The Shortcut To Creating an All Referral Security Business – August 2011 – Smokin’ Security Newsletter
Labor Day weekend is just a few days away, so we’re heading into the last quarter of 2010…. tick,tock,tick,tock….is your business where you want it to be? Do you have all the business you can handle? Are you up to your eyeballs with quotes? If not, are you interested making the last quarter of 2010 your best quarter ever?
After 20+ years in the security industry, with 20-20 hindsight and a clear present vision, it’s obvious to me that, by far, THE most valuable skill is the ability to “sell via print,” utilizing direct response marketing strategies. Forget inefficient “pick and shovel” manual labor selling strategies…they’re not nearly as effective as direct response marketing and you will break your back doing it.
That being said, I’m going to give you a short-cut to making the last quarter of 2010 your BEST quarter ever and set you on the right path for producing a whopping success of 2011.
Chain Saw vs Dull Machete
Whenever I see one of those old Tarzan or “lost treasure” movies on TV, with the natives and guides tediously hacking their way through the dense jungle with dull machetes, sweating up a storm, I think to myself: imagine what those guys would have given for a chain saw?
Well, most security entrepreneurs and security salespeople work just as hard as those guys do – to get customers, to make sales, and to make ends meet – and, they too, are doing it with a dull machete.
The chain saw for a security or low voltage business is the ability to put words on paper that will bring you in tons of cash, fast….and that’s what direct response marketing is all about!
So, do you wanna use my chain saw?
Let’s cut to the point here. I have a direct response marketing piece that I’m going to share with you. It’s one of the most effective sales letters I’ve ever written and has brought me in well over a million dollars in sales. The letter targets market segments that your competitors would NEVER even think about targeting, so the field is wide open for you….and it’s such a brain-dead-easy strategy to implement!
In a nutshell, this letter creates joint ventures with other businesses that have client lists that consist of your ideal clients. By creating a symbiotic relationship with the owners of these lists – so you can market to the lists – will provide you with massive profits!
You’re probably wondering how the letter gets other business owners to give you the “okay” to market to their client lists. Well, they make out in the process, as well… the incentive is there for them. Believe me, it’s a win-win situation for everybody!
Who can you joint venture with? Let me give you a few examples:
Lock Smiths
It Computer Geeks
Electricians
General Contractors
High-End Builders
Architects
Carpet Cleaners
Janitorial Services
Home Sound/ Home Automation Dudes
Lawn Care Professionals
Fire Sprinkler Companies
Private Detectives
Plumbers
Electronic Gate Installers
Auto Mechanics
Etc.
How can you get your hands on this letter? Easy. It’s included in the August issue of my Smokin’ Security Newsletter.
One more thing: bluntly, there ARE some folks who prefer suffering, wandering around lost in the hot steamy jungle, getting through it the hard way with a dull machete, so they have a masochist story to tell. I hope that does NOT describe you.
In my case and in yours Being able to turn words put on paper into floods of precisely the prospects or clients you want, or into a cash business, at will, is THE skill that can quite literally change you and your life forever.
If you don’t have the ability to write powerful, emotionally compelling security sales messages, that’s okay…because that’s what I do best and I’m here to help you make your security or low voltage business a smokin’ success!
So, if you want to get cracking on making the last quarter of 2010 your most profitable quarter ever, then I suggest you get your hands on the August issue of my Smokin’ Security Newsletter today…
Now Go Smoke Your Competition! – Bob Maunsell
Former Sgt U.S. Air Force
Have an E.S.P style day, Easy, Successful, Profitable.
Want $2,649,594 worth of FREE Security Marketing Advice? Bookmark My Blog!
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Mega Pixel Cameras And The Power of Focus
I don’t know if you had a chance to see some of the the new HD (high-definition) mega pixel cameras out in the marketplace from Arecont or VIDEOIQ? These cameras are pretty amazing…they can record in 1920 x 1080 @ 30fps! Mega pixel cameras are suitable for the most taxing applications, where you have to zoom in and capture a licences plate or to pin point people or objects within a scene, and provide strong evidence – beyond a shadow of a doubt.
The Power of Focus
Ask most security dealers who their target market is and they’ll say, “Anyone with money and a pulse.” These dealers are a jack-of-all-trades and master of none. They are not focusing on a market segment and, because of this, they’re not earning as much money as they could and should be, and are not making themselves bullet-proof from the economy and their fiercest competitors.
Folks that specialize in their given fields make WAY more money. Take the medical field, for instance. A specialist makes WAY more money than a general practitioner…right? Making money in the security industry is no different. To earn the really big bucks you deserve, you must decide what single market (high-end audio dude for million dollar plus home owners, security expert to housing authorities, mass evacuation systems guru for college campuses, retail security honcho, locksmith for commercial office buildings, and so on) and then go after that market with full force and become everything to that market….in other words, master and dominate it!
Why NOT to be a jack-of-all-trades!
