Andy Neary says 2022 marketing works through stories, not product lists. He criticizes advisors who rattle off offerings like medical, dental, vision, and recommends "Building a StoryBrand" as the formula every marketer needs to learn.
The first takeaway that I want to talk about today with effective marketing in 2022 is we have to tell stories and stop pitching product.
And so what I want you guys to think about, some of you may have attended webinars in the past. I used to do webinars with Lester Morales, and the name of the webinar series was Tell Stories. Or what was it? Tell Stories, Stop pitching product. It's our job today is to tell stories we can draw our prospects into.
And so when you hear a lot of advisors today, what do they talk about when they go out? They talk about our agency offers medical insurance, dental insurance, vision, voluntary, nobody cares. When I go to websites, I don't want to hear about the products you sell.
I want to see a story. And so the first thing I want you to think about with effective marketing today is it starts with telling stories. And that's the formula I'm going to share at the end. How can you tell better stories? In fact, I'd urge everybody, if you haven't read the book yet, go read or listen to the book Building a story Brand.
Because it is, hands down, the best book you'll ever read on how to tell effective stories. It's. It's the formula every single movie in Hollywood follows. So step number one is think of how can I tell stories versus just going out, especially in the proposal stage and pitching product.
The product is part of the solution, but it cannot be the main theme of the story. And I'll get into that here in a bit. So the first takeaway with effective marketing in our business today is tell stories, don't pitch products.
