PR for PIs

Year End Special pricing

2011-12-15T22:08:00.000-08:00

If spending some serious time on your marketing efforts is a business priority for you in 2012 - - and it should be - - then you might be interested in this very limited time special on my PI Marketing CD.

How about $10, plus $1 for shipping?!?!?

Yes, because you and I want your 2012 to be successful, I’m closing out 2011 by offering my PI Marketing CD for just $10 plus one buck for shipping.

The CD includes my classic book, How to Market Your Private Investigation Business; the COPI marketing text for your brochure or website; the booklet 57 Things You Should Do Now to Market your Investigative Services; additional special reports, and the entire 200+ pages of my 26 issues of the PlatInum Marketing Newsletter.

The CD usually sells for $37, which is itself a bargain since the collected materials on the CD have sold for more than $300. But the true value of the PI Marketing CD is not how great of a price it is being offered, but in the revenue it can help you generate in your business.

This $10 price is good only until December 31. Cash or checks only, no credit cards or paypal. Make checks payable to Mackowiak Communications, 755 Bronx Drive, Toledo, Ohio 43609, and make sure it arrives before December 31, 2011.

Build your marketing mindset and your investigative business with the help of the great tools on my PI Marketing CD, now yours for a total of just $11 until the end of 2011.

Five marketing ideas for 2012

2011-12-15T21:50:00.000-08:00

If you are looking to pour some new energy into your marketing efforts in 2012, here are five ideas I think are especially worth pursuing:

1) Start a blog – Why? A) It can help establish you as an expert in your field, showing you thoroughly know your investigative specializations. B) Very few, if any, of your competitors are probably taking the time to write about their professional endeavors and knowledge, so you immediately set yourself apart from the crowd. C) It’s free! Yes, it takes time, but it does not take money. Start one up at www.blogspot.com. Then include a link to it in every email you send out, on your facebook page, website…everywhere.

2) Advertise on Facebook – Some tech pundits are starting to predict the decline of facebook. I think they are only doing it so they can say they were the first to announce its demise. But the truth is that facebook is still ginormous and still growing. And if you want to market your services, you need to be where people are, right? This technique is not free, but you can monitor and adjust your bids, set a maximum as to how much you want to spend, and set the parameters so you are reaching the people you want. (It's so easy even I have managed a facebook ad campaign.) Make sure you only pay for clickthroughs to your website, but you will also be promoting your business by the number of times your ad is seen (impressions).

3) Spend time on your marketing efforts – Sounds obvious, right? But admit it, if your workload is fair to decent, you don’t spend any serious time actually marketing your services, right? Don’t wait until things get slow to suddenly decide you need to devote some time, energy and funds into viable steps to feed your business. Make time to market and to routinely implement your marketing plan. Which leads to idea number 4…

4) Develop a written marketing plan – Chances are you don’t have a written marketing plan. (Am I right again?) If you rely on a bodiless voice telling you which way to turn while driving through a satellite gps system, why don’t you develop and use your own map to business success? It is not enough to just make a few phone calls when you think of and have time and call that effective marketing of your business. You need plan, a written plan. (You’ll find the steps to take outlined in my PI Marketing CD.)

5) Don’t be too enamored by technology – Technology is wonderful. Two of the above marketing tips in this post alone focus on use of technology. And many PIs love technology, as I have observed them spend hours checking out new equipment. That being said, you don’t have to have an iPad to present a comprehensive report to your client. Don’t get caught up in technology for the sake of technology, especially when it comes to marketing your services. Your regular clients do not have to read tweets from you, but they may enjoy a sincere letter of thanks at the end of the year for their business. If you like high-tech, great, but taking regular, even low or no tech marketing steps is what is important.

Absolutely

2011-12-14T10:21:00.000-08:00

A while back a PI wrote to me explaining how he had a steady stream of investigative work from a solid corps of clients at one time. About seven years ago he decided to pursue some other business activities, but has since decided he wants to go back into his previous investigative work. He wondered if he should pursue his former clients, but wasn't sure it would be viewed as progressive or regressive in his career.

Should he try to re-engage his former clients? Absolutely!!! Here's why.

His previous clients already know and appreciate his skills and are quite likely to use him again. They may not all come immediately flocking back if they are currently using someone else, but he is a known commodity to them, so they will certainly use him again, either now or later. People will recognize and want to take advantage of his talent; and I think they will understand and even appreciate the fact that he tried something else for a while. That demonstrates a willingness to learn and grow, not an abandonment of his clients. They will probably welcome him back with open arms, rather than question his previous intentions.

