Here is a basic truth about life, one you may already know from your years as a private investigator, but one you might perceive differently as an investigator than one who thinks about people and marketing.
People love to talk about themselves. It never ceases to amaze me. When I worked in a hospital public relations department and needed to profile patients from a particular type of service, we never had any problems. They could have had open heart surgery, knee replacement surgery, or been in a horrible car crash so that they ended up in an intensive care unit for months. Someone was always willing to share their experience. People like to talk about themselves. It's their favorite subject. (Probably why Facebook is so popular.)
As a private investigator, you may encounter the other side of the coin. People who have something to hide and thus are unwilling to talk about themselves, or people they know.
But we're talking about marketing here, and not someone whom you are trying to track down. So use the natural tendency of people to want to talk about themselves.
How? Call a potential client simply for his opinion. Ask a business owner for her advice about which wireless telephone service you should use. Call an attorney and ask if he can help someone you know with a particular type of case, and, if not, can he refer you to someone. Call the insurance fraud examiner and ask if his company is really the right one with which to have a certain type of policy.
I'm not a human resources expert, but I've read that interviewers think that a job interview went best when they, not the job applicant, did most of the talk
It matters less what you want to talk about, but give people a chance to share their expertise and their oppinion. And be genuinely interested in what your next client really has to say about things.
Thursday, December 13, 2012
What message are you really conveying
Using my credit card at a gas station pump, I never even went into the store. But while filling my gas tank, I saw advertisements around the pump for coffee, giant cold drinks and cigarettes - - and those were just the ads on the pumps. I never even looked at the promotional, changeable sign they have by the store, or at the store itself. Sometimes the electronic gas pump even sends me extra messages about hot dog or beverage specials that I should take advantage of - - after all, they must reason, I'm buying gasoline there, so buying a hot dog is the next logical step.
Now, I don’t smoke or drink coffee, but like most everyone else, I have at least purchased snacks at gas station convenience marts, especially while on the road. In fact, it is comforting knowing that it is so easy to find a cold drink on a hot day, or some crackers to munch on while I’m still a couple hundred miles from home.
But from a marketing perspective, here’s the message: we are not a gas station, we are everything you need. Hit you screaming over the head with blaring messages. Buy this. Buy that. Surely there must be something else I can do for you, because I can do everything. Everything!
This is a marketing tactic many P.I.s take: surely there must be many things I can do for you. And it is okay, especially given trying times when every piece of potential business must be seized.
But here's the point. You need to be aware that you are implementing this type of marketing of your services. You must be aware that this is your image. It should not result as an accident of, “Oh, Gee, maybe I can sell them something else.” Because when you knowingly implement this type of marketing, then you can coordinate your effforts and try to make everything work as a package.
Your marketing efforts may be high-brow, knowing that people will want to be associated with you because of your expertise in a particular type of investigation, or they may be a constant screaming at everyone that you can do it all, or you may be somewhere in between. But you can't be all of these at the same time. Furthermore, you shouldn't be any of these unless and until you develop a written plan and make specific choices about the image you want to convey.
(By the way, you will find a template for developing your marketing plan at the start of my new e-book, PR for PI's "PR for PIs: 73 Powerful Tips for Effective PI Marketing" begins by discussing the basics of developing a written marketing plan, and even includes a sample/template which you can adapt for your own use. From there you'll discover 73 tactics you can implement to grow your business.
This new e-book costs just $6.75. That's right, for about the price of a combo meal at a fast-food restaurant, you can have dozens of insightful tips written specifically for PIs from a guy who is actually in the marketing communications business. (That's me.) You can develop your marketing mindset and grow your investigative business, using dozens of ideas in this brand new e-book. (Yes, you can order via Paypal to my email address of mackowiakcom@aol.com. Although if you want to send your $6.75 as a check or cash through the mail go ahead…but you will still receive the e-book via email. If you need me to send you an invoice for this through Paypal, let me know.)
If you struggle to know what you should do, invest $6.75 in your business and expand your marketing mindset and order my new e-book, "PR for PIs: 73 Powerful Tips for Effective PI Marketing."
You can send your cash or $6.75 check payable to Mackowiak Communications to
Mackowiak Communications
755 Bronx Drive
Toledo, Ohio 43609
You can also order through Paypal to my email mackowiakcom@aol.com I can send you an electronic invoice if necessary.
