OFFLINE CONSULTING to LOCKSMITHS and TOWING COMPANIES

17 replies
Need your help, fellow-Warriors. I'm relatively new to offline marketing. I would like to market my services to locksmiths and towing companies but I can't find much information that supports that industry in terms of marketing campaigns to them and for them.

I can't find definitive answers on the following areas:

  • Strategies to promote locksmiths and towing companies
  • Marketing strategies
  • Sales Letter ideas to capture their attention to buy website
  • PLR focused on the locksmith and towing industry ("how-to" articles)
  • How to generating leads and opt-ins for this market
  • Methods you've used to build your list for locksmiths and/or towing companies
  • Joint venture ideas, i.e., realtors, landlords, etc.

Any advice, guidance or information you're able to share will be gratefully appreciated.

~ Iris
#companies #consulting #locksmiths #offline #towing
  • Profile picture of the author Jeremy Kelsall
    Originally Posted by ijohnson View Post

    Need your help, fellow-Warriors. I'm relatively new to offline marketing. I would like to market my services to locksmiths and towing companies but I can't find much information that supports that industry in terms of marketing campaigns to them and for them.

    I can't find definitive answers on the following areas:

    • Strategies to promote locksmiths and towing companies
    • Marketing strategies
    • Sales Letter ideas to capture their attention to buy website
    • PLR focused on the locksmith and towing industry ("how-to" articles)
    • How to generating leads and opt-ins for this market
    • Methods you've used to build your list for locksmiths and/or towing companies
    • Joint venture ideas, i.e., realtors, landlords, etc.

    Any advice, guidance or information you're able to share will be gratefully appreciated.

    ~ Iris
    Do you plan on offering the services in your area only or across the whole country?

    Here's the thing with locksmiths and towing companies...at least my experience anyway...

    It really depends on where you are, and what kind of demand that there is for them.

    One of the very first potential offline clients that we had was a locksmith that came to change the locks in our offices. In the area that I live in, it's pretty "farmy" in most places...the guy saw what we did by the sign on our door, and started asking how much it would cost etc...

    At the end of the day, he didn't want to pay alot because the demand really wasn't there, so the main benefit that we could offer him was to "look more professional" which at the end of the day wasn't worth enough for him for it to be worth it for us to do the work.

    On the other hand, in large populated cities, there are HUGE benefits that you can offer them - in cases like these take a look at this:

    Google

    Study what the company did for "arties" Locksmith in NYC Locksmith 212-202-1411 Locksmith Manhattan Locksmith New York City Emergency 24/7 and reverse engineer it - specifically look where "reviews" were left for the local listing etc...
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    • Profile picture of the author SirThomas
      Originally Posted by Jeremy Kelsall View Post

      Here's the thing with locksmiths and towing companies...at least my experience anyway...

      It really depends on where you are, and what kind of demand that there is for them.

      One of the very first potential offline clients that we had was a locksmith that came to change the locks in our offices. In the area that I live in, it's pretty "farmy" in most places...the guy saw what we did by the sign on our door, and started asking how much it would cost etc...

      At the end of the day, he didn't want to pay alot because the demand really wasn't there, so the main benefit that we could offer him was to "look more professional" which at the end of the day wasn't worth enough for him for it to be worth it for us to do the work.

      On the other hand, in large populated cities, there are HUGE benefits that you can offer them - in cases like these take a look at this:

      Google

      Study what the company did for "arties" Locksmith in NYC Locksmith 212-202-1411 Locksmith Manhattan Locksmith New York City Emergency 24/7 and reverse engineer it - specifically look where "reviews" were left for the local listing etc...
      Jeremy, that site example is not for "arties"... their site is locksmithnyc.com, the other
      one is locksmithINnyc.com

      Nevertheless, reviews are getting more and more important...


      Thomas
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  • Profile picture of the author ahlexis
    Here is an interesting fact that I bet a lot of people don't realize.

    Did you know that if you bought a set of locks that came pre-packaged keyed-alike @ Home Depot or some other major home repair store that there is a bigger than expected chance of someone else walking around with a key that will open YOUR lock?

