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Martial Arts School "Sticky" Letters |
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This system is designed as a "bulky mail" format to replace the former 2,4,6
week calls. The letters have been professionally written with the goal of
keeping students, building value in your program, increase pro-shop sales,
reduce buyers remorse, increase retention and produce referrals - thus the
name, STICK STRATEGY. You will have to make minor changes to the letters
prior to starting the system. These changes are to replace my name, school
and address with yours, as well as removing testimonials from my students
with testimonials from your students. You should have these from the
e-mails I recommended you send a few weeks ago.
There are two letter number 1's. One is geared more towards kids so that you have a
choice. This letter should be sent to all students after they have trained
for two weeks. This letter reminds them of all the wonderful benefits of
the martial arts as well as school policies. The second letter is designed
for you to send after four weeks and you should include a handful of poker
chips of plastic coins (this is the fun factor). The theme of this is "YOU
HIT THE JACKPOT" by joining our school. The coins in the envelope or
"bulky mail" are intended to get the student to open the package. This
letter is designed to again resell the benefits and the coins can be used in
the pro-shop to help increase your sales. Letters three and four include
testimonials as well as an ethical bribe to gain referrals. You would do
well in preparing all four letters when a student first enrolls and then
just put them in the mailbox every four weeks.
This is an easy system and
not time or labor intensive like doing 2,4, and 6 week calls. Once you read
them and visually see the clever graphics you will understand the power of
the system and how it will both increase your retention, improve your gross
and help with referrals. Please don't try to second guess or rewrite the
program. A top client of Dan Kennedy's wrote these and it was a major
investment to have them done. With that in mind, I would suggest just
putting the system in place "as is".
This STICK SYSTEM I believe is the easiest and best system available for new
student follow up. Just another reason that United Professionals continues
to be the leader in martial arts consulting. |
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