Phase 2 | Module 1: Create Championship Content

All right, guys, so we are on module four. And this module is one of my favorite because it's content. So today we're going to focus on the topic of content. How can you create championship content? And this is the part that excites me. In fact, I am giving a keynote talk here in a couple hours and I wanted to start by showing you guys this because this is one of the slides I'm actually showing during the keynote.

Is.

These are text messages that I've received from clients. Ironically, three of the four within the last week. And you know, text like this. Wanted to tell you about a deal I'm waiting on. Should be tonight. Tonight, tomorrow night to get AOR million dollar account. He ended up winning this. I think I shared this already. Same guy text me. Yes, Literally yesterday says like your email said this morning, using content to create credibility. This prospect is a 7,500 life group referred to me by the same group. By the way, this million dollar account referred to him by this million dollar account.

This client just walked out of a finalist meeting on Monday. My favorite part was when I was leaving the team was talking about my webinars and how helpful they've been. And the CEO who has just met me said, I knew I recognized you. And then this one came from a former client that got this LinkedIn message. Guy reached out to him and said, hey, well, we're starting a company. I'm going to work for a new company. 55 employees, headquarter, Montana. Can you help us? My point in sharing this, guys, is all of these messages came because these producers are creating content.

And that's what we're going to focus on today is how can you create content that creates credibility. That's the name of the game. Credibility and likability. And that's what we're going to talk about today. Today is a secret sauce module. If you can dial this in and execute from what you learned today, guys, it is going to build your business so much over the next year. Now, the key is this is not something any of us were taught. Guy in this industry.

I know when I got in 22 years ago, I was given two pieces of advice. Go dye my hair gray so I looked older. And five, membership to a country club I couldn't afford because that's where the ces.

Well, today's country club is this right here. This is where people are hanging out. Whether that's email, social media, you name it. Everything business happens here today. So how can you show up here to stay top of mind that's what we are talking about today. So what we are going to focus on is creating championship content.

Where I want to start is talking about why content matters. Content creates connection. You want to create a connection with your prospects even before they meet.

We couldn't do this 10 years ago, but today we can actually build a relationship with a prospect before we ever meet.

The other known truth about the way things work today is people can't buy what they can't see. I see too many agencies and advisors not put anything out there. They're kind of their market best kept secret and nobody knows who they are. And I'll tell you whether it's in Syracuse or it's in Cincinnati, you have too much competition. It's a noisy market no matter where you are. And you have to find a way to ET.

Now maybe most important.

Is your prospects today expect more value than they ever have before they'll ever hire.

They want to see if you're able to help them, which means they're expecting value first before they pay.

And that's a big shift in our industry right now because a lot of agencies that still go at it with the will share the good stuff once you pay us. Prospects want value before they're ever going to hire me.

So you can be the one who brings the most value, the most awesome. You're going to win a lot of.

Because here's what I am still seeing way too often. Call it the outdated operator. It's a producer who deploys tactics that are not as effective as they used to be. They don't believe in marketing. Guys. You'd be shocked how often I hear this from agency owners. I don't believe Mark.

And they act as if social media and the Internet don't exist.

Here's the truth. I want you guys to think about this.

May have shared this stat already. If I have, just give me the answer. You know how many calls it takes today to get one prospect on the phone? Actually on the phone?

Is it 13.

More? A little more. 18. 18. Takes 18 phone calls today to get one prospect on the phone. Let's do a little math. If I want to get 10 prospects on the phone, how many calls do I need?

180. 180 calls? Yeah.

How fast are you at making calls? How long would it take for you to make one call and leave a voice message?

Minute. Let's say you're super fast and you can make 180 calls a minute. One per minute. It still is going to take you three hours to connect with Tim.

Now, worse yet, where cold calling got a little tougher is today we're calling cell phones more than we ever have. Right? You see more cell phones show up on a prospect's business card than you ever have before, because this is how we do business.

But if I get a phone call from a number I don't recognize, what am I going to do?

Let it go to voicemail, Right. I do it every day. Worse yet, I know it does on the iPhone. I can't speak for the Android. What might my phone tell me about that number?

Might be spam. And so the game of calling has just gotten harder. I'm not saying it's dead, but can we agree it's harder? It takes more calls to get somebody on the phone. Now, we've got all these other hurdles in the way. Cold calling is hard.

The reality is you can't get rid of it. You still have to put in the activity. Right? You still have to pick up the phone. You still have to network. You still have to do all that. What we're going to talk about today is how do we use content.

To create credibility around that.

So that when you pick up the phone, they know who you are.

Right. Imagine walking into meetings with prospects who already know who you are, who would love that. You talk about having a leg up on the competition. That is how we do it. Because here is the reality. Sales is about who knows you, likes you and trusts you. We can all agree on that. We all can agree relationships are built on trust. But building a relationship is not as easy as it was prior to the pandemic. Matt, if you wanted to build a relationship with a prospect prior to 2020, well, how would you have done it?

Typically, pick up the phone, make that connection, hey, let's meet you want to go to lunch, that sort of a thing.

Everything okay, Jeff?

He said he had a ticket real quick and he ran out.

So what's that?

Take that call real quick.

Oh, got it, got it. Okay. Yeah. So you would spend time schmoozing it, wouldn't you? You'd take them to lunch, take them to a ball game, take them out for a round of golf, Right? That's just how we used to build relationships. Well, we just don't do that as much anymore, do it? No, but the beautiful thing is we can do it now. You can actually build a relationship with a prospect. They ever meet us, by the way. Better yet, it doesn't have to cost you anything. And that's where content comes in. Because here's where the Opportunity is, guys, good content helps you stand out in a crowded market to a meeting with a prospect who already feels like they. There is not a better feeling than that at your age, Nick, Imagine walking in with all the credibility. Relationship is not as easy as it was prior to the pandemic. Matt, if you wanted to build a relationship with a prospect prior to 2020, well, how would you have done it?

Typically pick up the phone, make that connection, hey, let's meet. You want to go to lunch, that sort of a thing.

Everything okay, Jeff?

He said he had to take it real quick and then he ran out.

So what's that?

Take that call real quick.

