No doubt you already know you can and should do this. This article is to remind you to do it, because it is important.
"It" is using this time of year to say Thank You: Thank You to your current customers; Thank you to your recent clients; Thank You to those who met with you but did not hire you; and Thank You to those former clients of yours whom you haven't even heard from for years.
Thanksgiving is a time to be thankful to God for what we have. But it is also proper, important and good to thank your clients for their business, for their support, for their interest and at times even for their friendship. Some people will accomplish this by sending a "Holiday Card," although I see nothing wrong with sending someone a Christmas card. But you don't have to wait until December. Get on jump on many of your competitors by sending a Thank You card - - or even better, a handwritten personal note of thanks - - in November, then send your Christmas card for a more friendly touch in December.
This gets your name in front of your best and possible best future clients in a very low stress, meaningful way. It is important to be sincere, to say thanks because you really mean it, and not just because there is personal or business gain in it. But both goals can be accomplished simultaneously.
So don't just send a safe, glossy, politically correct holiday card. Tell people you appreciate the chance to work with them...and that you are hopeful of working with them again next year. Say it in your own words....but for heaven's sake, say it. It is important. Do it now.
Saturday, November 6, 2010
Monday, September 27, 2010
The Twain shall meet again
Watching Ken Burns' documentary about Mark Twain the other night, it struck me how much Clemens went through before he ever became the Mark Twain beloved by America and the world for a century and a half. Clemens was a riverboat captain, a miner, a reporter (who lost his job as a reporter) and someone who changed jobs frequently. It was fascinating watching this, wondering how he ever survived at times, but knowing in the end how successful he would become.
When just starting to seriously make his name, he went to Hawaii on a writing assignment. But the point at which he went from just a developing writer to a celebrity - - and someone who made a lot of money - - was when he started to speak, on stage, about his observations.
And do you know what made his first, critical, nerve-racking presentation a financial success? Do you know how he attracted attention to his presentation, and what exactly propelled him along the path of his great career as America's famous, beloved humorist?
Mark Twain advertised.
Yes, he spent $100 to rent a hall, and $150 to buy a large ad in the San Francisco newspaper (an ad he wrote himself).
Many successful PIs like to relate how they get tons of business from referrals, and that's wonderful, and something all PIs should work on. Most PIs also shy away from advertising, thinking it won't work, it's too expensive, it's not for their profession, etc., etc.
I would ask, if advertising was good enough for Mark Twain, why isn't it good enough for you?
You can study and study and study the field of advertising and never stop learning about what you can do. But that does not mean you have to be a seasoned expert of many years before ever doing any advertising. Addressing the need to get a functional understanding of writing and managing your own ads, I created a short course on advertising for private investigators, a course which was actually approved for CEU credits for PIs in the state of Texas.
Since advertising can work, and because there is no better time than the present for you to take action to increase your business, I will make this course available to you for your own personal study for just $15 (I'll even include the test questions that will enable you to better assess your understanding of this issue.) You can find out how to order it from me at my website,
http://www.letbobhelp.homestead.com/.
On an unrelated note, if you find this blog full of the helpful and free marketing information it is intended to provide and you would like to say thank you, I invite you to help me put an end to Alzheimer's disease by supporting my participation in Memory Walk on October 3. Your donation will support research, education and counseling activities. You can donate at http://www.toledomemorywalk2010.kintera.org/mackowiak.
When just starting to seriously make his name, he went to Hawaii on a writing assignment. But the point at which he went from just a developing writer to a celebrity - - and someone who made a lot of money - - was when he started to speak, on stage, about his observations.
And do you know what made his first, critical, nerve-racking presentation a financial success? Do you know how he attracted attention to his presentation, and what exactly propelled him along the path of his great career as America's famous, beloved humorist?
Mark Twain advertised.
Yes, he spent $100 to rent a hall, and $150 to buy a large ad in the San Francisco newspaper (an ad he wrote himself).
Many successful PIs like to relate how they get tons of business from referrals, and that's wonderful, and something all PIs should work on. Most PIs also shy away from advertising, thinking it won't work, it's too expensive, it's not for their profession, etc., etc.
I would ask, if advertising was good enough for Mark Twain, why isn't it good enough for you?