Furthermore, marketing to previous clients is a great tactic to pursue for any business professional. Again, if you have a proven track record with someone, why would they want to go anywhere else, no matter the product or service. Previous clients are the absolutely right people to pursue, whether you are continuing to offer the same services or are launching something entirely new. If I ran a dry cleaning business and finally decided to pursue my lifetime dream of operating a donut shop, I would still contact everyone in my database and extend some special customer offer to them. They know me; They like me; and they will really like my donuts. In fact they may try my donuts only because they liked my dry cleaning service.

I understand his concern about the client's perception of him moving away from them. What's more important is their perception of the quality of his skills and services.The message is the same for you: You should always court your previous clients, even if you have not heard from them for a year or two. Even if they don't have an immediate need of your services, their positive impression of you fosters positive word of mouth, which everyone needs and which everyone also needs to nurture and develop.

Your former clients are your goldmine, whether you are re-estabishing an old service, starting a new service or just continuing what you always do. Make plans now to get in front of them on a regular basis in 2012, via a mailing, blog, newsletter, gift, special offer, etc. Remember that they really, really like you....and you will really, really like you, too, as you see your business continue to grow.

The Power of Partnerships

2011-09-14T09:14:00.000-07:00

Perhaps you have noticed, like I have, an increase in some unexpected advertising activities lately.

- A State-Farm car in a commercial with the star vehicles from the animated Cars movies. Bet it cost State Farm a pretty penny, and I wonder if they are rethinking their investment, given some of the reviews of Cars 2, but I'm sure it sounded like a great idea - - and may indeed still be a great idea - - but it certainly shows two companies thinking creatively and working together. I suspect that their intentions are both short-term and long-term: obviously, make a connection for adults with a movie their kids will not let them ignore, and embedding the concept of how great State Farm is in the young ones, so that in a dozen years when they start to drive and need insurance, they will think of State Farm.

- One that I don't think worked was the annoying Geico caveman with a group of Civil War reenactors. Outside of the fact that I don't like that guy, what made it worse is that the commercial aired during a two hour special (History Channel, I think) about Gettysburg. The horror of the brutal battles, the death and suffering, vividly portrayed in the television program, made the goofy self-absorbed cavemen and his commercial pals appear that they were making fun of the horrors of the actual battles. Nothing wrong with Geico getting involved with history, but I can't believe some higher-ups at the company thought this was a good idea.

- And I started to whine to my wife like a little kid that I wanted a two-liter bottle of Diet 7-up when I saw Captain America's picture on the bottle....and I've never even had diet 7-up.

These cross promotions are not necessarily new, as evidenced by the long stream of McDonald & Burger King movie toys to be had. But this is a perfect time to examine how this can impact your business.

Recently at the university where I work (in the marketing communications department) I had the opportunity to attend a meeting where a very senior ambassador from a country in Africa was meeting with local university professors and area businesspeople to explore mutually beneficial opportunities between our region and theirs, both economically and educationally. The word that continued to surface was exploring partnerships.

It should be clear to you by now that partnership opportunities exist for you, if you think creatively, are open to new ideas, protect your back, open your eyes and proceed carefully. Maybe you partner with a law firm, each promoting your business to the mailing list of the other's clients.

Maybe you partner with a personal fitness trainer for some radio or cable TV advertisements, where they promote keeping a client's body fit and you keep their company fit and safe. Think outside the box, and you can expand your reach into new areas you have never been before.

Maybe you have a good friend who operates a disaster clean-up service, and you each promote your services to the others' clients, or share the cost of a direct mail campaign, emphasizing how the missions of both businesses are designed to get a life/business back up and operating after unexpected problems.

These are just sample ideas of how you can find a connection to businesses that you would not normally think about partnering with. But keep in mind that opportunities are everywhere, if you look for them. Sure, you may not be a hot little red car, but partnerships can cut promotional costs, provide an innovative avenue for you to reach new audiences in what is perceived as an endorsed situation, and they can help put you on the road to success.

Birthday special: My best marketing product at my best price...ever!

2011-05-22T20:46:00.000-07:00

I did this around Memorial Day, and it was rather popular, so I am repeating it now for Labor Day weekend, which just so happens to be my birthday weekend.

So, for my birthday, I'm giving you a gift: simply offer the best price ever on my best, most popular marketing tool ever, my PI Marketing CD.

Honestly, I've sold the materials on this classic PI Marketing CD for hundreds of dollars. And the usual price on the CD is only $37.

I'm offering it all at the best ever offered price of only $15. And I'll pay the shipping and handling charges.

This offer is only good until the Wednesday after Labor Day, September 7, 2011.