Oh, got it, got it, got it. Okay. Yeah. So you would spend time schmoozing it, wouldn't you? You take them to lunch, take them to a ball game, take them out for a round of golf, Right? That's just how we used to build relationships. Well, we just don't do that as much anymore, do it? No, but the beautiful thing is we can do it now. You can actually build a relationship with a prospect before they ever meet us, by the way. Better yet, it doesn't have to cost you anything.

And that's where content comes in. Because here's where the opportunity is, guys. Good content helps you stand out in a crowded market. You can build a relationship before you ever meet someone. And imagine walking into. But the beautiful thing is we can do it now. You can do a meeting with a prospect who already feels like they know. There is not a better feeling than that at your age, Nick, imagine walking in with all the credibility.

It's massive. I mean, Matt, think about the content you see from Dominic, what Dominic has done with the whole rocking thing, right? He's built a place to connect with prospects. Anybody can do that.

And so what I wanted to share is just quickly the reason this company I have exists and everything we teach, we still do. The reason I was able to build this company was off the back. Content. Every. Our number one lead generator today, guys, is content. Our content fuels more calls than anything else. More than me picking up the phone, more than me sending out a bunch of emails. Even I could argue me speaking like I am today.

It's content. Because nobody forgets who they are, who we are.

At the end of the day. I know there are people who find me annoying with my content, but they were never going to buy from me anyways. But we are going to become a recognizable name to the people who need it, right? You want to become a recognizable name to the company that Needs to hire.

Because here's the other reality.

Your buyers are gonna buy when we can actually build a relationship with a prospect before they ever meet us, by the way. Better yet, when they're ready. Not when you want.

But when they're ready. We want to make sure they don't forget you. Have you ever had this happen to you? Because I know what's happened to me. I pick up the phone and I get a prospect on the phone and they say, hey, interesting. You know, we're interested to learn more, but the timing isn't good. Call me back in six months. We've all had that happen, right? Yeah, but then you call back in six months and they go, oh, we actually changed brokers three months ago.

Like, what? You told me to call you back in six months.

They forgot about you.

You didn't do anything to stay top of mind. So that when that decision came up, you're like, oh, yes, we need. We need to make sure we reach out to so and so. That's what I'm talking about here. We shorten the sales cycle when we're in front of our prospect all the time. Here's another known truth, Nick. Do you love standing in front of a prospect, educating them?

Sorry, what was that?

It doesn't have to cost you anything. And that's where content comes in. Because you love standing in front of a prospect, educating them. Oh, yeah.

I'd say that's one of my more.

I like education. Yeah. Okay. Matt, do you love when you're in front of a prospect, educating them? Yes.

And I'll go even further, Andy. I love it when I can demo what we have for them.

And if I could do that all day long, I was just gonna. Okay, so here's the challenge, Nick, Are you in front of a prospect all day, every day? No. Here's where the opportunity is, guys. Good content helps you stand out in a crowded market. No. Matt, are you demonstrating your technology all day, every day? No. No.

Here's where content can come in. Content allows you to continue presenting and staying in front of your prospects even when you're actually not make sense. Because the moral of the story, guys, is exponential awareness leads to exponential growth. And this is where we're going to start with content. I'm going to. I'm going to do. I'm going to put out another math equation with Nick. When you pick up the phone and you call one prospect, how many prospects can you call with every call?

So what do you mean exactly?

So if you pick up the phone and you call a prospect. How many prospects can you call with each phone call?

What.

If I go door to door like I was taught back in the day? How many doors can I knock on at once?

That's called linear awareness. What you're going to learn how to do is say, how? And I take one message and put it in front of a lot of prospects at one time.

Think about this. Imagine you put out a really nice piece of educational content on LinkedIn. It gets a thousand views. Okay. Now, not every one of them is your prospect. I know that, but I guarantee there are some in there. Imagine you send out an email to your email list, and the list has 100 companies out, running out. Just got in front of 100 people at once. We're going to focus on public speaking in two weeks, just like I'm doing today. Why? Because standing on stage in front of 50, 100 people is you talking to many prospects at one time.

If you just start applying exponential awareness to the activity you are already doing, you're going to create a lot of name recognition and credibility. Does that make sense?

Any questions on this so far?

Jeff, I want you to bring us up to speed on everything you just learned in the last five minutes.

That was my daughter's principal, so I apologize.

Oh, is everything okay?

Everything's great. Got the answer that I wanted, so.

Okay. Okay, understood. Personal matters are priority number one all the time.

I thought you were getting a call that you just want a new aor. That's why I was getting excited.

All right, Other other note, I want you guys to remember today, it's about who knows you. It's no longer about who you know. When I got into business, it was all about, what's your Rolodex like? What's your connections like? It's about who knows you. Now, guys, you have to create a strategy to get a lot of your prospects to know who you are. The more they know you, the more they're going to recognize you and they're going to remember you when it matters most.

The biggest challenge too many advisors have in this industry right now is they're too forgettable. And I don't say that to be rude. It's just the truth. People don't know who they are. And so what we're going to walk through today is what we call our triple crown of exponential awareness.

We're going to walk through a process that I'm going to teach you on how to create better content. And then at the end, there's actually some bonus, some extra Credit stuff. I'm going to teach you that. It's really going to help you guys.

So what am I talking about when I say triple crown of exponential awareness? Here's what we're going to focus on.

If you remember our call two weeks ago where we identified your ideal prospect, that was about who are you going after and what are you saying? That right. What we're going to focus on now is what are you saying, how are you saying? And where are you saying.

Now? Here's where you're going to get stuck.

How do I create content?

What the heck should I say? And then where should I post it? Where should I put it? We're going to cover all of that today.

So let's start with the how. When I talk about content.

I want you just to think about this. People digest content in different ways. Some people learn through watching videos. Anybody here a video watcher? I'm a big YouTube watcher for educational content. Anybody else like watching videos? Yeah. Okay. Some people like to read the written word. So they buy books, they read articles. And then some people love audio. That's why we have podcasts and audiobooks today.

Now.

