Emotionally Driven Copy For A Security Ad – June 2010 – Smokin’ Security Newsletter

Blasted Burglars
Betty was a very patient and gentle person. Lately, however, her generosity was being put to the test. Her home, that had once been in such a lovely neighborhood when she moved into it 33 years prior, is now in the middle of a declining drug-infested neighborhood. She had been broken into several times over the years, but none were quite like this one. Her belongings were scattered across the floors or missing, and many things were damaged beyond repair.

Betty was almost in tears with frustration and fear and felt there was no one who could protect her…until she found us. We were quickly able to determine what kind of security system she would need to keep her, and her home, safe from break-ins, vandalism and theft. She soon realized that she had been allowing these burglars to control her life for far too long and did not mind if the installation and setup took a day, as long as it did its job and kept her safe.

“Being safe is my only concern,” she said. “I’ve had other forms of security, but none have given me that ‘safe’ feeling I get with Dayton Security Systems.” When her new security system was installed and up and working, with a smile Betty said, “I feel safer already!”

It’s been five years since we installed that security system for Betty and she has not had one burglar in her home since. If you talk to her today, she still feels very safe and secure at home-even with a crazy world at her doorstep!

We would be pleased to help you with your security problems and show you how we can make you feel comfortable and secure by protecting your home, family and self from those blasted burglars! Give us a day or two and you’’ll be well protected…guaranteed!

Emotionally Driven Direct Response Copy
Betty’s story and how Dayton Security solved her security nightmares is included in a full-page ad that I wrote and designed for Norm Dayton in this month’s issue of my Smokin’ Security Newsletter. I’ve included most of the ad’s text above because it’s imperative that you learn that selling security systems has nothing to do with your company logo or the products you install and everything to do with identifying with your markets’ emotional security wants and needs. This can be done successfully by using emotionally compelling stories – like Betty’s. Facts tell, stories sell, my friend!

Free Standing Insert Ads – An Under-Utilized Marketing Strategy By Security Dealers
This piece is perfect for a free-standing ad in your local newspapers or magazines. Free-standing insert ads are a very under-used marketing strategy by security dealers and are a dirt-cheap way to advertise. It’s a great way to build-up visibility in your marketplace (and become omni-present.) It’s also a great piece to use as hand-out when you meet-and-greet new prospects….heck, you could even use it as a full-page ad in the yellow pages!

Inside June’s issue of the Smokin’, you’ll find out:

• How the most successful security dealers  have 5-10 targeted websites…all spewing black gold!
• Uncover a little-know secret for turning your clients testimonials into full page ads.
• How to position yourself as a problem solver, not a service provider.
• This strategy, called “Delayed Selling”, takes balls and confidence and why you should use it in your sales strategy!
• One teenie-weenie trick that will teach you how to quote more jobs than you though was humanly possible!
• A highly-unusual trick for getting more facebook fans.
• What is the first thing to look for if your’re selling home alarms in low-rent neighborhoods?

Audio Success CD. Charlie Cleary CEO of Always Alert Security – How he hauled in 22 presold security clients.

To All You International Peeps…
I will be in Ireland over the next two weeks and will be at The Decent Cigar Emporium in Dublin, Ireland on Monday July 12th. If you want meet and connect, shoot me a message through facebook.

Click Here to Buy Now

If You Want to Make Money FAST, Then Stop Yourself & Your Sales Reps From Down-Selling!

I’m just putting the finishing touches on an old Victorian era office building that I recently purchased, and have been renovating for the past several months. The building will house my security business and my security marketing business. My new office diggs is located in the center of a quaint, historic, lovely, small New England town called West Boylston, MA. Right next door to the property is an incredible bakery, called Darby’s Bakery, that people come from far-and-wide just to taste their treats. Being so close to the bakery, on a daily basis, could mean BIG trouble for me!

Zero Selling Skills
I have this one HVAC contractor (who was highly recommended to me by a good friend that I trust completely) is anguished over the money I’m spending on HVAC and plumbing work at the new office space. He feels compelled to save me money and while doing this has talked himself out of more work (aka: money), than you could imagine.

Now, mind you, this guy is dog-slooow with not much work coming in and has been complaining about Obama, the economy and the lack of work these days. He’s such a nice guy and has his heart in the right place, but he’s shooting himself in the foot by worrying more about his pricing than delivery more value and benefits to his prospects and clients.

