Andy Neary argues that traditional one-at-a-time prospecting in insurance should be replaced with high-reach, low-cost digital channels (social media, webinars, public speaking, podcasts). He attributes his own sales turnaround to building brand awareness through speaking, social media, webinars, and a podcast over several years, emphasizes crafting prospect-centered messages (their problems/goals), empowering producers to distribute content widely, and contrasts old tactics (networking in person circa 2001) with modern phone-centric attention in 2025. He asks listeners to create a 2025 marketing blueprint that captures prospects on their phones.
Questions this video answers
2001
2025
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By and large, the industry has been distributing it one cold prospect at a time. Well, the tools and technology are out there today to do it very, very fast and very inexpensively. Is that a word? Inexpensively? If you want to put a megaphone on your message, you got to start looking at social media, webinars, public speaking, podcasts, right? Those are all channels, marketing channels where you can distribute a message very fast and get it in front of a lot of people at one time. That is the key. Stop putting a message in front of one cold prospect at a time and get it in front of a lot of prospects at one time. This is what changed my career. I built brand awareness simply because of my six year journey that I talked about in episode two, where I started, you know, I started speaking, I went on social media, started hosting webinars, I started my podcast. That brand awareness and that ability to get that message out in front of a lot of people fast is what changed my sales success. And you have to start doing the same thing. It has never been easier to do it. But again, you got to be open minded that these are effective strategies because they are. But they're also inexpensive. You can leverage almost all of those for free. You don't have to go pay for the billboard, sponsor the golf hole. You can leverage this strategy to put a megaphone on your message. And it doesn't have to cost a penny. It just requires you to change the way you think about, about prospecting. I want you to win this year, I want your team to win, I want you to scale your business. But you gotta stop doing what you've always done. Instead of trying to speak to everybody, instead of telling your story, instead of beating your pro producers over the head to participate in your cold call power hour.
Give them the tools to win like this client did for the past three weeks.
Figure out what you do better than anybody in your market. Figure out what you want to be known for and make that the foundation of your marketing. And then craft the message that tells your prospect story, not yours. What are they going through, what are their goals, what are their problems? And then when you distribute the message, give your producers the ability to distribute it far and fast and wide. Using social media, using webinars, using public speaking, using podcasts, or any of the other numbers of channels they can use to get it out fast. This is how you get your prospects attention today. You know, when I got in the industry in 2001, social media didn't exist. Email was still brand new. We didn't do webinars podcasts weren't even a thing. So. So I had to go to the cold market. I was taught how to go buy a membership at a golf club I could not afford and how to go eat lunch at the most expensive restaurant in town I could not afford because that's where the business owners hung out. But guess what? Things have changed. You know where they all hang out now. You know where their eyes are set on that thing you're holding in your palm, Your phone. So my question for you is where in your marketing strategy for 2025 is a blueprint to grab your prospects attention in their phone?
