2011 Is The Year Of Domination Marketing! December 2010 – Smokin’ Security Newsletter
I hope you and your family had a fantastic Christmas. Here in Massachusetts we had a Gr8 holiday. And now, to top it off, we just got dominated by a Nor’ Easter which dumped about 20” onto my front lawn. A snow storm of this magnitude can shut everything down – power, heat, phones, transportation, and the worst, cable TV – and make it impossible to go out and travel about.
You end up just hunkering down at home with candles, flashlights, a generator (if you’re lucky), water and dry food. That’s what happens when you get hit with a POWERFUL storm….the same can be true for having a POWERFUL yellow page ad. You can, literally, hit your competitors with gale-force winds and white-out conditions, and shut them down and out.
“All Security Dealers Are Not The Same”
Take a look at the headline: “All Security Dealers Are Not The Same.” There are a lot of fly-by-night, truck-slammers out there who will do anything to sell an alarm system, so you have to justify WHY someone should use your company over every other Tom, Dick, and Harry. This is a great opening headline to raise doubt and skepticism about the other security companies in the area. The headline is part of an ad I created for the 2010 Yellow Page Ad contest winner. The full ad is on display in this month’s issue of the Smokin’ Security Newsletter.
This style ad is what I would call a Consumer Awareness Yellow Page Ad because the headline and text of the ad educates and informs the general public on what to LOOK for in a security company. Pretty good idea – don’t ya think – instead of screaming were # 1!
We had a runner-up winner, too, for the 2010 Yellow Page Ad contest. Seeing it’s the holiday season I was in a giving mood an decided to pick a runner up for the contest. Plus, I like to always over deliver…that’s my “MO” and my security clients love me for it. As the late, great, Jim Rohn would say, “Do More Than You Get Paid For.”
The runner-up advertisement creates a “Security Alert” for the area and offers something of tremendous value for the client that will get your phone ringing with leads.
These are incredible ads and can be used by anyone who advertises in the yellow pages or used for conversion into postcards for direct mailings, or converted into an FSI’s (free-standing inserts) in newspapers, or used for a magazine ad, or for banner ads, on used as a web page on your website. They will both kick A$$ over any of your competitor’s ads….I guarantee it!
I”m Not Done With You Just Yet!!!!
Special Report # 1 – 20 Ideas For Creating a powerful U.S.P. (Unique Selling Proposition), The BIG question you should ask yourself: “ Why should I, your prospect, choose to do business with your security company versus any and every other security dealer in your town?”
Inside this special report your discover 20 eye-popping ways to create extraordinary leverage points within your security business. By combining 2,3, or more, you’ll become INVINCIBLE in your local market.
But Wait, There’s Still More…
Special Report # 2 – Awesome Security Dealer Yellow Pages Ads From Ireland, that you can model for you own Y.P. ad.
Special Report # 3 – Fascinating examples of Locksmith Ad’s From Ireland, that you can model after!
Special Report # 4 – Wicked Cool Fire Alarm Installers Ad’s From Ireland, that you can use to heat up your local market!
Special Report # 5 – The Right Way To Link “Celebrity” To Your Security Business!
I’ll talk with you after the 1st of the year!
Have a Gr8 New Years!
Now Go Smoke Your Competition! – Bob Maunsell
Former Sgt U.S. Air Force
Have an E.S.P style day, Easy, Successful, Profitable.
**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!**
Merry Christmas and Happy 2011!
Merry Christmas and Happy Holidays
From Bob Maunsell and all the staff at SecurityMarketingGuru.com!
Bob Maunsell & Family
Old San Juan, Puerto Rico
Doing Really Cool FREE Stuff For Your Security Clients Pays Off In Spades!
Doing Really Cool FREE Stuff For Your Security Clients Pays Off In Spades!
Christmas is around 12 days away and, for most folks, the only time they feel like being “Santa Claus” and in a gift-giving mood is around the holiday season. My personal philosophy is that you should be giving your clients valuable gifts year-round. I’m not talking about valuable trinkets, like Rolex watches and Lamborghinis. I’m talking about valuable information that costs you nothing, but gains you stature and loyalty among your clients and prospects. What more could you want?! With that said, let me explain to you the philosophy of “the more you give, the more you get in return.”
Being A Totally Selfless Dude…
This strategy I’m about to layout will work for any and all security and low-voltage niches, such as, Alarm installers, CCTV Dealers, Security Integrators, Locksmiths, Private Guard Services, Audio/Video honchos, Fire Alarm Contractors, commercial sound guys, and Electrical Contractors, Satellite Installers…and the list goes on and on.
Never underestimate the power of being totally cool and a selfless human being that actually cares about your prospects and clients and doing really good things for these folks who are giving you money now…and could be giving you bushels of money in the future.
The Most Persuasive Technique Know To Man Kind!
