Andy Neary breaks down marketing for insurance producers into three questions: who you're talking to, what you're saying, and where you're saying it. He recommends analyzing your best customers to find your ideal client, building stories around what you can do for them, and using social media and speaking gigs instead of cold calling.
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In this coaching video, I am going to give you a marketing masterclass in less than five minutes. Hi, I'm Andy Neary, CEO and founder of Complete Game Consulting, where we are on a mission to help 25,000 insurance producers sell their first $250,000. Why? Because then you're most likely to work with us. In today's video, however, I am going to give you a masterclass on marketing in less than five minutes. When I look at the marketing across the insurance landscape today, most of it sucks. Why? Why? Because most agencies have no clue who their ideal prospect is. Because they believe all prospects are good prospects. When it comes to delivering a marketing message, they're actually talking about the wrong person themselves. And then when it comes to distributing that message, they're still deploying tactics that are not as effective as they used to be. Most producers today still have cold calling as their number one prospecting activity and in some cases their only prospecting activity. So I am going to teach you how to completely reshuffle your marketing so it dials in on the right person, says the right thing, and you know where to put it. Let's start with question number one. Who are you talking to? You see, a good marketing message starts with who you are talking to. You have to know exactly who is a good fit for you and who is not. How do you know who is a good fit? Simple. Ask yourself these five questions. Number one, who's your favorite client today? To why? Figure out why they're your favorite client. What is it about their demographics? What is it about their psychographics up here? Who these people are? What problems do you solve for your ideal clients? What's your process for solving it? And what does that result? What that, what result does that process create? You see, you've got to get clear on who you're trying to attract in the first place. But the secret is in the psychographics. Your favorite clients are the right people up here because they let you do your best work. Go find more people like them. So the step one in an effective marketing message marketing strategy is knowing who you are going after. Question number two. What are you saying? This is where you've got to be very careful about who you're targeting your message at. You see, today I'm willing to bet you are telling the wrong story because you're so focused on on telling the market why you are so great. But here's the deal. Nobody cares. Your job is to tell your prospect story. And remember this. Every story written in history has been told the Same way there is a character who has a goal with a problem that needs a guide with a plan to have success and avoid failure. You see, the character's your prospect and you're the guide and your job is to help them achieve their goals and overcome their problems with a plan that is going to help them have success and avoid failure. Build a marketing message for your ideal prospect using that framework and your marketing will be more effective. Question 3 Where are you going to put that message? It is so important today that you, your team and your agency create awareness. The days of just picking up the phone and calling people who don't know you doesn't work anymore. You have to get attention and you have to leverage exponential awareness. So when it comes to where you are going to put that message, you have to be able to get that message in front of a lot of people at one time. Social media is an effective way to do that. Public speaking is an effective way to do that. Webinars are an effective way to do that. Podcasting is an effective way to do that. What are you doing today to get your message out in front of a lot of people in a very short amount of time? You see, metrics in marketing are important. KPIs and marketing are important. But where most people in the insurance industry are missing the ball is on the simple principles of an effective marketing strategy. And it comes down to these three questions. Who are you talking to? What are you saying? And where are you saying it? You dial in these three questions with solid answers. I promise your marketing is going to be more effective. You are going to open more of the right doors, which means you are going to have better conversations leading to more sales. So give it a shot. Sit down with you and your team and answer those three questions and I promise you're going to be happy. You listen to this video.