When you order, be sure to include your email address, because the e-book .pdf will be emailed to you.
Now, I don’t smoke or drink coffee, but like most everyone else, I have at least purchased snacks at gas station convenience marts, especially while on the road. In fact, it is comforting knowing that it is so easy to find a cold drink on a hot day, or some crackers to munch on while I’m still a couple hundred miles from home.
But from a marketing perspective, here’s the message: we are not a gas station, we are everything you need. Hit you screaming over the head with blaring messages. Buy this. Buy that. Surely there must be something else I can do for you, because I can do everything. Everything!
This is a marketing tactic many P.I.s take: surely there must be many things I can do for you. And it is okay, especially given trying times when every piece of potential business must be seized.
But here's the point. You need to be aware that you are implementing this type of marketing of your services. You must be aware that this is your image. It should not result as an accident of, “Oh, Gee, maybe I can sell them something else.” Because when you knowingly implement this type of marketing, then you can coordinate your effforts and try to make everything work as a package.
Your marketing efforts may be high-brow, knowing that people will want to be associated with you because of your expertise in a particular type of investigation, or they may be a constant screaming at everyone that you can do it all, or you may be somewhere in between. But you can't be all of these at the same time. Furthermore, you shouldn't be any of these unless and until you develop a written plan and make specific choices about the image you want to convey.
(By the way, you will find a template for developing your marketing plan at the start of my new e-book, PR for PI's "PR for PIs: 73 Powerful Tips for Effective PI Marketing" begins by discussing the basics of developing a written marketing plan, and even includes a sample/template which you can adapt for your own use. From there you'll discover 73 tactics you can implement to grow your business.
This new e-book costs just $6.75. That's right, for about the price of a combo meal at a fast-food restaurant, you can have dozens of insightful tips written specifically for PIs from a guy who is actually in the marketing communications business. (That's me.) You can develop your marketing mindset and grow your investigative business, using dozens of ideas in this brand new e-book. (Yes, you can order via Paypal to my email address of mackowiakcom@aol.com. Although if you want to send your $6.75 as a check or cash through the mail go ahead…but you will still receive the e-book via email. If you need me to send you an invoice for this through Paypal, let me know.)
If you struggle to know what you should do, invest $6.75 in your business and expand your marketing mindset and order my new e-book, "PR for PIs: 73 Powerful Tips for Effective PI Marketing."
You can send your cash or $6.75 check payable to Mackowiak Communications to
Mackowiak Communications
755 Bronx Drive
Toledo, Ohio 43609
You can also order through Paypal to my email mackowiakcom@aol.com I can send you an electronic invoice if necessary.
When you order, be sure to include your email address, because the e-book .pdf will be emailed to you.
Ask and ye shall receive
I'm not turning Biblical for you in this blog. (Not that being Biblical is a bad idea.)
No, this is about asking for business, based upon the deeply held and often proven knowledge of any good salesman that, despite whatever you do to build relationships and such, you still, at some point, need to actually ask for the sale. And the same is true of referrals.
The start of a new year can be the start of a lot of new, positive relationships for your company, relationships that are just one step away from someone whom you already have as a client.
I always encounter private investigators who are justifiably proud of the fact that they get virtually all of their clients from referrals. But you don't have to sit around waiting for your current customers to happen to bump into someone they know who may need help at that minute before they ever even think of referring someone to you. You can foster and nurture that relationship throughout the year, and there is probably no better time to begin implementing such a strategy than at the beginning of the year.
So write a letter - - yes, an actual letter in the mail with a first class stamp on it - - to your current clients, simply suggesting that the start of the year is the time when you always want to take that extra effort to strengthen your relationships with your clients, and to let them know that you are also available to help their family, friends and business associates with a wide (or narrowly specific) range of problem solving services.
Sunday, October 14, 2012
NOW AVAILABLE! New e-book provides dozens of effective PI Marketing tips
As you may know, I've helped private investigators market their services since 1988. I've spoken about marketing at PI conferences from Florida to Alaska; produced books, tape, a CD, a blog, guest columns and more; and I've done custom marketing work for a number of PI clients.
