One of the questions I’m asked most is “how do I find the work?” It can be very difficult to secure bodyguard or executive protection contracts, and I’d like to address what I perceive as a shortcoming in terms of landing good jobs: Self-Promotion.
The world has changed, and your marketing strategy has got to change. One of the first ways we check to see if an individual or business is “legitimate” is by conducting an internet search. There is so much information available at our fingertips that the perception now is that if you don’t have a website that you are not truly a “professional.” The truth is, if you are an independent contractor, you MUST have a presence on the web. It doesn’t matter if you have all the training in the world, an arsenal of weapons, specialized skills and even a top-notch resume–if people cannot learn more about you and locate you on the world wide web, you are not accorded respectability. I’m not saying it’s right; I’m just saying that’s how it works.
Don’t forget, YOU are your business when you’re an independent contractor. You can create a very simple website without spending a fortune. Domain names can be purchased at places like Yahoo for low monthly fees. There are a great many web masters with a wide range of fees, so you can find someone to work with in your price range. Emphasize your strengths and skills and professionalism. Above all, be truthful. You are seeking work in a field where integrity, discretion and dependability are paramount–the first step is to garner respect, so honesty is key.
Things you may want to include your website:
• A professional photo of yourself
• Some photos “on the job” or with principals
• Your bio
• A resume (with more detailed information)
• Client list
• Personal statement
• Client testimonials or letters of recommendation
Additionally, create an email address that is linked to the website. Which is more professional? An email address that reads: “JoeBodyguard@hotmail.com” or “JoeBodyguard@ProtectYou.com?” Imagine giving someone your business card with the second email address–you know that people will go to your website to learn more about you. It just gives the impression that you are serious about your business, because protecting lives is a serious business.
There are different approaches to Marketing and you can determine which approach you need based on what stage your business is in. For example; if you are basically starting out which means not many people know of you, then your market approach at this point is – Public Relations – a good website will help with this, especially if you want to do assignments internationally, you’re still working but at the same time your’re promoting yourself by doing a better than great job and then you ask your employers to give you testimonials/recommendations, most employers will be more than glad to recommend you to their family and friends provided that you have done a better than great job for them, and ask then if it is ok to post on your website these testimonials with pictures. If they say- its ok, Great! but if they say no, then you must utterly respect that. As you become well known for doing a great job then all you have to do is allow your professionalism to do the marketing for you, which will translate into word of mouth which in this business is the best marketing you can have at little or no cost to you!!
HI, I would like to say that I have read your article on marketing yourself as a BG or CPO. and to a degree I think you are correct. However, I have been in the business for over 23 years, working with a variety of corporate clients from around the world. I work regularly and do not have a problem securing contracts. I do not have a website and I do not shout to the world what I do and still I get work.
The secret for me is, CONFIDENTIALITY, I do not set out to print photographs of me with clients all over the net, I do not tell every Tom, Dick or Harry who I work for or have worked for and my clients appreciate this.
If you work a contract for a principal and do an outstanding job, then the principal will often do the marketing for you and will introduce you to potential new clients and so the work goes on.
I am not for a moment saying that this would work for everyone, but it does for me. I can see no point in wasting money on a website that frankly means nothing, anyone can say they are a bodyguard and produce a website with photographs that supposedly back up their claims. The proof comes in actually doing the job and the best form of marketing is WORD OF MOUTH. Thanks for letting me put my comments forward and Good luck. Stay safe. Nick Earnshaw.