3 Types Of Content Your Prospects Would Love To See From You

Awesome. Brian, I actually just got your email. I will reply to that. Actually, this kind of ties into that. I'm going to share something at the end for you that might be helpful. All right, guys, here's what we're talking about today. Today we're talking about, if you are joining, first of all, our webinar for the first time. Welcome. I do these every week. Thursdays, I try to keep them right around 12pm Eastern, 9am Pacific. Some once in a while we got to tweak the time, but we do these every single week. So invite your friends and family.

Today we are talking about three types of content your prospects want to see.

And.

This topic came into my head for the week because I am. I field a lot of questions from advisors on what they can be doing for content to get their prospects attention. And the thing I want everybody to think about because any anytime I say the word content, somebody tell me what they immediately think of. What platform do you immediately think of? LinkedIn. LinkedIn, right. That's. That's part of it, but it's not the only thing. So I don't want you guys to think this is just a LinkedIn content webinar. It's not. Content is anything you are producing to put in front of your prospects. It could be social media, it could be an email, it could be a webinar, could be a podcast, could be whatever. So today I want to talk about three types of content that I think have played very well in my career. I see it playing very well with some clients. So I wanted to share it with you because I think it's going to be super helpful. Because here's the deal. I'm guessing everybody that's on this webinar right now is a producer in some way, shape or form. Otherwise you probably wouldn't jump on these. And my advice for you guys between now and the end of the year is give or hell.

Unless you have already blown your 20, 22 goals out of the water and you can kind of hit the cruise control, I challenge you to not hit cruise control between now and the end of the year and really get after it. Because here's the reality. Most of your competition is going to hit the cruise control because once Q4 rolls around, what's easier? Trying to win new business or renew what you got.

Anybody want to answer that?

Got to keep what you got.

It is important to keep what you get right, but it's also people lean into that and they stop producing. So I want to give you guys some tools to help stand out between now and the end of the year. And so the three types I want to go into I think are going to be super helpful. There's some names I see on this webinar that are already leveraging some of these, which is awesome. And so we're just going to get right after it. So the first type of content I want you guys to think about between now and the end of the year is content that teaches. And when I say teach, gang, teach more than you're comfortable doing, what I mean by that is this.

There are so many of us, yours truly included in the past, that wanted to hold everything close to my chest and wait until I got hired by the prospect to really share the good stuff. The problem with that is I never got hired.

And today.

In the world of sales of know like and trust, a ton of trust is built when you bring a ton of value. And so I encourage everybody on this call. And I know you might even get resistance from your agency, especially if you're an agency principal. Guys, you gotta share, you gotta teach, even to the point that you're a little afraid to share something because the prospect might give it to their broker. But I am telling you right now, your buyers want value.

So for example, if I were an advisor right now and you make remember what we talked about if you were on last week, I think it was last week's webinar performance over popularity. So your only job is to speak to your prospects. The reason people hesitate when they create content for their prospects is you are constantly thinking what your peers are going to think about it. Especially LinkedIn content that doesn't matter. It only matters what your prospect thinks.

So something as simple as a video, an email, whatever on three steps you can take to make your next health insurance rule renewal stress free.

Teach the prospect how to have a good renewal. How about questions you should be asking your broker this next renewal season?

That's an easy type of educational content you can share with a prospect that helps them out a lot.

And if you do it well enough, by the way, some of those things you put in the prospect's mind through your education can set their broker up to step on the banana peel.

I love the three questions or questions you should ask your broker this renewal season because if they listen and they take action, that might put their broker on the spot, which is what you want anyways.

But the other type of content I'd be teaching and guys, I don't want to share this story to death because I do it all the Time. The webinars I talk about my newsletter I did back in 2015, guys, I literally was sharing strategies with them, like here is how you implement this thing.

And they could have easily taken and given it to their broker and said, can we do this? But I didn't care. I knew their broker was going to do anything about it. Broker was probably going to tell them why they shouldn't. And it ended up landing me some great business because they realized that I was bringing them more value than their broker had in the last several years.

Teach, teach, teach, teach, teach. Now, if you're on this webinar and you actually work with, here's another great example you work with with smaller businesses.