    It turns out that there is a very specific order to keying locks, and that by the time the widely distributed keyed-alike locks are on the shelves there a LOTS of them out there with the same key/tumbler combination. The best way to ensure your locks don't have LOTS of unexpected "extra" keys out there is to have a locksmith key your locks to the same key.

    There are limited-run key combinations that are not widely distributed but can be ordered from the lock manufacturer. Or, you can take locks that are NOT keyed alike and have your local friendly locksmith reset the tumbler to an unlikely combination and then make you a key.

    Why might this matter? Because this is not just about padlocks that you would place on a chain link fence, this is also true with dead bolt locks and doorknobs that are on outside doors.

    An interesting approach for the locksmith's ad might be "How many people you didn't authorize are walking around with the key to your front door that you don't know about? And what are you going to do about it?" Or "...why your friendly local locksmith can do more for you than the toughest deadbolt in the universe." Or "Simple home security secrets your local locksmith is dying to share with you that your not knowing can get you killed. Learn how a simple consultation with a locksmith can literally mean the difference between being safe and secure in your home at night and becoming another crime victim statistic."

    I bet once you got the locksmith started, the report would practically write itself.

    Another approach is to help the locksmith market to new home buyers with a report that says "Learn why the first call a new home buyer should make after closing on their new home should be to their local locksmith...to have the locks changed immediately!" Why? Because the locks the contractors use might be part of a master key system. While it is convenient for the home builder, who knows how many other keys and/or master keys are out there that are in the hands of subcontractors, day laborers and others who are less likely to directly benefit from the sale of the home, people who may have at best conveniently "forgotten" to turn in the key upon completion of work or at worst actually planned to come back later for an "asset run"...a run in the middle of the night when the family is not home...a run from the home with the new home buyer's assets!

    While it might sound crazy, it might be possible that fear is the locksmith's friend when it comes to marketing. Another marketing friend for the locksmith would be convenience as well. For instance, if they are available 24 hours on call. Also, if the locksmith makes him/herself conveniently accessible to people like Realtors, it might be possible to get a LOT of business from a few influential contacts who can refer him or her to people most likely to need a locksmith in the near future. Also, it is possible to obtain lists from most counties in the US of people who have recently bought a house. You could try postcard marketing to drive them to a locksmith's website to sign up for a free report related to their home purchase. There are sites where you can input the design of the postcard, and then the site will print it, add postage, and mail it. And some of those same sites will handle the design for you as well if you like.

    I'm not in the locksmith business, this is something I stumbled onto in Google while looking for something else about a week or two ago. I was searching for something related to keyed-alike locks and came across a forum that talked about why they are such a bad idea. You might want to brainstorm keywords that people would end up needing a locksmith for might input into Google, then check out the various sites and do some reading. That might give you more insight into approaches that would work for the locksmith clients.
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    • Profile picture of the author ijohnson
      ahlexis,

      These are great tips and ideas! It's funny how you can stumble upon opportunities in niches while surfing for other information. Were you ever able to find the info you were searching for?

      Your reply is exactly the kind of stuff I'm looking for -- ways to engage the locksmith or local business owner and their customer.

      Creating a joint venture between realtors and/or new homeowners is a strategy I have on my list. I have a dormant site that caters to the real estate industry. I could dust it off and put it to work generating interest via good content that caters to the realtors and the locksmiths. I need to sit down and create a viable plan to inter-link these various components together to make them work efficiently, like a well-oiled machine. That's my goal . . . my Master Plan. I appreciate all the great ideas you guys have shared.

      ~ Iris

      icevapor,

      Exactly! Selling mobile websites to locksmiths and towing companies should be an easy sale. But so many of them are slow to change how they do business. That's why I'm working on some marketing material that hits them square between the eyes! I want to get their attention and create a burning desire in them to get a mobile website in order to compete.

      Everything's going mobile. Either you adapt and get on board or you get left behind.

      ~ Iris
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  • Profile picture of the author ninjawarrior
    Gosh, I don't know if I'm right, but isn't that a gold mine right there.

