The Old School Way of Dripping On Top Prospects

I’m knocking off a tad early today.  My friend, Rich Donoghue, and I have tix’s to see Lynyrd Skynyrd at Mohegan Sun Casino in Uncasville, CT.  I also want to grab a bite to eat at chef Bobby Flay’s – Bobby’s Burger Palace – that’s inside the casino.

Last Friday I promised you a very cool video on “The Power of Dripping” and keeping TOP prospects in the loop with regards to security services or low voltage installations.

This security marketing strategy will even work for locksmiths, private guard services, private detectives, you name it… This is a very clever way to stay at the “Top of The Conscious” with your security services.

What I going to reveal to you in this video is something that should be at the cornerstone of your security marketing plan.

Here’s just some of the security marketing nuggets that you’ll enjoy in this video:
* How to identify “Toll Booths” (i.e. people who have access to a lot of security installs.)
* The proper sequence for a security marketing “dripping” campaign.
* How to break through the clutter and get noticed quick.

Also, the November issue of the Smokin’ Security Newsletter is stuffed with all the fixings and trimmings like a Thanksgiving Day turkey, so you’ll get…

* How to Mail Up to 50,000 Letters Per Week at No Cost Whatsover (Not Even Postage!)
* Three (3) Live Security Marketing Exhibits on What to Mail in Your 50,000 Letters
* A Shocking and Unique Way on How to Get Your Newsletter Printed, Folded, Stamped and Mailed – for FREE!
* An Outside-the-Box Model for Turning Your Newsletter Into A Huge Profit Center for Your Business.
* A Three Step Guide to Snubbing Your Nose at the Recession.
* The Security Sales Funnel Mind-Map on How to Sell Higher Priced Security Systems.
* How To Leverage Your Testimonials to Bond with New Prospects.
* Four (4) Live Examples of Smokin’ Testimonials.
* The Magic Number That You Must Use on Your Quotes to Sell More Security Systems.
* Remote Control and How to Enjoy Another $15 – $40 Per Month of RMR for Each Monitored Client.
* What You Need to Know to Get to a $1,000,000.00 Security Business and Beyond.
* Six Step Strategy to Eradicate Unethical Door Knockers in Your Area.
* A Plan “C” Backup Plan for Your Business and Life.

I told you this issue was stuffed…and I don’t mean with Kraft’s Stove Top stuffing mix!  I way over deliver on everything I do!  Every month my wife, Natasha, proofreads each issue and she said “Wow, this is an unbelievable issue.  It’s really, really good!”  She’s a tough cookie and tells it like it is.

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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Victoria’s Secret Security Marketing Strategy!

I had to throw this one in because of all the calls that my office received from the “Mansy” exhibit a few months back. Once again, he’s not a friend of mine, a lost relative that I’m trying to promote, and no that’s not me in the “Mansy” costume. Okie-Dokie? What I do like about Victoria Secret (beside the super-hot super models on the cover. My favorite being Gisele Bundchen. She’s listed in the Guinness Book of World Records as the world’s richest supermodel (way to go Tom Brady!) this is the 3rd time this spring that this catalog has arrived in my mailbox – for my wife, of course and being a male with a pulse I had to browse through each and every issue to see the latest and greatest swim suits out there to help the wife decide—Yea right! What I noticed after the 3rd mailing (me being the “Security Marketing Guru” I usually do notice all the little details much sooner, but I got caught up in looking at all the lovely pictures and my senses were down) is that the covers may change with each issue, but the inside pages were essentially all the same! Victoria’s Secret has been using the “different wrapper” technique very successfully. Changing the outside covers, front & back, but keep the inside pretty much the same. Every time it shows up in your mailbox, you just gotta thumb through it. I also use the “different wrapper” technique especially when I’m mailing out to my client base on a 3 or 4 step campaign. Changing the the envelope and the headline draws people in, while the content and message are essentially the same. I call it the ‘drip theory’ you want to be like a leaky faucet, constantly dropping reminders and mailings on your clients’ desks to keep your company in the forefront of their mind! This is a great way to get extra mileage out of your direct mail pieces. If you don’t use the “different wrapper” approach is that a lot of times the recipients will get sick of seeing that same old DM piece again and again, training them to through out whatever you are mailing them. But, if you change up the “wrapper” it looks like you are sending out a new correspondence, enticing your recipients to read what you have to say!

-Peace Out
Bob Maunsell
Security Marketing Guru

I Got Security Marketing Answers to Your Security Marketing Questions

Question from Frank
What’s a better strategy to use – internal or external marketing?

Frank, the right answer to this one will depend on who you ask.  Some experts believe that internal is the place to focus, and some say external.
But since you’re asking the Security Marketing Guru – here’s my pearls of wisdom from the mountaintop…

I believe that a good mix of both is equally important.  Internal Security Marketing will keep your security clients around longer, and educate them so they buy more from you and send you good referrals.  External Security Marketing can bring in tons of new security clients.

If you were to concentrate only on external security marketing, you could get a bunch of new security clients, but retention and long-term sales may suffer.  If you focus only on internal security marketing, you would keep a bunch of security clients, but then you would have to rely solely on referrals, which can be done, but it may not bring you as many clients as you need to live high off the hog!

It is important to engage in both external an internal security marketing to get and keep new security clients and put an iron cage around them for life! There’s no perfect balance between them, but make sure you have at least 2 sources of internal security marketing (like a client newsletter) and at least 2 sources of external security marketing (like a postcard or direct mailing).

Question from Sy
What do you think about the 0-Down Market and what would be a good security marketing strategy for it?

Sy, I have dealers that work both sides of the fence – the Zero down or free market, and the $800 to $1500 installation market.  They both implement two different types of home security marketing systems.  It really comes down to what you are most confident in selling?  Do you feel confident in high-end security system selling or just giving away a no cost system and making up your sales by RMM on the back end?  What I can say is this…I have a piece that will be in next month’s Smokin’ Security Newsletter that can be used against any other security dealers that are selling zero down or high end systems.  The piece is a postcard and can be used in either market, and will run circles around anything your competition puts forth.  It WILL put you in the perfect position to get the job and wipe out any competitive advantages.

Question from Tom
What do you think about direct mail marketing?

Tom, I can’t say enough good things about it!  I use many security marketing strategies, but am a Big, Big, Big fan of direct mail marketing.  My security marketing postcards and direct mail pieces  have been designed to cut through the clutter.  They are eye popping and grab the prospects attention quickly and get my messages across to each target market I send them to.  I think direct mail is the best thing for “Smart-Bomb” selling to new prospects.  The most important thing about doing direct mailings is to make sure you have a targeted list.  You NEED to know that the audience you’re putting your message in front of is receptive to your offer.  Message to Market Match is CRUCIAL. For instance, if you’re selling home security systems to new homeowners in Denver, CO, you’re message will certainly reflect this, therefore you list BETTER comprise all new homeowners in Denver, CO.