Need ideas for a "Business Community Security Tips" handout

I recently had one of those "aha" moments.

I get a lot of calls for surveillance camera installation from the Costco website.

I got one Friday, and I have a meeting with the prospect this Tuesday.

Nothing out of the ordinary.

But when I was getting the address from the prospect for the meeting, something happened that, after hanging up, I realized I had the potential of a very powerful marketing tool.

What happened was that when the lady gave me her address, I recognized it as just being a few blocks away from another business I had installed a Costco system in a few months back.

Just trying to add to my credibilty, I asked her if she knew where Play It Again Sports was.

She said yes, and asked me why?

I told her we had recently installed a system there.

She then asked if they had been broken into.

I said, "Yes, and it happened about 2 weeks after I installed the system".

She commented that it must be someone targeting the area, as she knew of 3 more businesses that had also been hit within a few blocks.

SO..........it hit me.

I decided to create a 1 page "Woodinville Business Community Security Tips" flyer. (I will create one for each city I serve, so it will be more "local")

It will be a 1 page tip sheet, but it won't look like an ad.

I am designing an "official looking logo", and the sheet will be SPONSORED by Seattle Security Services"...which is my company.

So, there are 2 reasons for posting this.

One is for ideas that YOU might think would give it "sticking power". I am looking for info that might be on it, design ideas, etc.

I thought about laminating it, or possibly having it printed on an 8x10 magnet.

So, first...any ideas.

The idea is to have a lot of them in the truck, and when I install a system, walk around to a number of the businesses in the area and drop them off, with a note telling them of the recent "activity" in their area.

My guess is that it will generate calls.

Next...and here is where YOU might be able to make some money.

It hit me that anyone can scan the newspapers, and get the recent police reports of burglaries in area, and drive to the area and drop off their own version of the tips sheet.

And here is how you can make money doing it.

Contact a number of security companies in your area, and ask them if they will pay you for lead generation.

If they will, you can turn this into a real nice side income, and you don't have to do any of the work or incur any of the liability.

You put YOUR number in it, and take the calls.

Then, you just get the "warm lead" to your joint venture security company...and collect a check.

Of course, that's if the flyer works...and I will try and keep track of the results to help you know how to do it.

Always thinking...and always doing!
John Palma

Hi John,

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Phil

[Ankesh]

Thanks John.

Instead of printing a tip sheet, why not call up your local newspaper and pitch the story to them? You can tell them the same thing you wrote here: you were talking to a prospect and came to know that 4 places were broken into recently. And as a surveilance system installer - you would like to give some security tips to their readers.

Then when the newspaper article is printed, copy it and pass that around. More credibility for you - when someone else talks about it.

If the newspaper doesn't bite, create your own tip sheet - but in the style of a newspaper article. Divide the page in 3 or 4 columns. Will improve your results.

* Write a big headline. 12 Security Tips for Woodinville Business Community
* by John Palma
* Date, City name.
* News that gives the problem - how 4 places were broken into (with their names if possible).
* Then start giving the solution - the tips in bullet points.
* 1. Do this... 2. Check that...
* At the end, show a coupon box. With your phone number and offer in it.

This above format works very well.

(I had a Brian Keith Voiles ad that followed this format. You can maybe find it on hardtofindads.com... if you can't, let me know and I'll search for it in my swipe file and send it to you.)

If you don't want to go door-to-door to give away the tip sheets, you could do this: edit the tip sheet a bit. And print the article on both sides of a large postcard. And mail that out to local businesses.

John,

I would like to follow-up from Ankesh's thought and something you touched on.

If the newspaper editor doesn't run your story, then take out a display ad in the paper to run for 12 weeks. In each ad you will only list 1 victim proof tip. Underneath that tip put this line. "To be continued..." It should look something like this:

12 Surveillance Tips for Woodinville Businesses

Tip #1 To avoid being a victim of shopping lifting, your cameras should be facing the entrance, to record customers coming and going.

To be continued...
Seattle Security Services
(000) 123-4567

Then each week release a new tip. Here you build a following in a manner of three months. When people call to ask where or how they can get the other tips, get their name and address and either go meet them or send them a complete list.

The reason I suggest using the word "Surveillance" rather than "Security" is the way it's meaning comes across. Security can mean many things to many people. Surveillance has a more targeted meaning.

When I think Surveillance, I think of someone or something looking at me, and that's what you want your customers to be thinking. Your surveillance systems watch, record and see everything in it's line of sight.

Now you mentioned printing your tips on a large 8 x 10 magnet. I would recommend that when using magnets keep them small, and make it your business card instead, and distribute them along with your tips printed in brochure form.

If you do go with the 8 x 10 magnet then also have important phone numbers imprinted. Police, Fire, Ambulance, and so on.

Better yet print your tips on a wallet callendar. One side has the current or new year to come, and the reverse side has your company name, phone number and 12 surveillance tips.

Woody Quiñones