Don’t Tell Bob

As many of you probably know, Bob is on vacation in Ireland this week. The staff and myself here are in the middle of packing up the shop to move into our new building in West Boylston and we just stumbled upon a massive pile of overprint back issues of the Smokin’ Security Newsletter stowed away in Bob’s office.

Instead of having to pack all these away and find space on the moving truck, we decided to do a special offer to everyone on our contacts lists.

From today (7/13/10) until Friday (7/16/10), we will be including 4 FOUR back issues of the Smokin’ Security Newsletter to any new subscriber. Yes, we know we are DOUBLING the amount of back issues typically given out to a new subscriber. It is a $194.00 value, on top of the 2 (Two) Back Issues, Current Issue and 4 (Four) Audio Success CD’s usually given out.

All together that is an $873.00 value!

• One Current Issue of the Smokin Security Newsletter (July 2010)
• 4 (Four) Back Issues of the Smokin Security Newsletter (March-June 2010 Check out the content below!)
• 4 (Four) Audio Success CD’s

***Some of the extra Newsletters even have that particular month’s audio success CD inside them! So you very well may end up with 5 or 6 audio success CDs!***

All we ask is you help with shipping this stuffed to the max USPS Priority Mail envelope for five dollars and ninety five cents ($5.95).

Click or copy + paste the link below to order. (scroll down to bottom of page, you can either order online or download + fax in the the order form)

http://securitymarketingguru.com/security-marketing-products-and-services/the-smokin-security-newsletter/

Don’t wait, this offer only lasts until Friday and this email just went out to over 6000 security professionals, maybe even the guy across town from you!

Sincerely,
Shawn, Jodi and the rest of the SecurityMarketingGuru.com Staff

P.S Check out all the awesome stuff in the March -June 2010 Smokin’ Security Newsletter’s listed below!

June 2010

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!

But I’m not done with you yet!

Inside this month’s issue of the Smokin’, you’ll get:

• Discover how the most successful security dealers will have 5-10 targeted website…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?

May 2010
Last month during my quarterly open call in day for subscribers to my Smokin’ Security Newsletter(TM), one caller, a security dealer named Charlie Cleary from 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. Charlie sent out the bonus client newsletter to his herd of customers and told me that one of the “emotional direct reponse” triggers that I embedded in the client newsletter generated 30 responses from his customer base! He now has 30 people to follow up with…way to go Charlie!

Charlie 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 client 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 Charlie has…then order the Smokin Security Newsletter this month, my monthly marketing and business building newsletter written specifically for you folks – security dealers and low-voltage installers. May’s Smokin’ comes with a template for my 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!

April 2010
Discover The Secret “Lure” To Being The Big Fish In A Small Pond

There are literally hundreds of small fishing holes, within 5-10 miles of your office, that you can go fishing in for new clients…anytime you’d like.

Do you want to learn how to zone in on specific target neighborhoods…prime fishing waters… where you can dominate the market with your targeted security marketing messages…you’ll realize the greatest selling potential with these strategy – learning how to catch “fish” at will!

So what are you waiting for! I’m giving you the fishing pole and the bait and leading you to waters teaming with fish, all YOU need to do is get on board the Security Marketing Guru’s fishing boat!

BONUS HANDOUT: In This Month’s Issue Of The Smokin Security Newsletter: Get A Client Handout, Used For Pre-Selling Your Services, That Offers The Best Customer Guarantee Ever Written….It is so Powerful That I GUARANTEE You’ll Get the Job on This GUARANTEE Alone!

This incredible handout is one of the first pieces I ever created for a private security client of mine, and it closed over $30K, in an access control project, on it’s first use. It’s designed for pre-selling security and low voltage services…mail it out prior to conducting your security audit and watch the doubt and skepticism go away and a new level of trust, faith and confidence, in you and your services, develop in your prospect! Believe me, you get more service if you guarantee something up front.

BTW: This handout, with it’ s stellar guarantee, can be tweaked for locksmiths, CCTV installers, Electrical Contractors, Home Automation Experts, Fire Alarm Installers, Satellite Yahoos, GPS Installers, and so on.

