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You must convey a small amount of information in your ads about your experience, reputation, and qualifications. Concentrate the ads on benefits for the student. Include school information, such as location, phone number, class schedule, and school name. This lets people know who you are and what you do. Your next task is to convince the potential student to come to the school and try a class. To do this, you must overcome any stereotypes you think the person may have, as well as trying to relax any hesitation the person may have of starting. You must convince the target audience that they can, and should, be training at your school.

Your ads must be tailored to the particular group you are trying to reach. For example: suppose you open a school in an area that is mostly comprised of people ages 25-45, who are blue and white collar workers, with medium range incomes. The majority would take classes at night, and most will have worked during the day. They will want classes designed to help them relax and stay in good physical condition while reaping the other benefits of martial arts training. A mistake would be to advertise something like "Olympic and tournament training." A 25-45 year old working person has trouble relating to why he or she should enter into Olympic or tournament training. Your advertising must be written so that the group of potential students you have identified can relate to and react from the ad. This holds true for any form of advertising.

Flyers and Brochures

Flyers and brochures provide a means for you to explain in more detail the kinds of services and benefits you offer.  They give those who are hesitant, a piece of information that they may carry home and consider. It is to your advantage then to have quality brochures with text and color pictures. Remember to strive for the highest quality possible.

Your flyers and brochures must do the following:

• Stress the benefits of training in Taekwondo, and more specifically, at your school.

• Give relevant information about your qualifications to teach, i.e. your name, training history, tournament or other achievements, etc.

• If you use photographs, make them action pictures.

• Try to keep the brochure informative and exciting, but keep in mind that the student must be able to relate to it.

• List all necessary information for finding you and your classes. Include the address, directions to your location, telephone numbers, and office/class schedules.

Magazine Advertisements

Most major cities have some type of city magazine or newspaper insert that informs the public about happenings in the city. If your target market reads such magazines, you may want to consider advertising in them. However, for the new school, the rates of advertising in these magazines may be too much. The money could probably be better spent in other ways, until your revenue flow increases. Do not get caught in the trap of advertising in inappropriate places simply to see your name in print.

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