First, you deplete your marketing resources and dollars. All of us have only so much time and money we can devote to security marketing. When you pursue many different markets you only do a mediocre marketing job in each market because you’re spreading yourself too thin. It’s much wiser to put all your resources into one area and do a tremendous job.
Second, you do your clients a disservice by not being the best you can be. You know deep down that you’re better at performing some security installations than others. This doesn’t mean you can’t improve and become a master in other skills, but the only way to do that is to devote all your energies to it.
Third, as I already mentioned, you’ll make a lot more money as a specialist. This is proven. Does Apple make calculators? Does Jet Blue sell cruise ship reservations? Of course not.
Reprogram Your Mind To See Opportunities
My friend, when your mega pixel camera (your mind) is constantly FOCUSING on the true “hot spots” of opportunity in the security market, you can’t help but improve and grow your business to new, extraordinary heights.
P.P.S. YELLOW PAGE ADS!!!! There is still time to submit your Yellow page ads for our annual makeover contest! What better way to start off with a BRAND NEW yellow page ad positioning you as the Security Expert in your local market! This offer expires tomorrow, August 25th. We have received many…but keep sending! Remember we are only choosing one for the GRAND PRIZE MAKEOVER but we are also going to choose 3 (three) more for “Mini” critiques. What have you got to lose? Send them in!
Free Alarm Company Yellow Page Ad
Dominate The Security Section of The Yellow Pages with this Powerful Yellow Page Ad.
National Yellow Page Ad Makeover Week is August 23rd-27th and to celebrate we are giving away a FREE Security Business Yellow Page Ad layout
Many security contractors have moved away from doing yellow page ads despite the fact that there are still plenty of older folks who pop out the good old Yellow Book to find a local security guy. Plus it is super, super important to have multiple sources of lead generation. Diversity in your marketing campign is the key to security business stability. Right now many security dealers have a primetime oppertunity to dominate their local yellow page ads. Since Moe, Larry and Curly’s security businesses are sucking pond water in this economy and have pulled the rug out from under their Yellow Page marketing campaign, their is plenty of great, uncluttered yellow real estate for you to smack down a killer security company ad.
If you feel your YP ad could be better, then fax or email it to us, by August 25th. We will put everyone’s name in a hat and have Shawn draw one for a complete, free, Ad makeover. You’ll get a totally redesigned ad from me at no charge whatsoever, ($1500.00 value). And you can use it for way more than just the Yellow Pages, stick it in your quote packs, use it as a postcard, what about as a graphic for the side of your vans, or as a layout for a feeder site for your new, awesome, amazing, security website.
How to Enter:
Fax your yellow page ad to (508) 425-7242 or email the ad to support@securitymarketingguru.com. That’s it! You don’t have to be a member of one of our coaching programs or a newsletter subscriber. This offer is 100% open to ALL of my faithful email subscribers. We will also choose three people’s ads for FREE “mini-critiques” just for entering. So what are you waiting for, you snooze you lose!
Welcome to the Doomsday Shelter
There’s a company that hails from the Lone Star State called Radius Engineering. They have been selling and installing Doomsday Shelters for over 30 years now. In these shelters 10-2000 people can live underground for one to five years with food, water, power, and filtered air. The cost of these luxury underground suites range in price from $400,000.00 – $41,000,000.00. The company just recently installed an apocalypse-style shelter for a client that will house 750 people underground at an undisclosed location.
The really cool thing is that Radius sales have doubled every year for the last five years. Why is that you might ask? Cuz they’re flying on a specialized and specific jet stream in an atmospheric niche market that doesn’t grapple with the current hiccups in the economy. To put it bluntly, their clients don’t shop at Wal-Mart.
Incidentally, the overwhelming majority of the competition is at the bottom of the mountain, not towards the top of the mountain. Do you really want to be be standing in line and butting heads with price-driven prospects and other security dealers and sales rep that will do the install for Joe Dirt cheap?
Who says it’s a slow economy out there in the security world? It may be slow in some segments, but certainly not all…as Radius sales results can attest to. Most often it is the niche market that you may be selling in that has slowed to a crawl but that doesn’t mean that all the other niche security markets have dried up! Look around you….you’re probably driving by businesses that are expanding and need intrusion, video surveillance, access control, locksmith work, intercom/paging and the like. What type of businesses are these? Find out what niches they’re in and conduct “smart-bomb” marketing strategies in those niches!
Doomsday Thinking
Now is not the time to be paralyzed by doubt, fear, and worry. These emotions repel money. There has never been a more golden opportunity for acquiring new clients…sending out more direct mail because there is less clutter in your customers’ & competitions’ mail boxes…you get more eyeball time for your companies marketing message these days.