Is the ability to give away valuable and really cool FREE security information that can help safeguard your prospects’ and clients’ lives, and also help them make VERY educated buying decisions based on the security information that they received from you. Now, who do you think they are going to trust and choose for their security needs after they’ve been spoon-fed high -grade security info from you?
Here’s how this strategy works:
All It Takes Is 6 Seconds To Break Into A Garage
Picture this… you have a bunch of existing clients who have garages attached or detached to their homes (that you could easily upgrade there existing security services, like CCTV, Cell- Back up, LCD Key Pads, more panic buttons, yadda, yadda, yadda) and you also have prospects, who have garages, that are “sitting on the the fence” mulling over your security proposal and 5 other “low-ball” proposals they got from your competitors. Now, you send these clients and prospects a very valuable and educational video depicting how anyone can break into your garage in under 6 seconds flat.
People Remember This Kinda Stuff
First off, your clients and prospects are shocked at what they saw on the video and scared to death at how easily someone could lift up their garage doors and gain access to their home. Secondly, they think “you da man” cause you just showed them that you possess a different level of knowledge and client service than all the rest of the “low-ball” Bozo competitors out there. They are also stoked that you followed up with them…its shows that you actually care about their safety and security. Now, this tactic (that you learned from me, semi-handsome Bob) cost you nothing, nada and gains you a level of trust and confidence from your clients and prospects that’s unshakable….unless you screw up the installation!
So, be the guy or gal in your area that is really cool and educates your prospects and clients for life! It will pay you back 100X.
Why would you want to do this… Cuz an educated buyer always spends more.
Here’s What You Wanna Do Next
Make it a part of your security business-building strategy to become a more “Education-Based Security Dealer” (EBSM) in 2011. Make it a point to give away very cool and FREE security information to your clients and prospects.
I Always Practice What I Preach
Here’s the video I mentioned above watch this video “Breaking Into A Garage”, and then post it on your blog or send it out in an email to your existing clients and prospects. Then have anyone interested in securing their garage, call/email you back for a site survey.
The More You Give Away, The More You Get Back In Return! It’s The Law Of Reciprocity!
Have a Gr8 Holiday Season!
Bob
A Move That Will Increase Your Security Sales!
I just finished my 90 minute, members only, coaching call for my Smokin’ Security members and the topic was “How To Use The 32 Point Security Audit To An Unfair Advantage.” This killer, client-attraction piece was given out in the November issue of the Smokin’ Security Newsletter. It’s a powerful tool that’s used for positioning your security company as “the expert” and the “go-to” company for all security needs.
In selling security systems, positioning is everything! Done correctly, positioning creates your company’s image, proves why someone should have you install their security system over any other installer around and differentiates your security company from all the rest! It also solidifies your place in the the market and allows you to sell at higher prices and enjoy greater margins then your competitors.
The secret to positioning is to simply make whatever is different about you and your company stand out…make it your strength. But sometimes it’s hard to see the difference when it’s your own business. So today, I want to share a story with you that gives you another perspective. The story, whose author is unknown, is called…
One Arm Judo Champion
This is a story of one 10-year-old boy who decided to study judo despite the fact that he had lost his left arm in a devastating car accident. The boy began lessons with an old Japanese judo master. The boy was doing well, so he couldn’t understand why, after three months of training, the master had taught him only one move.
“Sensei,” the boy finally said, “Shouldn’t I be learning more moves?”
“This is the only move you know, but this is the only move you’ll ever need to know,” the sensei replied.
Not quite understanding, but believing in his teacher, the boy kept training.
Several months later, the sensei took the boy to his first tournament. Surprising himself, the boy easily won his first two matches. The third match proved to be more difficult, but after some time, his opponent became impatient and charged; the boy deftly used his one move to win the match. Still amazed by his success, the boy was now in the finals.
This time, his opponent was bigger, stronger, and more experienced. For a while, the boy appeared to be overmatched. Concerned that the boy might get hurt, the referee called a time-out. He was about to stop the match when the sensei intervened.
“No,” the sensei insisted, “Let him continue.”
Soon after the match resumed, his opponent made a critical mistake: he dropped his guard. Instantly, the boy used his move to pin him. The boy had won the match and the tournament. He was the champion.
On the way home, the boy and sensei reviewed every move in each and every match. Then the boy summoned the courage to ask what was really on his mind.
“Sensei, how did I win the tournament with only one move?”
“You won for two reasons,” the sensei answered. “First, you’ve almost mastered one of the most difficult throws in all of judo. And second, the only known defence for that move is for your opponent to grab your left arm.”
The boy’s biggest weakness had become his biggest strength.
One Move Makes All The Difference
Being able to master that one move…in your case, using the 32 Point Security Audit….will differentiate your company from all the other dealers out there.
What is the 32 Point Security Audit you ask? Well check out the November Issue Preview and then subscribe to my Smokin’ Security Newsletter!