March 2010

Inside the March Issue, also known as The Spank Issue, you’ll…

• Find out the how to wipe out price-resistance, once and for all.
• Learn how to create future “Pay Days” in your business for the rest of your life – that has nothing to do with RMR.
• Find out what ISFL it’s quite lucrative!
• Get a form, that if used, I guarantee will make you at least $50,000 in sales in the first year of use!
• Learn my 79-word retort to counter anyone looking for a “cheapo security system.”
• How to use the my Stalemate philosophy to win over prospects
• Learn the importance of SPANK and having lots of ammo when you meet your prospects.
• When to use the “stick strategy” on new clients.
• Discover how to create a wall of fame inside your office.
• Have you ever seen a $120,000 testimonial from a very, very, satisfied client? Well, I’ll show you one!
• Get a really cool way to find out the three biggest concerns prospects have before they hired you and how to use that info in your marketing messages.

Emotionally Driven Copy For A Security Ad

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!

If you’d like to get your hands on this ad, then go to smokin’ security newsletter and check out my $5.95 offer.

But I’m not done with you yet!

Inside this month’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.

And much, much more! To order your first copy of the Smokin’ Security Newsletter, pus get two back issues and four (4) audio success CDs, for the low, low price of $5.95, just click on Smokin’ Security Newsletter.

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.

Bob Maunsell
Former Sgt U.S. Air Force

Have an E.S.P style day, Easy, Successful, Profitable.

Now Go Smoke Your Competition!

Want $2,649,594 worth of FREE Security Marketing Advice? Check out my Blog!
http://securitymarketingguru.com/category/bobs-security-marketing-blog/

My Free Gift To You!
http://securitymarketingguru.com/bobs-free-gift/free-gift-from-bob-maunsell/

Got A Difficult Question? Just Ask Me!
http://securitymarketingguru.com/ask-bob/askbob

Join My Security Marketing Group On Facebook
http://securitymarketingguru.com/bobs-facebook/facebook/

Follow Me On twitter
http://www.twitter.com/bobmaunsell

**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!**

How to Get Bulletproof, Fast!

Bob,

Thanks so much for the ad makeover. Apologies for the delay in getting back to you; we have been slammin’ busy.

It all makes sense from a customer’s perspective to educate and offer. My wife looked at the ad without me saying a word. She said there was too much text. I then told her to look at it again as though she had just been burglarized.

It all makes sense. We compete against a company whose sole strategy is the low, low price ($17 a month monitoring w/ service plan and no contract) so we have to be different. I’ll close up shop before I give it away!!

As far as the card dispensers go, I listened to the CD on my way home from the shop and was on line ordering four sets as soon as I stepped out of the van. Bob, one question. What do you do about employee technical training?

Thanks Again,

Fred Stokley
Master Locksmith/Alarm Technician
Precision Locksmith Co., LLC
Harrisonburg, VA

How To Get Bullet-Proof, Fast…

Hey Fred,

I appreciate the kind words, but you’d have to thank my little daughter Kiera (link to video) for pulling your company’s name out of my New England Patriots hat (with her little, plastic claw toy) for my 2009 Security Marketing Yellow Page Ad Contest.

Slammin’ Busy…

I love hearing diffent vernacular, from security and Low Voltage dealers, from around the country when they refer to being busy.  Up here in the Northeast we use the term “buried” with work. I love the term you use in Virginia – “slammin” busy, and out West they say “Rocking & Rolling.” I really get a kick out of all the different wording.

The Misses…

I think your original Y.P. ad had about 120words, and my Direct Response Yellow Page was stuffed to the gills with about 480 words. Fred I could have just plopped two huge logos into a rectangular space and created some image-based ad that  “BRANDED” you…like Target did when they first opened their stores.  They bombarded the telly, newspapers and magazines with only their bulls eye logo.  This is brand marketing and is good if your a big, billion-dollar company, with hundreds of stores and can afford that type of advertising.  For the smaller fish, this is not a practical way to advertise nor does it say anything about who you are and what you do…successfully (hence your unique selling proposition)!

Long Copy Sells…

I LMAO when you said that your wife thought my ad had to much text, but obviously you’ve been paying attention to my Smokin’ Security Newsletter about image-based advertising vs. direct response advertising.  Image-based advertisers (The Brand People) have long said that long copy (lots of words) is DOA; that people are to busy to read all those words or clients are too dumb/too lazy/etc.  They say, times have changed and short copy and lots of images are in vogue.

They said this in the 1930.1940.1950.1960.1970.1980.1990.2000. and 2009. They were wrong before and they are wrong now. EMPIRICAL EVIDENCE PROVES THAT LONG COPY SELLS MORE.
If you have an outstanding security sales rep, would you limit him to just 20 words (that’s about what the average Y.P. has in it for words)? Or, do you let him go and make a case for WHY this business/homeowner should have you do there security system vs anyone else out there. Of course you wouldn’t tell you sales rep to be quiet.