    If you've searched high and low and you couldn't find much resources for these:

    * Strategies to promote locksmiths and towing companies
    * Marketing strategies
    * Sales Letter ideas to capture their attention to buy website
    * PLR focused on the locksmith and towing industry ("how-to" articles)
    * How to generating leads and opt-ins for this market
    * Methods you've used to build your list for locksmiths and/or towing companies
    * Joint venture ideas, i.e., realtors, landlords, etc.

    then doesn't that mean that you may have stumbled onto some uncharted marketing territory for the industry [OFFLINE CONSULTING to LOCKSMITHS and TOWING COMPANIES]?

    And if you started creating these yourself, you could be a pioneer in that market.

    Either that or you may not have searched well enough.
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  • Profile picture of the author Quentin
    Well it seems strange that you are stumped.

    Do your keyword and competitor research and you will find heaps of opportunities for these niches. We have done a few sites for customers like this before.

    Don't use PLR content on a customers site ever. It will come back and bite you.

    Quentin
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  • Profile picture of the author ileneg
    Originally Posted by ijohnson View Post

    Need your help, fellow-Warriors. I'm relatively new to offline marketing. I would like to market my services to locksmiths and towing companies but I can't find much information that supports that industry in terms of marketing campaigns to them and for them.

    I can't find definitive answers on the following areas:

    • Strategies to promote locksmiths and towing companies
    • Marketing strategies
    • Sales Letter ideas to capture their attention to buy website
    • PLR focused on the locksmith and towing industry ("how-to" articles)
    • How to generating leads and opt-ins for this market
    • Methods you've used to build your list for locksmiths and/or towing companies
    • Joint venture ideas, i.e., realtors, landlords, etc.

    Any advice, guidance or information you're able to share will be gratefully appreciated.

    ~ Iris
    IMHO - one of the best tools to use to research is....Google. Look at other locksmith and towing company websites and look for other companies who build website for these markets. Don't copy anyone else's stuff but don't reinvent the wheel.

    Another option is that maybe it would serve you better to answer your own bullet points first and then see what niche market is presented to you...meaning maybe locksmiths and towing companies are not the market for you.

    Lastly, do you personally know a locksmith and/or towing company? Do they have a website? If not, offer to build one for them and then upsell hosting, an autoresponder and/or PPC, etc.

    HTH,
    ileneg
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  • Profile picture of the author ijohnson
    Thanks for the responses.

    Do you plan on offering the services in your area only or across the whole country?
    I plan to offer the services locally.


    It really depends on where you are, and what kind of demand that there is for them.

    . . . On the other hand, in large populated cities, there are HUGE benefits that you can offer them - in cases like these take a look at this:

    Google

    Study what the company did for "arties" Locksmith in NYC Locksmith 212-202-1411 Locksmith Manhattan Locksmith New York City Emergency 24/7 and reverse engineer it - specifically look where "reviews" were left for the local listing etc...
    That's a good tip (I've noted Thomas' correction to the URL) and I will check out the websites. The fact that their services are not in great demand is the kicker. I've been brainstorming ways to generate more income for them on a consistent basis between the "door-lock" jobs. Of course, one way for a locksmith to generate more income would be to offer products in that market. It's just difficult to get some of them to see the need to change what they are doing. Finding something to "WOW!" them would help to get their attention and bring them on as long-term clients.

    Here is an interesting fact that I bet a lot of people don't realize.

    Did you know that if you bought a set of locks that came pre-packaged keyed-alike @ Home Depot or some other major home repair store that there is a bigger than expected chance of someone else walking around with a key that will open YOUR lock?
    That's an excellent revelation so many of us never think about. It would be a great blog article or a good topic to add to an email series to the locksmith's customers.

    Gosh, I don't know if I'm right, but isn't that a gold mine right there.

    If you've searched high and low and you couldn't find much resources for these:

    * Strategies to promote locksmiths and towing companies
    * Marketing strategies
    * Sales Letter ideas to capture their attention to buy website
    * PLR focused on the locksmith and towing industry ("how-to" articles)
    * How to generating leads and opt-ins for this market
    * Methods you've used to build your list for locksmiths and/or towing companies
    * Joint venture ideas, i.e., realtors, landlords, etc.

    then doesn't that mean that you may have stumbled onto some uncharted marketing territory for the industry [OFFLINE CONSULTING to LOCKSMITHS and TOWING COMPANIES]?