You can study and study and study the field of advertising and never stop learning about what you can do. But that does not mean you have to be a seasoned expert of many years before ever doing any advertising. Addressing the need to get a functional understanding of writing and managing your own ads, I created a short course on advertising for private investigators, a course which was actually approved for CEU credits for PIs in the state of Texas.
Since advertising can work, and because there is no better time than the present for you to take action to increase your business, I will make this course available to you for your own personal study for just $15 (I'll even include the test questions that will enable you to better assess your understanding of this issue.) You can find out how to order it from me at my website,
http://www.letbobhelp.homestead.com/.
On an unrelated note, if you find this blog full of the helpful and free marketing information it is intended to provide and you would like to say thank you, I invite you to help me put an end to Alzheimer's disease by supporting my participation in Memory Walk on October 3. Your donation will support research, education and counseling activities. You can donate at http://www.toledomemorywalk2010.kintera.org/mackowiak.
Sunday, August 29, 2010
Helpful Websites
No one person has all the ideas or all the answers about successful marketing for private investigators. I try to help through this blog, some articles, materials and my website, but there are clearly other sources you should investigate. Here are some of my favorites:
www.Pursuitmag.com - This online magazine has useful information on tons of investigative topics, including marketing. You will find about 30 marketing articles stored there for your immediate use (a few of which were written by yours truly). Mind-opening stuff. Check it out.
www.Pimall.com/nais - Click on books, then click on PI Marketing. God Bless Ralph Thomas! He has advanced more products, served more investigative professionals and written, published and sold more investigative books than anyone I know in the industry. His National Assocation of Investigative Specialists is legend. If you haven't already checked out his stock of PI marketing books, it is your loss.
www.Kelmarpi.com - It's no accident that Kelly Riddle is one of America's top PIs, and he shares his expertise on various topics, including marketing, through a series of books and tapes.
www.DanKennedy.com - Chances are you have not heard of Dan Kennedy, but you need to know about him and his products. He has helped businesses of all sizes with their marketing, advertising, copywriting and more. I've purchased and subscribed to his materials, and have met him and some of his successful clients in my Ohio backyard.
www.LetBobHelp.homestead.com - Of course, I do hope you turn to my website when you want marketing and public relations products prepared especially for private investigators, such as my PI Marketing CD, or need customized assistance.
Hopefully you will find all of these websites of great value to you. Now, here is one where you can help someone else. Help me put an end to Alzheimer's disease, support research and provide education and resources to those impacted by Alzheimer's disease. Go to www.ToledoMemoryWalk2010.kintera.org\mackowiak
www.Pursuitmag.com - This online magazine has useful information on tons of investigative topics, including marketing. You will find about 30 marketing articles stored there for your immediate use (a few of which were written by yours truly). Mind-opening stuff. Check it out.
www.Pimall.com/nais - Click on books, then click on PI Marketing. God Bless Ralph Thomas! He has advanced more products, served more investigative professionals and written, published and sold more investigative books than anyone I know in the industry. His National Assocation of Investigative Specialists is legend. If you haven't already checked out his stock of PI marketing books, it is your loss.
www.Kelmarpi.com - It's no accident that Kelly Riddle is one of America's top PIs, and he shares his expertise on various topics, including marketing, through a series of books and tapes.
www.DanKennedy.com - Chances are you have not heard of Dan Kennedy, but you need to know about him and his products. He has helped businesses of all sizes with their marketing, advertising, copywriting and more. I've purchased and subscribed to his materials, and have met him and some of his successful clients in my Ohio backyard.
www.LetBobHelp.homestead.com - Of course, I do hope you turn to my website when you want marketing and public relations products prepared especially for private investigators, such as my PI Marketing CD, or need customized assistance.
Hopefully you will find all of these websites of great value to you. Now, here is one where you can help someone else. Help me put an end to Alzheimer's disease, support research and provide education and resources to those impacted by Alzheimer's disease. Go to www.ToledoMemoryWalk2010.kintera.org\mackowiak
Friday, August 13, 2010
Who is next
I thought maybe it was fear that was making me so aware of the news articles about the arrest of a suspect in the stabbings of about 20 people, five of whom died. My awareness was heightened by the fact that one of the stabbings took place in my hometown of Toledo, Ohio, where a man was stabbed outside of his church. The fact that most victims were minorities, and that I did not fit that targeted group, did not mitigate my own personal safety concerns, and it simply makes the hatred behind the crimes more reprehensible to me.