Direct response copy is nothing more then “salesmanship in print.”  I created a Y.P. ad for you that would talk to all of your prospects, and educate and inform them of all your services. This is a 24/7/365 auto-pilot security sales rep that you will add strength and more stability to your business.

Sift-Screen-and Sort…

Fred, no matter  if you were installing security systems in Dublin, Ireland, Abiline Texas, or Tamil Nadu, India there’s always a dealer that will key a door for nothing, or install a CCTV system at-or-below cost.

The dirty little secret with operating a security or low voltage installation business, this way, is that these dealers will attract bottom of the barrel clients, and they will, in fact, refer you more low-paying people.

When your security marketing system is setup on autopilot and you have a “Sift-Screen-Sort mechanism in place, where your marketing is weeding out the deadbeats, lookey-loos, and tire kickers, only then will have folks that are to pay more for your security services.

If the only thing a company can say is that we are the cheapest around, I feel sorry for them.  That’s not a marketing message and it’s only a matter of time before their out of business.

Doubled Your Sales Forces…

Fred, this is truly the only way to separate yourself from all the other security dealers, locksmiths, and security system integrators…is through Education Based Security Marketing (TM). The more you educate, the more you sell.  Way to go on buying the card pockets!  You have now effectively added four sales reps that will deliver you more business whenever you’re out-and-about….at a next-to-nothing cost!

Technical Training…

Fred, I would go back and replay the audio success CD “How To Sky-Rocket Your Security Business With Interactive Video Monitoring”, and “Everything You Ever Wanted To Know About Video Analytics” these are the two (2) biggie growth industries in the security industry. Also on the next open call-in day for all  Smokin’ Security Newsletter members which is coming up and I’ll give you niche industries where these are an easy sell. Before I forget pick up a couple of copies of anyone of the “Dummies” book for installing computer networks, a good way to break your techs into the TCP/IP world.

Sales Presentations…

Fred, one last thing before I go, I would take the Y.P. that I created for you and take it down to Staples, and have them print up a bunch of copies so that you can use it as a handout when your meeting with new prospects, “this is a subtle way to sell “WITHOUT” selling, that you are the the man. I would also incorporate some real sweet testimonial on to the backside  of the Y.P. handout. I would also when your meeting with a new prospect, don’t forget to drip on them with your new quarterly newsletter that is part of your Smokin’ Security Newsletter membership.

Adios Amigo…

Happy Hunting with your Y.P. Ad in 2010!

Bob

Bob Maunsell
Former Sgt U.S. Air Force

Have an E.S.P style day, Easy, Successful, Profitable.

Now Go Smoke Your Competition!

Want $2,649,594 worth of FREE Security Marketing Advice? Check out my Blog!
http://securitymarketingguru.com/category/bobs-security-marketing-blog/

My Free Gift To You!
http://securitymarketingguru.com/bobs-free-gift/free-gift-from-bob-maunsell/

Got A Difficult Question? Just Ask Me!
http://securitymarketingguru.com/ask-bob/askbob

Join My Security Marketing Group On Facebook
http://securitymarketingguru.com/bobs-facebook/facebook/

Follow Me On twitter
http://www.twitter.com/bobmaunsell

**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!**

Securty Marketing Idea of The Day – “Selling The Visible”

The whole family taking a break at Plaza de Armas in Old San Juan, Puerto Rico

I know one of the easiest ways to make an impact in your security marketing campaign, is to SELL the visible aspect of your security company or low voltage installation company, this is what I call “onstage” when your out in the public eyes and your techs are on display for the whole world to see. Here are 6 quick ways to sell the visible of security business (your retirement assets!)

1-First and foremost, clean service vehicles and equipment. Make sure you wash your trucks frequently to make sure they always look their best when they’re rolling around town. Your service vehicles should  have special offers on them and tout your USP to encourage folks to call your office, that’s what I call a DRSV direct response service vehicle, instead of just a plain Jane name and phone number. Give’em a reason to call you versus the other 50 security dealers in town!

2- If your vehicle signage is down correctly you should  frequently receive telephone inquires from people who say they saw one of your service vehicles and it reminded them how they have been wanting to install a security system or have a little preventive maintenance work done to there security system. A great benchmark to go by is if you are frequently receiving inquiries such as: “One of your vans is next door at my neighbor’s house. Can they come see me about a security system when they get done? Or I just saw your van on the highway can one of your techs swing by.