The magic place to be is when you're creating content for all three of those channels. But you don't have to. But just remember, this is how people digest content. So you have to figure out, okay, how am I going to create content that gets in front of people using one or more of these channels? And I'm going to tell you, here's where most people are today. If you're okay with video, video is still a very effective channel for educating, because in one video, I get to learn from you. And I also get a feel for your personality. So I get to feel like I get to know you a little bit. Right? But if you're like, Andy, I will never hit record on a video. And trust me, guys, I have some clients who should not do videos.

Maybe you're a writer. Cool.

Maybe you have a voice built for radio. That's why people do podcasts. Some people just want to talk and let and do the audio. Cool. We have access to all those channels today. Just pick one you like the most.

And you'll see how you can leverage different channels to be effective.

The next step is you have to talk to think about what you want to say. And this is where people get stuck the most.

We call it the five categories of content creation.

So what you're going to see is the buckets that we recommend you think about choosing. When it comes time, think for the sake of this exercise, guys, think about content you might post on LinkedIn. Okay, here are the five categories and I'm going to work backwards for a reason.

The first one is calls to action. Anybody have a guess on what a call to action?

You're, you're hoping that the client responds and gives some sort of a follow up to what you're communicating.

Good, Good answer, Jeff. Nick, any guess?

I was just going to say trying to, you know, rally people to push to a certain cause.

What you're doing is you're trying to get the reader the prospect to take a specific action. Okay, here's a very simple example of a call to action. You put out a post on LinkedIn that says next Thursday we are hosting a webinar register here. Call that.

Might be a post that says, hey, love to connect and show you how we can help you build a better health insurance plan or build a better risk management plan. Schedule a call here. That's calling.

Now you don't want to post those every time. This is a mistake. Insurance, the insurance industry makes, everything's called action. No, you want to use that once in a while. And here's what I'm going to tell you guys with content.

Does anybody here ever have the fear that you are annoying your prospects because you're asking too much?

We all do, right? The more you give, and I'm going to teach you today what it means to give. The more you give, the more right you have earned to ask. Does that make sense? The more you give freely, the more confidence you're going to have in asking because you're, you know, you're giving so free.

The reason we all feel guilty about asking so much.

That'S the only weapon we've been given. Just go ask for meetings.

Now. Case study.

What is a good example of a case study?

Example of how you help somebody.

Anybody know why sharing case studies once in a while are important.

Shows you.

Can actually help and follow through on what promise.

It shows you know what you're doing.

But it also lets your prospect see a peer of theirs. Wait, so it's one thing for you to tell me that you can help me. It's another thing for me to actually see the results one of your prospects, your clients are getting. That's that that helps. Now there is an additional layer of the case study I want to share with you guys that I think is gold.

I call it the live case study. Have you ever walked out of a meeting and you said something that was just fire? You're like, God, I wish everybody could have heard that.

Or the prospect or client asked a great question.

Those are the perfect moments to get in your car, hit record and just say, hey, I just got out of a meeting with prospect. They asked a really good question. Here's what I told them.

Why I call that the live case study is because all you're doing is documenting the conversations you're already having. Does that make sense? If you ever get stuck on what should I talk about? Documenting the conversations you're already having is an awesome way to create content.

Get in the car after the meeting or when you get back to the office because you the topic is hot on your mind. Just hit record or write something because the more you can let people in on the conversations you're already having, the better it's going to be. How about this? Have you ever walked out of a meeting winning an agent of record and you wish you could tell everybody.

Right? We go back to the office all fired up because we're going to tell our team. But what if you got in your car and just hit record, said, hey, we just brought on a new client, wanted to share what they were struggling with and what we're going to help them do. They came to us because of this problem and what we recommended is they do this and you can build a relationship before you ever meet someone. And imagine walking into a meeting with a prospect who already feels like there is not a better feeling than that, therefore, we're going to work together. What you're doing when you show that is again, you're sharing the news that you know what you're doing because you're winning, but at the same time, you're telling me what this prospect struggled with because maybe I'm struggling with it too.

Follow that there.

Which leads to the third bucket called credibility.

Credibility comes in two ways. Number one, once in a while, you have to let us know your way.

For example, if you have followed anybody in real estate on social media, what do they often post? The most?

Sold homes, Another house sold. Helping this family why?

Shows that someone trusted them to take the process, they did a good job, and now the family is typically smiling and happy.

If you show me you're winning, I can believe. I believe you can sell a house.

Our industry is no different. Let us know you're winning once in a while. Credibility. One comes by way of you telling me you're winning and you don't have to do it in a braggadocious way. Just say, hey, happy to bring on a new client here's what they were dealing with. Here's what we're going to be able to do for them. Boom. Another form of credibility is testimonials. If you have any client that has written a testimonial, done a testimonial on video, those are awesome to share because now it's your own clients being. Being your sales.

And if you have any fear of putting a client's name out there for a testimonial because you don't want the competition to see it, let me put that fear to rest.

If you have a client who's willing to give you a testimony, do you think they're leaving you anytime soon?

If one of your competitors actually took that as an opportunity to call that prospect or that client, I'd tell you, I'd look at them and go, what are you doing?

They gave their broker a testimonial. They're not going anywhere.

The other types of credibility would be were you featured in an article where you or your team nominated for some award? Credibility is just that bucket that says, all right, you guys know what you're doing. I can see you're winning.

This gives me the trust I can have.

Now, I will tell you guys, I get a little opinionated on some stuff, but here's an example of what is not credibility.

And this is the kind of post you see from our peers.

Picture of the team. This is why I love working with my team, and this is why our team is the best.

You could post that stuff, but just know that's not going to build credibility.

Sharing the wins, showing me awards, showing me things you've been featured in, all that stuff is what's going to build the credit.

By the way, just putting content out consistently creates credibility.

Any questions on calls to action, case studies for credit.

And one thing that.

I keep thinking of is that I probably have 800 connections on LinkedIn and I'm guessing 700 or more are guys I went to school with or current or former employees, co workers.

Right. So.

I mean, is that the.

Do I just have to continue to add more prospects to my LinkedIn?