But it turns out I was part of a larger population than I thought, because when the suspect was arrested while trying to board a plan in Georgia - - hundreds of miles from his last stabbing episode in Toledo last weekend - -it made the top news on major websites, like CNN, and on national news.
My point is that many seemingly local stories have impact in communities across this country, creating increased need for people to want to know more: more about crime investigation techniques, more about personal safety, weapons, racial profiling and other topics.
Can you inform people about one or more of these topics? Can you help the local news media provide the public with useful tips? Can you use these topics for public speaking at the Rotary, the Kiwanis, or the general public in your local library?
I'm sure you can.
Opportunities are all around us to reach out to the public - - and thus promote your investigative agency - - by tracking news stories and finding a local angle to a national story.
www.letbobhelp.homestead.com
But it turns out I was part of a larger population than I thought, because when the suspect was arrested while trying to board a plan in Georgia - - hundreds of miles from his last stabbing episode in Toledo last weekend - -it made the top news on major websites, like CNN, and on national news.
My point is that many seemingly local stories have impact in communities across this country, creating increased need for people to want to know more: more about crime investigation techniques, more about personal safety, weapons, racial profiling and other topics.
Can you inform people about one or more of these topics? Can you help the local news media provide the public with useful tips? Can you use these topics for public speaking at the Rotary, the Kiwanis, or the general public in your local library?
I'm sure you can.
Opportunities are all around us to reach out to the public - - and thus promote your investigative agency - - by tracking news stories and finding a local angle to a national story.
www.letbobhelp.homestead.com
Monday, August 2, 2010
A Facebook in the Crowd
Time and again at professional investigative conferences, I have seen PIs mesmerized by the latest technology, from video cameras to blood splatter detection equipment, and everything in-between. It's good and important to be up-to-date and have an interest in new trends and tools that can help your business.
It's also no secret that technology spins its alluring web to younger people today, from cellphones to Facebook. Fortunately I see that many investigators of all ages are using Facebook to connect with each other and potential clients.
If this is not you, what are you waiting for? Your competition is already there. You simply can't say that this isn't for you, and you don't have to frequently update your Facebook page with pictures of your cat or summer vacations. But you will be amazed at the connections you will make.
And, you may want to consider advertising on Facebook: it is quite economical, you control the dollars you spend, you can target all sorts of demographics (location, age, education levels), and even if the click-throughs to your website are limited, you will get thousands of impressions (people who see your ad).
There are other social media networks you may want to join, like Linked-in. Word is Google is developing one of its own to challenge Facebook. But you must get on Facebook. (Don't forget it's free.)
Has any PI ever been hired just because he or she has a Facebook account? I don't know.
But I am sure that there are PIs who have not been hired because they are not on Facebook.
Here's to your success!
http://www.letbobhelp.homestead.com/
www.rolandosmashedpotatoes.blogspot.com
It's also no secret that technology spins its alluring web to younger people today, from cellphones to Facebook. Fortunately I see that many investigators of all ages are using Facebook to connect with each other and potential clients.
If this is not you, what are you waiting for? Your competition is already there. You simply can't say that this isn't for you, and you don't have to frequently update your Facebook page with pictures of your cat or summer vacations. But you will be amazed at the connections you will make.
And, you may want to consider advertising on Facebook: it is quite economical, you control the dollars you spend, you can target all sorts of demographics (location, age, education levels), and even if the click-throughs to your website are limited, you will get thousands of impressions (people who see your ad).
There are other social media networks you may want to join, like Linked-in. Word is Google is developing one of its own to challenge Facebook. But you must get on Facebook. (Don't forget it's free.)
Has any PI ever been hired just because he or she has a Facebook account? I don't know.
But I am sure that there are PIs who have not been hired because they are not on Facebook.
Here's to your success!
http://www.letbobhelp.homestead.com/
www.rolandosmashedpotatoes.blogspot.com
Saturday, July 17, 2010
Takin' it to the street
One more marketing lesson (good for all of us) from a few days of vacation. (See my previous post for the thread.)
