How to Foil a Burglar

Many, many years ago, we created a series of brochures and small advertisements for A & A Jewellers, leading manufacturers of Harmony Diamond jewellery (at the time ranked not far behind DeBeers, etc.) to give to the retailers carrying their wares.

This series complemented the regular campaign and featured two brochures. One was entitled, “But I thought I was covered” and talked about insurance matters related to jewellery and other fine items.

The second offered tips from burglars and offered suggestions on how to foil their nefarious attempts. I received the e-mail below today from a student and was reminded of the positive response the campaign received from retailers and consumers alike, so I thought would share these tips with you.

Before you read these helpful hints, let me address the obvious question: What does this have to with business or marketing strategy?

We all know that when you are able to provide your customers with an added value benefit that is related to your product, it enhances consumer perception of your offering and can help to increase customer loyalty. The interesting point here is that the “value add” does not need to be an expensive item – sometimes something as simple as truly useful information can do the job.

And on that note, I hope you find the following to be of use!


Tips from Burglars - 21 Things Your Burglar Won't Tell You

1. Of course I look familiar. I was here just last week cleaning your carpets, painting your shutters, or delivering your new refrigerator.

2. Hey, thanks for letting me use the bathroom when I was working in your yard last week. While I was in there, I unlatched the back window to make my return a little easier.

3. Love those flowers. That tells me you have taste...and taste means there are nice things inside. Those yard toys your kids leave out always make me wonder what type of gaming system they have.

4. Yes, I really do look for newspapers piled up on the driveway. And I might leave a pizza flyer in your front door to see how long it takes you to remove it.

5. If it snows while you're out of town, get a neighbour to create car and foot tracks into the house. Virgin drifts in the driveway are a dead giveaway.

6. If decorative glass is part of your front entrance, don't let your alarm company install the control pad where I can see if it's set. That makes it too easy.

7. A good security company alarms the window over the sink. And the windows on the second floor, which often access the master bedroom - and your jewellery. It's not a bad idea to put motion detectors up there, too.

8. It's raining, you're fumbling with your umbrella, and you forget to lock your door - understandable. But understand this: I don't take a day off because of bad weather.

9. I always knock first. If you answer, I'll ask for directions somewhere or offer to clean your gutters. (Don't take me up on it.)

10. Do you really think I won't look in your sock drawer? I always check dresser drawers, the bedside table, and the medicine cabinet.

11. Here's a helpful hint: I almost never go into kids' rooms.

12. You're right: I won't have enough time to break into that safe where you keep your valuables. But if it's not bolted down, I'll take it with me.

13. A loud TV or radio can be a better deterrent than the best alarm system. If you're reluctant to leave your TV on while you're out of town, you can buy a $35 device that works on a timer and simulates the flickering glow of a real television. Find it at http://www.faketv.com

14. Sometimes, I carry a clipboard. Sometimes, I dress like a lawn guy and carry a rake. I do my best to never, ever look like a crook.

15. The two things I hate most: loud dogs and nosy neighbours.

16. I'll break a window to get in, even if it makes a little noise. If your neighbour hears one loud sound, he'll stop what he's doing and wait to hear it again. If he doesn't hear it again, he'll just go back to what he was doing. It's human nature.

17. I'm not complaining, but why would you pay all that money for a fancy alarm system and leave your house without setting it?

18. I love looking in your windows. I'm looking for signs that you're home, and for flat screen TVs or gaming systems I'd like. I'll drive or walk through your neighbourhood at night, before you close the blinds, just to pick my targets.

19. Avoid announcing your vacation on your Face book page. It's easier than you think to look up your address.

20. To you, leaving that window open just a crack during the day is a way to let in a little fresh air. To me, it's an invitation.

21. If you don't answer when I knock, I try the door. Occasionally, I hit the jackpot and walk right in.


Sources: Convicted burglars in North Carolina, Oregon, California, and Kentucky ; security consultant Chris McGoey, who runs www.crimedoctor.com and Richard T. Wright, a criminology professor at the University of Missouri-St. Louis, who interviewed 105 burglars for his book "Burglars on the Job."