He’s not alone in this strategy – 90% of everybody selling does this very same thing…worrying more about price and going straight to the lowest priced options, especially when there’s no other quote/estimates in the sales funnel.

My mind set is: I’m looking at the HVAC/plumbing work, for the new office space, as a 30 year investment in my real estate portfolio, so I’d rather spend a bit more upfront and get greater value for my money. Funny thing here is that I never asked the cheapskate question “what’s this gonna cost me or is this an expensive project or what’s my cheapest option for doing all the HVAC/plumbing work?” The HVAC dude went straight to cost-cutting pricing, from the get go. He never gauged my mind-set for the project or what my budget would be or if I’d rather more value over something less expensive. Instead, he immediately pursued the least expensive path…what a profit-deflating strategy!

Shooting Fish In A Barrel
One of my favorite seafood restaurants is Legal Sea Food in Framingham, MA. The place is relatively expensive and is always jam-packed. You walk in, look around, and say to yourself, “where’s the recession?!” You are greeted by a very courteous hostess that seats you in an immaculate linen covered table set with nice china and silverware. You are then promptly greeted by a professional sales rep (i.e. a waiter) who is so kind and helpful and always talking “up” the product (i.e. the food/drinks) and always making subtle up-selling suggestions and recommendations. I can’t even tell you how many times I have ordered an extra appetizer or side dish or dessert due to gentle persuasion from the staff.

The whole experience at Legal Sea Food is very polished and crafted to a tee. What I admire most about this joint is that not only is the food tremendous, but the whole staff can sell – not just the owner or upper management, but the whole staff…from the top down!

Chapter 11
The point I’m making here is to stop selling yourself short. Any security dealer and sales reps that keep discounting and talking their prospects and clients out of sales, in order to stay in business, isn’t going to stay in business very long. It’s a bankruptcy waiting to happen. A “real” business needs to be able to upsell and cross-sell, if it wants to flourish. Selling is a good thing, it’s what keeps the ecomony wheels spinning. What have you done today to move the the economy along?

The FBI Gives You A Free DVD On How To Install Kick Butt CCTV Systems

Here’s a really cool video I came across from the FBI. It’s 21 minutes long, but it’s an awesome video that shows you some of the basics for installing video surveillance. You’re probably thinking you know most of it anyway, but you may just come away with some “nuggets” that you can present to potential clients. Some of the information you should be using in your CCTV/video surveillance sales presentations. It’s the top sales reps and security dealers that are always looking to sharpen their swords.

Here’s a couple of the topics that the FBI’s Forensic Video Team covers in the video:

• Recognition-Quality Images
• Dynamic Range
• Light Balances
• Sight Lines
• Camera Positioning
• Video Storage
• Knowledgeable Technicians

The video is loaded with Gr8 advice – from the FBI! It’s worth taking 20 minutes out of your time and sitting down with a pen and paper and taking notes while watching the video (the link to the video is below).

Utilizing Education Based Security Marketing (EBSM) – the more you educate your prospects the more you are going to sell. The bottom line is – the more you tell, the more you sell!

After watching this FBI video, you’ll realize that you don’t have to sell the hokiest cameras and the cheapest recorders out there. Being able to give your clients and prospects empirical proof that you will install a Fort Knox-style surveillance system will put you and your quote head-and-shoulders above your competition.

Attention to my Smokin’ Security Newsletter members and Security Maverick Coaching Club members:

Watch out for a very special Education Based Security Marketing handout in next month’s newsletter. It covers how to use this FBI video for an unfair advantage against your competition!

If You Want To See A Copy Of The Quarterly Client Newsletter That drove 22 Pre-Sold Referrals to Charlie Cleary at Always Alert Security….

I’ll send you out a FREE copy of my client newsletter – Service That Soars(TM). That way, you can see, for yourself, how this quarterly client newsletter is the best business-building, relationship-building, referral generating, pre-selling tool used on the planet!

Just send an email to support@securitymarketingguru.com and put “Copy of Quarterly Client Newsletter” in the subject line. Be sure to include all your contact info: Company Name, Contact Name, Address, City, State, Zip, Phone (so I can mail it to you.)

To watch the video, click play below

Free FBI Training DVD
Hey, if you’d like a copy of the FBI video, they are offering free DVD’s – just go email the FBI at cctvdvd@leo.gov. Make sure to include your name, title, organization, street address, city, zip and phone.) You must be in the security field in order to get your hands on a copy.