If you ever get the chance to head north of Detroit, there's a fantastic town called Frankenmuth. This town understands that it is a tourist destination, proud to call itself a little Bavaria, and it's two most famous features are Bronner's, the World's Largest Christmas store (truly inspirational) and the chicken dinners. (Actually there are two restaurants, right across the street from each other, that provide these wonderful dinners with the same family recipe.)
Well, these economic times have been particularly unkind to Michigan, requiring businesses to be more creative to attract the tourists to eat at their restuarant...even if it is the home to world famous chicken dinners. So this week we saw that one of the restuarants had added a couple tents on their parking lot where you could listen to live polka music in the middle of the afternoon, buy a beverage (yes, including beer) and a bratwurst. Several patrons were doing so, making me marvel at the innovative, and obviously effective, marketing tactic they implemented. When the time came for these patrons to get out of the heat and sit down to their wonderful chicken dinner, where do you think they would go: to the restaurant across the street that did not entertain or relax them?
So what does this have to do with your PI business? Just another example of learning lessons wherever you can: What can you offer clients that your competition does not? A free analysis of a business' security system? A free seminar on computer forensics? A lunch and learn about identity theft?
What can you offer that you may never have offered before? Domestic cases? A batch discount on background checks?
Marketing efforts do not need to be exotic or expensive; they need to be effective, and maybe just creative enough to attract attention away from your competition.
www.letbobhelp.homestead.com
If you ever get the chance to head north of Detroit, there's a fantastic town called Frankenmuth. This town understands that it is a tourist destination, proud to call itself a little Bavaria, and it's two most famous features are Bronner's, the World's Largest Christmas store (truly inspirational) and the chicken dinners. (Actually there are two restaurants, right across the street from each other, that provide these wonderful dinners with the same family recipe.)
Well, these economic times have been particularly unkind to Michigan, requiring businesses to be more creative to attract the tourists to eat at their restuarant...even if it is the home to world famous chicken dinners. So this week we saw that one of the restuarants had added a couple tents on their parking lot where you could listen to live polka music in the middle of the afternoon, buy a beverage (yes, including beer) and a bratwurst. Several patrons were doing so, making me marvel at the innovative, and obviously effective, marketing tactic they implemented. When the time came for these patrons to get out of the heat and sit down to their wonderful chicken dinner, where do you think they would go: to the restaurant across the street that did not entertain or relax them?
So what does this have to do with your PI business? Just another example of learning lessons wherever you can: What can you offer clients that your competition does not? A free analysis of a business' security system? A free seminar on computer forensics? A lunch and learn about identity theft?
What can you offer that you may never have offered before? Domestic cases? A batch discount on background checks?
Marketing efforts do not need to be exotic or expensive; they need to be effective, and maybe just creative enough to attract attention away from your competition.
www.letbobhelp.homestead.com
Tuesday, July 13, 2010
Are you worth the trip?
My wife and I took a two hour vacation drive into Amish country in Indiana yesterday, having heard about how great the food is, how beautiful and solid Amish furniture is, etc. One restaurant, the largest in town, was so good we had both breakfast and dinner there. And a couple of the shops had truly well-crafted, wonderful furniture and collectibles.
We must have gone into about two dozen other stores, where we often saw the same merchandise, the same kind of antiques, the same, the same, the same.... In fact, I don't even think I could remember the names of any of the other stores.
When I go on vacation like this, I still try to challenge myself to learn something from the experience: what can I learn about marketing even in a small town in the middle of Amish country. And what I discovered also applies to your investigative business.
Namely, there is a lot of mediocrity out there, with little to distinguish one company from another. So ask yourself, what sets you apart from your competition? It is not necessarily how long you have been in business. What is it about your quality, your price, the extent of your services, the ease with which people have access to you, how much you demonstrate to your clients that you truly care about them. It can't be something abstract; it must be something you can specifically identify, and you must know what it is.
In marketing lingo, it's your USP, or your unique selling proposition. Ask yourself why someone should do business with you instead of with anyone else. Is dealing with you worth a 100 mile trip?
If you don't know this answer, then you have some serious work to do.
http://www.letbobhelp.homestead.com/
We must have gone into about two dozen other stores, where we often saw the same merchandise, the same kind of antiques, the same, the same, the same.... In fact, I don't even think I could remember the names of any of the other stores.