Yes. So, great question. We're going to definitely focus on it next week. If you're sitting at a list with a prospect connection list on LinkedIn that it's mostly either peers, teammates, or just friends. Couple things to think about. Number one, don't go through the list and get rid of people. I get that question all the time. Should I go through the list and kind of get rid of some of the people that aren't you know, I said, no, there's no need to do that moving forward, just make sure you're spending your time connecting with prospects. Build the build the future list of prospects. But here's the other thing I tell you about that, Jeff, though.

Just because you have a lot of college buddies, peers, things like that, you never know when somebody's going to become a center of influence. So if you're putting out content consistently, and maybe you have a buddy who's in banking, he has a client that he knows because he gets an inside peek on the numbers, is dealing with a health insurance problem.

Seeing you out there all the time creating this content is going to make him go, you need to talk to my buddy, Jeff.

So even though your, your LinkedIn connection network may not be all prospects, you probably have a lot of COIs and other potential sales people for you. You're unaware make sense. I'll give you another example. You guys have probably you're all connected with carrier reps, right?

When I used to work for an agency in Wisconsin back In the early 2010, one thing we did every is we would bring in all our carrier reps, our carriers, big carriers, UnitedHealthcare, Humana, you name it, and we would literally pitch to them what we're doing.

And the reason we did that is when they get the calls from companies because this happens, they get calls from companies saying, hey, we want a new broker. Do you have any recommendations?

We wanted to be one of the first ones they brought up.

And it happened. We would get the calls from carrier, carrier Reps.

Think of LinkedIn and content the same way. Even if you have carrier reps in your network, just you taking the time to put out some good stuff, some educational stuff is going to make them think of you. If they ever get that company that says, hey, we're looking for a new risk advisor. Yeah, Nick, your guy. There's so many unintended positive consequences, guys, to content.

Even from connections in your list that you can't do business with directly, you become the guy.

Make sense? So Jeff, for you moving forward, don't worry about the list today. Let's just moving forward, make us make connections with actual prospects.

Now, I saved these last two for a reason.

If you spend the rest of your career in these two buckets, you will do just fine. This is where the magic is. And we've talked about this stuff already in previous calls. Personal stories and education. Talk about personal stories. Once in a while you want to share personal stories that tie into business or life lessons. I Had all of you do that after week one. You guys did a great job, but I've also noticed you haven't kept doing it. I'm keeping track, guys, but you want to keep putting this stuff out there because all it is doing is creating and building likability.

To win business today, you have to create likability and you have to create credibility, right? You can't have one without the other. If you're just a likable guy, the problem with that is prospects will like you. They will take meetings with you. They're just never going to hire you because they don't take you seriously.

Likewise, if all you do is establish credibility, you're going to display your knowledge. They'll know you're smart. But if they don't feel like they know you or they like you, you're probably not getting hired. You got to have both. Personal stories create likability.

It's just like you building that likability when you're actually with a prospect. Now you do it with content when you're not actually in front of them. That's why you have to sprinkle in the stories once in a while. Remember, the key is include business and life lessons in these stories. That's what make them so valuable.

LinkedIn, by the way, is promoting this kind of content heavily right now.

And if you guys are hesitant on doing this, here's what I would challenge you to do. From a posting standpoint, for every five posts you make, make one of them a story. Make the rest educational, which we're going to get to in a minute, because educational content is going to be a lot easier, right?

But from a personal story standpoint, I challenge you to sprinkle in those stories. This is the content that lets our prospect, like you guys, get to know us the best. It's what makes them jump on a call with us and they tell me. I feel like I already know. That's the whole point. This is how you walk into the room with prospects who feel like they already. I'm going to give you a real quick example, guys.

You guys can all see my LinkedIn right now, right? Okay, go check out this guy when you get a chance.

So Chris Bear is a former client. He went through our academy a couple years ago. He's with a shared parking. Chris. He has a teammate named Chris Both. So both of their initials are cd. So they came up with this catchy little thing they called CD Squared. And they started doing video content together with them in the same video. Just educating people. Then they went to the Zoom format where it's Chris on one side, Chris on the other, and they just started pumping out content. Then they started bringing on clients and interview just talking about business things in general. Okay, what started happening for these guys is they would start walking into meetings with prospects and the prospect and interview just talking about business things in general. Okay, what started happening for these guys is they would start walking into meetings with prospects and the prospect would call them by the CD Squared name. They would introduce them would call them by the CD Squared name. They would introduce them to their decision makers as DB Squared now, Stanley, and to their decision makers as DB Square.

Now. Sadly enough, Assured Partners made him get rid of that, which I got so frustrated. But the point they're still generating a lot of activity because of this recognition they're building.

Enough Assured Partners made him get rid of that, which I got so frustrated about. But the point they're still generating a lot of activity because of this recognition they're building.

And if they can do it at Assured Partners, anybody can do it.

And if they can do it at Assured Partners, anybody can do it.

Now let's talk about the one that's going to be the easiest education.

The key is picking topics based on quality questions and objections your prospect have given. Think about the questions prospects ask.

Now let's talk about the objections they have thrown at you and just create content around that. Talk about the one that's going to be the easiest educate.

Don't overthink it.

You are never going to create a piece of content no one has ever created before. There is no original content.

The key is picking topics based on questions and objections your prospect have given. Think about the questions prospects ask. No matter what you create, somebody else has done. But here is the name of the game. Jess Nick, how many other brokers are there in the Syracuse Rochester market?

There's a lot, right.

Matt? There's a ton. Thousands. Think about the objections they have thrown at you and just create content around that. Don't overthink it.

You are never going to create a piece of content no one has ever created before. There is no original confidential. No matter what you create, somebody else is done. But here is the name of the game.

Are they talking about some things? Similar things that you are.

Probably.

Could we say that both of your markets have some noise in them with competition? Yep. Well, guess what? The person that creates most most content is the one I am going to assume is the de facto subject matter expert. When you are in a market full of noise by the way which is every market in America the one I see the most is the one I'm going to remember the most Just simple fact.

Jess Nick, how many other brokers are there in the Syracuse Rochester market?

Hundred. There's a lot right.

Matt? There's a ton. Thousands.

Are they talking about some things similar things that you are an educational content is the best thing you can do Remember when I said the more you give the more you can ask when you give through educational content.

It'S so easy to go ask for a meeting because you've earned it.