Happy Fathers Day
Happy Fathers Days to all you Dads out there! I’m incredibly lucky to have two beautiful girls, and a loving and caring wife. Be grateful for everything you’ve got.

Have a gr8 weekend!

-Bob

Discover How Always Alert Security Got 22 Pre-Sold Security System Sales

Last month, during my open call in day for subscribers to my Smokin’ Security Newsletter(TM), one caller, Always Alert Security in Oklahoma, told me he couldn’t believe the impact and responses he got from the bonus quarterly client newsletter that the Smokin’ subscribers get. He mailed out the client newsletter to his herd of customers and prospects and told me that one of the “emotional direct reponse” triggers that I embedded in the client newsletter generated 30 responses from his mailing! He now has 30 people to follow up with…way to go man!

But that’s not all…it get’s even better – much, much better!
Just the other day, while I was interviewing him for this month’s audio success cd (another incredible bonus that’s included in every issue of the Smokin’), he told me he also got 22 referrals from the client newsletter mailing! The client newsletter includes a kick-ass referral generating system, that I’ve developed, that is one of the best tactics you could ever deploy to flood your business with pre-qualified, pre-sold referrals. He now has 22 sales, on the books, that were already pre-sold on his security services….all the pre-selling grunt work was already done for him! Listen to what he has to say, in his own words, about using the bonus client newsletter that is included, four times per year, in my Smokin’ Security Newsletter(TM):

http://securitymarketingguru.com/category/testimonials/

He also said having a client newsletter is the best tool, in his tool belt, for generating business and referrals. He cannot believe the difference that a customer newsletter has made for his business. He echoed back to me what I’ve been telling you all along…a properly written and executed customer newsletter trains your clients to Pay, Stay and Refer!

If you’d like to start sending out a client newsletter and start reaping some of the results that he achieved…then click on the link to my Smokin’ Security Newsletter….my monthly marketing and business building newsletter written specifically for you folks – security dealers and low-voltage installers. The Smokin’ comes with a quarterly client newsletter [called Service That Soars (TM)] that you can print and send to your herd of clients. Sit back and watch the responses come in! For all new Smokin Security Newsletter(TM) subscribers, you’ll get a special introductory offer: a current issue, plus two (2) back issues and my four (4) of my favorite audio success CD’s for the low, low price of just shipping & handling $5.95.

For Those of You Still Sitting on The Corral Fence…
I’ll send you out a FREE copy of my client newsletter – Service That Soars(TM). That way, you can see, for yourself, how this quarterly client newsletter is the best business-building, relationship-building, referral generating, pre-selling tool used on the planet!

Just send an email to support@securitymarketingguru.com and put “Free Quarterly Client Newsletter Offer” in the subject line. Be sure to include all your contact info: Company Name, Contact Name, Address, City, State, Zip, Phone (so I can mail it to you.)

Later!

Saving Private Ryan

On Sunday night, I was doing a little channel surfing prior to the start of game 2 of the Celtics – Lakers NBA Finals, when I came across the opening scene of the movie “Saving Private Ryan.” interestingly enough, Sunday was June 6th, which marked the 66TH Anniversary of D-Day.

The opening scene of Saving Private Ryan is one of the most intense 27 minutes of movie-making I’ve ever seen! It depicts the Omaha Beach Assault (in Normandy, France) where the objective of our soldiers was to secure a 5 mile area of land.

The un-tested 29th Infantry Division, and nine (9) companies of US Rangers were to land on Omaha Beach Head, and fight against a dug-in German infantry that were nestled into machine gun nests. Machine gun fire and artillery rounds cut down many a fine US soldier on that fateful day (the exact figure is still not know, but estimates range from 2,500-5,000 deaths).

Nothing went according to plan. The original battle plans that were drawn up went to tatters in a matter of minutes, upon landing.

Navigation was off and caused a lot of landing zones to be overshot. Throughout the day, most of the radios were lost, making the organization of troops next to impossible.

The German defense was unexpectedly strong, and caused inflicted heavy damage to the US Troops.

Real Life GI Joe’s – Kept Firing Away
Small penetrations were eventually achieved by groups of surviving soldiers making improvised assaults, scaling the bluffs between the most heavily defended points.

By the end of the day, two small isolated footholds had been won, which were subsequently exploited against weaker defences further inland, thus achieving the original D-Day objectives over the following days.

“Ten-Hut” to all the soldiers that fought and to all those that laid down their lives that day in Normandy, France. They made this country what it is today.

