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

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

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

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