mat. I think of martial arts as a teaching business. The business half is equally important, but you must make sure your classroom is solid as well.” During his Quantum Leap presentation, Kovar will talk about a number of concepts that he finds very valuable when it comes to changing your mindset about how to retain more students. Kovar said, “These concepts include four closely guarded strategies to build ironclad retention techniques. Just like many martial arts moves, such as a jump spinning side kick, it will take you some time and practice to develop these retention mindsets. It’s unlikely you’ll use them to their full potential the first time, or even the fifth or tenth time, but you’re a martial artist, so you understand how to practice and practice again.

current students were referrals from other students, so the stronger, more loyal and harder working you keep your active student body, the longer you’ll keep them—and the more referrals they’ll provide,” commented Kovar. You should find it quite easy to develop a single-location, systems-driven school, after Master Kovar explains how he has systematized 11 schools, and achieved a 97.2% retention rate! “Did you ever enroll a new student that never even made his first monthly payment? He quit before he started! It’s extremely important to realize that the traditional mindset of many instructors (especially if you’ve been teaching for decades) of ‘you’re lucky to have me as a teacher; I’ll grace you with my presence, and if you’re lucky I’ll “ The secret is to learn what you must do to convince show you some cool stuff’ doesn’t cut your students to return for one more class.” it anymore,” Kovar said. “Instructor must now assume a new mindset, which is ‘thank you for being my student; without you, I couldn’t be a teacher’. It’s a real significant difference.” “The secret is to learn what you must do to convince One of the most important insiders’ secrets to thrive in your students to return for one more class. That is all this economy is the systemization of your school’s various you really need to do to be successful: convince your stuPlease see kovar , continued on page 75 dents to return again and again. Many, if not most, of your

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NAPMA 2009 QUANTUM LEAP

Low-Cost or No-Cost Publicity Secrets Karen Eden

aster Karen Eden is a 4th-Degree Black Belt in Tang Soo Do. She is also a former successful co-owner of a Karate school in Pittsburgh Pennsylvania. Eden has been a broadcast media professional for more than 25 years, including producing, anchoring and reporting, and has appeared on CNN and Fox News. Eden writes for a number of martial arts magazines, and is a published author of books, including The Complete Idiot’s Guide to Taekwondo and I Am a Martial Artist. Eden has also appeared in two major Hollywood martial arts productions, and is the creator of several martial art product lines. During the last few years, Eden has combined her martial arts and broadcast experience to build a successful media and publicity company serving martial arts school owners in the U.S. and Canada. She is also the founder of “The Blood and Fire” Federation, in conjunction with The Salvation Army. “I’m from the International Tang Soo Do Federation, which is C.S. Kim Karate in Pittsburgh, Pennsylvania. C.S Kim is very dynamic when it comes to business and training his instructors to manage schools. I had the rare opportunity to become the co-owner of a Karate school

media relations, which is a marketing component that virtually all martial arts schools can use very effectively, and for much less than traditional marketing and advertising methods. “I started my broadcasting career at 15. I worked in small-market radio and television for the next 16 years. I received my “big break” when I landed a position with the local Fox News affiliate in Pittsburgh. After a few “ I know the [publicity] game and how to play it to years, martial arts instructors and your advantage.” school owners that I knew in the area started asking me to help them obtain media coverage of their schools. “Finally, I realized that this was an opportunity to combine my knowledge of and experioutside Pittsburgh, while I was still a Red Belt. It was a ence in both professions to start a publicity company to very successful school for 10 years,” said Eden. serve the martial arts industry. It was an easy transition “I no longer teach to make a living; instead, I’ve been for me. I’ve been successful and so have my clients beteaching at-risk youth and former gang members for apcause I know the right messages that promote the benefits proximately eight or nine years, through my work with of martial arts; and I know how to package those messages The Salvation Army. This work comes from my heart, and and approach the right media people the right way; I know is my opportunity to give back to the community. Somethe game and how to play it to your advantage.” times, I think I gain more from it than when I taught for a During her Quantum Leap seminar, Eden will reveal living,” she added. Please see eden, continued on page 75 Eden has become an absolute master at publicity and

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Kid-Jitsu: Teaching Children the Art of Brazilian Jiu-Jitsu Kid-Jitsu is the “teach-the-teacher” program that allows traditional instructors to implement a safe, effective Brazilian JiuJitsu Program in their schools. Larry Shealy and Charles dos Anjos, Gracie Jiu-Jitsu Black Belt professors, train and certify each instructor to implement a BJJ program for children and adults, and provide on-going training to member schools. Kid-Jitsu.net

Learn the Amazing Secrets of Time Management! The Millionaire Smarts Time Management Series for Martial Arts School Owners, with Stephen Oliver, NAPMA CEO, and Lee Milteer, NAPMA Success Coach, will help you achieve new levels of success when you learn how to manage your time better and use it more efficiently, effectively and productively. Order today at NAPMA.com/TimeManagement

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Ringstar Sparring Shoes are the best thing to come along for competitors and the sport since the invention of the safety equipment! I just wish Steve Shepard would have invented it when he and I were competing! Lucky for us he invented a shoe for Instructors, too! He even thought of it before Nike did! What a genius, and to think he was a full contact fighter! Jeff Smith 9th-Degree Black Belt Former World Champion

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Why on earth would you even want to consider joining with Mile High Karate for your school, your students and yourself?

Reasons why some schools think they shouldn’t consider Mile High Karate, maybe you are one of them:

It’s not for me: because I’m a member of ______ (fill in the blank for yourself; i.e. WTF, ITF or any other martial arts style association.)

he key reasons why business owners in any business join a franchise rather than go it alone are: robust and complete systems, an opportunity to create real equity and therefore wealth from their business, and the incredible power that comes with organization.

Why would you?

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First: Be a Martial Artist. We eliminate your need to be a “marketing expert,” “sales trainer,” “accountant,” and “curriculum and education expert.” You get to be a Martial Artist-Teacher, and we overlay all of the other systems for you.

Second: Cut 10 to 20 years OFF of your LEARNING curve. That’s time that if you do it yourself you’ll never get back. Overnight, you’ll turn on “Plug and Play” systems without having to develop them. Immediately implement proven processes and methods that make your school operate more efficiently and profitably.

Third: Affiliate and work together with other “Winners,” all working to develop a powerful national (and international) brand and school system. There’s incredible power in lots of smart and successoriented owners working together.

Fourth: Plug your students into a huge national support system that helps them grow and enhance their character development, success skills, focus and achievement. You don’t have to be the expert in all things since they will plug into web sites, webinars, and teleconferences.

Fifth: Immediately start using unparalled sales and marketing materials. You’ll have immediate access to our series of infomercials for upgrades, our infomercial for enrollment, and sophisticated AUTOMATIC sales processes to develop and support your students.

It’s not for me because: I’m a Shotokan, BJJ, Goju, Kenpo or ___________ (fill in the blank for yourself) stylist. Did you know that … It’s NOT about changing your style, changing the root of what you teach your students, or abandoning your lineage or your first love? It is about creating an INCREDIBLY strong “character development” program for kids and families, and overlaying effective marketing, sales, business and accounting systems over your existing curriculum and style. It’s about having access to great teaching support if you need it, but it’s not about changing what or who you are as a Martial Artist.

Did you know that … It’s not abandoning your current association or Master Instructor. It’s about honoring that association by overlaying more effective business practices and student support to help your income SKYROCKET! It’s not for me because: Well, it says Mile High Karate and I’m BJJ, Kung Fu, Tae Kwon Do or ________ (fill in the blank for yourself) school. Did you know that … It’s really about Martial Arts instruction in a high-trust, clean-cut and professional environment. It’s about creating a SCHOOL that teaches character, confidence, focus, and discipline to all ages. You could just as easily think of it as: Mile High Martial Arts Mile High Kung FU Mile High BJJ Mile High Tae Kwon Do It’s not for me because: I don’t want to “lose my name.” Did you know that … You don’t have to? Really, think about it as “co-branding” — you’re always the key person, the master instructor, of your career. You are the focal point for your students and your community. Mile High brings national clout, and you retain your local credibility. For a complete, no-obligation information package and invitation to our next “Discovery Day,” call or register online today.

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he trends are clear…you can either be a part of the group of school owners who are closing their doors because they were unwilling to change their mindset—OR you can choose to be among those who will continue to grow, and prepare to be the winners when the recession has ended. In his exclusive—and FREE—NAPMA Recession Self-Defense Video Series, Toby Milroy, NAPMA chief operating officer, leads you away from fear-based inaction and towards the proactive mindset that is necessary to make your school business recession-proof. Visit napma.com/Recession-Self-Defense/ for this seriously focused presentation, and receive a free gift. Toby will reveal a number of positive and practical ideas that you can quickly implement…if you’re committed…that will help you target that portion of the student market generally unaffected by the economic conditions. It would be a mistake to think that you can’t thrive in this economy…because many NAPMA Inner Circle and Peak Performers members set new enrollment and revenue records for the fourth quarter of 2008! That’s right…the FREE NAPMA Recession Self-Defense Video Series could help you out-perform (by percentage) most of the biggest banks in the world, all the major car companies and many other giant corporations who have recently made the wrong choices…which is the real difference between success and failure. The FREE NAPMA Recession Self-Defense Video Series is an opportunity that very few small-business owners receive in this economy—to make wiser choices—to focus your time on those parts of your school business where you can make more of a difference than many overpaid CEOs. Listen to the leaders at napma.com/Recession-Self-Defense/ and claim your free gift that will also boost your school-growth efforts.

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@Ă&#x2039;m\ Y\\e è Jk\g_\e Fc`m\iĂ&#x2039;j ZfXZ_è^ gifîXd ]fi X c`kkc\ fm\i X p\Xi efn% 8e[ f]] k_\ kfg f] dp _\X[# @ ZXe jXp k_Xk @ \jk`dXk\ n\Ă&#x2039;m\ X[[\[ (/'#''' kf k_\ jZ_ffc îfjj Xe[ `dgc\d\ek\[ jpjk\dj k_Xk _\ _\cg\[ d\ glk kf^\k_\i kf dXb\ dp afY \Xj`\i% Doug Mooney, Dunkirk, MD

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@Ă&#x2039;m\ Y\\e n`k_ Jk\g_\e Fc`m\iĂ&#x2039;j ZfXZ_è^ gifîXd ]fi XYflk X p\Xi efn% 8e[ è k_Xk k`d\# n\ n\ek ]ifd XYflk (,#''' X dfek_ kf XYflk [flYc\ k_Xk efn# Xe[ n\Ă&#x2039;i\ Xm\iX^è^ fm\i )' \eifccd\ekj g\i dfek_% @ aljk k_èb k_Xk XepYf[p k_Xk _Xj k_\ fggfikle`kp kf c\Xie ]ifd jfd\fe\ n`k_ Jk\g_\e Fc`m\iĂ&#x2039;j befnc\[^\ Xe[ [f\jeĂ&#x2039;k kXb\ X[mXekX^\ f] `k `j ]ffc`j_ James Theros, Level 10 Martial Arts, Indianapolis, IN @ fne B`Zbj Lec`d`k\[# k_i\\ jZ_ffcj è DX[`jfe# N`jZfejè% N_\e @ ]ìjk d\k Jk\g_\e Fc`m\i# @ _X[ aljk fe\ jZ_ffc% Fm\i k_\ cXjk p\Xi# @Ă&#x2039;m\ dXeX^\[ kf èZi\Xj\ dp îfjj Yp XYflk ()#''' X dfek_% @ k_èb fe\ f] k_\ dfjk `dgi\j$ j`m\ k_è^j XYflk nfibè^ n`k_ k_\ îflg `j _\Ă&#x2039;j glcc\[ è jfd\ f] k_\ Y\jk dè[j Xe[ ]fidè^ X dXjk\idè[ îflg _Xj aljk ^`m\e lj Xcc X c`kkc\ Y`k f] c\m\iX^\ Ă&#x2021; XZklXccp# hl`k\ X Y`k f] c\m\iX^\ Ă&#x2021; kf dfm\ kf k_\ e\ok c\m\c% K_\ è]fidXk`fe `j \Xjp kf lj\% @kĂ&#x2039;j aljk X [\Z`j`fe n_\k_\i pfl nXek kf kXb\ pfli Yljè\jj kf k_\ e\ok c\m\c% @ ZXeĂ&#x2039;k `dX^è\ efk _Xmè^ nfib\[ n`k_ k_`j îflg% Dp Yljè\jj `j [\]è`k\cp Z_Xe^\[ Y\ZXlj\ f] `k% Jason Huett, Kicks Unlimited, Madison, WI

Offered by: Stephen Oliver MBA, 8th Degree Black Belt Author, Extraordinary Marketing Developer, NAPMA Maximum Impact, Founder-Owner, Stephen Oliverâ&#x20AC;&#x2122;s Mile High Karate Schools(since 1983)

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Please complete the registration form at www.MartialArts-MasterMind.com Fax back to 1-800-795-0583 or email StephenOliver@MileHighKarate.com

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2/9/09 4:41:17 PM

Take a Free Test Drive and Drive Away with $2,310.12 Worth of Martial Arts School Fast-Growth Tools! AND… Receive this PRICELESS Explosive School-Growth Guide and DVD Explosive School-Growth Guide DVD

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First, My BIG PROMISE, before my FREE INVITATION If you’re ready for a NEW opportunity, then you will definitely find yourself in the right place with us. If you’re ready for a creative experience that’ll start your entrepreneurial juices flowing like never before, then you should be THRILLED that you’ve arrived here...

You’ll certainly say YES to my FREE INVITATION. Are you frustrated… … Trying to grow your martial arts school, while maintaining the highest possible student quality? … Wasting money, time or effort on marketing that doesn’t work, or just barely helps you grow? … Never actually building your martial arts school into a real martial arts business? Would you prefer straight, blunt, “No-B.S.” advice, solidlybased on my 30 years of “expensive experience” on the martial arts school business battlefield...supported by current, real-life examples of what’s working? Do you feel like you are working too hard for your living...not advancing fast enough? If your answer is a BIG “Yes” and you’ve read enough, then don’t wait a moment and go to NAPMAFreeOffer.com, immediately! 2

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…Then you and I may be about to become fast friends. If you would love to find a single, all-under-one-roof, one-stop-shop source of legitimate, tested, proven, yet original, innovative, even radical strategies to transform your school into an extraordinary martial arts businesses, a virtual beehive of activity...to leverage every offline and online means of attracting students...to immunize and insulate yourself from recession...to increase dramatically your income, decrease your stress, improve your student service and make your martial arts school a lucrative career... If you would love to have insider’s access to the amazing knowledge our partnerships with the very best marketing, business and motivatinal experts and celebrity martial artists bring to you…a deep reservoir of practical advice at your disposal…and a constant stream of ideas that will help you be a GREAT martial arts school owner, instead of just “muddling through,” year after year… If you would love to find a “place” where truly smart, progressive and aggressive school owners with a love for martial arts, a sincere desire to grow their schools and experience huge financial success (with no apologies for doing so), and an optimistic, forward-looking attitude “gather” to exchange and share timely information and the strategies and techniques that are working today... If you would value discovering and connecting with teachers, trainers and a coach and advisor who wasn’t invented yesterday on the Internet...who has actually, dramatically built ROCK-SOLID Martial Arts Schools...has a 30-year track record...routinely makes Martial Arts School owners, big and small, into invigorating success stories and can prove it…

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My student base went from 83 to more than 450 students in less than 9 months! NAPMA has set me free from headaches. Each month its new ideas and marketing materials takes away all the guesswork. With NAPMA, my student base went from 83 students to over 450 students in less than 9 months. NAPMA showed me the way. It’s simple, follow the NAPMA guidelines, do a little cut and paste and you’re on your way. Now I spend my time doing what I like to do, and do best...Teach. Experience the difference—NAPMA. Bruce Drago Master Drago’s Karate Reading PA

I will give you a TOTALLY FREE OPPORTUNITY to “test drive” NAPMA’s Maximum Impact Membership and everything we’re about and everything we now deliver to more than 1,500 Martial Arts school owners, who are singing my praises. For 30 years, my life has been about growing Martial Arts Schools and, now, helping ambitious school owners use smart marketing, sales and business strategies to transform their Martial Arts Schools into Businesses that produce far greater profits and students…create wealth, personal freedom and security...and lead to expansive opportunities.