I'm gonna. I think I know who I need to meet. One second. There we go. If you work with smaller employers, you want to kind of educational content is really good for them about teaching them what an out of pocket limit is. How about teaching them what co insurance is? How about teaching them what a deductible is.

How about how to set up your employee contributions? Right? That's stuff that's extremely valuable to a small group. And by the way, if they can take that content and share it with their employees, you're even more valuable.

So the first type of content I want to challenge you guys to do is teach. I am willing to bet every single person on this webinar likes teaching. You like doing what you do. I hope if anybody saw my post this morning on LinkedIn. If you believe in what you sell, share it, show it, put a little fire behind it.

And teaching is a great way to let your fire and your passion come out.

And by the way, if you don't believe in what you sell, no harm, no foul, stop doing it.

And I know you laugh when you hear me say that, but I've talked to plenty of advisors that I've had to give them the hardest conversation of. Hey, if you don't even like this stuff, go do something else. There's nothing wrong with that.

But the point is, if you believe what in what you sell. Teach, teach, teach. Educate, educate, educate. Most of you I know love doing it anyways. Anybody in the room if you show hands, because I can't see everybody. Do you guys like being in a discovery? By the way, there are too many people with their cameras off. I should be calling these people out.

How many people on this webinar love being in a prospecting, meeting with a prospect and teaching them? Whether it's like the whiteboard, just do that in your content, guys. Think of you literally being in a meeting with your prospect and just record yourself doing it at your whiteboard. I'm telling you, this content, they love it. That's what they want to see, and they actually come to expect it these days.

Buyers are smart these days. So think. I challenge everybody to make a list of what would be some good educational topics I could teach between now and the end of the year that I could put out. Whether it's in an email, whether it's a video, I throw it up on LinkedIn, whatever. Just teach your prospect. Remember, your only job is to talk to your prospect.

Number two.

Some of you I know on this call are absolutely leveraging this.

Have you ever thought about interviewing your clients? Anybody interviewing clients right now? Gabe, I see you. I know you're doing that. You're interviewing clients, and you're interviewing business owners in your market.

Have you ever thought about doing that, guys? Because.

The power of interviewing a client or just interviewing business owners in your market in general about what they're going through, what challenges are they facing, what are they doing to overcome them, Whether it's recruiting, whether it's the inflation, whether it's the pending recession.

What I want to tell you guys is people love to hear themselves talk, and they love talking about themselves.

Who here on the webinar loves to get interviewed?

Come on, don't be shy. We love talking about ourselves. If you use content.

To let businesses, whether they're your clients, they're your prospects, or just the general market you're in in general, and you use that content.

And share it with your prospects, here's why it is valuable. Your prospects love hearing from their peers.

So to give you guys an example, I have a few clients right now that are leveraging this power of interviewing their prospects, businesses, their clients. I want you to go check it out when you get a chance. Allison DePauli is number one. Anybody knows Allison, go look her up on LinkedIn. I'm going to put her name in the chat box so you know how to spell it. Oh, that went to somebody directly. Let me do this again to everyone. Allison DePauli.

She has a podcast she calls Raising the Bar. And all Alison does is interview business owners. She's. She's actually gotten business owners from Wisconsin on her podcast. And Allison's down in San Antonio. And as a result of these interviews, her market, her prospect market, has actually expanded way beyond Texas because of that. And all she's doing is bringing them on and talking about their business. Not benefits, not what Allison does.

So Go look what she's doing. There's another one, another one I'll throw in here. He's actually on the call. Gabe Ricks. Gabe started to do that at the beginning of the year. He throws it up on.

LinkedIn as well. He's interviewing businesses in the Columbia, South Carolina market. Last one I'm going to have you guys look at. And I think it's probably the best case study I have to date of somebody who's doing this. Well, go check out Chris Beyer on LinkedIn.

All three of these individuals are using the power of the interview for content and people love it. Chris Buyer started doing this.

Year and a half ago and he's doing this with a teammate now. And every week they're interviewing a business in the Quad Cities area.

Some of them are their clients, some of them are their prospects. Some of them are just business owners in the market.

Guys, they have written those two combined together have written $400,000 since December, have another half million dollars in the pipeline. And they attribute a lot of it to the content they're creating through these interviews. Because here's what they're doing with the interviews. They're putting them on LinkedIn.