Although I have not produced a new book for some time, with the economy as it is and many investigators needing help with their marketing efforts, it seemed the right time to write something new, informative, current....and easily affordable. I think PIs really need a range of very useful and applicable tips right now, and that's what I have tried to do in "PR for PIs: 73 Powerful Tips for Effective PI Marketing."
But I wanted to try something new, so my first new book in five years is actually a 79-page e-book. "PR for PIs: 73 Powerful Tips for Effective PI Marketing" begins by discussing the basics of developing a written marketing plan, and even includes a sample/template which you can adapt for your own use. From there you'll discover 73 tactics you can implement to grow your business.
"PR for PIs" presents online and offline tactics; proven, classic public relations techniques; how to reach the decision makers; how to become better known in your community and within professional circles; and much more.
This new e-book costs just $6.75. That's right, for about the price of a combo meal at a fast-food restaurant, you can have dozens of insightful tips written specifically for PIs from a guy who is actually in the marketing communications business. (That's me.) You can develop your marketing mindset and grow your investigative business, using dozens of ideas in this brand new e-book.
I've produced it as an ebook for a couple reasons. One is I plan to produce a
series of e-books, and I can't produce a series unless I write the first one. So here it is.
Secondly, I wanted to keep the price exceedingly low to encourage everyone to obtain it; so I've priced it at just $6.75, about the price of a value meal at a fast food restaurant.
And while I know that the number of tips is extensive, and the price is good, I wanted to give PI's even more. So I'm throwing in two additional bonuses at no extra charge:
Two Bonuses:
1) I have developed a private investigator advertising workshop that had been approved for CEU credit in some states. This 21 page document can help put you on the fast-track to effectively advertising your investigative services, and it is yours as a free bonus when you order the new "PR for PIs" e-book.
2) Secondly, I've found in the past that some PIs really want someone to just review their marketing tools - - website, brochure, sales letter, marketing plan, etc. - - and I have done this for a number people. My usual consulting rate is $100/hour, but for those who need the effective tips in this new e-book, I will include a certificate good for two-thirds off the price of a custom written marketing critique - - good for up to one hour of my time. That means the cost is just $33. Yes, there is a fee if you decide to use this bonus, but if you don't you'll still find a year's worth of ideas to apply to marketing your investigative services.
So order now. Yes, you can order via Paypal to my email address of mackowiakcom@aol.com. Although if you want to send your $6.75 as a check or cash through the mail go ahead…but you will still receive the e-book via email. If you need me to send you an invoice for this through Paypal, let me know.
Why should you listen to me?
Quite frankly, I bring a unique blend of corporate and entrepreneurial marketing experience: I've worked in corporate (healthcare) marketing communications for more than 20 years; I established and published a national trade journal for PIs for 14 years; I've spoken about marketing at state PI association meetings from Florida to Alaska; and I've developed products, newsletters, articles and more that have helped thousands of professionals market their services.
Furthermore, I currently work in the marketing communications department of a nationally recognized business college at a major university, where I both develop and execute marketing efforts, and am exposed to innovative ideas from marketing professors literally right outside my door. In other words, I live what I write about.
Although I have not produced a new book for some time, with the economy as it is and many investigators needing help with their marketing efforts, it seemed the right time to write something new, informative, current....and easily affordable. I think PIs really need a range of very useful and applicable tips right now, and that's what I have tried to do in "PR for PIs: 73 Powerful Tips for Effective PI Marketing."
But I wanted to try something new, so my first new book in five years is actually a 79-page e-book. "PR for PIs: 73 Powerful Tips for Effective PI Marketing" begins by discussing the basics of developing a written marketing plan, and even includes a sample/template which you can adapt for your own use. From there you'll discover 73 tactics you can implement to grow your business.
"PR for PIs" presents online and offline tactics; proven, classic public relations techniques; how to reach the decision makers; how to become better known in your community and within professional circles; and much more.
This new e-book costs just $6.75. That's right, for about the price of a combo meal at a fast-food restaurant, you can have dozens of insightful tips written specifically for PIs from a guy who is actually in the marketing communications business. (That's me.) You can develop your marketing mindset and grow your investigative business, using dozens of ideas in this brand new e-book.
I've produced it as an ebook for a couple reasons. One is I plan to produce a
series of e-books, and I can't produce a series unless I write the first one. So here it is.