When other businesses cower, you want to be bold, aggressive and opportunistic. Read below for the full message, from a very opportunistic Smokin’ Security Newsletter member’s email, that I received over the weekend…
“I’ve been too busy with work, much of it generated with your marketing ideas.” William Thomas, 1st Choice Security Technologies
Bob,
When I first responded to your ad, I was coming off of a very disappointing yellow page campaign. I had spent thousands upon thousands on yellow book advertising in half a dozen different phone books with very little to show for it. I felt like I was working for the phonebook companies. After subscribing to your news letter I now have a much more focused and diverse advertising campaign with multiple income streams. I understand it will take some time to get to where I’m hitting on all cylinders, but it only took several days to go from obscurity on google to first page ranking under several searches and with the 9 week web building course you promoted I expect to be dominating the Internet in my area. In fact I will be dominating my competition in every aspect of marketing. I would be further along in my marketing, but I’ve been too busy with work, much of it generated with your marketing ideas. Having gone into debt with my yellowpage ads it was a difficult decision to sign up for your newsletter, and spend money I didn’t have, now I see it as the smartest move I ever made. I’ve cut way back on my yellow page ads and diversified my advertising and have been busier then ever. I can’t wait to see where I am in six months!
Thanks for the great ideas. I’m a firm believer in the value of your marketing ideas! You truly are the Security Marketing Guru!
William R. Thomas
1st Choice Security Technologies, LLC.
Scranton, PA
A lot of folks are struggling to orient themselves in this market.
Clarity, focus,courage, and brass balls have never been more prized possession than they are at this moment in time.
Now is the time to get aggressive and go after more sales, this window won’t stay open for long!
Have a gr8 week!
-Bob
Your FBI CCTV Sales Handout Is Ready – July 2010 – Smokin’ Security Newsletter
This past week was kinda crazy. My Dad went into the hospital for a knee replacement surgery on his right knee. He’s 81 and is still as strong as an Irish bull! His surgery went well, but I spent a lot of time at the hospital, over the past week, and didn’t get a chance to write the email for the July Smokin’ Security Newsletter issue.
You really gotta get your hands on the July issue, titled the “ The Power of Personality and The FBI CCTV Sales Handout” it’s one of the best issues to date! Simply put, the fastest way to grow your security business is with your own personality. Large corporations can’t do this…it takes them years and years to build a corporate brand and boo coo bucks to do so.
For small security businesses, it’s much simpler and cheaper. It’s easy and inexpensive to use the “head honcho’s” personality to brand the company image (in a memorable way) and, by doing so, make the security company interesting and unforgettable and the topic of conversation among many at cocktail parties, shindigs, clam bakes, bake sales, football games and the like.
- Inside July’s Smokin’ issue, you’ll find these fast-action tactics:
- Discover the three (3) choices you have for using your personality in marketing your business. (Page 2)
- Find out why it pays in dividends today to use your personality on YouTube. (Page 3)
- How to become a larger-than-life mini celebrity in your target market. (Page 4)
- Find out why it’s next to impossible to knock-off your unique personality. (Page 4)
- Discover the #1 way for you to charge 10X more for your products and services. (Page 4)
- Uncover the 13 step blueprint for becoming a famous security expert. (Page 7)
- How to create “2 pounds of proof” that you’re the guy/gal to install the prospects new electronic security system. (Page 8)
- How do YOU feel about having an “unfair advantage” over other security installers? (Page 9)
I’m just getting warmed up!
Also stuffed inside the July issue are:
Special Bonus # 1 – Six (6) killer examples of personality-driven marketing pieces that you should be using right now in your own security business. They include:
- A rather unconventional referral coupon that’s a slam-dunk for stimulating an avalanche of referrals. It’s already been tested and proven to work on the battlefield…just copy it word-for-word and watch the referrals come marching in!
- The most OTB (outside the box) birthday card you could ever use. This baby generated $15,761 in sales for me within the first three weeks of mailing it out!
Special Bonus # 2 – The Best Video Surveillance Tips handout for helping you sell MORE video surveillance systems than ever before.
Special Bonus # 3 – The FBI DVD – “Best Practices For The Installation Of CCTV Recording Systems.”
Special Bonus # 4 – A Six (6) step action list for implementing this handout and DVD for maximum impact.
***Special Bonuses #2 and #3: Use This Handout & DVD next time you meet a prospect for a camera job and watch their eyes light up… This will position you as a problem solver instead of another tired looking sales rep, just looking for a sale!
Now Go Smoke Your Competition! – Bob Maunsell
Former Sgt U.S. Air Force
Have an E.S.P style day, Easy, Successful, Profitable.
Want $2,649,594 worth of FREE Security Marketing Advice? Bookmark My Blog!
Looking for a Little Something Extra to add to your security marketing arsenal?
Do You Have A Difficult Question? Just Ask Me!
Friend Me on faceboook!
Follow Me On Twitter!
**Hey, Do you want to post my articles up on your blog? Go right ahead! Just kindly cite your source and give a link back to my page.Thanks!**