    And if you started creating these yourself, you could be a pioneer in that market.

    Either that or you may not have searched well enough.
    That's a thought for somebody interested in creating a WSO or PLR for the market but that's not my forte. My interest at the moment is getting clients in this market and offering them mobile marketing services only.

    Well it seems strange that you are stumped.

    Do your keyword and competitor research and you will find heaps of opportunities for these niches. We have done a few sites for customers like this before.

    Don't use PLR content on a customers site ever. It will come back and bite you.

    Quentin
    @Quentin > I would like to offer mobile marketing services to this market -- more specifically, mobile websites (to get a foot in the door). Then, I would like to build a long-term relationship with them offering them great strategies to grow their business and reach their customers via mobile devices. I want to add a page to my website where they can find industry-specific information and offer their clients good info via email series. That's were the PLR would come in. Revising the PLR and making it unique is a must. I will be offering offline consulting services to other business, in addition to locksmiths and towing companies, so PLR will be a plus in terms of giving me a place to start to to generate great content for my website.

    Offering customers discounts, coupons and sending them direct mail seem to be the standard. However, I'm looking for more progressive ways to reach them and their customers. I'm in search of a successful marketing strategy that's transferable to this niche to get the creative juices flowing.

    Lastly, do you personally know a locksmith and/or towing company? Do they have a website? If not, offer to build one for them and then upsell hosting, an autoresponder and/or PPC, etc.
    That's my plan. Instead of offering to build them a traditional website, I will be building a mobile website. In creating my marketing piece for them, I'm having difficulty coming up with great bullet points reflecting benefits they get (from having this mobile website). I've covered the basic benefits, i.e., connecting faster with customers; making the customer's web experience mobile-friendly; affording them a direct connection to their customers via the most accessible vehicle, etc.

    I need help coming up with more benefits that evoke the emotions and would compel them to BUY my services/mobile website.

    Offering this market a mobile website is my entry point. Creating marketing pieces to capture their attention and get them to move into the mobile arena is where I'm facing problems because I'm really not finding much of anything in the way of marketing material geared toward locksmiths and towing companies. I found nothing on mobile marketing campaigns to generate leads and more customers for locksmiths and/or towing companies. A lot of the websites designed for them are generic and boring, or landing pages with no personality -- just relaying the same message as all the other locksmiths and towing companies.

    (*** I apologize for not capturing these quotes correctly where they reflect the poster's username.)
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  • Profile picture of the author Peter Olson
    I think that a mobile website is probably the way to go. These are companies that probably get most of their sales off someone who is stuck someplace w/out a computer.
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  • Profile picture of the author Peter Olson
    One other important thing would be to push getting them into google local maps. I know that most people are starting to use google maps apps on their phones and so all your SEO will be worthless for this type of company if you don't show up in gmaps.
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  • Profile picture of the author Quentin
    Actually business listing now called google places is what you want which then also adds you to maps.

    Other things they can either JV on or do is security systems. They are already in the industry and this is a natural spin off. We also got our customers in this niche into finger print recognition locks, CTV etc.

    Quentin
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  • Profile picture of the author jasonl70
    I'd just build a "real" list and direct mail them.

    You're benefits bullets seem too 'fluffy' to me. When someone is locked out of a house or car, or broke down, there's a pretty good chance they'll search for a locksmith/tow truck from their phone if it has the capability. Google detects it's a mobile platform, and will return mobile friendly sites. By not having a mobile site, they are ignoring some of what I would think would be their best and highest converting prospects. This should be a pretty straight forward sell.

    this may sound harsh: this is marketing. You're wanting to market yourself as someone who can help these guys with their online marketing. You better learn how to market I think it would be a tough road to try to help others generate business leads, etc, if you struggle with doing it for yourself. I'd pick up some Dan Kennedy books asap..
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    -Jason

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    • Profile picture of the author ijohnson
      Originally Posted by jasonl70 View Post

      I'd just build a "real" list and direct mail them.

