In The News – Joanne Factor of Strategic Living

20 03 2013

Within the last few weeks, NWMAF member and Certified Self-Defense Instructor Joanne Factor was in the local Seattle media. Two were TV news segments (although in the second late-night segment we were not identified), and two were local radio broadcasts.  You can see (or listen to) the recordings at Strategic Living’s press page.

As self-defense instructors, I hope you all have similar press pages on your website. You do, right?

Two tips for the press page: make sure you have the media available from your own website (on your host server), as sometimes smaller media outlets over time drop older reports.  Also, if the story is still on the news media’s website, include that link — this aids credibility, and the source likes the linkback.

And one other important step.  Check your website’s analytics for the day of and the day after your media exposure.  (You do have analytics, right?  Google Analytics is fine, and free.)  That way you can assess if this media exposure had any effect.  For example, I did not notice ANY increase in visits to my site from either the TV news segments or from the AM radio interview.  But I did notice a bump after the FM radio interview, as well as several emails and phone calls asking about self-defense presentations and classes.  This information will help me decide if I wish to participate in a Health and Wellness Fair put on by one of these media companies (for which I would have to pay, at minimum, $300 for a bare-bones table with no promotion).


In The News: Sensei Jaye Spiro

25 09 2012

This article announces two women’s self-defense classes held on the same day:

One of these September 29th classes will be taught by Sensei Jaye Spiro.  Those of us who’ve been around for a while know that Sensei Jaye is one of the founders of the National Women’s Martial Arts Federation, one of the originators of our Self-Defense Certification Program, and was recognized at our 2012 Women’s Martial Arts Conference with the Founders Honors Award. A pioneer in women’s self-defense, Sensei Jaye has remained at the cutting edge of empowering women and girls.

Her school, Mejishi Martial Arts, offers a full range of martial arts, self-defense, and violence prevention programming. If I were in the Detroit area on Sept 29th, I know where I would go.

Money for Nothing

5 04 2011

Today’s post is from Patrick Williams of You Rock! Communications. Modified only slightly to speak to the self-defense teacher. This tip is useful not only when a potential student contacts you about your program, but equally important, when teaching an interactive class to better engage your students.

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One of the biggest hit songs of the 80’s was “Money For Nothing” by Dire Straits. Chances are good you’ve heard it a few times.

What most people don’t know is that band leader and lyricist Mark Knopfler didn’t have to work very hard to write the song.

Knopfler overheard a conversation in an electronics store where two employees were discussing what they saw on the showroom televisions, all of which were tuned to MTV.  He quickly jotted down the banter, then repeated it virtually word-for-word in the song. The song become a big hit because anyone who isn’t a rock star could relate to the message.

Unknowingly, Knopfler tapped into one of the strongest selling techniques in the word, and you can use it to make selling easier than ever.

The technique is simply this: speak your customer’s language!

If you talk too far above a potential student, you’ll lose them. The same thing happens if you talk beneath them. Listen to what words they use to express their safety concerns, and use those.  Try to match the verbal style of your students and clients as closely as you can, and they will be more comfortable and open with you. Repeat some of the same phrases they use and you will help them trust you to guide them in making the right choice of class or program.

If you offer classes to companies, do a little research on their industry and make sure you use some of the same terminology they typically encounter every day. This suggests to prospects that you are knowledgeable about their unique business and might have valuable insights to share.

The truth is there is no such thing as ‘money for nothing’; but, when you mirror and match your customer’s language, you’ll start closing more business than you would without it.

© 2011 YOU ROCK!®


Patrick Williams, Hit-Maker
Helping people and businesses be #1 in their market! ·  253-318-7503

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Students Know Best II

8 05 2010

“’Hey, what are you doing?’” the hand reached out, uninvited, and grabbed my wrist. ‘Please take your hand off me,’ I responded firmly peering into the eyes of the person who was grabbing me….

“This scene was part of a role playing exercise that I participated in at a Defend Yourself introduction to self-defense workshop. … Perpetrators of sexual assault both stranger and acquaintance, Lauren Taylor explained in class, will often times use tactics ‘slowly eroding away at your boundaries.'”

Here’s another great perspective on learning self defense from a student’s view. Tiffany Hearsey wrote a detailed, thoughtful, and analytical article about her experiences at a self defense workshop led by Lauren, an NWMAF certified instructor, on

Newsflash: Erin Weed on HubSpot TV Today!

26 03 2010

Today (March 26) Erin Weed will be a guest on a live webcast for HubSpot TV, talking about the business/marketing side of women’s safety & self-defense. She’ll be sharing some marketing techniques being used at Girls Fight Back that blend a positive message of safety with the latest technology.

Today – Fri. 3/26/10
4pm EST
Click here to watch:

If you’re on Twitter, use #hubspotTV as a hashtag

If you miss it, you can watch the recording later by visiting the website.  You can also get it on iTunes or as a RSS feed.

Tech Tip: Finding the Right Words

26 03 2010

If you are wondering how to attract more online attention to your website or blog, from both human eyes and search engines, there are several tools to help.

Google’s keyword tools are at You can type in a key word or phrase and see the recent search volume.  For example, I typed in “self defense” and got a list of related keywords.  This gives you a way to gauge interest in specific topics, as well as pick more appropriate words to use in your web text.  “Women self defense” was searched for 27,100 times in February (using Google), while “best martial art for self defense” only received 720 search requests.

Another Google tool looks at your website and suggests keywords ( You type in your website URL, and Google spits back a list of what is considers appropriate keywords that web users use.  It can also give you a sense if you’re saying in your web text what searchers are looking for.  For example, if you want to attract women looking for “self defense” and this tool tells you that good keywords for your site are “building self esteem,” you may consider editing your site to include more self-defense phrases or focus on the self esteem-building aspects of your classes.