From 0 to Over 300 Students In Our First Year! We moved to Santa Barbara where we knew one person and opened up a studio. We decided that it would be a good idea to go to the NAPMA convention and pick up a few ideas. What we found were programs that we could use to build and manage our business, an experienced, professional, helpful NAPMA staff, and other successful martial arts business owners that were happy to share their ideas on how to make a business grow. We’ve been in business now for a little over a year, have over 300 students and we’re still growing.

We’ve earned the respect of the Martial Arts World. We work daily and personally, neck deep, with hundreds of from-scratch, very successful Martial Arts School owners. Our experience is real world...of greater diversity, covering every type of Martial Arts style in every type of location...trusted by thousands of successful school owners...and continues to be current and cutting-edge. NAPMA promotes systemized approaches instead of random acts of sales...breakthrough strategies that neuter the competition, allowing you to sell at premium tuition rates higher than your competitors, successfully...and our liberating philosophy and practical advice for exceptional Martial Arts School Success. Beginning, as I said, with an entirely FREE, two-month “Test Drive.”

The ver y b est marke ting, busi celebrity m ness and m a r tia l a r ti otivationa s t s a teach you nd top sch l experts, the techni ool owner s in the co ques to ma untr y ke your sc hool a suc cess. Van Damm

Holyfield

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Chan

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Amelio

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Long

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Thomas

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Blanks

Urquidez

Hayes

Hopkins

Ziglar

Tracy

We happen to admire, respect and, yes, care for the great American Martial Arts School owner! In this day and age, when presidential candidates and media talking-heads are openly attacking and demonizing business, it seems to me someone must step forth as a voice and encourage and support the real heroes of our economy: the men and women of ideas, ambition and self-reliance.

For over 30 years I’ve kept my martial arts “sword” sharp by daily training, now I keep my business “sword” sharp with NAPMA. Thank you NAPMA. We couldn’t have done it without you. Dave Wheaton Hapkido International Martial Arts Family Fitness Santa Barbara, CA

Our Members tell me—in droves—that my encouragement for them to pursue success, guilt-free, passionately and proudly, create independence, and enjoy their rewards is as important to them as the incredible collection of practical “how to” advertising, marketing, Internet marketing, management, teaching, curriculum and “income explosion” information and examples we bring to them every month. NAPMA IS THE “clearinghouse” of the most exciting opportunities and strategies.

Your monthly support materials are worth 10 times what you charge! First of all, I would like to thank you and NAPMA for your help. When my wife and I decided to open a martial arts school, we had practically no business experience. With your monthly business tips, eye-catching ad material, and video support, we’ve grown by leaps and bounds. When we first joined NAPMA, we had approximately 25 students and were teaching in an old television repair shop out of the city limits. Both my wife and myself were working full-time jobs plus running our school full time. NAPMA’s advice allowed us to more than double our enrollment and be able to move to a better location. We cannot begin to thank you enough for helping build the backbone of our dojo. We now have a student base of 130, and have recently expanded our school to double the size with a bigger lobby, smoothie bar, and a second classroom currently under construction.

As a NAPMA Member, you will meet and be introduced to the most fascinating people...who care less about fame and more about creating phenomenal business success…as well as the most sought-after and celebrated experts. But I’m a bit ahead of myself. We actually DELIVER TO YOU the ideas and motivation you need—like delivering a pizza to your door! We are “THE place” where school owners, seeking FAST AND DRAMATIC GROWTH and greater control, independence and security, come together!

Just some of what you’ll receive: TWENTY-FIVE exciting and fast-paced‚ school-building interviews with the very best marketing, business and motivational experts, celebrity martial artists and top school owners in the country

SEPTEMBER 2008

napma now ®

• NAPMA News • Best Industry Practices in the Industry

by stephen oliver

IONAL

MOTIVAT

LESSONS

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By the quicke somewill lessons… se when to understand becauAnyway, ts t every es of almos ingful, studen is meanLesson longe d the globe biggest mistak 1: early arly r.realization that don’t commercial success was necessary. Jhoon Rhee (as well as Bruce Lee) was skills want One of the school aroun retain those you “teach If you ss:martial martial arts g proce openly reviled by many in the arts community. Both for their “innovation” and their “commercialism.” I recall it, students. When ear and learnin professional to know ship to their about your in one see a reason Think is you one being “The Case against Commercialism” and another refer ill Black Belt Magazine debates intruth the 1960’s: referteaching leaderchildren, often, it goes or do notarticles’ ber it. The to to grasp life-sk information the ring The Karate. Upon listening to the interview, I thought I’d clarify one point. for a child leadership” Jhoon Rheetoasremem thedoPiped Piperstand. of Korean not likely ence and It’s difficult not under youtoare confid other. line, then is for you the .” out ber what k 2 as respect, discipdestination of leader You might have gotten the idea that Bruceship Lee was “anti-commercial.” Actually the opposite is true. If you look at the eesuch Wpts, seldom remem2008apply the meaning a knowledge, conce g to ber to d, not way learnin letters between the two of them, then you’ll see that Bruce Lee was sending Jhoon Rhee advertising from Chuck Norris roa Novem true a new ing only leadership. relate the tion is es that they d of “teach ts to attitud studen “Perfec kappro and others for karate schools was very interested in the business aspects. However, Bruce Lee decided that his ns and and ach and, instea to Lead.” The Hudson , opinio ’t find your your Bur iences e can is “How ng azing, of Chang pathexper to wealth was acting, not operating martial arts schools. Jhoon Rhee made the opposite decision. I’ve talked with the; you begin teachi el a ideas, taken, lly am 1 tination are trav Adults the y possess. des s that leadership,” work d to of foraction and rea ch isalread tation har hablethe presen Week Grand Master Rhee about this goals statement that Bruce Lee wrote. Jhoon Rhee was actually on the phone with him in the is tion hard, beginning the nce nsla be, whi unreac king so differe Tra ed andwor is really acquir and you can per fection. at the time. Clearly neither Bruce Lee nor Jhoon Rhee had “hang-ups” about whether they should be making ion isis an money classet s. ead ofyour g that MENT ience fectthat per fect AL BENEFITS experPer ch the bes p. Inst during be nalist ma ulum “ The thin on being approaYour ral par ts from martial arts. Jhoon Rhee described it to me in two ways: first, it’s impossible to accomplish much of anything curric to point. withup Improvewith on any hor, jour e, try to expte ectmy leaderitship or seve ut when Your giving rself.” an aut r nowher le toeve illustra in onea worko d ing you Americ Strengthen Confidence out financial resources. Second, if you are providing a great service, then you deserve to be well compensated. road to an examp you can be ers finish per fect ppointe becom a Quindlen, Your Attitude Let me useclosestrship and to memb ity to find Team be disarship”abil mnist Ann the Leadeht expect Increase Your ly to “leade .D. ion colu e the about n take the ’re like hav to talk Concentration “My Definite Chief Aim: , theG.O.L You mig explai you them You and opin you You ent . but Gain Peace par ion class.ay life, if you sit with they during r life,practi it fect of per fect ryd you show lts good fect and of you sho rt ofceper by examp Help Reduce Mind in eve le and how class, I, Bruce Lee, will be the highest paid Oriental superstar in the United States. In return I will give the for Adu per fect—the yee, the per the how they could ate ion g fall r reci tion fect Stress leadin youtance of per apphard during ed by Transla hard to be fect emplo and train nts ofdo that ismto the impor most exciting performances and render the best of quality in the capacity of an actor. Starting inMaintain Your Intere put so rwhelm so mome to k for the way st , the per y to be ove Rather than to greatness. We try one loo Enjoy use others e, to them e spo push 1970, I willto achieve then onward till the end of 1980, I will have in my possession New Friends eas tim ss. tim in Leadworld fame and from feel. example will per fect ne all the is ver y undue stre How or her head your and achieve inner harmony and peace.” teachI please that it per fect hout beingso their make you e everyo ansTeaching $10,000,000. Thenarts I will livector, the way shaking his from is be aus instru er class boss— to f bec l lway. s l arts goa and suff on yoursel o you are, wit to be Every student in the for Kidthem onletheir takes me e to o you, as a martia Alberig effort e h your martia Alliehab How doBruce you sendaBy reac throug1969 always your misrning you andtion Lee, January ept wh as clos Work pressur Transla not KungFuKids agree g from ruc- ts how to lead 70’s, conce AdFlyer.indd much uld try to acc ply impossibleexpectations, wor that ispt Hard k ment, ion is rninearly 1 ’re inst studen Leathe Acce nstrat s. in done Per fect ch take youed and best, ”and demo “how you sho tical. It’s sim impossible oolents youration, mis curriculum? t to be fect.However, resear etimes, accom plishm meaning of inform sch be kes the r set wan to Som -cri retain n ma stand to Great you per ng , results of Lesson you that a little bit about the people that Jhoon Rhee surrounded himself r be. ability r so self Rather tha ts under 2: The Master-Mind effect. Youtsheard youhard projec nt kick are tryi youIndian ’ll eve person ecting to be “students’ . s shared are the you Help your studen ng them to tackle d: excelle r test or ine the with prepareding anoag per fect learne ion as theyper for an to workthat work. Be pletraryto lead” fectWamp hout exp by allowi I can tell you from personal experience his peer group and “Master-Mind” group was not the other guys run runthats colonis ts and determ have !” on you want you tempowith. people cell read. ent ises of of job com they should that goal, wit d the them. If they pra million to help the what s, • 10% Massachusett roa ofn will that “Ex ration and want excuses. ellentto endure s impor tant ning schools whotowererage failing making Who tor ip. Atr times, Plymouth, r teachershing If they a traditio write it. and of coope are must was he associating with? Well, other than Bruce Lee, he was . an exc hardsh on you do toward symbo n 1621, the be encou they lheard r you establi youtowill was awill The material be her mentswork will you did the meal enhard t teac of what ble to harvest feast, rage 20% anima associating with athen large group of them. congressmen andalize senators; he affiliated with smart and wealthy people ranging from fectn—fo centuries before Kids you ls, then ossiyears. prefer The•harves the mo autum willForsay an ause whwould per , s, saw. ts to intern t, will encou ent sans. Americ se areas Pueblo others, It’s imp 400 tion for Be theyThe to be nmen studen ate bec and you par Native task.enviro helpeasier tedf.for almost mistake ts and of what The for your He groups, suchappreci res. Anderson Tony hRobbins. brought Nick Cokinos (EFC founder) into the martial arts business (as well as Transla es, you try and youto yoursel you doing an enoug a few onial and saw. . Jack r choan you work you• 30% English colonis uldd cerem tant even celebra the experience. kes en Native heard ionwhen youAmeric lf to hard to betwe theysho ma iastic be impor fect include f and how it yourse tion Sometim friends and what you et when uta, •many enthus never forget . per of rsel Smith He was seeking out others who could contribute to his goals and who could interac they others). ryone ups m. CommJefflazy. ourspoke 50% thal,t which leading a group you t, so and t festiva in NorthkAmeric orans with s, they bit of reduce boredomyself, with constantly ut time abo life as e e. 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• The NAPMA Innovations DVD

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g stories ACTIO skills and sharinimpor tant as Leadership. lifethe reciting In as July and Resources Kits, you received parts 1 and 2 of an interview with my instructor Jhoon Rhee. Jeff ad”— skillAugust comes to a when it Smith and I have been associated with Jhoon Rhee for 45 and coming up on 40 years, respectively. If you pay close “How To Le attention discussions we’ll have at the Extreme Success Academy, then there are many, many The n to the interview and thestuden ts learn Motivatio lessons to learn Rhee. First, ,aand trivia point, the song, “Nobody Bothers Me,” you heard on the CD was Nils help your Teaching you Jhoon thatfrom (leadership) impor tant on earth In It’s most Lofgren. He wasskill a Jhoon Rhee student with Jeff Smith (and myself) in Kensington, MD. He’s now a key member of the s t-after ing . How do you sough action the most to take “E-Street Band” with Bruce Springsteen (if you see them playing, he’s the shorter guy to Bruce’s left [as you are facing Right Th motivate them to take action? to helpthem] ts with the bandana). In Washington, D.C., you couldn’t go anywhere without people knowing both “Nobody Bothers culum ate your studen to students ingful be mean Me” and USA-1000 phone number.) must [their Your Curri NAPMA Member Gary Engels motiv is ship d learne Learning leader r and material being

arts Marketi

The NAPMA Basic Tool Kit includes:

For the martial arts proFessional

LEADERSH BLACK BELT

60-Day Maximum Impact Membership, Membership which includes two monthly school-development and support packages, plus extras ($199 per month or $398 total value)

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See Jhoon Rhee at the Extreme Success Academy. Learn more at ExtremeSuccessAcademy.com

Part 1

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Edge MMA: BJJ Techniques for Passing the Guard, with Carlos Machado No More Mister Nice Guy 5: Kung Fu San Soo Footwork, with Kathy Long Precision Kama Training for Competition, with Daniel Sterling World Record Bat Breaking, with NAPMA Member Moti Horenstein Rhee Shape, with Grand Master Jhoon Rhee

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This is now our full-time job. Our plan is to be at 200 students within this year. Your monthly support materials are worth 10 times what you charge (maybe I shouldn’t say that). Not only would they help a school just starting out, but also help existing schools by adding new ideas and maintaining retention. Mark Myers Myers Family Karate Center Hammond, Louisiana

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Listening to the Straight Talk from this Month’s Success Story Will Take You Straight to the Top.

Tools and Techniques for School-Growth Success DVD: Master the Art of Real Estate Investments and Learn How to Expand Your Personal Prosperity Beyond the Martial Arts, Part 2, with Terry Bryan, 9th-Degree Black Belt and Ph.D. Member Success Story Audio CD #1: “Straight-Talk” Secrets That Will Help You Develop More Professional Self-Worth and Higher Tuition Pricing to Grow Your School and Maximize the Learning Experience for your Students, with Frank Brown, Mile High Karate Franchise Trainer

• The Ultimate Grow-Your-School Advice for Success • Words of the Week Character Education Lesson • “Done-for-You” Kickin’ Student Newsletter Maximum Impact Business-Building Kit includes: • “Best Practices” Success Story Interviews with some of the top school owners anywhere. These school owners, grossing $30,000 to more than $1,000,000 per year in a single location or filling multiple locations, share their Insider Secrets to success with you each month.

July 2008 Maximum Impact Teleconference Audio CD #2: Learn More of the Inside Secrets about How to Conduct Intros and Enrollments that Lead to Maximum Upgrades and Fast-Growing Revenues, with Toby Milroy, NAPMA Vice-President of Sales and Marketing

Stephen Oliver Teleconferences It’s your best opportunity to receive the answers to your specific questions during the next teleconference with Stephen Oliver. Submit them to his email address below and mark the date on your calendar.