      You're benefits bullets seem too 'fluffy' to me. When someone is locked out of a house or car, or broke down, there's a pretty good chance they'll search for a locksmith/tow truck from their phone if it has the capability. Google detects it's a mobile platform, and will return mobile friendly sites. By not having a mobile site, they are ignoring some of what I would think would be their best and highest converting prospects. This should be a pretty straight forward sell.

      this may sound harsh: this is marketing. You're wanting to market yourself as someone who can help these guys with their online marketing. You better learn how to market I think it would be a tough road to try to help others generate business leads, etc, if you struggle with doing it for yourself. I'd pick up some Dan Kennedy books asap..
      Jason, you've touched on a few good points and I'm happy to say that I have been working on those areas:

      • I already have a real list of locksmiths and towing companies that I will be send direct mail pieces to next week.
      • I will also email my sales letter to those who have an email address or website contact form.
      • The "fluffy" things is what I want to leave out of my marketing pieces
      • In terms of learning how to market, I have been researching this subject and studying it. I had the pleasure of being a contributor and a recipient of a lot of knowledge shared on the epic "offline marketing/consulting" thread started by Dexx. I learned a lot and I'm still learning from those who contributed to that thread, i.e., Andrew Cavanaugh, Matt Bush, Dexx Williams, AP, Michael Adul'Ali, DogScout, Bayo, and many others who's names escape me right now. I have purchased about 5 of Dan Kennedy's books and I subscribe to Jay Abraham and other marketing experts. Yes, knowing how to market is VERY important. I don't have a problem asking questions if I don't know all the answers -- that's how you learn and grow.
      • I have invested in several WSOs that focus on offline consulting and feel I have good foundational information to work from. However, with mobile marketing, there isn't a lot of "experts" in this area. Nor are there any case studies I can reference for strategies to implement using mobile marketing.
      • When it comes to mobile marketing, there's really no proclaimed "gurus" or "experts" to follow or call upon for guidance. Everybody's sort of in the game together, learning as we go.
      ~ Iris
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  • Profile picture of the author deu12000
    About a year and a half ago I got a client that was a towing company. He was actually referred to me by a friend (just so you don't think there was a secret technique involved in getting the client). He was interested in a basic website. I told him it would be no problem and asked him if he wanted to do a one time blast that would get him indexed and have basic SEO done on the site. Mind you I didn't word it that way because half the stuff I was saying to him he thought was Chinese. He never understood any of what I did, the only thing he understood is to this day he still gets phone calls from his website and a decent volume. I actually saw him two days ago. I have tried to upsell him in the past, but he's extremely cheap, and he doesn't want to spend any more money. The main reason he went with me is because I offered the site for less and including the SEO I was still cheaper than someone else that he was referred to.

    He use to pay I believe it was $1200 or $1500 a year for a phone book listing which he never got results from. With his new site he stopped the phone book listings all together. He even referred a relative to me who I also made a website for and did basic SEO and getting his site indexed, blah, blah, blah, I couldn't get him on an upsell either, even after insane conversions on their investments. It think it runs in the family and probably the fact I couldn't figure out how to talk on their level of understanding.

    The towing company is a one man operation. He makes a lot of money from buying any car no matter what condition (a lot of towing companies do this) and usually selling it for scrap metal.

    Anyway that's the back story. Before I started building this guy's site. I looked at the competition out there. They sucked. On page SEO was non existent and most of the sites had no backlinks. The sites all looked like **** and the most important information like contact number weren't easy to find.

    I built his site in about four or five hours and made an English and Spanish version. I did some basic on site SEO, made a few videos (submitted them to the video sites) and submitted his site to some local directories. Total time was less than 8 hours.

    Within a couple of weeks he was calling me about how he bought a $4000 car for $200 and he had gotten several calls for scrap cars as well as some towing jobs and lock outs. He said the site had such a range that he was turning down towing jobs because they were outside of the area he would travel to.

    Basically all I did was the basics and he gets leads from all over the state. Nothing fancy. And this was a one time submission done in one day. This isn't constant SEO or anything. Remember though towing companies and locksmiths a lot of times don't get a lot of repeat business (unless it's from another business). It's more of a be in their face at the right time or when it comes to the internet show up for the right keywords at the right time.
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    • Profile picture of the author AndrewCavanagh
      The principles for marketing most business are the same.