When I go on vacation like this, I still try to challenge myself to learn something from the experience: what can I learn about marketing even in a small town in the middle of Amish country. And what I discovered also applies to your investigative business.
Namely, there is a lot of mediocrity out there, with little to distinguish one company from another. So ask yourself, what sets you apart from your competition? It is not necessarily how long you have been in business. What is it about your quality, your price, the extent of your services, the ease with which people have access to you, how much you demonstrate to your clients that you truly care about them. It can't be something abstract; it must be something you can specifically identify, and you must know what it is.
In marketing lingo, it's your USP, or your unique selling proposition. Ask yourself why someone should do business with you instead of with anyone else. Is dealing with you worth a 100 mile trip?
If you don't know this answer, then you have some serious work to do.
http://www.letbobhelp.homestead.com/
Monday, July 5, 2010
Roommates
Next month tens of thousands of recent high school grads will be going away to college, living in dorms for the first time. Often they will be rooming with someone they have never met before. Many colleges have programs to help the roommates become friends and resolve any issues that may arise. I'm not sure if all those programs fully solve concerns of anxious parents.
Let's see, who could help parents find out information about someone, be it a young adult, or their family? What sort of economical package could be offered to parents to obtain some basic background information?
Most PIs recognize the value of a great referral from an existing client. Sometimes new work can develop by looking in new directions.
www.letbobhelp.homestead.com
Let's see, who could help parents find out information about someone, be it a young adult, or their family? What sort of economical package could be offered to parents to obtain some basic background information?
Most PIs recognize the value of a great referral from an existing client. Sometimes new work can develop by looking in new directions.
www.letbobhelp.homestead.com
Sunday, June 20, 2010
Value added
While buying helium-filled balloons for a birthday party, the clerk at the fabulous party store wanted to know if we wanted to high-flight the balloons. She explained that the balloons only last about 8 hours, but if she put in the high-flight gel, they would last about two days. The cost was only 12 cents extra per balloon. Of course, we did it.
Two lessons from this.
Number one, this was a classic upsell: we were buying a product, and she talked us into spending a little more than we thought we would for a better value. It's the same concept as :"Do you want to upgrade that to a combo meal." It is something that you can do in your investigative business as well. Rather than have a client wait for a full report, ask your client if he or she wants interim reports at a small extra charge. Or if working a domestic case, offer to add one extra surveillance session at a special reduced price. Look at your services and see what you can upsell to your clients.
But my thought about the balloon lady, and your business, is to just include such extras for free. Did the balloon lady in the party store really make that much extra money by squirting a gel into balloons? Did the gel really cost that much extra? I doubt it. I think the store's policy should be to just include the gel at no extra charge, but to be sure to tell me that they are adding that value for free so that I feel good about the special treatment I receive.
And I think you should do that in your agency as well. Pick something that may not cost you much, or anything, to do, and provide it for free, making sure your client knows you are doing it for free. They will feel special and appreciate the way you do business.
A great marketing tactic....and it may not even actually cost you 12 cents.
www.letbobhelp.homestead.com
Two lessons from this.
Number one, this was a classic upsell: we were buying a product, and she talked us into spending a little more than we thought we would for a better value. It's the same concept as :"Do you want to upgrade that to a combo meal." It is something that you can do in your investigative business as well. Rather than have a client wait for a full report, ask your client if he or she wants interim reports at a small extra charge. Or if working a domestic case, offer to add one extra surveillance session at a special reduced price. Look at your services and see what you can upsell to your clients.
But my thought about the balloon lady, and your business, is to just include such extras for free. Did the balloon lady in the party store really make that much extra money by squirting a gel into balloons? Did the gel really cost that much extra? I doubt it. I think the store's policy should be to just include the gel at no extra charge, but to be sure to tell me that they are adding that value for free so that I feel good about the special treatment I receive.
And I think you should do that in your agency as well. Pick something that may not cost you much, or anything, to do, and provide it for free, making sure your client knows you are doing it for free. They will feel special and appreciate the way you do business.
A great marketing tactic....and it may not even actually cost you 12 cents.
www.letbobhelp.homestead.com
Saturday, June 12, 2010
Gary Coleman and You
Every now and then the death of a celebrity generates sustained media coverage for weeks on end, not just because they were beloved, but because of legal issues. Think Michael Jackson or Anna Nicole Smith.
