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A great way to have an advantage over your competitors is by focusing your marketing on the "starving crowd". Those in the starving crowd are those in situations that really need to be resolved. An example would be those that think that their spouse or lover is cheating. They often have a lot of anxiety and pain and are looking for relief. Another example, are those that have lost a loved one in a missing persons case. They are in excruciating pain and they would do anything to have that pain resolved. Finding the pain of people is not the only way to identify a starving crowd, there are other ways. For example, you can look for people that are irrationally passionate about things. These people are reachable, are really interested in what you have to offer, and are already motivated to buy. For example, in any unsolved crime, there is almost an insatiable desire for somebody to fill in the void that is left by the lack of police effort. This is where you come in. You might be wondering the best way for a private investigator go about reaching out to attract these starving people. The answer might sound obvious, but you have got to look where they are. It's all about positioning and this is something that a lot of PI's don't do. You have to think about where your starving crowd is and get in the mindset of those that would really need the kind of service that you provide. For example, dating sites are very popular now and everybody is a little bit worried because many times people don't represent themselves very well on these sites. If you offer background checks, a great place to set up an advertisement would be on a dating site so people could simply click on the ad and be taken directly to your website or landing page you set up just for background checking services. Many PI's have a very difficult time thinking about marketing and don't necessarily think about looking at a place like a dating site. You just need to be able to stop and think about where your customers are at instead of thinking how to get more customers. A great approach to incorporate on your website is to have a landing page for any sub niche that you are trying to attract those starving people to. This is where most PI's get into trouble. They are focused on a hundred things and when the prospect clicks on their website and they can't easily find one thing they are looking for they click away. So you have got less than 5 seconds to get their attention and if your website covers 5, 10, 15 different specialties then people are not going to stay on the site. If you want to do pay-per-click ad make sure that when the prospect clicks on the ad it takes them to a special landing page. In exchange for their name and email you give them a free report designed specifically for the sub niche. This is a great way to build up a database of prospects that have this starving attitude or desire to solve that specific problem and you can address them by sending out a series of emails. You can use an auto responder to do this and each email educates that person on that one sub niche. They have to start to begin to trust you and you build that trust by sending them free education material. As long as you market your PI business to a starving crowd (whether they're in pain or irrationally passionate), you're going to be in a much better position than any of your competitors, and you will ultimately experience positive response and client growth. Paul Beauchemin is the President of PI Profits, a results-oriented marketing, sales and customer service agency dedicated exclusively to the Private Investigation Niche. PI Profits has proven online and offline marketing strategies that are all focused on increasing net, bottom-line profits. For a free 30 minute marketing briefing for your agency visit easypiprofits.com
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