      You look for ways to:

      # Increase the customers they're getting.

      # Increase the amount people spend in each transaction (offer upsells, crossells, simply charge more etc)

      # Increase the frequency people buy with.


      With the businesses you mention you could use SEO, marketing with online video, pay per click, article marketing, marketing with social networking sites like facebook, email marketing...almost any strategy could produce more sales and profits.

      The really aggressive towing companies I've seen offer a spotters fee for people who report crashes to them (often being first on the scene means getting the tow).

      With locksmiths there are different kinds of jobs (emergency and other kinds of projects) so you'd have to identify what kind of business your client is trying to capture before you design a marketing campaign.

      I am curious if you plan to market locally why you would be focused on two business types like this though?

      Kindest regards,
      Andrew Cavanagh
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    • Profile picture of the author ijohnson
      deu12000

      I think your story and experiences with locksmiths and this market is sort of indicative -- they don't like spending ANY money. I think that's why so many of them do not have websites. Only the large franchises and national brands have websites and spend gobs of money on Yellow Page ads.

      The challenge is getting locksmiths and towing companies to see the beauty in marketing continuously to their customers and having a mobile website.

      ~ Iris

      Originally Posted by AndrewCavanagh View Post

      The principles for marketing most business are the same.

      You look for ways to:

      # Increase the customers they're getting.

      # Increase the amount people spend in each transaction (offer upsells, crossells, simply charge more etc)

      # Increase the frequency people buy with.


      With the businesses you mention you could use SEO, marketing with online video, pay per click, article marketing, marketing with social networking sites like facebook, email marketing...almost any strategy could produce more sales and profits.

      The really aggressive towing companies I've seen offer a spotters fee for people who report crashes to them (often being first on the scene means getting the tow).

      With locksmiths there are different kinds of jobs (emergency and other kinds of projects) so you'd have to identify what kind of business your client is trying to capture before you design a marketing campaign.

      I am curious if you plan to market locally why you would be focused on two business types like this though?

      Kindest regards,
      Andrew Cavanagh

      Hi, Andrew! I'm glad you found this thread.

      Thanks for that refresher course on Marketing 101.

      In your post, you have touched on some good points and things I need to keep in mind when designing marketing strategies -- I have made a note of them.

      In regards to your question about why I'm focusing on locksmiths and towing companies, I'm focusing on them FIRST because I think they would be excellent candidates for a mobile website and good prospects to pursue to get my first clients FAST! Their services are usually needed in emergency situations when people are away from their desktop computer and only have their mobile phone to seek out help.

      Over 4 billion people own cell phones or mobile devices. They are using these mobile devices in increasing numbers to search the web for goods and services. Having a mobile website would be the perfect vehicle for local businesses to position themselves for increased sales, better communication with their customers, and a better conversion rate.

      Traditional websites do not render properly on mobile devices. The user will have to scroll all over the place to find the information they need. Usually they abandon the site out of frustration and move on to the next competitor in the search results who has a mobile-friendly website.

      I have other local business I will also target, like realtors, restaurants, and similar service businesses (who are next on my list). I thought I would just start with these guys because having a mobile site would really boost their business and I could up-sell them on related services to gain good page rank on the mobile search engines and connect with their customers via mobile coupons, SMS messaging, and advertising services.

      Mobile marketing and mobile websites are here to stay. The businesses who get on-board now will be at an advantage. I hope to be able to convey that fact to my prospects so I can grow my business and help local businesses increase their profits, too. I plan to build long-term relationships and have my clients for life. So I'm really serious about making a good first impression with my knowledge and my ability to create winning campaigns for their businesses. I have had a burning desire to learn more about marketing ever since I took a marketing course in my junior year at college . . . I loved it but it wasn't feasible to switch my major at that point.

      I think that offline consulting/marketing and mobile marketing affords me a great opportunity to turn this desire into a viable business and a great way to supplement or replace my disability income. I've studied it enough; and I've finally conquered paralysis of analysis; I feel the need to take massive action.

      Can you think of any more strategies I can use to help locksmiths and towing companies increase their profits? :confused:

      ~ Iris
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