Secondly, I wanted to keep the price exceedingly low to encourage everyone to obtain it; so I've priced it at just $6.75, about the price of a value meal at a fast food restaurant.
And while I know that the number of tips is extensive, and the price is good, I wanted to give PI's even more. So I'm throwing in two additional bonuses at no extra charge:
Two Bonuses:
1) I have developed a private investigator advertising workshop that had been approved for CEU credit in some states. This 21 page document can help put you on the fast-track to effectively advertising your investigative services, and it is yours as a free bonus when you order the new "PR for PIs" e-book.
2) Secondly, I've found in the past that some PIs really want someone to just review their marketing tools - - website, brochure, sales letter, marketing plan, etc. - - and I have done this for a number people. My usual consulting rate is $100/hour, but for those who need the effective tips in this new e-book, I will include a certificate good for two-thirds off the price of a custom written marketing critique - - good for up to one hour of my time. That means the cost is just $33. Yes, there is a fee if you decide to use this bonus, but if you don't you'll still find a year's worth of ideas to apply to marketing your investigative services.
So order now. Yes, you can order via Paypal to my email address of mackowiakcom@aol.com. Although if you want to send your $6.75 as a check or cash through the mail go ahead…but you will still receive the e-book via email. If you need me to send you an invoice for this through Paypal, let me know.
Why should you listen to me?
Quite frankly, I bring a unique blend of corporate and entrepreneurial marketing experience: I've worked in corporate (healthcare) marketing communications for more than 20 years; I established and published a national trade journal for PIs for 14 years; I've spoken about marketing at state PI association meetings from Florida to Alaska; and I've developed products, newsletters, articles and more that have helped thousands of professionals market their services.
Furthermore, I currently work in the marketing communications department of a nationally recognized business college at a major university, where I both develop and execute marketing efforts, and am exposed to innovative ideas from marketing professors literally right outside my door. In other words, I live what I write about.
If you're ready to move beyond the basics of marketing your PI business and want the high octane, continuous stream of tips, tools and ideas to really strengthen your business, then you're ready for PRforPIs marketing materials.
Note: The e-book will be emailed to you as a .pdf. It was produced in professional graphic design software, but I can’t promise that you will necessarily be able to open this ebook on your iPad or in your Nook or in a particular mobile device, but I can assure you that implementing even some of the ideas in this extremely inexpensive ebook can make a meaningful difference in your investigative business.
During these still challenging economic times, private investigators need to stand out, engage new and existing customers and grow their business. If you struggle to know what you should do, invest $6.75 in your business and expand your marketing mindset and order my new e-book, "PR for PIs: 73 Powerful Tips for Effective PI Marketing."
To Order:
You can send your cash or $6.75 check payable to Mackowiak Communications to
Mackowiak Communications
755 Bronx Drive
Toledo, Ohio 43609
You can also order through Paypal to my email mackowiakcom@aol.com I can send you an electronic invoice if necessary.
When you order, be sure to include your email address, because the e-book .pdf will be emailed to you.
Bob Mackowiak
Mackowiak Communications
email: mackowiakcom@aol.com
website: www.letbobhelp.homestead.com
Note: The e-book will be emailed to you as a .pdf. It was produced in professional graphic design software, but I can’t promise that you will necessarily be able to open this ebook on your iPad or in your Nook or in a particular mobile device, but I can assure you that implementing even some of the ideas in this extremely inexpensive ebook can make a meaningful difference in your investigative business.
During these still challenging economic times, private investigators need to stand out, engage new and existing customers and grow their business. If you struggle to know what you should do, invest $6.75 in your business and expand your marketing mindset and order my new e-book, "PR for PIs: 73 Powerful Tips for Effective PI Marketing."
To Order:
You can send your cash or $6.75 check payable to Mackowiak Communications to
Mackowiak Communications
755 Bronx Drive
Toledo, Ohio 43609
You can also order through Paypal to my email mackowiakcom@aol.com I can send you an electronic invoice if necessary.
When you order, be sure to include your email address, because the e-book .pdf will be emailed to you.
Bob Mackowiak
Mackowiak Communications
email: mackowiakcom@aol.com
website: www.letbobhelp.homestead.com
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