It's happening in June, 2010 around Gary Coleman. (I always liked Gary Coleman and felt sad they he felt trapped by his famous "What'cha talkin' bout, Willis?" line instead of feeling beloved by America because of it.) Anyway, news stories continue almost every day, and you might be wondering, "How does this celebrity's death in California affect my investigative agency 1,000 miles away?"
The answer is apparent as you continually develop your marketing mindset. The national news stories now focus on his will, was he married or divorced, who has the right legal papers, etc. As a licensed private investigator, have you ever had to track down legal documents, witnesses, serve papers, work with divorced couples, etc.? Do you think you have learned enough from your knowledge and personal experiences in such cases (never naming names, of course, just circumstances) that could be helpful to families or businesses in your area; information which just might make for an informative and intriguing one minute story on your local TV news station, featuring you as the expert? Pointing out how providing such information to the public now might help families avoid conflict and confusion later just might get you on TV.
Watch for opportunities to offer a local angle to a national story. Continually sharpen your marketing mindset.
www.letbobhelp.homestead.com
It's happening in June, 2010 around Gary Coleman. (I always liked Gary Coleman and felt sad they he felt trapped by his famous "What'cha talkin' bout, Willis?" line instead of feeling beloved by America because of it.) Anyway, news stories continue almost every day, and you might be wondering, "How does this celebrity's death in California affect my investigative agency 1,000 miles away?"
The answer is apparent as you continually develop your marketing mindset. The national news stories now focus on his will, was he married or divorced, who has the right legal papers, etc. As a licensed private investigator, have you ever had to track down legal documents, witnesses, serve papers, work with divorced couples, etc.? Do you think you have learned enough from your knowledge and personal experiences in such cases (never naming names, of course, just circumstances) that could be helpful to families or businesses in your area; information which just might make for an informative and intriguing one minute story on your local TV news station, featuring you as the expert? Pointing out how providing such information to the public now might help families avoid conflict and confusion later just might get you on TV.
Watch for opportunities to offer a local angle to a national story. Continually sharpen your marketing mindset.
www.letbobhelp.homestead.com
Sunday, June 6, 2010
Join the Party
With Memorial Day just behind us and summer upon us, here's a timely approach to the news media for any PI who has some time to spare, personality to share and an interest in promoting their business through the news media.
Summer is full of parties and picnics, high school and family reunions, and of course Fourth of July celebrations, where we continue to honor our men and women who served this country.
How many people planning these events might need help finding dear old cousin Fred, tough Sgt. Steve or cool class clown Chuck? Who is better at finding "missing" people than a licensed private investigator?
Approach your local paper or leading TV station to provide some simple tips to help people who don't have a clue how to locate someone. Sometimes TV news programs have experts in their studio answering phones and providing advice live. Your only cost is your time, the public visibility for your investigative agency would be great, and this would further position you as a concerned member of your community.
Additionally,you establish or strengthen your relationship with the news media for future stories. Over time, you become their go-to person for features, analysis and commentary on major cases and more.
And to think it can all begin with everyone wanting to eat hot dogs together.
Thanks for reading www.PRforPIs.Blogspot.com
Tell your colleagues about it.
www.letbobhelp.homestead.com
Summer is full of parties and picnics, high school and family reunions, and of course Fourth of July celebrations, where we continue to honor our men and women who served this country.
How many people planning these events might need help finding dear old cousin Fred, tough Sgt. Steve or cool class clown Chuck? Who is better at finding "missing" people than a licensed private investigator?
Approach your local paper or leading TV station to provide some simple tips to help people who don't have a clue how to locate someone. Sometimes TV news programs have experts in their studio answering phones and providing advice live. Your only cost is your time, the public visibility for your investigative agency would be great, and this would further position you as a concerned member of your community.
Additionally,you establish or strengthen your relationship with the news media for future stories. Over time, you become their go-to person for features, analysis and commentary on major cases and more.
And to think it can all begin with everyone wanting to eat hot dogs together.
Thanks for reading www.PRforPIs.Blogspot.com
Tell your colleagues about it.
www.letbobhelp.homestead.com
Wednesday, June 2, 2010
PURLs
No, not Pearls before Swine, or Pearls of Wisdom (well, maybe) but PURLs.