Which other business owners in that market love to see. They have taken it and they're putting it in an email newsletter that they're pumping out to the prospects they have on their email list. And again, guys, you'll be, it's not health insurance content, it's just great content that's valuable to their prospects.

And I want to make something very clear as I go through these three, three types of content. None of these three create immediate wins. Let me be very clear about that. Meaning a cold call can create an immediate win. Right? An email to a prospect to try to land a meeting can create immediate win. This creates awareness. And again, if some of you have been in my academies, I know familiar faces here. You've been a one on one client of mine. We talk awareness at length. You have to create awareness of who you are. That makes your short term marketing, the cold calls and all that stuff more effective. So interviewing peers, interviewing business owners, interviewing prospects and clients is an unbelievable way of doing.

Anybody part of.

Any local associations that you in your market, whether it's like young professionals, maybe it's the local chamber. Anybody involved with those groups.

Start interviewing those people. I have a client right now, he's involved with two groups in Dallas, young professionals and there was one more. Now, not every one of those members in the association are prospecting, but they're amazing centers of influence because he's got accountants in there, he's got attorneys in there. Interview these people, because these are topics that are important to the business owners you're trying to get in front of.

My point is, not everything that comes out of your mouth has to be about insurance.

Content isn't constantly throwing health insurance lingo out. It's throwing content that's actually valuable to them. And I thought about this because some of you on the webinar might know a gentleman in the industry by the name of Steve Watson. Steve's out of Phoenix. Steve is a rare breed because Steve is part cfo, part health insurance healthcare consultant. So he's kind of taken a hybrid role, which is a very unique position. So he knows both sides of the fence.

And I asked Steve one day, I said, steve, okay, if I were to create content that you wanted to see, like a webinar, whatever, what would you want me to put out there that would attract you? And he said, well, the first thing I would never attend is a webinar on health insurance. He said, but if you host a webinar.

This was a few months back, around bringing people back to the actual office, if you hosted a webinar on recruiting and the challenges and how do we overcome them. If you host a webinar on battling inflation, he's like, I am all ears.

Which leads me to my third type of content. So we've got teach and teach your butt off.

We have got interviewers. Leverage the power of the interviews. Anybody here have a dream of ever hosting a podcast?

Kerry, I know you do. Come on.

Guys. Podcast is nothing more than an interview. It's nothing more than audio content. So I'm not saying start a podcast. What I am saying is jump on, zoom. Interview somebody where you two are side by side, have a conversation, record it, throw it out there.

Valuable content. And so the third type is talk about what they want to hear.

Not what you want to talk about.

So let me use the webinar example. If you looked at your calendar between now and the end of the year, you've got what we've got, five months to go.

Why not.

Give hosting a monthly webinar a crack between now and the end of the year? And I know it gets busy in November, December, but keep going.

But think about topics that are going to be really relevant to your prospects.

Think of what Steve Watson, the advice he gave me, recruiting.

Incentives that attract employees.

Helping companies with potential tax issues, legal issues, whatever it is that would help the businesses you're Trying to get the attention of that doesn't have to be health insurance related is going to be extremely valuable to your prospects and it's stuff they want to hear. And this is where I'm going to repeat something most of you had heard me say already. This is where you become the host of the party.

When whether you interview somebody or you host a webinar, you are hosting the party. And what do I mean by that? We all went to school, high school, with a kid who wasn't that popular. Might have been you, but your parents or this kid's parents were out of town a lot. So they hosted the parties and they let the cool kids hang out. Therefore, they became the cool kid.

When you host webinars, guys, it doesn't have to constantly be your agency or your company talking about your products. Why not go find subject matter experts in a specific niche that are going to be extremely valuable to your prospects? Number one, end clients. Number one, they may generate some business opportunities out of that. So they're going to love you. But the prospects and the clients are going to thank you because you hosted this valuable webinar. Kerry, I know you guys are doing a ton of that at USI right now.

So my advice, guys, right now is if you want to grab the attention of your prospects, you have got to stand out, you have got to get above the noise and you have got to give before you take.

When we don't know what to do, we resort to what we know.

And in this industry, if you've been around long enough, the what we know.

