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Client Security Newletters Should Be Part Of Your Marketing Program

security marketing guru's mailman

Here’s 8 compelling reasons why you should be sending
your clients a newsletter from your security business.

1.) Be Viewed As A Security Industry Expert

A newsletter is a great way to share your security industry knowledge with your clients. Produce articles of any size and length about security and place it in your newsletter. You will soon achieve expert status in your clients eyes and they will see the value of your security service.

2.) Referrals

The best way to get referrals is to just ask!  It’s soo important to have the means to ask your clients for a referral every time you or your techs come in contact with them.    You should have a marketing system in place that has different referral pieces for different occasions.  Let me give you a few examples:  a company newsletter—the most important because it is in your customers’ face 12 times per year,  a survey sent to your customers after work is done that asks how well you did and asks for a referral,  a door knocker placed on a clients’ neighbors door letting the neighbor know your doing work next door and asking if they are in need of your services (a reverse referral really), a referral letter that you mail to your clients, etc.  I have all these pieces and more in my marketing arsenal.

3.) Stealth Security Marketing

A properly written and executed newsletter (one that trains clients to pay, stay and refer) is truly a “Guerilla” method of marketing.  Only your current clients receive it and they become your marketing force if properly cajoled (by the newsletter content).  Your competition will never know how you attract all of the top-shelf clients in your town. The newsletter works behind the scenes to make your current clients pay, stay and refer!4.)

4.) Introduce New Services & Feature Products

Introducing news services and products in your newsletter is a great way to truly present the comprehensive nature of your security business.  You should present you new products and services in educational content, for example:  What is the difference between a proxy reader and a biometric reader?: Is an IR-Camera right for you?   By featuring products/services this way, you’ll really make your inquiries grow.

5.) People Prefer To Have A Printed Newsletter

According to a Standard & Poors study, people prefer to have a newsletter or written material mailed to them, despite the growing use of the web for distribution of marketing material.  The study showed 1/3 of the respondents preferred printed copies, 41% preferred both print and electronic while only 5% preferred an online version.

6.) The Cost of The Clients

It takes anywhere from 6 to 15 times the amount of money to attract new clients than it does to keep your current clients coming back for more.  Sending a printed newsletter on a consistent basis is the simplest, easiest and brain-dead way to keep your clients coming back for more, more, more!

7.) Building A Relationship

Creating a “personality” for you and your company has a lifelong bonding effect.  The more you share your hobbies, travels and lifestyle with your clients the more bonding goes on.  They get a sense that they really know you and you, in turn, are breaking down the trust barrier and opening up the flood-gates a flood of referrals.  The same goes for your staff and referrals.  Share a little about them each month.  Get warm and fuzzy here!

8.) Increase Value In your Security Business

Your clients will perceive higher value in your security business.  According to Standard & Poors survey, businesses that send printed newsletters are viewed as more stable and are regarded as having a higher level of customer service.

Now, I hope you see the value in sending out a monthly newsletter.  Once you get started, it really isn’t so hard.  You’ll actually grow to love it!  For those of you who can’t see themselves putting a monthly newsletter together or just don’t have the time or desire, then you’re in luck!  go to bobmaunselldirect.com and download the order form for my Service That Soars (STS) Newsletter.  For less than a hundred bucks a month, you’ll get your hands on the same newsletter I send out to my clients. We’ll plop your company logo and contact info in and your good to go!  STS is designed to generate customers that stay, pay and refer.  You can send it out to your customers and get a whole lot of bang for your buck (97 bucks to be exact!)

Bob Maunsell

Security Marketing Guru

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