August Teleconference Date: Wednesday, August 6, 2008; 12:00 p.m. MST (11 a.m., Pacific; 1 p.m., Central; 2 p.m., Eastern) Telephone: 646-519-5860 (Domestic U.S. callers); 001-646-519-5860 (International callers) Pin: 2047.

September Teleconference

Date: Wednesday, September 3, 2008; 12:00 p.m. MST (11 a.m., Pacific; 1 p.m., Central; 2 p.m., Eastern) Telephone: 646-519-5860 (Domestic U.S. callers); 001-646-519-5860 (International callers) Pin: 5986.

October Teleconference Date: Wednesday, October 1, 2008; 12:00 p.m. MST (11 a.m., Pacific; 1 p.m., Central; 2 p.m., Eastern) Telephone: 646-519-5860 (Domestic U.S. callers); 001-646-519-5860 (International callers) Pin: 4780. Submit Questions to: StephenOliver@MileHighKarate.com Type MAXIMUM IMPACT QUESTION in the subject line. All questions must be submitted at least 48 hours in advance (by noon Monday, August 4, 2008; noon Monday, September 1, 2008; and noon Monday, September 29, 2008).

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Help eliminate background noise during the teleconference. Mute your audio by entering *6 on your keypad unless you want to ask a question.

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Maximum Impact Members’ Web Site

Empower you, your school and instructors with the wealth of information available exclusively to Maximum Impact members at NAPMA.com. Click on “Members Log-in” on NAPMA home page. Please enter your NAPMA username and password. Need help? See NAPMA.com/memberservices or contact our Web expert, Marek Gahura at mgahura@napma.com. • News. • Maximum Impact Discussion Forum. • Martial arts blog. • Free teleconferences. • The 2008 NAPMA Extreme Success Academy. • Link to NAPMA Pro Shop. • Free download archive of NAPMA marketing materials and reports.

“Strai gh You D t-Talk” Se cr ev Worth elop Mor ets That W e Grow and Highe Profession ill Help r Tuit Yo al Self ur Sc Learni ion Pr hool ng Ex an d Max icing to perien An Int im ce ize th erv for Yo e Franchis iew with M ur St as ter uden e Traine ts r, by To Frank Brow n, Mile by High Ka of Sales Milroy, NA PM rate and M arketin A Vice-Preside g nt

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See reverse side for a list of new school-growth material online NOW on your Member Web site.

Live Events Get information about the 2008 NAPMA Extreme Success Academy, September 26–28, at ExtremeSuccessAcademy.com. ExtremeSuccessAcademy.com

Black Belt, n, 9th-Degree essful With Terry Brya of the most succ Ph.D. and one hes real estate coac

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Rants, Ra ve Views fro s, and Other Polit m Behind ic Stephen Oliv er, MBA, the Curta ally Incorrect 8th-Degre e Black Belt in... ocus days. I’ve heard of several who s you are attribute 40 reading this, or several of we have 50 enrollme nts in recent mem the biggest martial come off of in June to arts ory. movies their The Forb respectably, idden King work with opening at Kung Panda wen number one; dom did Fu Panda. t crazy with Kung Fu It where you just doesn’t looked and co-promotions ever y10 days. Adm $100,000,000 get better + in its fi than Redbelt both ittedly, Never Bac that. k Down and rst during the had modest success. UFC MM Interestin As an asid A Boom, g, movies bom e… the two MM bed Please send A and the “trad (personally, I liked me feedback itional” mar them both ever you’ve on your resu ) tial impl arts movies Now, sum lts. Whatemented with me know: thrived. mer grea StephenO time for “Bac is winding down liver@MileH t success let and I encourag ighKarate Jet Li is back k to School.” At the it’s almost e you to send .com same time motions and me your best , Mummy 3: in his next starring role in The Tomb of the tion of curr feedback on successfu ads, proChan and Dra ent gon Emperor Jet some of the or past promotion l implementa. Jack Jackie Cha Li are setting thin s. We’ll featu best at the gs “on-fire.” ie n was in The Success Aca upcoming re Kung Fu Forbidden Extreme demy. Panda. Jet King dom Li Kingdom and The Mum is in both The Forb and The “Master idden my 3. I’ve said for mind” effe years that I’ve just talke ct Kid days. I yearn for Wel The Kara and returned d with each of my te again. I know l, I truly believe they coaching from the NAP are clien that and back ts with the NAP Peak Perf MA Inner tions that I put Circle MA There’s HUG ormers meetings in 20, 30, even together many scho promoFlor ols generated 50 or mor school own E growth among man ida. e “Intros” ers. They y of these in a couple are ing from of the “Masterm aggressively bene fitind” effec t, and grow -

Two years ago, I decided to start teaching karate on my own and I joined NAPMA. I started with 60 students, teaching for the Stratford Recreation Dept. Since then, I started two more programs at the town of Orange and the Valley YMCA in Ansonia. I now have my own business teaching full-time and have 180 quality students! I bought my dream house six months ago and I’m the happiest I’ve ever been. Joining NAPMA helped me a lot! I use NAPMA’s ads in my flyers, which are sent out to schools in the towns that I teach. I use many of the drills and business/marketing ideas that I get from my NAPMA packages every month. I currently have five instructors working for me. My business is growing faster than I

• “Grass Roots” Marketing Secrets to Grow your School by QUANTUM LEAPS, with little or no investment! • “The Ultimate Student Retention System” to help you develop Incredible Black Belts and Keep EVERY student longer.

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• The Maximum Impact “Accelerate-YourGrowth” Martial Arts Business Training System. Each month, you’ll receive a DVD or CD with POWERFUL School-Growth Essentials.

• The Mile High Maverick Newsletter, stuffed with Industry Best Practices, Lessons from the Leaders and Stephen Oliver’s observations about how to achieve at the highest possible level in the Martial Arts School Business.

FINALLY… The Monthly Maximum Impact Explosive School-Growth Guide and “Best-Practices” Teleconference.

Explosive School-Grow th Guide

Ask the “Experts” in ourr field your questions and learn the strategies to put your plan into immediate action and automatically grow your school!

How You Can Jo NAPMA Memb in the Thousands of Estab ers Who are Creating Excit lished and Proﬁt Gr owth in their ing Sales Building Grea Martial Arts Schools and ter Success, Control and Freedom in th Business Liv eir es

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EVERYTHING listed above is FREE… …Including some stuff we didn’t mention, but we’ll ship you anyway. No catch. You just pay shipping and handling (two payments of $29.95 US or $39.95 International) and we’ll ship you everything, including the free trial subscription. Right now, you’re “out there,” but you can be “in here” with NAPMA and hundreds of school owners who are experiencing amazing growth and prosperity…and all you have to do is visit NAPMAFreeOffer.com. Dedicated To Dramatically Growing Your School,

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Stephen Oliver, MBA 8th Degree Black Belt National Association of Professional Martial Artists (NAPMA), CEO

ever imagined! Thanks NAPMA for helping me become a professional martial arts instructor.” Chris Sansonetti Superior Karate Ansonia, CT Being a member of NAPMA is a wonderful value for all school owners. I personally feel that you and your organization have revolutionized the martial arts industry, and I think being a member of NAPMA is a wonderful value for all school owners. You guys are good. Once again, I just wanted to share my thoughts. Lance Farrell Farrell’s U.S. Martial Arts Des Moines, Iowa I can proudly report that you have helped me grow into a successful business with two studios, five recreation centers, over 450 students and 11 instructors. For ten years, I worked out of recreation centers and sports clubs. NAPMA helped me transition from a part-time karate teacher to a fulltime karate school owner. The programs that I currently use in my school, from self-defense to business software, have come to me through ideas from NAPMA conventions or from membership in NAPMA.

PS: I’m not ex ag ger ating when I tell you that yo pure, powerful m u’ll be receiving oney-making, bu $2,310.12 of s in ess-and-life-alte with no s trings ring information attache d. As yo u’ll se e, when yo FREE . . . the $2,310.12 o u visit NAPMA f FREE schoolFre eOffer.com, growth informa “made up numbe t io n rs” jus t for this is real value, not offer.

One of the Secrets to Success is SPEED! Visit NAPMAFreeOffer.com RIGHT NOW… …and sign up for this incredible offer or TURN THE PAGE and send in the FAX registration form.

I have been in business for 17 years and a NAPMA member for the past 9 years, I can proudly report that NAPMA has helped me grow into a successful business with two studios, five recreations centers, over 450 students and 11 instructors. I appreciate all that you have done and continue to do to help me with my growing business. Ken Klotz Klotz Institute of Karate Bowie, Maryland

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PRIORITY FAX ORDER FORM o YES! I want to “Test Drive” a NAPMA Membership and receive $2,310.12 worth of fabulous school-growth materials, AND two months of FREE Maximum Impact membership. Name ________________________________________________________________________ Company/School ______________________________________________________________ Address ______________________________________________________________________ City ______________ State __________ Country _________________________ Postal Code Phone ________________________________ Fax ____________________________________ Email ________________________________________________________________________ Billing Address (if different from above) Name ________________________________________________________________________ Address ______________________________________________________________________ City ______________ State __________ Country _________________________ Postal Code Shipping method: o U.S. & Canada — $29.95/month o International — $39.95/month Credit Card Information: Name on Card ________________________________________________________________ Card Number _________________________________________________________________ Expiration Date ___________ Card Security Code _________ Since we know you’ll love the materials, and we know you’ll probably never want to stop receiving this school-building, profit generating information, we’ll continue your subscription at the lowest cost we’ve ever offered—currently just $199 per month (plus shipping and handling). I authorize NAPMA to charge my credit card for the charges selected. I further affirm that the name and personal information provided on this form are true and correct.

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Turn $499 Into $50,000 in 90 Minutes! Is your 401K getting that kind of Return on Investment?? Everything you need to run a 90-minute leadership seminar that will allow you to enroll At least 10 new students into your Leadership Program.— Guaranteed! Even if you mess the whole thing up you could still easily enroll at least 10 new students into your leadership program!!

What would 10 new Leadership Team members be worth to you?? What would that add to your school’s gross income each month? How would that help your school’s student retention? x x x x x x

The Level 10 Leadership Seminar Program includes: Outline of the seminar and step-by-step instructions on how to conduct all aspects of the seminar for a hugely successful event. Customizable Poster (11 x 17 and 13 x 19 formats) as well as sign up sheet for seminar Application for students to fill out for acceptance into your leadership program 4-Minute Motivational DVD guaranteed to increase response by at least 10% Motivational Story to tell during seminar that truly encapsulates leadership Complete done-for-you e-mail campaign to promote the event

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Free Shipping in the U.S. (digital download version available for immediate use– must call first) The best investment you’ll make all year Satisfaction Guarantee: If you aren’t 100% blown away by this I’ll refund every penny you paid and you can keep the bonus items as my gift to you.

First 10 schools to purchase also receive 2 additional bonus items: Bonus e-book “Prosperity Thinking for Professional Martial Artists (By Master James Theros) Bonus Report “The 17 Steps to creating and implementing a successful leadership program in your school”

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NAPMA MEMBER SUCCESS STORY: ron achenbach, stephen oliver coaching client

“ How the Mastermind Effect Helped Me Find a Positive, Supportive Environment for Amazing School Growth and Personal Prosperity!” Interview by Toby Milroy, NAPMA COO

port, sharing and effect of a mastermind group is what will make your plan successful and your future more prosperous. Visit NAPMAFreeOffer.com for What makes Ron’s story so different from more information. many other school owners’, however, is that he has Toby Milroy: Our Member Success Story guest first-hand experience with two systems, or approachis Ron Achenbach. Ron has been a very successes, to the operations of a school. The first was based ful school owner, and has experienced a big growth on the dubious notion to cash out as many new stucurve, especially, during the last couple of months. dents as possible. We’ll discuss many topics that should help to shift The second (which he your mindset toward sucuses today with growing cess, but we’ll specifically success) relies on a more touch on how to make the Ron Achenbach thoroughly developed winter a growth period of Ron Achenbach is a 3rd-Degree Black Belt business model of total the year, even when you with Karate America and the school owner/ school systemization, and, live in a wintry location, chief instructor of Karate America Leadmost importantly, includes such as Green Bay, Wisership Academy in DePere, Wisconsin, a the positive influence of consin. suburb of Green Bay, with a population the mastermind effect. We’ll also explain how Ron’s moment of clarimportant it is to be surof 18,000. He teaches 180 students—85%, ity occurred when he berounded by successful peochildren and 15%, adults—in a 2,500-foot came a Stephen Oliver ple, which Ron has been facility. Coaching client, where he learning for many years, learned a more balanced as a long-time member of approach that focuses on the four goals of every NAPMA and Stephen Oliver’s Coaching group. school: maximizing enrollments, renewals, retention Ron, many martial arts school owners have a very and student quality. closed-minded approach to how they operate their Your moment of clarity could occur when you schools, often because of the cultures of the schools read Ron’s story because it will challenge your curwhere they were students. Tell our Martial Arts Prorent mindset, and motivate you to become a memfessional readers about how you changed your apber of a like-minded group of school owners, such as proach, your mindset, during the last few years. NAPMA’s Inner Circle or Peak Performers groups. Ron Achenbach: When I bought my school approxSystemization of your school is a plan, but the supimately seven years ago, I was part of a large organit’s easy to describe Ron Achenbach as the “everyman” school owner/chief instructor, since he operates a median-size school in a middle-size town.

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zation, Karate American Wisconsin. Randy Reed started it during the late 80s and it became a very large organization in the state with 20+ schools. One thing led to another and it was disbanded. I was fortunate to have that experience early because it introduced me to the big-picture mentality, although it wasn’t well organized. When I first started Master Oliver’s regular coaching program, I realized almost immediately that I still had a bigger learning curve, if I was to maximize my opportunities as a school owner, especially when it comes to implementing systems and processes. Master Oliver helped me change my mindset Ron Kovar about some of the concepts that Karate America Wisconsin had introduced. The upside was that the other school owners and I learned some tighter systems, but the downside was a questionable approach to payments and the negative outcome it caused. Toby Milroy: Since 1974, when NAPMA started helping school owners grow their schools, many other individuals and companies have introduced various systems and methods to operate a school. It isn’t a matter of persuading school owners which system is right or wrong, but comparing the results of those systems. Certainly, one of the trends that swept through the industry a few years ago was cash-outs. NAPMA and Stephen Oliver, in his coaching program, has recommended moderation, and not an excessive approach to cash-outs; but there are systems being promoted that recommend that school owners should severely discount the total value of their training programs, so they can cash out as many students as possible. This concept assumes that retention rates will be bad, regardless of what you do, so grab all the cash you can upfront and you won’t have to worry about students as they drop out. Ron Achenbach: Yes, the model was that every student would quit. Toby Milroy: That’s OK. If that is a school owner’s NAPMAFreeOffer.com

opinion, then that is how he perceives his school, and its impact on his students. Ultimately, however, all the cash disappears, but the students remain with a large balance of untaught lessons. Should there be an economic downturn, a facility issue that costs some money, or any type of instability in the student base, then the school owner will have major financial problems that could close his school very easily and quickly. Tell us about your negative experience with the cash-out model, which, to your credit, you were able to survive, and then change to a model that supports long-term growth in enrollments, upgrades, retention, student quality and revenues. Ron Achenbach: As I stated, I was given a tight system that was supposed to generate plenty of revenue and profits. Through that experience, I did learn that we had a weak sales approach and poor phone skills, both of which we improved. The experience also proved to be exactly what you described: we would have killer months financially, just unbelievable months; but, all of a sudden, we would be starving the next month, scrambling for new students. It was either feast or famine, non-stop. We tried to retain our students as long as possible, but the system made it very difficult. It created a little bit of negativity, and was one of the reasons why our organization, as a whole, started to disband. There were different mindsets within the group, and many said, “This just isn’t quite us.” Toby Milroy: Much of what you said relates to the popularity of the book, The Secret, which is basically a rewrite of Wallace Waddles’ book, The Science of Getting Rich, of 50 years ago. The point of The Secret is that your thoughts create reality, or that on which you focus expands the most. If you’re trying everyday to think about how to solve a problem, then, in most cases, you’ll find a solution; however, if you’re focused on the fact that the problem can’t be solved, then your brain stops tryMARCH 2009 59

NAPMA MEMBER SUCCESS STORY: ron achenbach, stephen oliver coaching client

Ron Achenbach gives a Black Belt student individual instruction.

