Target the RIGHT message at the RIGHT prospect and your marketing will work. #insuranceagent

Your job now is to go find more prospects just like that one. So when you get clear on who your ideal prospect is, you pair it with what you do better than anybody else. What's going to happen is you're going to stay in your zone of genius more often and your entire prospecting strategies to go out and find the prospects who are fit for your one thing.

Now this is where you're going to look at me and say, andy, that sounds.

Very, very narrow. Too narrow for me. How in the heck am I supposed to go win business when I'm just going to be focused on one thing? Well, let me give you a couple examples. And I'm going to keep these people nameless. But I know peers of mine. One in particular I won't. I won't name right now who sells nothing but health insurance captives. That's all he does and he isn't. He and his team have built their entire marketing and sales process around selling health insurance captives.