Omaha Beach – Present Day
Germany and Japan are not trying to take over the world today, but we have other issues and fears at hand…nothing that was as bad as landing on Omaha beach on D-Day, but I’m trying to make a parallel here to having the “balls” and resilience to get the job done – as our fine soldiers did under EXTREME conditions.

Today, fear is afoot everywhere, and polarization prevails. Faith in instituitions, corporations, government, and the media is at an all-time low.

The economy is still in the dumpster and unemployment rates are still high. Uncertainty about what direction the country is going in racks many a mind.

There’s oil oozing through the Gulf of Mexico ruining many natural habitats, killing wildlife and wiping out generational businesses that derive their incomes from the sea.

There are people who are getting desperate and more anxious, by the day, as we go further along in this tail spin.

But this doesn’t have to be your doomsday.

Special Forces Motto
This is one of my most favorite mottos. It’s a powerful mantra for success, that comes from the Special Forces, and it tells you precisely what type of mindset is required to be in this elite fighting force.

“There Is Always an In, And There is Always a Way Out of Every Situation!”

Just think about that for a thought for a moment… “There Is Always an In, And There is Always a Way Out Of Every Situation!”

Special Forces fight under the most extreme and dangerous conditions and know that they have to keep fighting, keep moving, keep looking for different vantage points and keep thinking ahead.

They do this two reasons.
1. Because it works. They are the most successful at doing what they’ve set out do and they can get some of the most treacherous and difficult jobs done because they keep at it. This is a tactic that anyone in business should follow…keep at it! Because you never know when a prospect will buy from you so you HAVE TO keep plugging away and marketing your security business if you want it to be successful!

2. Because it’s better than sitting still and most likely be overtaken. Nothing in a combat mission (or even in business) is worse than just sitting still and waiting for something to happen. You have to be pro-active and constantly thinking ahead.

I’ll wager that if you communicate more with your clients (your weapons of choice for this should be: client newsletters, postcards, emails, direct mailings) you will win the battle against your competitors and will emerge the #1 security installation company around.

There is a direct relationship between profit and communication. The more you tell the more you sell. The more people read about you, the more you’ll sell. Again, this is done with newsletters, direct mailings, emails, articles in local magazines, seminars, etc.

If you spend 5 minutes a day thinking of reasons to talk to your prospects and customers – things that might benefit or interest them (not you) – you will find it the best ROI you’ve ever had.

If our fine soldiers can muster the balls, under extremely harsh conditions, to get the job done…then you, too, can go out there and sell your wares. It’s a piece of cake compared to what our boys endured during D-Day and what the Special Ops combat today. So have the balls and resilience to keep going when it’s tough and get the job done! I promise you’ll profit from it greatly…even in this economy.

if you communicate more with your clients (your weapons of choice for this should be: client newsletters, postcards, emails, direct mailings) you will win the battle against your competitors and will emerge the #1 security installation company around.

Talk to you later!

-Bob M.

3 Ways to Make Your Security Business Simply Irresistible!

We’re very busy here at the world HQ of Security Marketing Guru…
I’m just sitting down to write this security marketing blog-post outside on my back deck. It’s a beautiful, warm, late spring night here in Massachusetts…the birds are chirping away, I’m smoking a PARTAGAS D4 and it’s just about an hour before the Boston Celtics and the Los Angles Lakers go at it in game 1 of the NBA Finals.

This is a Big-A$$ important email that will make a HUGE difference in your bottom line, so let’s roll with it…

Most security folks in the security industry would say it’s the products that they install, like ADT, BRINKS, ADEMCO, SOFTWARE HOUSE, DOORKING, LOCKNETICS, DEDICATED MICROS, SONY, S2, AMAG, MIRCOM, and DSC, that makes them stand out in a crowded marketplace – this is evidenced by the lame ads that many security installers do that feature the products rather than the benefits customers will get by choosing their security company. Giving grandeur to the products rather than to what your company can do for it’s clients is just wrong, wrong, wrong!

Speaking in Tongues
Many security dealers chant the typical security advertising marketing slogans “We’re the biggest” or “We’re Numero Uno.” They proudly recite impressive details about how they’ve been selling and installing security equipment since Samuel F.B. Morse invented the telegraph.

The real ugly truth about this – all of this stuff – is that most prospects don’t care about what we do or how we do it… The equipment and the slogans are only important to the installing dealers… Gasp!