The other reason educational content is good is you.

Probably.

Could we say that both of your markets have some noise in them with competition. Yep well guess what the person that becomes searchable because your prospects are looking for it I'm going to give you any any any of you guys readers you guys like reading books.

This is a book I would recommend you read someday if you have they ask you it.

This book was written by a guy named Marcus Sher creates most most content is the one I am going to assume is the de facto subject matter expert when you are in a market full of noise by the way which is every market America the one I see the most.

Marcus owned a pool building company in Virginia Richmond and he wanted to grow his company. So what I'm going to remember the most just simple fact.

What he started doing is writing three blogs a week now it's not that he wrote free it was what he wrote about he literally made an educational content is the best thing you can do Remember when I said the more you give the more you can ask what questions do we get from home who are looking to build a pool And I'm just going to write articles answering those questions so in ground versus above ground fiberglass versus concrete all that stuff and off he went his most famous when you give through educational content.

It'S so easy to go ask for a meeting because you've earned it.

The other reason educational content is good is use blog on their website by the way that has over over 10 million views was who are the top five pool builders in Richmond Become searchable because your prospects are looking for I'm going to give you any any any.

He didn't even put his own company's name in there.

But here's why he did it. If I wanted to read that article would you guys readers you guys like reading books.

This is a book I would recommend you read someday if you have they ask you.

This book was written by a guy named Marcus Sher Which I'd love to know who the top pool builders are. Where did I have to go to read it?

His site. His website. And all of a sudden I get to his website and I see a next article and I see the next article and I'll. Before I know, I'm like, wait, next. This is the guy I buy pool from.

My point is what made his strategy. Marcus owned a pool building company in Virgin Richard G. So effective, by the way, his pool company became the most searched pool company in. And he wanted to grow his company.

But what made it so effective is what he was talking about.

So when you want to create an educational video, guys, I want. What he started doing is writing three blogs a week now. It's not just to think about the conversations you're already having, the questions prospects are already asked. Not that he wrote free. It was what he wrote about. He literally made a list of what questions do we get from home.

The objections are already given and that's the stuff you should talk. That simple. So let's get. Let's do this real quick. Nick, knowing you want to be the guy to solve the gaps in policies, what is the question or objection you get from a prospect or a client.

Who are looking to build a pool? And I'm just going to write articles answering those questions. So in ground versus above ground, fiberglass.

Versus concrete, current agent has that cover.

Okay, current agent hasn't covered. How about a question around policy, all that stuff. And off he went. His most famous policies, the brown insurance policies.

So like a question as to.

Sorry, I think it's blog on their website, by the way, that has over 10 million views.

Yeah. If you're reviewing a policy, a company's policy.

Was who are the top five pool builders in Richmond to try to uncover some potential gaps? What's a question a prospect might throw at you?

He didn't even put his own company's name.

Well, you know, why. Why would that matter?

But here's why he did it. If I wanted to read that article.

You know, it's probably never going to happen.

Why, why is a pot. Why, why, why is a pol. Why does. How do I want to say why is an insurance policy review matter? I'd love to know who the top pool builders are. Where did I have to go to read it?

Great, great piece of concept.

Yeah, his site, his website. And all of a sudden I get to his website and I see. What's a question you get from Prospect?

Yeah, next article. And I see the next article and I'll. Before I know, I'm like, wait, this is the guy I buy Google from.

You know, what can you do different than I'm already getting?

My point is, what made his strategy. What. What makes. What makes one broker different from another?

Matt, what's a question you get a lot.

Yeah, no, I definitely echo Jeff so effective.

By the way, his pool company became the most searched pool company.

This thing especially new front, expanding, being new, they're. The first question is what. What's new front?

Okay, how about this? Now we're going to spin it, we're going to try.

But what made it so effective is what he was talking. One more thing, Nick, I'm coming back to you. If there's one thing you could educate a prospect about, what is it?

So when you want to create an educational video, guys, I want.

Probably.

You just to think about the conversations you're already having, the questions prospects are already asking.

No ways that they can take.

Advantage of the services that they get for, you know, using one group as their broker and why they should use us and what extra services that we.

Can bring to them. The objections are already given and that's the stuff you should talk about. Okay. And do you mind if I push back a little bit?

That's him. So let's, let's do this real quick, Nick. What is it you want to become known for? What's your, what's your subject area of expertise?

Coverage gap expert.

Okay, so if there's one thing you could educate a prospect about coverage gaps, what would it? Knowing you want to be the guy to solve the gaps and policies. What is it?

I guess it depends on the industry.

That's a question or objection you get from a prospect a lot or a client.

Let's pick it. Pick an industry.

We'll say construction.

Okay.

You know, educating them on how impactful risk transfer. Current agent has that cover.

Okay, Current agent hasn't covered. How about a question around.

Policy is very important.

Boom. There's your, there's, there's the topic policies, the brown insurance policies.

So you could literally live going industry by industry with content telling them where the gaps are.

Like a question as to.

So I think what they need to look for become that guy. Jeff, if there's one thing, remember. Yeah. If you're reviewing a policy, a company's policy or your thing is communication. If there's one thing you would want to educate a prospect about, what would it be.

To try to uncover some potential gaps. What's a question a prospect might throw at you.

Well, you know, why, why Would that matter? I don't know, like as it relates to communication.

How about this?

You know, it's probably never gonna happen.

Why, why is a pop. Why, why, why is a.

Jeff, give me three tips to make my open enrollment better. Could you do that?

Vi?

Well, and I'm putting you. Why does. How do I want to say why is an insurance policy review matter? You guys on the spot. But you guys. Are you guys getting my point here?

Great. Great piece of content.

Yes. The reason this all ties together is when I think about. Nick, what you do better. Anybody else.

Jeff, when I think about what you do better than anybody. What's the question you get from prospect.

Matt? Your technology creating strategic plans using technology.

You know.

The content you should create that is educational should stay right in that link.

What can you do different then I'm already getting.

If you guys heard what you all said when I said give me something education.

You notice how your. Your topics you picked had a slight. What. What makes. What makes one broker different from another.

Tinge of. We're going to show you why we're the best option.

