A lot of security installers that call my office looking for marketing advice and ideas from the “Guru” usually fall into the “hill-billy shotgun” mentality. What I mean by this is that they are doing exactly the same marketing that all the other installers in their area are doing (molesting each others ideas and copying each others ads—even each others yellow page ads!). Another term for this incestuous marketing is West Virginia Marketing! Once an installer joins one of my coaching programs or is a longtime newsletter subscriber, is when they come to understand my style of thinking.
The “Marine Sniper Rifle” marketing is what this cat’s all about! A sniper is a infantry person who specializes in shooting from concealed position over a longer range then the regular infantry, often with specially designed or adapted sniper rifles. A sniper requires skill in marksmanship and camouflage. When marketing, a sniper is in tight markets, specifically targeting his prey (customers). What I want to make you think about is how a hill-billy would think and how a sniper would think with shotgun shell vs. a sniper shell.
There are “broad” media and “tight” ones, referring to what’s called “reach” (the number of prospects that media touches).
Your website has the broadest potential, but not if it’s impossible to find your site (please read the truth about security websites). The yellow pages have a broad reach, too. Television and radio are considered broad reach, but within them is that cool word “demographics” which refers to viewers listener profiles of the programming.
So the “tightness” begins to squeeze as you select audiences. Newspapers, though broad with general circulation, can be zoned. Direct mail can blanket a town or pinpoint exact homes/business. An e-mail can go to your entire database. Or select a select few. A major point here—the biggie—is segmenting your messages and aiming them at the most appropriate markets—the wisest way, though rarely achieved. Your recognition and transition of “broad” to “tight” will save you time, money, and bullets and will allow you to pick off highly targeted prospects along the way.