Ron Achenbach leads a classroom of students that he is also pre-framing for success and renewals.

ing to find solutions. Because your organization promoted the mindset of cashing out as many students as possible and because it was assumed most of them would quit soon, and you adopted that mindset, you created an environment and a mindset in students and parents that they should quit quickly. Ron Achenbach: You’ve sabotaged your success because the system requires that your focus everyday must be to find 20 new students immediately, not to grow, but because you cashed out last month’s new students. It becomes an endless cycle of chasing your tail. Toby Milroy: Carry that thought one step farther. As a school owner, you must be thinking about marketing, sales, instruction and retention. When you’ve assumed the mindset of “Don’t worry about it, everyone will quit,” you stop thinking about how to improve retention by creating an environment that will keep students, long term; you stop thinking about how to implement the next system to plug the hole in the bucket; or how do you hold the next event at your school that will excite students, so they want to be students forever. That’s the internal torpedo. You shoot yourself in the foot because you forget to think about and implement techniques to improve retention, which is one of the most important functions of your business, of your school. Many school owners don’t have adequate financial management skills, so they shoot themselves in the foot in other ways. They see all that cash, and immediately buy an expensive car or house. Suddenly, there is a weather event that closes the school for a week or more, or some other unforeseen hiccups in

their businesses and they find themselves in a cash flow valley, and can’t pay the bills. At Mile High Karate and many successful schools, the technique that stops that from happening is to consider your regular billing check, your residual tuition, as the steady funds that cover fixed expenses: payroll, rent, utilities, etc. Remember, the costs of doing business will come due with strict regularity, so you must have a revenue-generating, cash-flow model in place that will allow you to pay your bills on time. Ron Achenbach: That was one of the bigger eye openers for me when I first started with Master Oliver. Cash is great, but make sure you can cover your costs; don’t be so focused on the cash. Our previous mindset was to collect enough cash to come close to covering our base cost. It took a year and a half to increase my monthly collections to cover costs, but, once I did, I relieved myself of a huge amount of stress. Toby Milroy: That’s very liberating. You walk into your school on the first of the month knowing that the bills are paid, and you can focus on creating a great experience for your students or next quarter’s marketing, rather than scrambling to pay the bills. You need to be free virtually every day of the month to focus on your four key goals that NAPMA and Master Oliver are always promoting: enrollment, renewals, retention and student quality. I know you have faced that challenge, and have been able to implement the systems at your school. Tell us about that and the student experience at your school, from initial contact through enrollment. Ron Achenbach: Yes, developing and implementing better systems for my school was our first big hurdle. It’s laborious work, but the outcome is great. I anticipate rapid growth during the next couple of months, due to what I learned during a recent mastermind meeting in Florida. It took me almost two years, but I first focused on my entire curriculum. It is now completely developed

Learn more about the NAPMA Inner Circle and how members, such as Ron Achenbach, can help you achieve greater success with your students. NAPMA.com/InnerCircle

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Ron Achenbach helps his instructors focus on the goals of each day’s classes.

and detailed from 1st- to 3rd-Degree Black Belt. I no longer arrive at my school asking myself, “What will I teach today?” I know exactly what I’ll be teaching every day for the next seven years. That was a major load off my mind. Now, my instructors know what they are teaching today, next week and next month. We are no longer winging it. I have also been developing and implementing, in great detail, the enrollment process, which generally follows the Mile High Karate model. It’s more than the

phone and appointment skills and successful introductory lessons; it’s also about providing quality customer service as soon as a prospect becomes a student. We’re constantly checking with new students about their initial experience and how we can serve them better; and part of that is starting the pre-framing process from the first intro lesson. I think that is a concept that many school owners miss. They think, “They’re in the door and enrolled in a program; now, let’s hope they sign for an upgraded program at some point.” I’ve learned you can’t do it that way; you must take the initiative. You must be constantly asking your new students, “Is there something else you need; how else can we help you?” It wasn’t easy implementing that customer service process in the beginning, but it works. I can tell because there is a different attitude among the students and their families and my staff. It’s different, and better, than it used to be. MAP

There’s more! Read the complete interview with Ron Achenbach at MartialArtsProfessional.com

Why Don’t You Go Jump Off a Mountain? Take to the slopes for a relaxing ski vacation while in Denver for the NAPMA 2009 Quantum Leap and Marketing Bootcamp.

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MARCH 2009 61

Martial Arts Professional Asks… tony robbins

Personal Development Expert

How can school owners condition themselves for wealth, and eliminate “wealth wounds”?

e all have a psychological separation in our heads about what we think we are worth. We’re confused about financial success compared to the success we experience when we serve those about whom we care. The truth is that both forms of success can co-exist. The more separation between the available energy in the universe and yourself, the more you are just using your body to produce results, as opposed to your spirit. A great martial

artist knows there is no separation. I was raised in a very poor family. I thought if I did well financially, then people would be happy, and I could help everyone. Instead, when I became wealthy, many of my friends rejected me and I experienced disrespect and frustration, so I unconsciously sabotaged myself, financially. I started thinking, “If I can be stronger physically, then I should train and exercise to become stronger. If I could be smarter, then I should focus on becoming smarter. If I have the

capacity to give more, then I should. If I have the ability to earn more, then I should.” Whenever you think you are psychologically limited, you must stop playing the game of pauper and say, “Oh, this is because I serve so much.” I serve millions of people at deep and passionate levels, and the greatest gift of my life is not money. It is all about eliminating the myth in your head, and the best solution is to find a top achiever in your industry. Model, interview and follow him to discover why he is successful. Ask

At Sports & Fitness Insurance our service and commitment ensure you a perfect fit. Contact us at: Post Office Box 1967 • Madison, MS 39130-1967 1-800-844-0536, Ext 2222 or 2252 • 601-898-8464 • Fax: 601-707-1037 • contactus@sportsfitness.com 62 MARCH 2009

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him to explain his strategies and beliefs. You can also choose to associate with a successful person in a completely different industry, and model his thought processes.

What tools can an instructor use to anchor in success, and be more effective to develop their students? I have one simple principle: It’s impossible to build on failure. You build only on success. I completely transformed the U. S. Army pistol-shooting program. Instead of shooting a .45-caliber pistol from 50 feet away (which was the standard distance), I set the targets five feet in front of the new students. I wouldn’t let them fire their guns, until they had rehearsed the perfect shooting form for two hours. After all of that repetition, they succeeded when they fired at the 50-foot distance.

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At first, the Army thought how I changed the program was stupid, but it ignited the students’ brains: “Wow, I’ve succeeded!” With the old method, they were more likely to shoot the first few rounds into the ceiling or floor. My change created an initial sense of certainty. I believe in creating an environment for winning. Many instructors believe that when you allow students to fail, they remain humble and are more motivated. I radically disagree. There is a time for that approach, but not in the beginning. People’s actions and success are very limited when they think they have limited potential. tony robbins Anthony Robbins is considered the greatest personal development expert of all time. He is a strategic advisor to world leaders, and his teachings have impacted the lives of an estimated 50 million people. He is a Black Belt and the recipient of NAPMA’s 2003 Lifetime Achievement Award.

teleconference

Listen to the Free Tony Robbins Teleconference: Leadership from the Inside Out

Tony Robbins has long been a favorite of martial arts professionals and enthusiasts. He has contributed to the growth of the industry in many ways. In this free NAPMA teleconference, he presents his perspective on leadership, stating, surprisingly, “You don’t have to work on your leadership skills as much as you do your spiritual intent.” Visit NAPMA.com/ TonyRobbins for more information.

MARCH 2009 63

Martial Arts Professional Asksâ&#x20AC;Ś Brian Tracy

Karate Black Belt and Human Potential Expert

What tips can you provide martial arts school owners to help them sell more successfully to todayâ&#x20AC;&#x2122;s more knowledgeable consumers?

hat is selling? In its simplest terms, selling is the process of helping a person to conclude that your product or service is of greater value to him than its price. Our market-driven society is based on the principles of freedom and mutual benefit. The parties to a transaction only enter into it when they feel that there are benefits for both of them, as a result of the transaction. In a free-enterprise market, the customer always has three pur-

chase-decision options. First, the customer can buy your product or service. Second, the customer can buy the product or service from someone else. Third, the customer can decide to buy nothing at all. For the customer to buy your particular product or service, he must be convinced that it is the best choice available, and persuaded that there is no better choice to spend the equivalent amount of money. Your job, as a salesperson, is to convince the customer that all these condi-

tions exist, and then to elicit a commitment from him to take action on your offer. The field of professional selling has changed dramatically since World War II. In a way, selling methodologies are merely responses to customer requirements. At one time, customers were relatively unsophisticated and poorly informed about their choices. Salespeople catered to these customers with carefully planned and memorized sales presentations, loads of enthusiasm and

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a bag full of techniques designed to crush resistance and obtain the order at virtually any cost. The customer of the 1950s has matured into the customer of the 21st century, however. Customers are now more intelligent and knowledgeable than ever before. They are experienced buyers, and have interacted with hundreds of salespeople. Today’s consumers are extremely sophisticated and aware of the incredible variety of products and services that are available to them, as well as the relative strengths and weaknesses of those products. The prospects walking in your door are smarter and better educated than most salespeople and they are far more careful about making a buying decision of any kind. In addition, they are overwhelmed with work and under-supplied with time. Because of the rapidly increasing pace of change, downsiz-

ing, restructuring and the competitive pressures surrounding them, customers today are harried and hassled. They are swamped with responsibilities, impatient, suspicious, critical, demanding and spoiled. To sell to today’s customer requires a higher caliber of sales professional. It will only become tougher and more complicated during the years ahead. Now, here’s what you can do immediately to put these ideas into action. • Think continually about how you can convince your customers that your product or service is the very best available. • Learn why they buy, or refuse to buy, and develop strategies to turn non-buyers into buyers. • Upgrade your knowledge and skills every day, so you can sell more effectively. You always want to know more about your product or service than your customers. MAP

You Can Be a Karate

teleconference

Listen to the Free Brian Tracy Teleconference: Success Principles for the Martial Arts Executive As a columnist for Martial Arts Professional for more than 10 years, Brian Tracy has shared a great wealth of knowledge with readers, NAPMA members and martial arts professionals throughout the industry. His free NAPMA teleconference is filled with ideas and concepts that will help you shape your thinking and develop skills for success. Visit NAPMA.com/BrianTracy for more information. brian tracy ACMA board member Brian Tracy is a karate Black Belt and a worldrenowned expert in the field of human development and motivation. Much of his success is a result of the discipline he learned through martial arts training.

St r!

Media coverage guaranteed — or you pay nothing! Karate Stars, Inc. by Master Karen Eden Whether you want local media coverage for your school or national media coverage for yourself, you only pay for the coverage that you actually get! Call 720-394-8408 or e-mail Master Eden at sabomnim@toast.net “Karen knows her stuff! She’s had Mile High Karate schools in major newspapers, on CBS, NBC, ABC and FOX affiliates…even on national satellite radio. We’ve also had several magazine articles, plus we were getting calls from Good Morning America, The Today Show and Montel Williams!”

Stephen Oliver Founder/CEO Mile High Karate Schools

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“Karen’s inside understanding of how the media thinks allows her to quickly and easily get the right kind of attention. Within weeks of engaging Karen, we had four major TV media exposures, a 10-minute radio interview, and a full-page newspaper article, plus karate magazine exposure. I would not even consider trying to navigate the media maze without her!” Sam Rosenberg CEO, INPAX, Pittsburgh PA

“Karen’s skills and media experience created an incredible marketing opportunity for White Tiger. Her magazine cover story not only gave us added credibility and recognition in our community, but it has opened the door for product endorsements, acting and speaking engagements around the world!” Master Rondy Chang White Tiger Taekwondo Raleigh-Durham NC

MASTER KAREN EDEN is a published author and former radio and TV personality, who has appeared on CNN, FOX National and Animal Planet. She has also appeared in two major Hollywood productions. Karen has written for and appeared in many martial arts publications over the years. Her books include The Complete Idiot’s Guide to Tae Kwon Do (Penguin Books) and I Am a Martial Artist (Century Martial Arts.) She is also the poet behind the popular I Am a Martial Artist product line.

WarriorWiz

terry bryan

ph.d., 9th-degree black belt Learn from Terry Bryan at

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Quantum leap

Protect your Assets with the Right Business Entity, Part 4

ou can also protect your assets with Land Trusts and Abusive Trusts and a Limited Liability Company, or LLC.

Other Trusts Land Trust: The land trust is more of an “asset-hiding” device. If creditors knew that you were the beneficiary of a land trust, then they could attach your interest. This is because a land trust is a revocable, living trust and such trusts do not protect the beneficiary’s interest

trusts as described above, which are not used to avoid income taxes. Limited Liability Company A limited liability company (LLC) is a recent creation of state law, and is now recognized in all states. The LLC, like a corporation or limited partnership, requires the filing of an “articles of organization” with your secretary of state. The partners of a LLC are called “members,” and are not liable beyond their contributions to the com-

“ The LLC is the only entity that offers the flexibility of a partnership with the protection of a corporation.” from the claims of his creditors (the theory is that since the beneficiary has unlimited access to the trust assets while he is still alive, so should his creditors). Abusive Trusts: A rash of scam artists have been promoting what is called a “Pure Trust” (and other names). They claim that you can legally reduce your income and FICA tax by using these trusts. Their claims appear to be valid because they cite United States Supreme Court cases; however, these trusts are scams. A special task force of the IRS Criminal Investigation Division prosecutes the promoters of these trusts, and has labeled certain types of trusts as being “abusive” and automatically suspect. These trusts do not include land trusts and personal property

66 MARCH 2009

pany. Unlike a limited partnership, all members can participate in the management of the company, without personal liability for company debts or lawsuits. The LLC can be run by a “manager,” which can be a corporation or individual who may or may not be a member. When an LLC is “managermanaged,” it is operated similarly to a limited partnership. The manager is not personally liable for company debts or lawsuits. The members who are not managers are simply passive investors. When an LLC is “member-managed,” all of the members can participate in the management and control of the company. A member-managed LLC is operated very similarly to a general partnership, except the

members are not liable for the debts or liabilities of the company. By default, an LLC with two or more members is taxed as a partnership. Like a partnership, members can receive income and deductions in proportions that may or may not be equal to their ownership shares. Thus, the LLC is the only entity that offers the flexibility of a partnership with the protection of a corporation. In many states, an LLC can be formed with just one member (called a “single-member” LLC). In this case, the company is disregarded for federal income tax purposes. For example, if a business is run as a sole proprietor, and then changed to an LLC, the individual would have liability protection under state law, but would continue to report on Schedule “C” of his federal income tax return. In most states, a creditor cannot attach a member’s interest in an LLC. Although the LLC may appear to be an excellent tool for asset protection, it has not been tested in court as extensively as corporations. The few court cases that have ruled on the issue have applied the same tests for “piercing” that have been applied to corporations. MAP terry bryan During his more than 30 years in martial arts competition, Terry Bryan won two world titles and more than 300 first-place wins in the Black Belt and Masters Divisions. Terry now sits on the boards of various real estate investment groups, and is the founder of Warriorwiz Real Estate Investing Success System. Terry can be reached at MartialArts Professional.com.