Matt, what's a question you get a lot of.

Yeah, no, I definitely echo Jeff, right?

No, you're just gonna give education.

Especially with new front. Expanding, being new. The first question is.

Nick, teach me what I need to look out for with gaps and how I can fix it. Jeff, teach me what my problems are today with my communications and how I can fix. Matt, teach me what it looks like without what.

What's new front.

Okay, how about this? Now we're going to spin it. We're going to try one more thing. Nick, I'm coming back to you. If there's one thing you could educate a prospect about, what is it? You know what my problem is today? Without a strategy of what I can do to fix, I'm going to challenge you guys going to feel uncomfortable. Teach me to the. Teach them to the point where you almost.

Probably.

Feel like you're giving them too much.

But remember, prospects expect value.

This is how you win accounts. This is how you.

Win big accounts. Does this make sense?

They can take advantage of the services that they get for, you know, like using one group.

Any questions on that? Because this is, this is. This is very important.

As their broker and why they should use us and what extra services that.

We can bring to them. It comes back to the what should I talk about.

State. Okay. And do you mind if I push back a little bit? Absolutely. In that lane where your zone of genius lies.

What is it you want to become known for what's your, what's your subject area of expertise the place you want to focus your time become known as daca.

But if you can create content prospects are searching you become a searchable person. Let me give you an expert. Okay, so if there's one thing you could educate a prospect about coverage gaps, what would it be?

I guess it depends on the industry.

I have a client right now in Chicago. Let's pick it and pick an industry.

We'll say construction.

Okay. Who loves writing. That's his thing. When I go to Google right now and I type in is self funded insurance good for employees?

You know educating them on how impactful.

Risk transfer.

And I hit click yes, you've got, it's very important. Boom. There's your, there's, there's a topic. Take all the sponsored stuff that shows up first. When I get past the spot you could literally live going industry by industry with content telling them where the gaps are. Once there's stuff.

His article is the second thing that shows.

Because what they need to look for become that guy. Jeff, if there's one thing remember he wrote an article with using a title.

Company'S put it is self funding good for my employees for your thing is communication. If there's one thing you would want to educate a prospect.

So my point guys in sharing this is when you think about creating content, whether it's an email, whether it's about what would it be.

Piece of content for LinkedIn, whether it's a webinar.

I don't know as it relates to communication.

How about this? Just create simple content that are looking for.

For example I'll give you guys a really easy example.

In the benefit section side right we have people who sell self funding. What they want to do is they want to spend all this time.

Jeff, give me three tips to make my open enrollment better. I'm teaching people all the intricacies of self funding, right? Reference based pricing, pharmacy solutions. The content they should be putting out there is how does self funding work?

What are the pros and cons? You do that.

Via communication.

Well and I'm putting comments up.

Why is self funding better than guys on the spot. But you guys, are you guys getting my point here?

The reason this all ties together is when I think about Nick fully insured is my company too small to be self funded?

That's the content they need to know. You guys follow me there? Yeah. So as you think about educational content that you could use to educate client prospects and and get in front what you do better anybody else. Jeff, when I think about what you do better than anybody else. Matt, your technology, creating strategic plans using technology.

Just think about the questions they're already asking, the conversations you're already having. Just keep it simple. It's the best content.

Andy, when it comes to posting on educational content. So like right now I'm knee deep and walking people through on LinkedIn via my post.

The content you should create that is educational should stay right in that link. If you guys heard what you all said when I said give me something education.

You notice how your, your topics you picked had a slight tinge of we're gonna show you why we're the best option right now.

You're just going to give educational content.

Nick, teach me what I need to look out for with gaps and how I can fix it. Jeff, teach me what my problems are today with my communications and how I can fix. Matt, teach me what it looks like without it. You know what my problem is today without a strategy of what I can do to fix it. I'm going to challenge you guys going to feel uncomfortable. Teach me to the. Teach them to the point where you.

Almost both sign new fronts proprietary technology.

How does it solve their problems? Yep.

But is it, is it okay to.

Pause occasionally and like you're giving them too much.

But remember, prospects expect value.

This is how you win accounts. This is how you win big accounts. Does this make sense?

Any questions on that? Because this is, this is, this is very important.

It comes back to the what should I talk about?

Stay in that lane where your zone of genius lies. The, the place you want to focus your time.

Become known as backup.

But if you can create content, prospects are searching. You become a searchable person. Let me give you an example.

I have a client right now in Chicago who loves writing. That's his thing. When I go to Google right now and I type in is self funded insurance good for employees?

And I hit click yes. You've got all the sponsored stuff that shows up first. When I get past the sponsor stuff.

His article is the second thing that shows up.

Because he wrote an article with using a title.

Companies put in is self funding good for my employees.

So my point, guys in sharing this is when you think about creating content, whether it's an email, whether it's a piece of content for LinkedIn, whether it's a webinar.

Just create simple content that are looking for.

For example, I'll give you guys a really easy example.

In the benefit side. Right. We have people who sell self funding. What they want to do is they want to spend all this time teaching people all the interest intricacies of self funding. Right. Reference based pricing, pharmacy solutions. The content they should be putting out there is how does self funding work?

What are the pros and cons of self funding?

Why is self funding better than a fully insured? Is my company too small to be self funded?

That's the content they need to know. You guys follow me there? Yeah. So as you think about educational content that you could use to educate client prospects and get in front of them.

Just think about the questions they, they're already asking, the conversations you're already having. Just keep it simple. It's the best concept, Andy, when it.

When it comes to posting on educational content. So like right now I'm knee deep and walking people through on LinkedIn via my posts on Newfront's proprietary technology.

How does it solve their problems? Yep.

But is it, is it okay to pause occasionally and do a personal post or Hey, I at the Ohio Sherm conference and these are my take. Is that okay to 100%?

Don't guys, don't get caught up in the. Okay. Should I post three of these and then one of these? No, just put, put it out there when you want to, guys. Okay. That's why I'm telling you, even start once a week if you can at least do one a week, guys. Cool. Now I'm going to show you a strategy here in a minute that is going to be super helpful for you. But I want you to remember the takeaway today guys, is content is a secret sauce right now for you to create credibility and name recognition.

