For about twelve years now we have been studying the difference between insurance agents and financial advisors whose businesses are successful, and others who struggle just to pay the rent. How in the world can you have two agents who work in the same town, work with the same prospects; and have one who is making a six-figure income yearly while the other just barely pay the bills. Is one more intelligent than the other? We highly doubt it!If intelligence was the issue, every college professor would be a millionaire. The smartest kid in your high school class wouldn’t be working for the dumb kid in your town who grew up to be one of the richest men in town.If you give a million dollars to an intelligent person who did not earn it, they will more than likely blow it within 12 to 24 months. However, if you have someone who earned a million dollars with intelligent business practices, but his business fails for some unknown reason, he will more than likely earn back his money. Why is that?The reason is, it is not money that makes money. It is specialized knowledge that makes money. It is the knowledge of marketing principles that make a business succeed independently of financial backing.The difference in the success of our business comes down to our ability to market and promote our services and products to people.The truth is specialized knowledge of the right principles – like marketing to people – can give you a huge competitive edge! You need to understand the following:
You are in Three Insurance BusinessesFirst, you are in the insurance business.The second business you are in is the people business. Because it is the people who will buy your insurance products. The people are who will refer you to other people. In addition, unless you understand that you are in the people business, you will find it hard to make a good living in this business.The third business you are in the insurance business of marketing. No matter what business you are in, you must market your services and products. We cannot emphasize it enough: Marketing is the lifeblood of every business! It is like flossing your teeth. It is not something you look forward to doing when you wake up in the morning, but if you do not, it will lead to pain and agony down the road. It is also something that the more you do, the better you get at it. Of course, the more you do, the easier it becomes. In fact, two things you really ought to make part of your daily routine are flossing and marketing.Another thing you should know about marketing is that it’s a process. It is not an event. It is not something you try once and see how it works. It is something you do all the time. Again, it is a process. The more you work the process into your daily business, the more it will work for you. The more knowledge you have on marketing, the better marketer you will become. Thus, your commissions are governed by how well you market in this business.What you need to learn is, you are a marketer first, and an insurance professional second. Until you learn this principle you will never make the kind of money to may desire.Remember, this one principle:It is a fact… the best marketers make the most money and generate the most Insurance Leads!Unfortunately, the reality is that 90-95% of all insurance agents we speak with, are not marketing at the level they can or should be, or just are not marketing at all!Many agents are in a comfort zone. They are living, more often dying, off the referrals onto which they accidentally stumble. In addition, when we ask these agents for a specific, systematic marketing plan, the conversation goes silent. Remember this statement, “Marketing is the ONLY function of your business that makes you money!” “Every other function is an expense!”If you just sit back and wait for the home office to develop a new marketing approach, or wait for another miracle to happen, you are costing yourself thousands of dollars. You need to optimize your time, money, and talents to become the top marketer in your field. We still believe insurance agents have a right to make a six-figure income and to enjoy life to the fullest. We know of agents driving cars that have 150,000 hard traveled miles on the speedometer. If they would just become a top marketer in this field, they could drive any car they want and earn the income they desire.
As you read this manual, you will discover a number of marketing strategies that will make you a top marketer. You will learn from countless years of testing hundreds of different marketing strategies from both our office and a number of other top marketers.All you have to do is take the time to study these strategies and start implementing them into your business.The most important system to create in your business is an effective marketing system. Moreover, an effective marketing system is one that delivers predictable results from repetitive use.The end result of using the marketing techniques described in detail in this manual will provide the maximum-effectiveness with a predictable income. For that to happen you must:Have a Insurance lead and Annuity lead marketing system in place that predictably, reliably, consistently, affordably and efficiently provides you with more qualified prospects than you can handle.When we mail one thousand postcards per week, our response is at least 5%. Our response is from prospects who want additional information in a form of a “FREE REPORT” or an “Agents’ Starter Kit.”It is this kind of predictability that you can build into your marketing, and it is a great feeling knowing you have a predictable income.
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