3- Professional, clean uniforms are very important if you want to sell at prices higher then your competition. Your tech’s need to look their best… If you go to the Ritz Carlton do you see their staff dressed like the Beverly HillBillies.  No Sir Ree..… they’re dressed to the 9’s! If you want to sell high-end security systems then you can’t look like a low end dealer. It may cost you a little bit to get your tech’s outfitted with  khaki pants, and polo shirts with a company logo but it is far outweighed by the risk of the jobs you are potentially losing because your image is lacking professionalism.

4- Also your service techs should be silently conveying expertise when out in public eye or when at the front door of a potential client’s home or business. Just think how many conversations have been started and business cards given out at coffee shops, gas stations or restaurants because of the service tech LOOKED liked a knowledgeable guy and acted like a skilled professional in his trade.

5- Have security marketing material that is education based with free reports on home/business security and attention grabbing headlines that draw people to read your soft-selling EBSM sales copy

6- Make sure that you invest time in making sure that  your market – to-message-media is congruent with the security markets you are selling in to, whether on our website, in the Yellow Pages, direct mail, business cards or brochures, accurately project your expertise, workmanship and upscale clientele in look as well as word,”
Also check out this post about the 10 Security Business Owners Commandments, and see how you can apply these babies to your own business. I wrote those 10 commandments way back when in 1996 when the “Smashing Pumpkins” came out with that amazing alternative rock album 1979!

Check Out My Security Marketing Products and Services at
http://www.securitymarketingguru.com/security-marketing-online-store

Got A Difficult Question? Just Ask Me!
http://www.securitymarketingguru.com/askbob

Join My Security Marketing Group On Facebook
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Follow Me On twitter
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**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!**

How Can You Keep Growing Your Security Business During An Econmoic Downturn…?

I actually received that question, this week on a coaching  call. Good question!  The answer…

Believe it or not, the same way(s) you grow it any other times!
Implementing good marketing and sales practices and getting good results is a universal thing, largely unaffected by outside influences. In  my “Bat Cave” I have sample direct marketing pieces I’ve collected over the past 14 years that contain successful direct-response ads that ran during the civil war and during The Great Depression. These beauties brought home “the bacon” and made the advertisers tons of money during periods when the economy was way worse than anything we’ve experienced!  These pieces were so effective and would work just as well today (although I know less manual labor intensive ways to do it). Here is what you gotta do: you gotta get your butt out of bed and get up on your hind legs every day and get yourself in front of people who “could” give you money (physically and/or through media), and you’ve got to develop a convincing argument that encourages them to do so! Key words here: “get up” and “everyday”. At different times, under different circumstance, it may be easier or more difficult, but still under all circumstances, at all times, money moves around hands and gravitates to the person with a “security marketing system” for attracting  clients that Pay, Stay and Refer!  So what are you gonna do with the knowledge you have just been given…?

P.S. Fear & Procrastination is the language of the poor!
P.S.S. The cornerstone of all wealth is a security marketing  system!
P.S.S.S.  To have more, you must first become more!

Peace Out!

Your Friend

Bob Maunsell

Does Security Marketing Have A Magic Bullet?

Is there such a thing as a Silver Bullet in security marketing? I’d have to say,you betcha! In fact, I would say there are a cool dozen or so bullets, no security dealer or low voltage installer can afford to be without.

Here are my Security Marketing Silver Bullets:

Silver Bullet # 1:
Stay in touch with your client base. More is better. 12 to 24 times a year is good, 36 times is market domination.

Silver Bullet # 2:
Identify your slow times. Either use this time to take a much needed vacation or ramp up your marketing efforts 30 to 45 days in advance of those times to “pick them up” and lead more prospects “into the funnel.”

Silver Bullet # 3:
ALWAYS have 3 or 4 solid marketing venues working for you. I love postcards (I have two or three I kindly refer to as my ‘ropa dope,’ (meaning they always deliver the knockout jobs!). I also love to do comical display ads in the cheap “coffee” papers where I know my type of security clients “hang out.” I also believe a “Direct Response” security website is an irreplaceable part of a sales funnel, and using Google Adwords is an absolute most to drive your local traffic to your site. My monthly client newsletter has been the pillar of my security marketing program for over 10 years now.

Silver Bullet #4:
Don’t EVER stop trying to reactivate old security prospects and don’t EVER give up on trying to upgrade an existing security system or up selling a new technology. Always work both sides of the fence.

Silver Bullet #5:
Never underestimate the power of a “gift” or a “subtle bribe” in marketing today. The only difference is timing.

I’ve got more killer security marketing content coming later today  soon so keep an eye out on my blog!