So that while you're picking up the phones, while you're networking, while you're sending out emails, this stuff is helping you behind the scenes. Because here's the reality, guys. The last question we get asked is where should we put this stuff?

Social media number one. LinkedIn is the main platform you guys need to be on because you're in the business of business.

Email content. We're gonna, we have a couple modules dedicated how to write good emails.

Public speaking, which we'll get into in two weeks. Webinars, podcasts, wherever you want to put this content, it's going to be effective, all going to create name recognition. And more importantly, these are all forms of exponential awareness. How you get one message in front of a lot of prospects at one time.

And here's the takeaway.

Content creates credibility.

Credibility creates confidence in your buyer. And that confidence in your buyer makes, makes it easy for them to Hire you, which creates confidence. So remember this, this right here, content creates credibility, credibility creates confidence, confidence creates clients.

Now it requires work. You've got to put in the effort. But trust me, if you just stay consistent with this, it's going to work. Guys, those text messages I showed you at the beginning, these are the people doing this.

Now let me share a little strategy with. This is the extra credit.

If there's one thing that is the most valuable resource all three of you have right now and have the least of it's time.

I can sit here and preach this stuff to. I'm blue in the face but you might be looking at me saying, andy, I get it, but I don't have time. I got a renew business, I gotta review policy. I don't have time. Okay, I'm going to show you a little strategy.

To create content and put a lot out there that doesn't require a lot of time. Would that be helpful? Okay, so two strategies I'll call. One is the 101. The second one is the 201.

Let's imagine I aggregate this. We call this compounding content.

I said, matt, I want you to record a three to five minute video. This is going to be education. I want you to teach me as if I'm your prospect. Okay? And here's what I want you to do, here's what I want you to do with it. Number one, I want you to post it on LinkedIn.

Then what I want you to do is I want you to take that video.

And I want you to put it in an email to your profits. Same deal.

So whatever the topic is, three tips on, you know, three technologies. You, you need to look for whatever, any tip you might share on creating strategic plans using technology.

Nick, for you it's, you know, hey, if you're in this construction business, this is an area where a lot of people overlook coverage. You need to make sure you have this specific coverage. Here's how do that as video.

You take it post on LinkedIn and then you take the same video and you just put it into an email, send it to your process and you just repeated that process back and forth. What you're doing guys is you're using one piece of content twice. We call that repurpose.

Okay, Now I'm not even to go into the other two because they you owned your agency, you could upload that video to your website. You probably have less flexibility there. Nick, math with new front. But maybe Nick and Jeff, maybe they would upload your stuff to their website if one Group, by the way, had a page on their website dedicated to videos and blogs. Education, educational videos and blogs would be a home run.

And then if you had a YouTube channel, you would upload it to YouTube. Now the only reason I tell agencies today that they have to have a YouTube channel is it's the second largest search engine in the world. It's where people go to look for stuff.

But if you just stayed right here. Video, educational video. LinkedIn email. LinkedIn email. You do great.

Now. Now what if you hate video? Okay, what if I had you do this? Take the same concept and you write an article.

Take it, post it on LinkedIn as a newsletter, which I'm going to teach you how to do next week. And then you took that and you literally sent it out as an email.

LinkedIn In LinkedIn Email and do a.

Personal post or hey I at the Ohio SHRM conference.

That's it.

But it's topics people are looking for. You would be very effective. Now.

Before I share this, I want to make sure Jeff and Nick and Matt do your organization ban you from using.

And these are my take. Is that okay to 100% don't guys.

Don'T get caught on a service like chat.

No, actually we lean into chat GPT.

Okay. Some, some agencies actually don't let their producers and I, I, I. It frustrates me, but it's just the reality.

You guys are good. Jeff.

We don't know. We don't know.

I'd ask. Here's why I want to share this with you. I'm going to pull up our chat GPT okay, because this is how you make your work even easier. Guys, just going to tell you this would be more for the article writing, but it could even be used for your videos. You guys see all this activity over here? These are all articles and stuff we've helped clients write. So.

I'll show you. I'm going to pull one up. Okay.

So I put this input into chat a couple days ago and I said, hey, help me write a LinkedIn article. And I want to write the article from the perspective of a health insurance advisor educating a decision maker in charge of his or her company's health insurance plan. I want to use this article to challenge the reader that the prospect to extract expect more from their broker. Okay? Everybody follow that? So the whole topic of this article is going to be expect more from your broker. So I put in some parameters and here's what it gave me. It wrote a nice article for me. Now, I don't know why I cut it off. Oh, here. We had to redo it. That's why here's the full article. So what Chat just did is gave me the full article. I could literally copy paste this or at least edit it a couple. But. But you could copy and paste this and throw this up on LinkedIn. All you had to do is tell it what you wanted it to say. Okay, A lot easier than trying to write an article yourself. Right.

Now here's where this gets good. Imagine I take this same conversation. I say, all right now please take. By the way, I always write please because if AI ever takes over the world, I want AI to spin of my life. So I'm always going to be kind to it. Good question.

Is this a website that anyone can access?

Oh yeah, Chad chat do open. I do chat OpenAI.com station I say, all right now please take. By the way, I always write please because if AI ever takes over the world, I want AI to spare my life. So I'm always going to be kind to it. Good question.

Is this a website that anyone can access?

Oh yeah, chat. Chat.OpenAI.chat.OpenAI.com Anybody can access. Yep, there's two levels of it. By the way, you've got 3.5 and 4.0. 3.5 is free.

So now I'm going to say please take this email or excuse me, please take this article and turn it in to an email that goes out to a prospect.

Here is the article. So all I'm going to do now guys, is literally take this, highlight it.

Anybody can access. Yep, there's two levels of it. By the way, you've got 3.5 and 4.0. 3.5 is free.

So now I'm going to say please take this email or excuse me, please take this article and turn it in copy paste in the whole article into this request.

And then I'm just going to give it the command please keep this.

Email short and watch this and invite them to read my article on LinkedIn. Everybody follow that, keep the email short. Invite them to read an email that goes out to a prospect article you already created for me that's going to go up on LinkedIn. Watch what happens.