Trust me, that's a tremendous bargain for a plethora of PR and marketing ideas you can implement to boost your business, and a price I have only offered once before on a product that has all of these tools and strategies that can translate to hundreds or thousands of dollars for you and your investigative business. And fall is the perfect time to crank up your marketing efforts, so this CD can give you many helpful ideas.

What will you find on the PI Marketing CD? You'll find my classic manual, How to Market Your Private Investigation Business; the COPI system, with professional marketing copy you can use in your brochure and on your website; a whole variety of special reports; and just for this edition of the CD, I'll include 24 back issues of my PlatInum Marketing newsletter, which instantly gives you another 200 pages of marketing concepts and ideas, all developed especially for private investigators.

You can lean more about the PI Marketing CD at my website, http://www.letbobhelp.homestead.com/. However, you will only find the special promotional price of $15 listed here, and remember that the $15 price is only good until September 7, 2011. (I assure you, those of you thinking I will be too old by then to forget to close out this special deal are wrong!!!)

To order, send check or money order payable to Mackowiak Communications to Mackowiak Communications, 755 Bronx Drive, Toledo, Ohio 43609.

Have a safe and blessed Labor Day.

By the way, you'll always find a helpful array of marketing ideas for your investigative business on this blog, so please share the address (http://www.prforpis.blogspot.com/) with your professional colleagues. Become a follower, and come back often.

The Very Timely Letter

2011-05-09T09:28:00.000-07:00

Osama bin Laden is dead.

Terrorist threats are on the rise.

Do you think your clients are concerned about their businesses and how safe they truly are in these turbulent times?

Can you help them? Can you offer background checks. Security camera installations. Development and coordination of an emergency plan. Arrange for self-defense and personal safety courses?

Do you really think there is someone more qualified to do this for your clients?

Why not ask your best customers to tell their best business partners about your services? Offer to conduct a free threat analysis for their business.

Don't wait for them to raise the question. Reach out to your existing clients with a timely letter.

Want to reach a broader audience? Marketing doesn't always mean no or zero cost. Talk to the radio station sales people at the local station everyone listens to at work. Buy a package of 30-second radio spots offering your free guide, "How to Protect Your Home and Business from Terrorist Threats." You could even deliver this special report electronically, at no cost to you, to those who leave their name and email address via your website.

Need help? Let me know.

This is not cruelly playing on someone's fears. This is reaching out to fill a need, and there is nothing wrong with that.

Think how you would feel if something happened at a business in your area and you knew you could have helped them had you met with the owner and provided some customized ideas for their safety.

Take action. Now.

March Madness offer

2011-03-06T21:00:00.001-08:00

I'm not a wild basketball fan, but I recognize the excitement of the basketball championships.

So to share in the excitement of these times, I am offering my own March Madness special to readers of this blog.

Order the PI Marketing CD by March 21, 2011, and I will include a coupon good for one Custom Written Marketing Critique. This coupon entitles you to send me any one marketing material you use (i.e., website, brochure, sales material, marketing plan, etc.) and I will give you a personalized written critique.

Honestly, this is a value of up to $100 of my time, and it is your March Madness bonus just for ordering the PI Marketing CD no later than Monday, March 21. To order just send a check or money order for $37 payable to Mackowiak Communications, 755 Bronx Drive, Toledo, Ohio 43609. You can learn more about the helpful materials in the PI Marketing CD at my website, http://www.letbobhelp.homestead.com/.

By the way, this special offer of mine is also a brief marketing lesson for you. What can you offer your clients? It gives you a reason to reach out to those in your contact list with a timely, limited time offer It does not mean you lower your prices, but it does mean you need to offer something unique and of value to these clients and potential clients.

Anyway, act by March 21 to order my CD and get my bonus critique coupon. By the way, the coupon does not have any cash value - (full disclosure!!) - and is good through December 31, 2011 for one time use on one piece of your marketing materials).

Marketing Tips to Launch Your 2011

2011-01-02T21:56:00.000-08:00

What does 2011 hold in store for you?

Success? More clients? A better year?

It doesn’t happen by itself. But by taking action on the right answers to key questions about marketing, you can make it happen. Here's five ideas to get you started.

Develop a written marketing plan. Sounds pretty basic and it is, but if you do not have a plan - - a detailed plan in writing - - your marketing efforts will probably be fragmented. Your plan must state your specific objectives, identify and rank your target audiences, spell out your messages to those audiences, identify the tactics you will use to deliver those messages, and establish a budget. Of course, you can revise your plan throughout the year. But how can you prioritize what path you will pursue without devising that path? In addition to my own business, I work in the marketing department of the college of business at a large university. We never start to promote a major project or program without a written marketing plan. Never. If we’re doing that on a per project basis, how do you expect to successfully advance your entire business without a written, structured marketing plan?