Is picking up that phone and calling a bunch of people who have no clue who we are or sending out some random emails hoping they land on the right person.

And you're spraying and praying all this stuff.

Create a process.

To share content they actually want to see from you teaching content. So I'm going to wrap up by saying, okay, cool, where how can you share this stuff? Let's finish with this and then we'll go into some quick Q and A.

If I am teaching, I am going to probably do that with the channel of video. Because I love video. Doesn't mean you have to do video, guys. You might not be a video person.

Whether you do it with article, whether you do it with written emails, the question becomes where do you share? If I'm teaching, where do you share? Number one, social media. LinkedIn. Share on LinkedIn. Remember, it does not matter what your peers think about it. It only matters what the prospects think about. Number two, I'd share that in some kind of email. Whether you want to call it a newsletter or you want to call it an email that goes out to one prospect, I don't care. Teach, teach, teach. But that's where I'm sharing that stuff. Now remember, with emails, gang, there's a difference between a nurture campaign and a sales campaign. A sales campaign done via email is basically, can I have a meeting with you?

A nurture campaign is more of, hey, I'm sharing some really valuable stuff with you so you don't forget me. So when it's time for you to make a decision on top of mind, that's what I'm talking about.

Interviews with peers or businesses, prospects, clients. Again, social media, put them in your newsletters. Stop doing the copy paste stuff from Zywave. Start putting newsletters out. People want to read your interviews are a great thing to include in those. Send them to your top. I guarantee everybody on this call has a top 5, 10, 15 prospects right now that are warmer than the rest. Send them directly to them. Don't include them in the blast email. Send them right to them. Say, hey, thinking of you today. Wanted to share this. I thought, I thought you'd find this valid.

Guys, when I do these recordings with you.

You all get the recording. But guess what? I take the recording and I go look at agencies I want to work with that not may not be here. I'm sending it right to them.

And then with the webinars, that one's easy. Guys, you're hosting a webinar. Get butts in the seats. But like you said, Brian, at the beginning, it's not so much about who attended. Your webinar is now content.

You can use that content in so many ways. Put a clip of it up on LinkedIn, put it in a newsletter to your prospects.

All of this stuff, guys, is valuable content that you have to be putting in front of your prospects. Whether you do it as an individual producer or your agency does it as a whole. Guys, I am going to tell you with 100% confident confidence, if you lean into this and get consistent and do the work, you're going to stand out. And when it comes time for them to make the buying decision, you're going to be at the top of their list. Because remember, prospects are buying when they're ready, not when you want them to. But can't. You don't want them to forget you when they're ready. So we got five minutes to go. Fire away. Guys, questions. We got the three, three types. Teach, interview, host, webinars, with content. They want to see what questions you guys have.

Hit the unmute button when you're ready.

Andy, I would encourage anybody who wants to do any of the interviews. Don't wait until you, until you find the rock star that you want to interview. If he's the first person or she's the first person you knew, you're going to screw it up in some small ways. Just use somebody.

It does, you know, in your top 10 list, just jump in the cold lake and feel warm really, really soon.

I don't know if you guys all caught that. I think Gabe went in and out of there a little, but yeah, just don't. You don't need to. You don't need to interview all star people all the time. Just get people on camera with you guys and start having a conversation about them. Think of it like this. I'm having coffee with you. It just so happens we're doing it on a platform like Zoom and we're recording it. That's it. If you sat down and had a coffee with a prospect right now, you would know how to drive that conversation. You know what kind of questions you want to be asking. You do the same thing. You just hit record. Great point, Gabe. And you're doing a great job. Anybody else, any questions?

Andy, this is Rich Westermeier. Yes. Could you briefly. Could you briefly touch on how you view a nurture and a drip campaign a little bit differently?

Yes, great question. There's two types of email campaigns, guys. Sales nurture. A sales campaign is something you're going to use with one goal, appointments. So you might write a series of five, six, seven emails. Maybe it's off the back end of a webinar. Maybe it's off the back end of a lead generator that you use, like a white paper or something. But my goal, when that six, seven emails goes out, I want you to schedule an appointment. That's my goal. A nurture, which Rich, is also drip content. A nurture is more. I'm just keeping you engaged. Remember, yeses and nos from prospects are very clear. Maybe not nows suck because you don't know when they're ready. Those are the ones you gotta nurture because when they're ready, you've already given them so much value through your drip nurture campaign, they're ready to talk to you. And whether you do that once a month, twice a month, today, I do mine weekly. Some of you get it inside pitch drip the nurture on them. And it's going to be valuable because you're Going to stay top of mind in their eyes.