WIIFM…
What your prospects and clients care about is the Morse code signal that is transmitted through their neurons all day long: W…I…I…F…M aka “What’s In It For me?” Answer this question correctly and you just uncovered the Holy Grail of security marketing.

3 Ways to Make Your Security Business Simply Irresistible

1. Package your business in a way that screams “Premium” instead of “Low-Baller.”

• Upgrade your system technicians uniforms.
• Drive only clean, lettered vehicles. (No magnetic signs or ladders tied down to the roof racks with quad cable).
• Offer a free 32 Point Security Audit (TM) before quoting prices. this creates an experience for them, and also a “dog and pony show” that “wows” prospective clients.

2- Stand out from the pack as being a competent security pro.

• Confirm all appointments with clients, as most installing companies don’t or won’t bother to do this.
• Leave them a nice Little Something (gift) after the security install, doesn’t have to be elaborate or wicked expensive – to show your appreciation and gratitude. If you want an idea of how to knock-the-sox off a prospect or client, with a Little Something, then click here.
• Send your clients a security newsletter that’s not as boring as Sh*&! But a newsletter that has something interesting and entertaining for your clients….something that draws them in, captures their interests and makes them look forward to future issues….all the while subliminally selling and up-selling your services and conditioning its readers to generate a tsunami of referrals for you. If your interested in such a newsletter, you can get one FREE! – my Service That Soars (TM) quarterly client newsletter is included as a bonus gift for members of my Smokin’ Security Newsletter. If you’d like to test drive it for FREE click here.

3- Offer extraordinary quality and value to clients.

• This is brain-dead easy: Doing a wicked-awesome security install and offering “out of this world” end-user training is not mandatory, but is absolutely imperative for those of you who want to grow and prosper in this new economy.
• Teach your techs to a “little extra something” for your clients and then have them tell the clients about the little extra something they did. This will create a *magic moment* for your clients where they will see the extra value that is being delivered to them by your company.

If you implement these suggestions, you can charge Mo’ money for your services because in the minds of your clients you’re company is better, more valuable and simply irresistible!

Mind Control
Security marketing isn’t really about selling products. It about controlling the customers’ perception and opinion about your company’s services that you deliver to their door steps.

Gotta run, it’s game time!

Have a Gr8 weekend!

L8R

- Bob

Cultivate Learned Optimism- A Sure Fire Way to Increase Sales

Every top security dealer/security sales rep knows it takes a certain number of security site surveys and written estimates before they get a signed proposal from a prospect with his “John Hancock” on the dotted line.

Only those security dealers/security sales reps who constantly tell themselves that the next  estimate that they propose will be the one that gets signed, or the next IP surveillance video demo that they quote will close the deal, can overcome the discouragement of rejection time and time again.
It’s the players that can overcome rejection and defeat who are the ones that are at the top of their game and are so successful.  Therefore, you must develop the skill of thinking optimistically…it’s imperative to the success of your security business!

In Gone With The Wind, Scarlett O”Hara said, “Tomorrow is another day.” For you, another day is another opportunity for growth, change, and taking your security business to the next level.

Senator Robert Kennedy spoke with vision and optimism when he said, “Some people see things as they are, and ask, ‘Why?’ I see things as they could be and ask, ‘Why not?’” You, too, can envision things as they could be and ask yourself, “Why not?”

Ask yourself:

• Why not create the security business and lifestyle you were meant to have?
• Why not increase my RMR ten-fold this month by sending out a quarterly client newsletter, or by having a customer appreciation day or a monthly client gift card drawing?
• Why not offer a premium managed service care program for my top clients?
• Why not create a killer client referral system?
• Why not include a faxback/email back “Fast Cash Referral System” form in every invoice that goes out your door?
• If you’re a commercial security dealer…why not send a summer client newsletter or postcard touting the stark difference between analog vs. IP cameras?
• If you’re a residential security dealer…why not send out a summer residential client newsletter or postcard telling your clients about the advantages of upgrading their CO2 detectors?

Let’s go even deeper because the more you communicate with your client base and prospect the more you SELL!

• Why not discover the top seven (7) reasons for sending out a Thank You card.
• Why not create a Cinco De Mayo celebration day for your client base.
• Why not learn the three (3) key ingredients you MUST have for creating a Smokin’ video testimonial page for your website.
• Why not create a “Guilt-Free Client Appreciation Dinner” for your client base.
• Why not create a killer “Thank You Card” program, to send out to your clients after the security install.
• Why not learn about the greatest mobile advertising for cell phones on the planet?