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School Growth Potential

toby milroy

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Learn from Toby Milroy at

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Quantum leap

Multiply your Print Advertising Results, without Spending Another Dime! Part 2: Creating Persuasive Sales Copy that Generates New Students!

The strategy behind this series of columns is how quickly and easily you can dramatically improve the responsiveness or the results from virtually any type of advertising, without spending another dollar. This month’s column focuses on the concept of copywriting and creating great headlines and sales copy.

and responsibility of a small business owner—and it’s no different for martial arts school owners. What is also required is a change of mindset, so you can become highly focused on marketing your business and attracting new customers. Not only is it important that you understand marketing, strategically, and develop a marketing program and budget, but also gain an understanding of marketing tools, such as copywriting. Without that knowledge, you won’t be able to craft consistent and targeted

“ NAPMA teaches all its members that marketing is where most of their time, energy, resources and efforts should be spent…” What is Copywriting? Copywriting is an art and a science, so becoming a great copywriter is a lifetime pursuit. Some of the highest paid men and women in marketing and advertising are copywriters because they understand how to create messages that attract customers. If you’ve been a member of the NAPMA Inner Circle or Peak Performers groups, then you understand that learning how to write copy for a print ad, sales letter, flyer, direct mail piece, radio and TV commercials, etc. that actually generates sales is your highest value activity as a business owner. NAPMA teaches all its members that marketing is where most of their time, energy, resources and efforts should be spent; however, marketing is typically the most neglected major task

68 MARCH 2009

messages for every piece of marketing material you may use. Whatever materials your prospects see should be written and designed to create an “I-wantto-buy” environment. Don’t be distracted by all the highbudget, Madison Avenue marketing and advertising that most of us see, from the likes of Pepsi™, Coke™, Chevy™, Ford™ and other major global advertisers—you have no need to brand yourself as widely as these companies have. Instead, you want to be very selective, and target the specific, local audience that is most likely to become students at your school. The copy written for the marketing materials you use to attract that audience must be appealing and persuasive, but, more importantly, it must communicate both the short- and long-term benefits of martial arts for that audience.

Direct-Response Marketing Instead of the global branding of Madison Avenue, you, as a school owner, are best served by direct-response marketing, which, when executed probably, attracts the attention of the people on Main Street. The direct-response method is defined as having a persuasive message that compels your prospects to respond to a specific offer. Any branding of your school is an unintended benefit, and not a goal of direct-response marketing. Visiting your school and experiencing its culture is more likely to brand your image on the minds of your prospects and students. The clever car or soft drink ad that runs during prime time TV or major sporting events is not your model. Instead, for example, you should be saving and studying the direct-response pieces that arrive in your mail. I know you receive several every week from direct-response marketers who know how to write and design those pieces for maximum effectiveness. Your goal is to rise as close to their level as possible—and you’ll start to learn more of the specifics in my future columns in this series. Once you become a member at NAPMAFreeOffer.com, visit the NAPMA Online Print Marketing Store for free downloadable advertising materials. MAP toby milroy Toby Milroy is a 4th-Degree Black Belt, school owner, Mile High Karate Regional Director and NAPMA’s Chief Operating Officer. He can be contacted through NAPMAFreeOffer.com or MileHighFranchise.com.

MartialArtsProfessional.com

No B.S. Success

dan Kennedy, The Renegade Millionaire

Why People Fail: If you Want More, then Become More Valuable!

he mayor of a small town once wrote to Benjamin Franklin, asking for a donation, so the town could buy a bell for its town square. Franklin sent money, with a note, suggesting they forego the bell in favor of buying books for the town library. It is at the library, where we might find an answer to why so few succeed and why most fail – at anything, at everything. People will allow themselves to be overwhelmed by what a public library (or the “library” of business books available from a Web

letters, and visited the public library weekly. I so thoroughly and intensely studied a needed skill, as to become a world-class expert. When I was teaching myself to be an advertising copywriter, for example, I studied no less than an hour everyday, listened to recorded material on the subject constantly, and sought and established relationships with the top people in the field. One of them told me to copy great direct-response ads by writing them longhand 21 times each, to teach my subconscious the rhythm of such writing. I

“ Most people neither apply themselves to acquiring know-how nor apply the know-how they acquire.” site or local book store) offers, instead of first determining what they should learn, and then focusing on those topics. Most people neither apply themselves to acquiring know-how nor apply the know-how they acquire. In short, they have the attention span of a gnat, and the diligence of an idle, random breeze. They certainly don’t study. I have become quite rich and somewhat celebrated, reaching the pinnacle of success in not one, but three different, fields. At each required skill-set, I once sucked. For me, there has always been a crawl to competence, then a fast rise to superiority. Part of it is processing a large amount of information in a hurry, but also continuously. For nearly 25 years, I read a book a day, plus newspapers, trade journals, news-

70 MARCH 2009

did that with 100 ads. I collected more than 200 books on the subject, and immersed myself in their contents. I built organized files of samples that fill a room. I traced one master back to his teachers, and they to theirs, thus, even knowing the genealogy of the field. Fledgling or journeymen copywriters will ask me how they, too, might have clients waiting in line to pay them $100,000 fees, even when there are thousands of copywriters advertising their services for one-tenth of that fee or less. I give them this answer, which they reject: They seek rewards out of kilter with their value, and are unwilling to do what is necessary to build their value. The top earners in insurance, real estate, retail, dentistry or any other business or profession could give the same answer.

People tell me all the time that they simply do not have time to read and listen to all the material they have purchased or receive by subscription; however, time is democratic and just. Everyone has the same amount, but don’t always use it wisely. I choose to read a newsletter with my mid-morning coffee break, while you choose to blather about trivia with friends. I choose to review a study guide for an hour, sitting on my backyard deck at day’s end, while you choose to watch a TIVO’d American Idol episode. When someone says he does not have the time to acquire the know-how required to create sufficient value for his stated desires, he is a farmer surrounded by ripe fruit and vegetables, whole grains and a herd of cattle, but who dies of starvation, unable to organize his time, and discipline himself to eat. Incidentally, success in every business, including yours, depends on the mastery of a handful of critical competencies (one of which is always marketing). The individual, whose goal is to acquire a wealth of know-how, and does it diligent and earnestly, will discover ever-growing wealth in his bank account. All others watch with envy and cry in their soup; they do seem to find time for those activities. MAP dan kennedy Dan Kennedy is a marketing and sales strategist and consultant and the author of many books, including No B.S. Direct Marketing, The Ultimate Marketing Plan, The Ultimate Sales Letter and numerous other business books. He can be contacted at NAPMA.com/DanKennedy.

MartialArtsProfessional.com

The Science of Fighting

JOE LEWIS

NAPMA Technical Consultant

The 40 Most Common Mistakes Fighters Commit, Part 10

One of the main cardinal rules of fighting is to avoid always letting your opponent beat you to the draw by allowing him to get off first. This remains true, even if you are a counter fighter or a grappler, attempting to let your upright opponent lead with striking techniques you intend to counter underneath.

Never be sucked into a sparring partner frame of mind, and always fight defensively. This means that when your opponent fires, avoid the constant habit of just blocking, when you should be countering. For example, if your op-

ponent fires a jab, then do not just block it or cuff it, and then stop; instead, time a counter right-cross over his jab, after you complete the cuffing movement.

Often, a fighter becomes too hungry, or just has a bad habit of leading off with power shots, such as a straight right or left hook type punch. These are primarily counter punches, not lead off shots.

When some fighters find their match going downhill, they lack the knowledge or ability to turn the momentum of the

fight. Smart fighters prepare in advance to know how to return to a base stance or style of fighting, They then stick with an attitude technique or attack, or immediately change to an alternate strategy to shift the momentum of the fight to their advantage. MAP joe lewis In a career spanning more that four decades, Joe Lewis has won more competition titles and instituted more innovations than anyone in the history of martial sports. That’s why he is “The Greatest Fighter in the History of Karate.” Joe can be reached at MartialArtsProfessional.com

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milroy, continued from page 31 Quantum Leap in March—are the most visible, and take the industry conference concept to a new level,” said Milroy. “These annual events are clearly the best opportunities to share industry best practices and synergize with fellow martial arts school owners, who are focused on growth and creating the kind of businesses that are sustainable and build real equity for their later years.” You can experience the mastermind effect firsthand, in approximately 60 days, if you register for the Quantum Leap at NAPMAQuantumLeap.com. With your pre-registration, you’ll gain admittance to the Stephen Oliver’s Ultimate Martial Arts Marketing Bootcamp as a free bonus—a $2,750 value. Another major improvement and benefit to NAPMA members is creating a very robust Internet presence. The NAPMA Web site is quickly becoming more and more members’ primary point of access to the best ideas in the industry because the Internet is immediate, and can be filled with more outstanding content and aids than any box or envelope. Members have quickly discovered that they must visit the NAPMA member Web site, often, because so many features and functions are being added, regularly—and many new ones are being developed (and to be revealed soon). “Most of what is new on the NAPMA Web site can be described as Internet-based services, NAPMA archives and direct member communications and educational features,” said Milroy. “For example, there’s a direct link on the Maximum Impact home page to the NAPMA Online Print Marketing Store. Members can select from a growing catalog of print marketing items, customize them online, order printed quantities to be shipped to their schools or the Store will mail them, when members upload their mailing lists. It couldn’t be easier or more convenient!” E-technology, in the form of the NAPMA Web site, is also the obvious, modern method to provide members with access to more and more of NAPMA’s 15 years of content, one of the industry’s greatest archives of business strategies, marketing techniques, advertising art, curriculum and staff development materials, most of which is still very timely, and is what school owners must know to build great schools. “I may be an Internet geek, but it was clear to me that the NAPMA member Web site was also the perfect vehicle to communicate directly with members at a distance, and provide them with an amazing array of continuing education programs,” added Milroy. “Members can listen to 25 exciting and fast-paced, school-building interviews, with the very best marketing, business and motivational experts; celebrity NAPMAFreeOffer.com

martial artists; and top school owners, such as Jackie Chan, Joe Lewis, Jeff Smith, Jhoon Rhee, Stephen Oliver, Lee Milteer, Dan Kennedy, Jay Abraham and many others. “Web technology also allows NAPMA members to learn at their rate and at the most convenient times, based on their schedules. The site now includes the monthly Maximum Impact teleconferences and monthly mastermind calls, with Stephen Oliver and his guests, for Maximum Impact members. By the time, you read this article, we’ll have added an exciting Webinar series.” These member-support tools would be considered cutting-edge by most, but they have long been the standard in the minds of Toby Milroy and Generation-E; and, through his NAPMA leadership, he is affecting a massive paradigm shift in the mindset of the industry and of all school owners who want to ascend to success as he has. MAP

Fast, Convenient, Customizable Print Marketing Materials When You Become a NAPMA Member Self Esteem Focus Self Confidence Fitness Call or visit our school today. Ask about our free beginner’s course! PLUS, a FREE Official Martial Arts Uniform for the First 25 Callers-$79.96 Value

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NAPMA’s Online Print Marketing Store is a new, exclusive member benefit and a great reason why you should join NAPMA today. Once you’re a member, you can choose from an evergrowing catalog of marketing pieces that will help you grow your school. You’ll find postcards, door hangers, ad cards, bookmarks, statement stuffers and much more in a variety of campaigns from back-to-school to bully prevention to seasonal promotions.

Visit NAPMAFreeOffer.com today! 73

Internet Secrets

Elsa Cordero

MBA, MS Oriental Medicine Learn from Elsa Cordero at

NAPMAQuantumLeap.com

napma

Quantum leap

Search Engine Optimization Strategies that Impact Your Bottom Line, Part I

n my last two columns, I explained keywords and their impact on the success of any Web site. In this month’s column, I will review the basic concepts of the keyword/SEO strategy and provide some additional tips. Your Web site’s keywords are essential to your Internet marketing strategy, and should be selected before you start writing the site contents. Your keywords will determine what name you will register for your Web site; they will be part of the title

adults separately, the content must be different for both pages, as well as the keywords used. Above all, make your titles and headers different and unique to the pages’ messages. Keep the design simple. Avoid Flash-animated sites, at least for your prospects’ Web site. The contents of Flash sites are invisible to search engines (this is changing, but is not 100% yet). Flash sites also take longer to load, and Internet users just don’t like to wait. Finally, Flash sites require a special plug-in software pro-

Another tip is to avoid placing too many images on a page, especially at the very top.” of your page and the header of your content, and will be found often in the body of your message. Without an organized approach to keyword selection and placement, search engines “spidering” (reading) your Web site will not recognize your product/ service, making it difficult to categorize and index your school, and for prospective students to find your Web site. I have previously stated that the contents of your site must target two audiences seamlessly: your prospective students and search engines. Aside from a powerful call-to-action message, you’ll need a well-crafted Web page with rich keyword content, 200-300 words in length. Make each Web page unique. For example, if you are targeting children and

74 MARCH 2009

gram, which users must download to view Flash sites. The cons outweigh the pros. If you want have a Flash site for your members-only section, that’s fine because the traffic to that section will be directed from your school, so a “search” is not required. Since members’ content is password-protected, search engines will not index that section. Make sure your site is not designed within frames. Frame design refers to a Web page that is divided into sections, or frames. Each frame holds information about the different areas of a page. For example, the top section holds the page header, the left section includes the navigation and the right section is the page’s contents. When users navigate to different pages by

clicking a link in the navigation, the top banner and the left section stay the same, while the contents will obviously change from page to page. The problem with a frame design is that search engines might index the wrong frame, i.e., the top or left frame and ignore your beautifully crafted, keyword-rich content. Another tip is to avoid placing too many images on a page, especially at the very top. Search engines read content linearly, so you want the top part of the page to include keywordrich text and not a variety of pictures. When you do include an image, make sure to name it in the alternative text, or <alt> tag. This text is used as an image replacement, whenever the image cannot be seen; it’s another good method to add keywords to your content. The guidelines used by search engines are constantly changing; what worked last year might be obsolete this year. The basic strategies I’ve presented in this series of columns are, however, based on solid Website design and powerful content development from well-researched keywords, so you need not concern yourself with any of those guideline changes, now. MAP elsa cordero For 15 years, Elsa Cordero was involved in the martial arts—teaching, competing (seven-time National and International Forms Champion and Inductee of the Diamond National’s Hall of Fame), and co-owning three schools. Elsa completed her Master of Business Administration in 2003, and then earned her Masters in Traditional Chinese Medicine. You can contact Elsa through Martial ArtsProfessional.com.