So rich. The real answer is sales, campaign schedule, appointments, nurtures for the awareness.

Andy, I've got a question.

Yes.

So where you, you know, I know how to use all this technology a little bit. Where's the best place to go to learn how to use it to its best advantage? Such as if I were to record something on Zoom, how do I, is there a way to get that to LinkedIn? Or if I do something on LinkedIn, how, you know, how much time do I have to do the interview? Where do I learn those things?

You hire me, Joe. Okay, you set that one up, man. That was like a volleyball spike. I was wondering if, you know, here's what I would tell you to do, Joe, and I'll share this with you guys whether you ever hire me or not. That's besides the point. But I will tell you, the content you see from me today.

Was entirely self taught. How every morning, I still do it today for the last five years, I go on YouTube when I wake up, have my cup of coffee and I learn, I learned from Gary Vee for two years on how to do content, which then made me go out and buy Adobe Premiere Pro for $20 a month. And I learned how to edit self talk through YouTube videos. And all of a sudden now I could do it quick, I could do it fast. I'm telling you guys, if you want to learn, either hire somebody and pay them to do it or YouTube guys, I'm telling you is the best freest library in the world. That's what I did.

Thank you.

Yeah, it's just, and I wish I could give you a better answer, Joe, but it's like.

It'S. How much work are you willing to put in? Because everything you need is at your fingertips if you're just willing to go find it. And so that's what I would tell you to do. Go, honestly, go to Google, go to YouTube and just watch videos. That's what I did.

Hey Andy, good question.

And we'll go a little over. Guys, you got a minute or two? Don't, don't be afraid. I'm not turning you guys off at 10:30 here my time.

Okay, Question. You mentioned having like a question set for interviewing like.

Maybe a cfo, CEO, whatever it may be. Did, did you have, I, did you have some bulleted questions that you thought were.

I may have missed it for an interview?

No, I have a lot of people. Good question, Greg. I have a lot of people ask me about what questions should I ask and they want to create this whole list. Here's the challenge with that. If you go into an interview with all the questions you want to ask, it's going to look and sound like an interview, and it's going to be a little awkward. You want it to be a conversation. So I tell people, set yourself up. Like in the NFL, right? Teams script the first 15 plays.

In an interview. Script the first question or two, but then just let it go from there. And I promise you, when they start answering and you're gonna have five, six new questions come up. So don't try to schedule an interview with all the questions. I'm already ready to go. Think of a couple you could start out with, and then just let the conversation flow from there. Trust me, it'll work.

Okay, thanks.

And I've been on podcasts where the person interviews me with just questions. It's kind of awkward because I give a long answer, and then it's almost like they cut you off to the next question. It's like that. Just. It just sounds weird.

Well, guys, we are at the 12:30 eastern mark. Actually, 12:31. I will share this. Guys, if any of you are creating content, but you're finding bandwidth issues. Joe, I was having some fun with you. We actually have a program called Agency Brand Mastery that does content for you. It requires you to do a little work for us on video, but we create the rest. If anybody wants to know more, hit me up. We have a lot of agencies jumping on it right now because they know what they're supposed to be doing. They just don't have the bandwidth to do it. So hit me up. If you want to know more about the program, we're happy to chat about it. Other than that, guys, I'm telling you, give her hell. Between now and December 31, and the more you put out there, you have nothing to lose. Worst thing you do is not sell a damn thing between now and the end of the year. But I'd rather go down trying and going down in flames versus sitting back trying to be perfect, hesitating. Just go give her.

So in. In. In. In order one last time. Teach more than you want. Interview.

And throw some webinars out there with topics that are extremely valuable to your prospects.

All right, guys, have an amazing day. Hit me up if you need anything. That recording will be out in a couple hours. Thank you for showing up. The rest, who are lazy and just waiting for the recording, did not show up. But kick some ass this afternoon, guys. We'll talk soon.