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!

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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!

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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!