Personalized URLs.
Every PI wants to know how to cut through the clutter in their marketing efforts. Well, who could resist opening a website with their own name on it?
You supply an integrated marketing company with the names of your target audience, and they create a personalized website for each one. When the recipient (i.e., potential client) goes to the site, you do not try to sell them anything. You have them complete a brief survey, ask for their opinion about something. One of the questions is whether they would like to meet with you to discuss some issue. So, yes, this is lead generation, but in an engaging manner.
This is not cheap, so it is not for everyone. But if you want something hi-tech and effective in your marketing arsenal for high-end clients, this may be for you.
www.letbobhelp.homestead.com
Personalized URLs.
Every PI wants to know how to cut through the clutter in their marketing efforts. Well, who could resist opening a website with their own name on it?
You supply an integrated marketing company with the names of your target audience, and they create a personalized website for each one. When the recipient (i.e., potential client) goes to the site, you do not try to sell them anything. You have them complete a brief survey, ask for their opinion about something. One of the questions is whether they would like to meet with you to discuss some issue. So, yes, this is lead generation, but in an engaging manner.
This is not cheap, so it is not for everyone. But if you want something hi-tech and effective in your marketing arsenal for high-end clients, this may be for you.
www.letbobhelp.homestead.com
Monday, May 31, 2010
BP or Not BP (a lesson for PIs)
That's the question, and most people right now will say "Not BP."
BP's inability to contain the Gulf oil leak (how can no one know what to do??!!) allows the news media to freely pour sludge over BP's reputation. It happens every day, live, on TV, on the Internet, in print, etc.
While the media's own reputation is not as prestigious as it once was, the media is still powerful. It can break you (relentlessly, as with BP) or it can make you.
Most PIs avoid the news media, but the smart ones court it. Become the trusted advisor to your leading local news crew, and you become the expert to the community, which of course includes the lawyers, businesses, organizations, insurance companies and others who can hire you. You don't need a front page story; just establish a helpful reputation with the right reporters.
Chances are slim that you will end up with goo on your face. Just remember to always, always tell the truth, and don't fake it if you don't know something.
http://www.letbobhelp.homestead.com/
BP's inability to contain the Gulf oil leak (how can no one know what to do??!!) allows the news media to freely pour sludge over BP's reputation. It happens every day, live, on TV, on the Internet, in print, etc.
While the media's own reputation is not as prestigious as it once was, the media is still powerful. It can break you (relentlessly, as with BP) or it can make you.
Most PIs avoid the news media, but the smart ones court it. Become the trusted advisor to your leading local news crew, and you become the expert to the community, which of course includes the lawyers, businesses, organizations, insurance companies and others who can hire you. You don't need a front page story; just establish a helpful reputation with the right reporters.
Chances are slim that you will end up with goo on your face. Just remember to always, always tell the truth, and don't fake it if you don't know something.
http://www.letbobhelp.homestead.com/
Saturday, May 29, 2010
Welcome to your new idea source
For more than 20 years I've helped private investigators market their services: I've worked with PI clients from coast-to-coast; I've spoken about marketing at PI conferences from Florida to Alaska; I've created newsletters, books, CDs and "products" with detailed instructions; I write a marketing column for Pursuitmag.com, and more.
But what's been missing is an avenue for easily sending out brief and timely ideas. I realize that every marketing suggestion does not have to be a polished 600 word article.
So welcome to PR for PIs, a title I used 20 years ago that remains as pertinent as ever. News and views of marketing and public relations techniqies, tactics and ideas specifically for private investigators. Information you can use, a quick feed to fire up your caseload.
Check it out often. Feed your marketing mindset.
And tell your colleagues!
http://www.letbobhelp.homestead.com
But what's been missing is an avenue for easily sending out brief and timely ideas. I realize that every marketing suggestion does not have to be a polished 600 word article.
So welcome to PR for PIs, a title I used 20 years ago that remains as pertinent as ever. News and views of marketing and public relations techniqies, tactics and ideas specifically for private investigators. Information you can use, a quick feed to fire up your caseload.
Check it out often. Feed your marketing mindset.
And tell your colleagues!
http://www.letbobhelp.homestead.com
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