MartialArtsProfessional.com

donnithorne, continued from page 34 leadership development progression, from follower to face-to-face leader, who influences just a small number of people, to indirect leader, who leads other leaders, to the highest level as an executive leader, an organizational leader. Donnithorne said, “As you develop leaders, whether at West Point or a martial arts school, it’s always important to remind your students that there is a purpose behind what they are learning. “We want to be teaching good skills and techniques to the young people we influence, and always clearly explain that the purpose of their leadership skills is positive outcomes for themselves and those they lead.” Dr. Donnithorne’s seminar is sure to be one of the most important that you can attend this year. It’s an outstanding opportunity to strengthen your current leadership program or motivate you to implement one quickly. We all know that Dr. Donnithorne’s ideas and concepts work because West Point uses them to develop U.S. Army officers, now serving throughout the world.

cordero, continued from page 36 the current economic climate. According to her, it is a lowcost investment compared to most traditional marketing methods, and it doesn’t require much labor. “A Web presence is one of the lowest-cost, highlyproductive marketing tools that can help you thrive during the current downturn. When prospects can find and read about the benefits of martial arts, testimonials and why they should choose your school, they are creating a greater and stronger bond with you before they even talk with you the first time. Creating that initial relationship through your Web site will also overcome price and other objections that could otherwise derail successful enrollment conferences,” said Cordero. During her Quantum Leap seminar, Cordero will also stress how fast Internet technology is moving forward and changing, and part of the secret of a successful Web site is revamping your site regularly to keep it current. “My purpose is not to turn you into an Internet geek, but arm you with the tools and strategies that you can take back to your Web designer and point him or her in the right direction,” added Cordero.

hows of total school systemization than Master Kovar. When you make the wise choice to attend the NAPMA Quantum Leap, you’ll also learn Master Kovar’s three keys to leading your school to amazing growth levels and three critical classroom activities that will accomplish 95% of upgrade sales for you. You’ll then be able to teach your staff members and volunteers your new system, so they can track their results effectively. Kovar concluded, “It is a challenge to be up for every class, but what a great privilege it is to change people’s lives. I encourage you to look at your students with new eyes at the beginning of your next class, and do everything you can to keep them for the long haul. If you do, then they’ll be happy for it, and you’ll be rewarded in many different ways.”

eden, continued from page 40 the deepest insiders’ secrets of how to communicate with editors and broadcast producers and reporters, so they consider you a “welcomed guest,” instead of a pest. You’ll understand the local media’s need for local stories and why the pitch of your story is key; an incorrect pitch and you might ruin your opportunities for future publicity with that media outlet. One of the most important tricks of the trade is to become a community resource and trusted advisor. You’ll also learn the mechanics of writing a press release, and the best time of the day, week and year to distribute your press releases, so the media becomes your eager partner. NAPMA has invited Master Eden to speak at the 2009 Quantum Leap because the ideas and concepts she’ll share actually work in the real world; it’s not theoretical or hypothetical; but proven results she’ll be happy to show you. Eden said, “I didn’t just study how to be a pilot; I’ve actually flown the plane, and for a long time.” MAP

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kovar, continued from page 38 learn more and sign up today at: areas of operation: marketing, curriculum, staff development, finance, management, etc.—and few successful school owners are more qualified to teach the whys and NAPMAFreeOffer.com

NAPMA.com/liveanswer 75

The Success Coach

lee milteer

NAPMA Inner Circle and Peak Performers Success Coach

Redefine your Future, Part 1

know that many of you feel as if you have your feet on the brake and gas at the same time. It’s time to redefine your future, develop the mental conditioning and take the actions that will insure your wellbeing and prosperity in the current reality. You can’t open a newspaper or watch TV without being told the economy is bad. Look at the stock market; people are running scared. Everyday, the media offers the socalled proof that the world is about

and burying your head in the sand, use everyone’s panic (most of which is just perception) to your advantage to obtain better prices on assets you should consider buying. This may be a good time to purchase the property where your school is located and/or other local commercial property. It could also be the best time to expand your business. During my recent two-part interview with Dr. Gene Landrum, he said that when times are down, the most successful business owners expand. I

“ Clearly, we all want to live the good life, but too many of us react to life, instead of planning for life.” “to step on a grenade” in terms of the economy, war, global warming, etc. The sky is falling and the Apocalypse is upon us! It’s easy to follow the crowd and run scared. Learn to be aware that the media’s pessimistic view of the economy and its narrow reporting of only the negative news are meant to be provocative and controversial because it attracts readers and viewers—and advertisers. The media is unconcerned that this constant barrage of negative messages is dangerous to the average psyche, and distorts people’s perspectives and their decision-making. There is not much coverage of thriving entrepreneurs, business owners and their businesses; the media would rather scare us, like some bad horror movie for teenagers. Instead of following the crowd,

76 MARCH 2009

agree with him that you can use this fear to your advantage. If you use it correctly, it can pay huge dividends for you. Instead of slowing your progress and allowing the media’s fearmongering to make you a reactor to life (instead of an actor), go against the grain and go for the gold! This view of life will be much more beneficial to you and your business. You must also be conscious that all of your students and their families will read and watch the same bad news, and react emotionally. You should have a plan prepared to help them manage their fears, so their perception of reality is not so warped that they tighten their spending. Your plan must be proactive, and proactive now! You must have a strong belief in yourself and your abilities to prosper! You are powerful,

creative and intelligent, so you must not buy into the media’s song of destruction, or it will become a self-fulfilling prophecy. Forget those false, negative perceptions of reality, and focus on the opportunities that every cycle of the economy reveals. Seize your opportunities by taking your foot off the brake, and utilizing some of the new tools and thought processes I’ve presented here to navigate reality. You have the personal power to capitalize on your potential and maintain clear priorities, so you can benefit from the personal and business realities you want for yourself. Clearly, we all want to live the good life, but too many of us react to life, instead of planning for life. There will always be unexpected events in our lives and the wider world that will distract us from our goals; but if you redefine your goals frequently, due to the constancy of change, then you are much more likely to reach those goals. As a final reminder, develop a mindset that creating wealth and abundance has much more to do with internal decisions and external actions than the state of the global economy. MAP lee milteer Lee Milteer is a well-known success coach, professional speaker, author and developer of the highly acclaimed Millionaire Smarts® concept. She is also the success coach for members of NAPMA’s Inner Circle and Peak Performers Groups and a frequent NAPMA speaker. She can be reached at NAPMA.com/InnerCircle.

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You know how hard you work in your school to educate, excite, and encourage children to earn a black belt and that the dropout rate in our industry can be discouraging. After years of success in training children, Solomon Brenner extends his teaching philosophy to fellow martial arts instructors and school owners. In his book, Black belt Parenting: The Art of Raising Children for Success, Brenner speaks directly to your students’ parents. You may have asked yourself, “How can I get Mom and Dad to be my strongest advocate before a child wants to quit?” Black Belt Parenting arms the parents with what to do if their child wants to quit, maintaining a positive attitude throughout his or her training, rising to a challenge, being a good role model and more. This non-style-specific book is one more retention tool to help you encourage families to commit to achieving their martial arts goals.

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E R U S A LE P H IT W S -IX BUSINES

A Message to you from former world champion Jeff Smith about Mile High K ar ate.

’ve been asked by many of my friends and associates why i’d join up with stephen oliver and his mile High karate organization rather than grow my “World Champion Jeff smith schools.” Why is it, after over 37 years operating chains of schools — first with Jhoon rhee and then on my own — is it that i’m now jumping on the mile High karate bandwagon? The answer is rather simple, but first let me share with you a few facts. stephen oliver was a student of mine and of the Jhoon rhee institute beginning in 1969. That’s 38 years ago. i remember meeting him and teaching him personally first when he was a blue belt. from the time we met i recognized his intelligence and drive. He was (and is) really an excellent martial artist. He was by far the most

karate Classic national event. i’m been continually amazed at the strength of his organization and the depth of his business knowledge and skill. When we began discussing working together i came to believe several things. first, no one, absolutely no one can match stephen oliver when it comes to effective marketing, advertising, and sales process development for a martial arts school. it’s not just my opinion. The top business minds in our industry all look to him for guidance when it comes to how to fill up a school. second, no one is even close to him when it comes to developing a structure and a team to develop a huge organization. He’s created the first true national and international legal franchise structure and has all

Making the decision to join Mile High K arate will be the best financial decision you can make. flexible student and then instructor we had. He had vertical kicks and a quest for fighting that only comes with growing up in the “blood and guts” era of oklahoma and Texas. at my request he moved from Tulsa to Washington, d.C. to be a Head instructor then branch manager at Jhoon rhee institute while also earning an honor’s degree at Georgetown University. it’s interesting that in the martial arts industry he’s mostly known for his knowledge of marketing, sales and business when in fact one of the most impressive elements of his organization is the depth of martial arts experience and skill. He’s developed a truly unparalleled system for developing high quality black belts with excellent leadership skills. over the years he and i have remained close and i’ve often attended his black belt tests, intramural Tournaments, and the mile High

of the experts in place to make this grow exponentially. Third, although he’s put together a tremendous curriculum and promoted 1,000’s of quality black belts we compliment each other in a very powerful way. my role being to continue to strengthen the mile High karate instructor training and

For more information about Mile High Karate: www.MileHighFranchise.com

Classifieds Internet Secrets Rates for classified ads: $50.00 for the first 30 words. $1.00 per each additional word. 50-word limit. To place an ad, or for additional information, call NAPMA Advertising Director Rob Colasanti at 1-800-973-6734. Little Ninjas Program Turnkey pre-school program. NAPMA members: $299; Non-members: $399. 1-800-973-6734. For Sale Turnkey Karate school with real estate in South New Jersey. Easy-to-arrange financing. Low down money needed. Available for immediate possession. Contact Mike at MBreeze@comcast.net or 484-431-3610. Martial Arts Embroidery English, Korean Japanese, Chinese. 301-253-3971. Martialartsembroidery.com FREE Report! Secrets to Organizing a Fundraiser. The good, the bad, the fine print. Keep the Money in Your School! We show you how! Step by Step Action Plan for Success! www.blackbeltfundraiser.com TOP TEN The World’s Number One Brand of Martial Art & Boxing Equipment. For wholesale price list, contact: 1-800-430-3850. Website: www.TOPTEN-USA.com Email: TOPTEN-USA@tampabay.rr.com Start Students Young and Keep ‘em for Years The NAPMA Little Ninjas® Program Turn-key, easy-to-use program keeps kids coming back for fun and training! NAPMA.com/LittleNinjas MARKETING IS ALWAYS EVOLVING. ELIMINATE THE LABOR OF BOXES. No phone calls. No setting appointments! Look at our new webdriven marketing plan. www.mastermackmarketing.com MINDBODY Online Business Management Software Trusted by thousands of clients in over 50 countries. MINDBODY is the most powerful Martial Arts Management Software available, is simple to use, and is 70% less expensive than other software providers. www.mindbodyonline.com

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80 MARCH 2009

MartialArts Professional March 2009

Growth • Success • Balance

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Coming in the April 2009 Martial Arts Professional Secrets of Multi-School Operations Learn how to duplicate the multi-school success of Rob Tucker, NAPMA Maximum Impact member.

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Join Maximum Impact today and you’ll qualify for a free bonus package, valued at $2,312.10. Visit napmafreeoffer.com

MARCH 2009 81

The Final Word

stephen oliver

mba, napMa ceo

Learn from Stephen Oliver at NAPMAQuantumLeap.com

napma

Quantum leap

New Directions: Refocused Efforts for Times of Turmoil and Trauma

irst, let me quickly announce that NAPMA has created a very focused Webinar series and teleconference on how not only to survive, but also THRIVE in times of economic turmoil. Next, let me share with you our refocused efforts and back-to basicsapproach for all members of NAPMA. The Compass and Road Map We’re refocusing our curriculum and support tools to accomplish two very important objectives for you. First,

Carlos Machado and MANY others. Contributors have also come from outside our industry: Jay Abraham, Dan Kennedy, Tony Robbins, Zig Ziglar and Tom Hopkins. What Else Is New for 2009? We’ve refocused NAPMA from the “top down,” with our Inner Circle and Peak Performers groups, and then Maximum Impact, and the review and improvement of its contents by LONG-TERM, highly successful martial arts school operators, includ-

“ You must constantly focus on new student enrollments, renewals or upgrades and quality instruction and student retention.” we’ll give you an “above-the-fray” look at best practices, strategic thinking and behavior and our industry’s directions. Second, we’ll give you a practical, stepby-step implementation strategy for each area of your school operations. You must constantly focus on new student enrollments, renewals or upgrades and quality instruction and student retention. Each month, we’ll walk you through marketing systems; handling phone calls and walk-ins; and introductory, enrollment and renewal processes, so that you aren’t left to “grapple in the dark.” NAPMA has always had the widest variety of quality martial artists and other experts as contributors, and recently they’ve included Jhoon Rhee, Jeff Smith, Joe Lewis, John Hackleman, Dave Kovar, Steve LaVallee,

82 MARCH 2009

ing Toby Milroy, Rob Tucker and Jeff Smith. (who are 4th-, 6th- and 9thDegree Black Belts, respectively). Lost by many other organizations and the wide range of self-proclaimed experts and gurus is the real-world—downin-the-muck—belly-to-belly reality of running a single school to a large multi-school chain. We’ve carefully considered all the content and support from the perspective of “Will this help YOU in REAL and PRACTICAL ways to acquire more students, keep them longer and take more money home?” Everything Old is New Again! Headlines: Oil price spike pushes car companies and airlines to the brink, or beyond. Dropping real estate values push 747 banks into insolvency.

(U.S. government rescues) stock markets in turmoil. Recession looms. Are those familiar? No, it’s not last month; it’s 1990 and 1991. The last time we had a VERY SIMILAR domestic and international economic situation was the 1990/91 Recession. (Remember Bill Clinton’s election-winning exhortation? “It’s the economy, stupid.”) Many of those teaching “success in our industry” weren’t even in the martial arts business then. In my case, I was running six schools, approaching my 10-year anniversary of Mile High Karate and finishing an executive MBA. Those were two of the best financial years we ever had. Rob Tucker, now a key NAPMA staff member was on my team at the time, and running a branch school with 500 active students (charging double anyone else in town). Jeff Smith was running three very successful schools and buying a mansion in the Blue Ridge Mountains. Throughout that same period, competitors fell by the wayside in droves (just like now!). I invite you to our free Teleconference for the Industry and Webinar Series to learn how to thrive in challenging times. Go to NAPMA.com to register. MAP stephen oliver Stephen Oliver, MBA and 8th-Degree Black Belt, is the developer of the monthly NAPMA Maximum Impact Program, the director of one of the industry’s leading coaching programs for school owners and the founder of Mile High Karate. You can contact Stephen through MileHighKarate.com or MartialArts-Mastermind.com.

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quantum leap is defined as a dramatic advance, a revolutionary explosion of knowledge—and that’s what will happen to you—when you attend the 2009 NAPMA Quantum Leap, March 20–22, 2009, in Denver, Colorado. This event is designed to help you “take the skin” off your school…give it a good scrubbing…and RADICALLY improve your marketing methods and enrollment, upgrade and retention results during 2009, and beyond. We’ve doubled your opportunity to learn the knowledge to grow your school and change the lives of your students with an amazing, members-only free bonus: Register early for the 2009 NAPMA Quantum Leap and you’ll also be invited to attend Stephen Oliver’s Infamous “Ultimate Martial Arts Marketing

Bootcamp”—a $2,750 value, absolutely free! Visit NAPMAQuantumLeap.com for all the details and to register, or complete the form on page 16 and fax it to the number at the bottom of the form. You’ll return to your school with even more of the insiders’ secrets that have been attracting smart school owners to the Martial Arts Marketing Bootcamp for years. It’s time you know what they know and the marketing methods they’ve been using to grow their schools way beyond the industry averages. The 2009 NAPMA Quantum Leap will be a gathering of experts from inside and outside of the martial arts industry, all focused on moving you forward in radical leaps in three major areas of your school.

Denver, Colorado, home of the 2009 NAPMA Quant um Leap.