Here is the article. So all I'm going to do now guys, is literally take this.

So it gives you a highlighted.

Object line.

Now do you see what it's doing? It's saying, hey, I recently published an article on this, you should go read it.

And what I forgot to tell it to do is include the link to the article because it will do that as well. Although there, it's right there, see? I invite you to copy paste in the whole article into this request.

And then I'm just going to give it the command. Please keep this.

Read the full article here. So what I just did, guys with chat is I helped. It helped me create the article. I knew the topic I wanted to talk about and then I said, okay, cool, now take the article and make it an email form.

Your work's done.

I wish I had this in college.

Say that again. Email short. And watch this. And.

Yeah, yeah, yeah, no kidding. This, by the way, this is going to ruin any, any college that still requires essays. Like it's done. Like there's requiring essays is stupid nowadays. But you guys see how easy that was? This is why if you can just come up with the topics.

Invite them to read my article on LinkedIn. Everybody follow that. Keep the email short, invite them to read the article you already created for me. That's going to go up on LinkedIn. Watch what happens.

So it gives you some chat tools like chat cut your time in half now.

And I get it, there's tools out there that can tell you if an article was written with. With chat with Artificial Intelligence Cares. All you're doing is putting content in front of your prospect, right?

By the same token, guys, if you struggle with video, please, you could say this. Please help me write a video script and then tell it what you want to talk about. It's going to help you write a video script.

This is where the game has changed, guys. With content is if, if you can, if you can know what object line.

Now do you see what it's doing? It's saying, hey, I recently published an article on this. You should go read it.

And what I forgot to tell it to do is include the link to the article because it will do that as well. Oh, there, it's right there. See? I invite you what you want to talk about. You've got a tool like chat that's going to help create.

But my point for today is if you just stay in front of prospects with content, email, social media, webinars, you name it, you are going to be a name they don't forget. And when they're ready to buy, they're going to remember. Any questions before I let you guys go?

Thank you.

Read the full article here. So what I just did, guys with chat is I helped. It helped me create the article and I convinced you guys like, okay, the wheels are starting to turn. I knew the topic, I wanted to Talk about. And then I said, okay, cool. Now take the article and make it an email form.

Your work's done.

I wish I had this in college.

Say that again a little bit. Yeah, okay.

Trust me, guys, this, this concept has changed my life. You saw those text messages. Anybody can do this. And I'm not telling you, you gotta post every day for the rest of the year. What I am going to tell you to do though, is just remember that all three of you love standing in front of a prospect educated. Otherwise you wouldn't do what you do. At least you wouldn't be a sales, you wouldn't be a producer.

This is your chance to do this as often as you can.

That simple. And if you love edge. Yeah, yeah, yeah, no kidding. This, by the way, this is going to ruin any college that still requires essays. Like it's done. Like there's. Requiring essays is stupid nowadays. But do you guys see how easy that was getting? You're gonna love doing this and it's just gonna build a boatload of. This is why if you can just come up with the topics credibility.

Does it create overnight wins? No.

But it's going to build a lot of credibility. So when you pick up the phone, you run into prospects out, out and about. They're going to know who you are.

So here's my homework for you guys. I want you to think about one topic. Here's what I want you to do. I would love for you guys to do this. I want you to think about one topic you would write an article about. Okay? And then I want you to go to chat. Tools like chat can cut your time in half now.

And I get it. There's tools out there that can tell you if an article was written with. With Chat with Artificial Intelligence Cares. All you're doing is putting content in front of your prospects, right?

By the same token, guys, if you struggle with video with chat, go to chat.OpenAI.com.

And just put an input in to have chat help you write. See what happens and then email it to me. You don't have to post it yet, just email.

I'm going to put this in the chat before I let you guys go. Jeff, just in case you Forget, it's chat. OpenAI chat OpenAI.com. that's chat GP.

Just give it a try, guys. Send it to me, I'll look at it. And if I'm like next week, here's what we're gonna. Please, you could say this. Please.

Help me write a video script and then tell it what you Want to talk about? It's gonna help you write a video script.

This is where the game has changed, guys. With content is if, if you can, if you can know what you're gonna do? We're gonna take said article and we're gonna post it on LinkedIn. Because next week's topic is LinkedIn. How to crush LinkedIn.

Awesome, guys.

Have a great day. If you need anything, reach out in between, you know, your homework. I'll see you guys next week. Yeah, yeah.

What you want to talk about? You've got a tool like chat that's going to help create.

But my point for today is if you just stay in front of prospects with content, email, social media, webinars, you name it, you are going to be a name they don't forget. And when they're ready to buy, they're going to remember. Any questions before I let you guys go?

Thank you.

Have I convinced you guys, like, okay, the wheels are starting to turn a little bit? Yeah. Okay.

Trust me, guys, this, this concept has changed my life. You saw those text messages. Anybody can do this. And I'm not telling you, you got to post every day for the rest of the year. What I am going to tell you to do though, is just remember that all three of you love standing in front of a prospect Educated. Otherwise you wouldn't do what you. At least you wouldn't be a sales, you wouldn't be a producer.

This is your chance to do this as often as you can.

That simple. And if you love educating, you're going to love doing this. And it's just going to build a boatload of credibility.

Does it create overnight wins? No.

But it's going to build a lot of credibility. So when you pick up the phone, you run into prospects out and about. They're going to know who you are.

So here's my homework for you guys. I want you to think about one topic. Here's what I want you to do. I would love for you guys to do this. I want you to think about one topic you would write an article about. Okay? And then I want you to go to chat. Go to chat.OpenAI.com.

And just put an input in to have chat help you write it and see what happens and then email it. You don't have to post it yet, just email.

I'm gonna put this in the chat before I let you guys go. Jeff, just in case you forget, it's chat open AI chat.OpenAI.com that's chat GPT.

Just give it a try, guys. Send it to me, I'll look at it. And if I'm like, next week, here's what we're going to do. We're going to take said article and we're going to post it on LinkedIn. Because next week's topic is LinkedIn. How to crush LinkedIn.

Awesome, guys.

Have a great day. If you need anything, reach out in between, you know, your homework. I'll see you guys next week. Yeah.