When advertising Do Not fight with the other dojo's nor compare yourself against etc with them. Don't get into an ad war....
FOCUS on the k.i.s.s. method "keep it simple stupid"
good ads with to the point wording.
When talking to the parents or etc do not put down or talk bad about other dojo's, do not even get into a small or quick comment. Focus on what you have to teach them and focus on your strengths etc ONLY.
Pricing, it is OK to be higher than others but not OK to be lower than everyone. Being lower than everyone presents the image of poor quality, cheap etc.
Be friendly on the phone as well in person, use your present students as validation that you are a quality teacher. Ask them if you can use them (pics) in ad's, a real pic says more than a full page of words.
Example of what I'm working on...
3 of my instructors children's or grand child is going to train at the new dojo. So we are going to use a group pic of all of them with a caption of what and why etc.
As well the 5 instructors and myself have over 200 combined years of experience, we are using that as validation of what to expect...wisdom is what it presents tto the reader as well experience, quality, etc.
Simple examples of how to FOCUS on your dojo and not on the others at the same time redirecting your energy to the positive side of marketing.