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ow, no one likes to be a “salesperson,” and that’s why the Radical, Non-Confrontational Selling method is perfect for you and all school owners. We’ll teach you to build long-term, positive relationships with prospects to enroll more of them as students and with current students to convince them to become long-term members of your Black Belt family. It’s all about becoming THE expert, building rapport not only with your prospective student, but also with families and friends, and successfully anchoring yourself as a pillar of your community for many years

to come. Others have taught our industry to “rape and pillage” (so to speak). To chase cash as their god and use high-pressure, pushy tactics to close as many contracts as possible and collect checks (that hopefully clear)! Burning bridges in the community in the process. “We’ll be showing you the opposite, or ethical, approach. Radical, NonConfrontational Selling is the approach that creates MORE new students. The approach that turns them into your fans and raving “evangelists” for your school.

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ou’ve heard all about “upgrade systems”: Black Belt Club, Master’s Club, G.O.L.D. Leadership Team or Leadership Programs. You probably have one or more. The difference is that we’ll teach you how to prepare students and their

families for this step right from first contact. You’ll learn how to convert a much higher percentage of new students into the upgrade process than you ever thought possible. We’ll teach you about curriculum and pricing struc-

tures that will let your school charge $259, $397 and, even $997 a month, for lessons— and cause many more students begging to be involved. We’ll teach you about creating the “social-proof” environment to motivate students and families to ask

for upgrades—without much selling—and systematizing and automating the process, so it’s consistently and highly effective.

“I will only share with you ideas and systems that have been PROVEN to work through extensive testing—in the real world of daily school operations. No short-term “fixes,” only long-term success strategies. No ideas that look interesting, but really have never been tried. I may occasionally offend—but will promise to tell you the way it is—no editing or ulterior motives.”

Stephen Oliver, MBA, 8th Degree Black Belt, NAPMA CEO

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he final piece of the “puzzle” is to create and keep excellent students, and re-motivate them to grow into excellent Black Belts—and beyond (way beyond). We’ll teach you the key concepts of “selling followthrough” from the floor. We’ll teach you about the connection between goal setting, long-term objectives, creating

true leadership and character development curriculum and the long-term success of your school. We promise we won’t teach you ONLY short-term ways to improve your cash flow. We’ll teach you long-term strategies to become a real “Pillar in your Community” and to surround yourself with winners inside and outside your school.

Why Don’t You Go Jump Off a Mountain? Take to the slopes for a relaxing ski vacation while in Denver for the NAPMA 2009 Quantum Leap and Marketing Bootcamp.

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he first secret that top school owners learned many years ago is that there is no reason to re-invent the systems that have already proven to grow their and many martial arts schools into highly profitable businesses, generating greater personal wealth. One of the most important school-building systems is marketing. Compared to many industries, martial arts marketing is relatively straightforward. It’s not rocket science, but it will rocket your school’s growth into the stratosphere, when you learn the specific marketing methods that really work—and that is the sole focus of the 2009 NAPMA Quantum Leap. It’s the only event where you can be sure to learn

the insiders’ secrets of today’s foremost marketing experts and the most successful school owners. They will peel back the curtains and reveal the marketing techniques that are virtually guaranteed to attract more and better students to your school. The revolution begins when you decide to attend the 2009 NAPMA Quantum Leap, March 20–22, 2009, in Denver, Colorado. Register early and we’ll reserve an absolutely free seat for you at Stephen Oliver’s Martial Arts Marketing Bootcamp. Visit NAPMAQuantumLeap.com or complete the form on page 16 and fax it to the number at the bottom of the form.

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know what your life is like as a school owner. I have been running schools since 1975â&#x20AC;&#x201D;and, unlike most â&#x20AC;&#x201D; I never really had any other job or career other than running a school. Every day, as school owners, we grapple with competing priorities and struggle to remain true to our martial arts roots. All the while you work to create a successful business and a worthwhile career. If you havenâ&#x20AC;&#x2122;t had the

success that you want from owning a martial arts school or if youâ&#x20AC;&#x2122;ve done well, but are ready to take the next step to join the top 5%, thenâ&#x20AC;&#x201D;just maybeâ&#x20AC;&#x201D;itâ&#x20AC;&#x2122;s time for you to take the ultimate opportunity to Master Your Martial Arts Businessâ&#x20AC;&#x201D;not just your art. Iâ&#x20AC;&#x2122;ll teach youâ&#x20AC;&#x201D;free of chargeâ&#x20AC;&#x201D;the steps to grow your income by running a school; and theyâ&#x20AC;&#x2122;re really quite simple.

Gjstu;!Fospmm!fopvhi!tuvefout/! A single-school location needs 20 to 30 new students every month to grow and thrive. Are you hitting or exceeding those numbers? â&#x20AC;&#x153;If not, then I guarantee that by the time you leave

my Bootcamp you will have more than enough tactics and strategiesâ&#x20AC;&#x201D;including step-by-step, â&#x20AC;&#x153;plug-andplayâ&#x20AC;? systemsâ&#x20AC;&#x201D;to fill your school every month of the year.â&#x20AC;?

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Fbso!zpvs!bewbodfe!efhsff! jo!qspß!ut/ Gjobmmz;!Zpv!nvtu!ibwf!tubgg!boe! tztufnt!jo!qmbdf!up!jotvsf!uibu!zpvs! Nbslfujoh-!Tbmft!boe!Npujwbujpobm! Ufbdijoh!tztufnt!pqfsbuf! dpotjtufoumz!boe!qsfejdubcmz/!!

Tfdpoe;!Zpv!nvtu!dibshf!b! sfbtpobcmf!uvjujpo!sbufÒvq!gspou/! Now, I don’t know what you are charging, but, at my schools, new students pay $159 per month. What are you charging? If you are not receiving that tuition rate or are afraid prospective students will balk at that amount, then you need to learn to create the perception of value for your

students—and their parents. This is more that just teaching an exciting INTRO class. At my Bootcamp, you will learn to create a high perception of value—value that makes your competition irrelevant in your prospects’ minds and gives you the confidence to charge—and receive—what your program is really worth.

Uijse;!Zpv!nvtu!ibwf!bo!vqhsbef! tztufn!up!npwf!tuvefout!up!ijhifs! uvjujpo!sbuft/! At my schools, we move students to the Master Club at $259 per month within 8 to 16 lessons (that’s 1 to 2 months). Often, this results in a PIF of $7,800 or more. Do you have a system

in place that progressively upgrades students and maximizes your return? If not, then you will learn how, at my Bootcamp.

How’s your staff development? Is your school systematized? We will cover this, in depth, and you will leave with new systems and management methods ready to implement at your school the day you return from this incredible event. All of that really sounds simple, doesn’t it? We both know that there is more to it than meets the eye. For myself, I have been studying marketing in one form or another since I was 15 years old, stapling flyers for my school on telephone poles and taping them in the window of the Baskin-Robbins Ice Cream store. My initial professional education for marketing a martial arts school came in the late 70’s and early 80’s in Washington, D.C. While a branch manager at the

Jhoon Rhee Institute, I studied methods and systems used to fill nine locations. I also spent a huge amount of time at the Library of Congress, reading marketing classics by such men as Claude Hopkins, John Kennedy, David Ogilvy, John Caples and others that are probably unfamiliar to you. Next, I moved to Denver and opened five schools in 18 months with just $10,000. That was 1983—25 years ago—and since then, I’ve run one of the largest and most successful school organizations in the country. During the years, I’ve spent literally MILLIONS in advertising dollars, and, through trial and error, have discovered what really works. During the process, I’ve continued to study the various “experts and gurus,” in-

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cluding Jay Abraham, Gary Halbert, Dan Kennedy, John Carlton, Jonathan Mizel, Corey Rudl, Joe Sugarman, Ted Nicholas and many, many, many others. What Iâ&#x20AC;&#x2122;ve learned from them is that the only route to success is â&#x20AC;&#x153;test, test, test.â&#x20AC;? Trial and errorâ&#x20AC;&#x201D;millions in media buys laterâ&#x20AC;&#x201D;is the only true route to know what will work for you and meâ&#x20AC;&#x201D;and our martial arts schools in todayâ&#x20AC;&#x2122;s economy. Well, you have two options to accomplish similar results: You either spend $200,000 to $250,000 PER YEAR for the next 20 yearsâ&#x20AC;&#x201D;keeping copious recordsâ&#x20AC;&#x201D;and let a bevy of marketing experts, MBAs and Ph.D.s study the results and help you draw conclusions. Or, you learn and implement the systems and processes that have already proven their worth for the top school owners at the 2009 NAPMA Quantum Leap and your free seat at my 2009 Ultimate Martial Arts Marketing Bootcamp.

Now, I know what you may be thinking... I know what I would be thinkingâ&#x20AC;&#x201D;â&#x20AC;&#x153;Gee, this all sounds greatâ&#x20AC;&#x201D;but how do I know you are for real?â&#x20AC;? Well, you really donâ&#x20AC;&#x2122;t have to take my word for it. During past Bootcamps, many of our industryâ&#x20AC;&#x2122;s leaders attend for their own development, and in some cases, to contribute, as well. What do other school owners, whoâ&#x20AC;&#x2122;ve paid their hard-earned dollars and flown from across the world to attend, think about my 2009 Ultimate Martial Arts Marketing Bootcamp? Look for their comments here! What should you do? Donâ&#x20AC;&#x2122;t hesitate to change your life and the future growth of your school and development of your studentsâ&#x20AC;&#x201D;register for the 2009 NAPMA Quantum Leap and you may qualify to attend my 2009 Ultimate Martial Arts Marketing Bootcampâ&#x20AC;&#x201D;absolutely FREE!

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EpoÖu!njtt!uijt! dptnjd!fwfou" Tfwfo!Sfbtpot!Xiz!Zpv!Tipvme! Mjtufo!up!Tufqifo!Pmjwfs" In our industry, it seems like everyone has popped up to offer advice—how do you tell fact from fantasy, value from fraud? Unfortunately, most of the really successful people in our industry spend their time growing their staff, students, schools, and especially their net profit—and not sharing their secrets with you. I am different from most of those sharing information in VERY important ways that are important to you and will help you dramatically grow your school—and your income! Many of the “gurus” in our industry fall into one of the following categories. 1. They’ve never been there—done that. That’s right—there’s a BUNCH of people trying to sell you advice that have never sat where you sit and dealt with the problems and opportunities that you face every day. They are often excel-

lent speakers and persuasive purveyors of their products, programs or subscriptions, but they’ve never implemented their ideas or products in a school environment. Their ideas are unproven. Their perspectives limited to that of outsiders. How is my Marketing Bootcamp different? I opened my first school in 1975, and have been continuously operating my Mile High Karate schools in Denver since 1983. I currently have successful locations throughout North America. I’ve managed a large school operation, have taught thousands of students and run every aspect of a school. 2. Not a martial artist! Believe it or not, there are “experts” in the martial arts business who aren’t even martial artists. They don’t understand the training, mindset

and love for the martial arts that we share—and then they dare to tell real martial artists how to run schools where real martial arts skills and curriculum are taught. How is my Marketing Bootcamp different? I began studying martial arts in 1969. I trained in Tae Kwon Do at the Jhoon Rhee Institute with the likes of World Champions Jeff Smith, John Chung, Charlie Lee, and the most awesome stable of kickboxers ever assembled. More recently, I was promoted to 8th-Degree Black Belt by Jeff Smith. 3. They’ve only run a school in their memories. Some of those who consult or provide expert opinions only run martial arts schools in their memories—in some case, distant memories. Some of those recollections seem more like a distant dream (or, in some cases, vivid nightmares)! Many of these people operated in very different circumstances and times. How is my Marketing Bootcamp different? I am still totally immersed

in the daily operations of martial arts schools—doing as many as 527 enrollment conferences during the past three years—nose-to-nose, belly-to-belly. Every Monday and Friday, I meet with and train our school managers and instructors—and solve the everyday problems that you face in the real world (albeit at possibly a higher volume). 4. They never ran a successful school. Even those advisors who really are Black Belts—and run or have run schools—usually never ran particularly successful operations. Many started offering advice about running a school when they could no longer make much of a living running schools. How is my Marketing Bootcamp different? Currently, several Mile High Karate schools will generate more than $500,000 in gross revenues (and, in some cases, much more); and I will likely add another two locations by year’s end. I broke the $1,000,000-a-year barrier—way back in 1985—and

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continue to manage a hugely successful operation. I’ve made a six-figure + personal income for more than 24 years strictly from my schools. 5. They are “Flashes in the Pan.” Often, their advice comes in the guise of “Gee, I just started understanding and implementing these concepts, and had a great year last year. Please, pay me to tell you about my short-term successes. I did $ (pick a number $100,000 net, $400,000 gross, etc.), and will do more this year—and would love to show you how I did it.” How is my Marketing Bootcamp different? I’ve already explained my difference—but let’s just say that there are many people who have a good year of two; but can they weather the ups and downs of our industry, boom years and recession? I only trust those who’ve weathered some internal and/or external crisis and fought back or stayed on top. Don’t trust the unproven, untested enthusiastic newcomer.

6. They are personalitydriven, and can’t be duplicated. I think all of us are able to draw upon a few examples of magnetic personalities—whose personal successes are exciting—but could NEVER be replicated in your operation. How is my Marketing Bootcamp different? I’ve run a large school operation since 1983. During that time, nearly 100% of our teaching, marketing and sales was accomplished by employees (or now partners) who had to implement my systems. They are not dependent on charisma or unstoppable energy. I have spent years studying operations and marketing—including formally achieving a Master’s in Business Administration—that included having a literal bevy of MBAs and Ph.D.s analyze the martial arts school business to help me create powerful systems for school operations that can be duplicated.

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7. They have lost touch with what works in the 21st century. Unfortunately, the industry is full of dinosaurs and leaders of the past—whose time has long since passed, but who’s friends and associates are unwilling to say, “The emperor has no clothes.” Systems that may have been revolutionary in 1970 or 1980 (even 1990 and beyond) may be out of date or just plain insufficient in the current environment. How is my Marketing Bootcamp different?

In a variety of ways, I continue to explore the “leading edge” of new technologies, teaching techniques, marketing strategies and technological enhancements. I explore the latest approaches not only through my own school implementation, but also through an unmatched “mastermind” team of industry leaders with whom I network and share ideas, constantly.

Uif!fyqfsut!ibwf!mboefe!! ZpvÖmm!MBVHI!bu!Sfdfttjpo!Xpssjft! boe!Hsjo-!Xijmf!Puifs!Tdippm!Pxofst! Dpxfs!jo!uif!Dpsofs!jo!Gfbs Grand Master Stephen Oliver, MultiSchool Millionaire Franchisor and NAPMA CEO For more than 32 years, Stephen Oliver has operated SUPER-SUCCESSFUL martial arts schools and built an International Franchise organization that’s taking the industry by storm. He’ll take you DEEP INSIDE the labyrinth of “Direct Response” marketing, and help you decode “HighLeveraged,” new-student acquisition!

Ufbdijoh!Ufdiojrvft!uibu!Dsfbuf! IJHI.RVBMJUZ!Tuvefout!Xip! XBOU!up!Vqhsbef Grand Master Jeff Smith, Former Kickboxing World Champion Grand Master Smith, a 9th-Degree Black Belt Master in Tae Kwon Do, with more than 40 years in the martial arts, currently owns and operates three Karate centers, officiates at tournaments and teaches seminars. Grand Master Smith will help you “Rev Up” your student quality with his TIME-TESTED instruction tactics and strategies!

Ufbdijoh!Dibsbdufs-!Mfbefstijq!boe! Fydfmmfodf!up!zpvs!Tuvefout!boe!Tubgg Dr. Larry Donnithorne, Ed.D. Dr. Larry Donnithorne is a graduate of the United States Military Academy at West Point and Stanford and Harvard universities. He has been invited to Quantum Leap to present his outstanding seminar on the principles of leadership and sound ethics.