Advertise. In my experience, when PIs want to know marketing ideas, they usually really mean they are looking for marketing ideas that are free to implement. I’m personally in favor of no cost ideas myself. But if you want to own your market, if you want to have truly top-of mind awareness in your area, you sometimes have to spend some money. Chances are you never hear a PI firm advertised on the radio. That’s not because several have tried it and failed, it’s because they don’t do it. So be the one PI in your area who is willing to invest in his or her business. You do not have to restrict it to radio advertising (although the start of the year is a great time to find bargains), and, yes, you should consider advertising on Facebook.

Update your website. Continuously. Fresh content is king. Business owners are always trying to find ways to increase their Google rankings, and one of the leading ways is to frequently update your website content, and to do so with references to key search words. You can’t just put the words “private investigator” into a paragraph a dozen times, because the good folks at Google are wise to that. But an unfreshened website will miss the mark on attracting new visits. Besides, more and fresher content gives people a reason to visit your website more often and spend more time there. (Personally speaking, my top business goal for 2011 is to expand and completely revamp my very modest website. If you have not updated your site since you put it together a couple years ago, now’s the time.)

Feed your marketing mindset. Use available resources. Read the great collection of marketing articles on http://www.pursuitmag.com/. For help developing your marketing plan, advertising copy and for tons of other marketing ideas, you might want to invest in the PI Marketing CD. (You can find details at http://www.letbobhelp.homestead.com/.

Join the conversation. Yes, I mean Facebook. There are tens of million of people on Facebook. They include many of your current and potential clients. You don’t have to post every picture of your dripping wet dog as he climbs out of the pool, but you do need to be where people are, and that is Facebook. This is not a step that will necessarily bring new clients to your door tomorrow, but you have to do this.

A classic approach. 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. So write a letter to your current clients, friends, neighbors, associates of associates, 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 them, 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. Even if you sent some of these people a Christmas card (you did send Christmas cards to your best clients, didn’t you?) the time to send them a personal letter is now. And I do not mean an email. I mean a real, paper and ink, hand-signed, stamp on the envelope letter. Just because you need to implement high-tech tactics such as Facebook, you do not need to throw out classic, proven forms of communication such as personal business letters. My insurance agents do it, and I’m confident that they are being coached by top marketing minds in their organization.

So there are five things to get started. For help developing your marketing plan, advertising copy and for tons of other marketing ideas, you might want to invest in the PI Marketing CD, just $37, at http://www.letbobhelp.homestead.com/.

Happy - - and successful - new year!

Free marketing webinar

2010-12-28T10:59:00.000-08:00

I've been in the pubic relations/marketing communications business for 30 years, and I'm the first to admit that I don't know it all. Chances are you continue to learn more and more about investigations as you advance in your career and business.

Hopefully you recognize that there are also many things to continually learn about marketing communications.

So here's a special presentation to help you with your marketing efforts at the start of the year. My friend and professional colleague Pat Giammarco (patrick@pwgmarketing.com) put this together.

Special note: This presentation will NOT stay on this blog forever. However, I have some new and exciting things that I will be launching after the start of the new year that can help you market your services, so tell your professional colleagues to follow or check out this blog for new posts and announcements.

In the meantime, hope you had a Merry Christmas, and I extend my best wishes to you for a blessed and happy new year.

Enjoy the following...and learn:

http://www.slideshare.net/giammarco910/2010-09-14-10-02-how-to-craft-a-small-business-marketing-plan-webinar

The Softest Sell of All

2010-11-06T21:37:00.000-07:00

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.

The Twain shall meet again

2010-09-27T18:11:00.000-07:00

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.

Helpful Websites

2010-08-29T19:15:00.000-07:00

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

Who is next

2010-08-13T09:14:00.000-07:00

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

A Facebook in the Crowd

2010-08-02T21:23:00.000-07:00

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

Takin' it to the street

2010-07-17T21:43:00.000-07:00

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

Are you worth the trip?

2010-07-13T22:57:00.000-07:00

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/

Roommates

2010-07-05T18:21:00.000-07:00

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

Value added

2010-06-20T15:11:00.000-07:00

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

2010-06-12T18:41:00.000-07:00

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

2010-06-06T09:45:00.000-07:00

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

2010-06-02T21:08:00.000-07:00

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

BP or Not BP (a lesson for PIs)

2010-05-31T15:50:00.000-07:00

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/

Welcome to your new idea source

2010-05-29T19:49:00.000-07:00

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