Ipx!up!Cfdpnf!b!Xbssjps!Xj{!pg!uif! Sfbm!Ftubuf!Cj{ Terry Bryan, Ph.D. and 9th-Degree Black Belt Terry has been a martial arts professional for more than 35 years and is one of the most successful real estate investment coaches in the U.S. He will provide you with an inside look at how you can benefit from the passive income of real estate ownership.

TJNQMF!boe!GSFF!Joufsofu!Nbslfujoh! Ufdiojrvft!HVBSBOUFFE!up!Esjwf! Qbzjoh!Tuvefout!joup!Zpvs!Tdippm" Toby Milroy, NAPMA Chief Operating Officer As a successful school owner and industry professional, Toby will reveal the “insiders’” marketing strategies that are FLOODING schools with new students across the country. Now, more than ever, the Internet can give you a dramatic competitive advantage in new-student acquisition, as an EXTREMELY, low-cost marketing media.

B!ÓTztufnt.EsjwfoÔ!Tdippm!Nbef!FBTZ" Master Dave Kovar Master Dave Kovar is a multi-school operator, with 25 years experience as a martial arts professional, who has been extremely successful because of his total school systemization. He is also a champion of the retention battle, maintaining better than a 95% rate! He’ll share all this and more during his Quantum Leap presentation.

Dsfbujoh!ÓNblf.Zpv.QspveÔ! Cmbdl!Cfmut" Master Rob Tucker A 6th-Degree Black Belt, Rob will share his time-tested systems to create the HIGHEST quality students. Rob’s presentation is MANDATORY for those who want to create TRULY skilled Black Belts!

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!xjui!zpvs!tvddftt!tfdsfut" Vtjoh!Qfstpobmjuz!Uzqf!up!Jnqspwf! Tbmft-!Ufbdijoh!up!Qsfgfssfe!Mfbsojoh! Tuzmft!boe!Nbslfujoh!up!uif!Ijtqbojd! Dpnnvojuz Lorenzo Trujillo, Assistant Dean, University of Colorado Law School Dean Lorenzo Trujillo serves in numerous professional capacities on committees of the Colorado Supreme Court, The National Endowment for the Arts, and other regional and national agencies. As a Quantum Leap speaker, he will explain how to attract students from the growing Hispanic market.

Mpx.Dptu!ps!Op.Dptu!Qvcmjdjuz!Tfdsfut Master Karen Eden, Media Expert, Master TSD Stylist er Karen Eden is a master TSD stylist, successful school co-owner and a 25-year media expert, who will teach you how to use publicity techniques to elevate your school’s image and drive more students to your front door, at little or no cost.

Ipx!up!Nbtufs!uif!Bsu!pg! ÓTfmmjoh!Xjuipvu!TfmmjohÔ Frank Brown, Mile High Karate Franchise Frank will show you his “Secret NonConfrontational Sales Formula” to create student and parent relationships that eliminate “slick selling” techniques.

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Joufsofu!Tfdsfut!up!Hspx!Zpvs!Tdippm Elsa Cordero, MBA, MA Oriental Medicine Elsa Cordero is a 5th Degree Black Belt, former school owner, champion competitor and currently Grand Master Stephen Oliver’s Webmaster. She has uniquely combined her martial arts experience with her Internet expertise to help you create a Web site that will become one of your primary (and low-cost) marketing tools.

Nbtufsnjoejoh!xjui!uif!Bvup! Sfqbjs!Joevtusz!up!Pwfsdpnf!Tjnjmbs! Dibmmfohft Ron Ipach, president of the Cinron Marketing Group Ron Ipach exemplifies the mastermind effect perfectly because his company is the “NAPMA” of the retail auto repair industry. During his seminars, he’ll explain how his auto repair group is implementing its new customized newsletter system, and how to live the “lazy man’s way to riches” and do twice as much work in half the time.

Jnqspwf!zpvs!Tuvefou!Rvbmjuz!xjui! Tusffu.Mfwfm!Tfmg.Efgfotf!Usbjojoh Peyton Quinn, Author and Chief Instructor at RMCAT Peyton Quinn and NAPMA have partnered throughout the last 10 years to teach self-defense methods that go beyond the pristine environment of the classroom. He’ll present his real-world perspective on confrontation avoidance, street-level self-defense and adrenaline stress response.

Master Ranulfo Gonzalez, Mile High Karate Ranulfo is a 5th-Degree Black Belt and the chief trainer for instructors and school owners at Mile High Karate. He’ll share his excellent children’s teaching methods to motivate students to upgrade.

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Jotjefs!jogp!uibu!jt! mjhiu!zfbst!bifbe/ Dpvme!zpv!Vtf!bo!Fyusb!6-!21-!31!ps!41! OFX!Qbzjoh!Tuvefout!FWFSZ!Npoui-! xjui!Mjuumf!ps!OP!Fyusb!Nbslfujoh! Fyqfotf@ If so, you CAN’T Afford to Miss this Opportunity to Take a QUANTUM LEAP Forward in your Martial Arts Business! The 2009 NAPMA Quantum Leap, March 20-22 in beautiful Golden, Colorado Join the most ELITE group of hundreds of smart and savvy martial arts school owners who implement school-building ideas at blazing speed; leverage every new discovery into bigger incomes, more wealth and more personal freedom; and never sacrifice the quality of their students. Early, Early Bird Discounts (minimum of $899) • The Newest, Cutting Edge Marketing Systems and Tools are HERE!

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• FREE “Martial Arts Marketing Bootcamp” ($2750 Value), if you act QUICKLY! • For Newer School Owners, the ULTIMATE “Equation” and Shortcuts to Avoid Expensive Mistakes! • Respond no later than Christmas Day (December 25th, 2008) for a limitedtime discount. • “BUY 1, GET 1 FREE”— an Unprecedented Offer of TWO BootCamps for the Price of ONE. Visit NAPMAQuantumLeap.com or complete the form on page 16 and fax it to 1-727-540-0806 (U.S. and Canada; see page 16 for international fax numbers).

You May Be Wondering… Why would NAPMA be willing to offer these two amazing events for such a SMALL financial investment? (Or such a dramatic discount?) That’s a GREAT QUESTION. The answer: As you may know, we have a very aggressive marketing system to attract new members to NAPMA. After all, the more NAPMA members, the more impact we can have in the industry, the more leverage we have against potential regulators, the better “deals” we can negotiate for our members with vendors and suppliers, and the stronger the organization. Of course, NAPMA mails Martial Arts Professional Magazine to EVERY martial arts school in North America, and to MANY schools in 24 additional countries. During the past few months, we’ve seen a TERRIFYING trend: Martial arts schools are struggling, failing and closing at a RECORD RATE!

However, many of our NAPMA member schools are SHATTERING all-time records, and growing their schools at ASTRONOMICAL rates! Since, we are ABSOLUTELY CERTAIN that the #1 indicator of your future success is the effectiveness of your marketing, renewal, and student quality systems, we feel it’s our duty to the industry to do our part to stem the tide of failing schools! Stephen Oliver issued an edict to everyone at NAPMA to put together an event that would arm all who attend with the skills, strategies and tools they need to be one of the success stories, not those whose schools go “Supernova” and implode. Stephen’s wish is our command, and here it is…a force more powerful than the immense gravitational pull of a black hole, the 2009 NAPMA Quantum Leap—AND—2009 Ultimate Martial Arts Marketing Bootcamp!!

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OFX!JotjefstĂ&#x2013;!Tfdsfut!Sfwfbmfe;!Tff! XibuĂ&#x2013;t!Xpsljoh!Cftu!boe!Qspevdjoh! uif!Cjhhftu!QspĂ&#x;!ut!gps!vt!BOE!gps! Ep{fot!Pg!Ijhi.Jodpnf!Tdippm! PxofstĂ&#x2019;Sjhiu!OPX Weâ&#x20AC;&#x2122;re also bringing a NEW PRESENTATION to this yearâ&#x20AC;&#x2122;s QUANTUM LEAP that will change your worldâ&#x20AC;Ś FOREVER. This is an insidersâ&#x20AC;&#x2122; update on WHATâ&#x20AC;&#x2122;S WORKING BEST and WHATâ&#x20AC;&#x2122;S NEW in all aspects of offline and Internet marketing for martial arts schools. Weâ&#x20AC;&#x2122;ll take you BEHIND THE SCENES at NAPMA, where many of our TOP NAPMA clients present mind-boggling examples of breakthrough, online strategies from our Inner Circle, Peak Performer and Coaching membersâ&#x20AC;ŚAND reveal strategies being used very successfully to counteract some weaknesses in many schoolsâ&#x20AC;&#x2122; marketing systems, such as recession effects, retention problems, Web site conversion declines, e-mail nondelivery and competition. Weâ&#x20AC;&#x2122;re assembling the most

idea-rich, example-laden showcase of â&#x20AC;&#x153;whatâ&#x20AC;&#x2122;s working best, right now.â&#x20AC;? Itâ&#x20AC;&#x2122;s the best weâ&#x20AC;&#x2122;ve ever presented! Thereâ&#x20AC;&#x2122;ll be something for the beginner as well as the most experienced old pro. More about this BEHIND-THE-SCENES stuffâ&#x20AC;Śnot to brag, but we just finished our most successful quarter ever with a 48% increase in business vs. 2007. We radically improved our new-member experience, and we spent a fortune TESTING dozens of new initiatives, different media and different opportunities. We also laid a few eggs last year, and weâ&#x20AC;&#x2122;ll lay a few more this year. NO OTHER COMPANY WOULD EVER SHOW ITS CUSTOMERS AS MUCH ABOUT THEIR OWN MARKETING AND OPERATIONS as were willing to do, in this special presentation.

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You think it’s just “another seminar.”

Quantum Leap has many more “moving parts” than a typical seminar. Most attendees profit ENORMOUSLY from networking…and find new vendors they would never know existed, otherwise. This is the annual NAPMA Quantum Leap Event. The simple fact that we are hosting this event separates it by

25!

miles from all others having anything to do with the martial arts school business. Our reputation is unmatched for bringing together LEGITIMATE experts who are actually DOING WHAT THEY TEACH, CURRENTLY…and for revealing insider information. If you are merely interested in learning the newest “wiz-bang” choke hold or rolling around with the latest UFC fighter, then you shouldn’t consider this event for a moment…howev-

er, if you are REALLY serious about your BUSINESS and are unwilling to make sacrifices in the quality of your students, then your attendance is virtually MANDATORY! There is virtually no other opportunity to hear directly from Stephen Oliver about his current work with leaders in this field.

You think it costs too much.

Those in the NAPMA circles will tell you—forcefully— that the cost is zero. It’s much more expensive to stay home and miss the opportunities that make so many people so much money! Bluntly, there is no other event of any kind held anywhere in our industry from which a higher percentage of attendees go home and create as much money. The fee should be irrelevant, because attendance is virtually MANDATORY for every serious and successful school owner as well as those serious about entering the business. The fee is still DEEPLY DISCOUNTED for you, when you act immediately on this

advance invitation. There is no other opportunity at any time to secure a lower registration fee than right now, before Christmas Day, Dec 25, 2008. Yet, every year, some procrastinate, wait to receive mailing after mailing, and ultimately pay a much higher fee to access these secrets. DON’T THROW YOUR MONEY AWAY! Take care of this now. You KNOW you need to be here!

You think the secrets we’ll share don’t apply to you, your school, your demographic and/or your style. Maybe you think you’re “too smart for the room”—but we dare you to match your marketing prowess and gross/net income with those attendees in the business for 5, 7, 10, 15, even 20 years, who have returned to this bootcamp for yet another year. THE smartest million-dollar and multimillion-dollar earners in this field attend this event, even if they attend no other event all year long.

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We're happy to GUARANTEE your complete satisfaction.

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If you should feel at any time through noon of the second day of the Quantum Leap Event that you are NOT discovering life-changing opportunities, strategies, secrets, resources and contacts, then you'll receive a FULL and COMPLETE refund.

JuÖt!Ujnf!zpv!Btl!zpvstfmg!Xibu! zpv!Sfbmmz!Xbou!gspn!Mjgf!boe!zpvs! Cvtjoftt;!Gvo@!Gsffepn@!Gboubtujd! Tuvefou!Rvbmjuz@!Gjobodjbm!Tfdvsjuz@ Whatever your Answer, the First Step is a Quantum Leap…The 2009 NAPMA Quantum Leap, March 2022, in Denver, Colorado. Success in the martial arts business…(accessible to anyone with the necessary knowledge we provide)…can lead to what you want from life and your business, and more readily than just about any other type of business, period. A martial arts schools has almost NO inventory, very few employees, minuscule equipment requirements and very HIGH MARGINS (if operated appropriately)…AND the flexibility of doing things as

you please. Virtually no other business model offers as much financial opportunity, as few barriers, and as many choices, so you can live the lifestyle you really want. That is the real decision you must make. Don’t think you are registering for just another seminar. Think of the 2009 NAPMA Quantum Leap as a necessary step forward to the life you really, maybe even secretly, want.

Stephen Oliver directed NAPMA to put together an event that would arm all who attend with the skills, strategies and tools they need to be one of the success stories, not those whose schools go “supernova” and implode. Here it is…an event that will provide you with the knowledge to enter the world of lasting success.

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Members Minimum of 40% DISCOUNT Includes FREE Ultimate Martial Arts Marketing Bootcamp ($2,750 value)

ch 6th REGISTRATION: EAR LY BIR D DISCOU NTS EXP IRE Mar Non-NAPMA Members* $1,497.00 $997.50 NAPMA Basic Members* $1,497.00 $767.50 NAPMA Maximum Impact Members $1,497.00 $379.50 NAPMA Peak Performers, Inner Circle or Coaching Group Members $1,497.00 $197.50 *NOT a Maximum Impact Member? What a great time to enroll or upgrade! You get the highest/ best/most advanced information and benefits—and you SAVE at least $100.00 on your NAPMA Quantum Leap registration—PLUS you attend the closed-door Maximum Impact and higher networking gathering! DO IT NOW! I Want to Register or Upgrade My Membership for FREE. Pay just $29.97 shipping/processing/handling fee for two months (U.S. and Canada; $39.97 International orders) and receive a 60-day free trial membership, plus the lowest possible tuition for the 2008 NAPMA Quantum Leap.

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I also want to register my Spouse, Partner or Key Employee to attend with me for HALF of my Registration Fee: 1. ____________________________________________ 2. _______________________________________ Spouse

Partner

Key Employee

Spouse

Partner

Key Employee

Name ________________________________________________________________________ Company/School ______________________________________________________________ Address ______________________________________________________________________ City ______________ State __________ Country ______ Postal Code __________________ Phone________________________________ Fax ____________________________________ Email ________________________________________________________________________ Billing Address (if different from above) Name ________________________________________________________________________ Address ______________________________________________________________________ City ______________ State __________ Country ______ Postal Code __________________ Credit Card Information: Name on Card ________________________________________________________________ Card Type:

Visa

Mastercard

American Express

Discover

Card Number _________________________________________________________________ Expiration Date __________________________________Card Security Code ___________ I authorize NAPMA to charge my credit card for the charges selected. I further affirm that the name and personal information provided on this form are true and correct.

Signature

_________________________________________________________________________________________

I further declare that I have read, understand and accept NAPMA’s business terms as published on NAPMA.com. Providing this information constitutes your permission for NAPMA and or Martial Arts Marketing to contact you regarding related information via mail, e-mail, fax, and phone.

FAX sheet to:

U.S. & Canada, 1-727-540-0806; Int’l: 001-727-540-0806 Australia 61-294-750-098; U.K. 44-800-471-5096

YES! Register me for the NAPMA Quantum Leap, March 20–22, 2009.

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