The 4 Pillars of a Bulletproof Marketing Plan [WEBINAR]

So what I want to talk about today, guys, the, the point of this webinar today is to talk about the four pillars of a bulletproof marketing strategy. Now, I know some of these names on this call today. Some of you I've worked with, some of you have been in my academy. So quite frankly, some of this might be a repeat of what you heard, but it never hurts to hear it again.

As we continue to, to evolve our curriculum at Complete Game Consulting. So our, our curriculum is called the Complete Game Marketing Playbook. The more we evolve it, what we're starting to find out is it continues to get more and more practical and tactical. And that's our ultimate goal, is we've all been in this industry long enough that you can go to a conference and you can get motivated, but at the end of the day, you come back and you end up doing the same stuff you've always done, right? Because you, you don't have the tactics. If you lack the tactics, it's easy to get hyped up, but then keep doing the same thing. So the reason we built. For those that really don't know me or the program, let me just set the stage quickly with a real quick story. The reason we exist today, the reason we believe it's so much in what we coach and teach around marketing and opening more doors, is there were the fact that cold calling and the tactics we were taught traditionally just aren't working as effective as they used to. Like, I'm not saying, I'm not saying cold calling's dead, but I think everybody can agree it's not as easy as it used to be. And I just heard a statistic a month or two back working with a client that on average today it takes 18 calls to reach one prospect.

And if you just deploy math to that equation, right, 18 calls to reach one prospect. That means I have to make 180 phone calls to reach 10 people. Now if I just do the math on that, and I'm really fast at making calls, it takes me just one minute with every call, which is way too fast. That's still three hours to reach 10 people.

And so what we want to try to help people do is say, okay, yeah, you still got to pick up the phone. However, how can we help you use your time better with marketing? How can we help you get one message in front of a lot of people at one time?

Because today you have to do two things. Well, you have to use direct marketing, which is what we've all been taught, but you also have to use brand marketing. The goal of direct marketing is scheduling appointments. It's appointments, it's action, it's activity. The goal of brand marketing is awareness. But the reason brand marketing is as important as direct is name recognition is everything. Today. When you pick up the phone, when you send an email, if people recognize your name, it's easier to say yes. And that's what we're all trying to create here. The days I want to end, the days of you calling prospects who have no clue who you are.

And we believe the secret between being or feeling like an unknown and feeling unstoppable is what makes you unique. There's only one you. And so if we can help you put a little you in your prospecting, it only does good things for you and your business. So what I want to talk about is the four pillars that we use that I think are very, very helpful. So my goal for you today is to give you a little clarity on these pillars. And I know some of you have heard it before. I want to make it very practical. But I'm going to also help you answer four very important questions that develop a sound marketing strategy.

So here's where we're going to start. I want you to look at your current business model.

And I want you to ask yourself this question. I put this out to my text community the other day, and some of you answered, so thank you. Where do you feel like you have the bigger challenge today? And you don't have to answer to me, just think to yourself, where do you feel like you're having a bigger challenge today? Opening doors.

Or selling the doors you've opened? Because you typically have a challenge, a bigger challenge, with one or two of those. Those are the two biggest hurdles we hear most advisors talk about. Andy, I can't. I'm not opening enough doors or I'm not having issues opening doors, but, man, I'm having a hard time getting people through my pipeline.

So I want you to think about your own situation right now and ask yourself, where am I having the bigger challenge? I would say for the majority of the advisors in the industry, it's opening doors right now.

In fact, we're having a lot of conversations with veterans, people who have been doing this for 20, 30 years that are still trying to grow, and they're like, I'll be honest, what I was doing isn't working as well anymore. And so when we think about the challenges of opening doors versus closing the doors you've opened, you want to start with phase one, and I'm going To pull this up, I'm going to keep this very simple today, but very practical and tactical, as we like to call them.

By the way, I should pause. Some of you have your cameras off. Normally, I do not teach if people have their camera off. So I'm going to tell the people, cameras off. If you could turn it on. If you can't, you're driving. I get it. But everybody else, I want those cameras on. I want to see those smiling faces. Perfect. All right, cool. So.

Let'S start with the door opening by starting with the first pillar of a good marketing strategy, and that is clarity.

You need to have clarity around who you're actually talking to. And for most, the answer is, I don't have clarity. I'm trying to open any door. I'm trying to talk to any prospect. Everybody's a good fit. No, that's why you're struggling to open doors. You're just trying to talk to anybody. You need to get very clear about who you're speaking to. So the whole purpose of clarity is to uncover who you are. It's to uncover who your ideal prospect is, and it's to uncover what you're saying to them.

So here are three questions you want to write down that will help create clarity, pun intended, around who you're trying to attract. And these are the three questions. Number one, who am I?

Who am I? What's my brand? How do I want my prospects, my clients? Talking about me?

Now, there's two sub questions that fall under this that are very important.

In answering the question of who am I? You also want to answer these questions.

What makes me unique?

There is something about you that makes you unique.

There's something about you that makes you different.

Than your competition.

It's your story. What's your story? That's what makes you unique.

You're not just a benefits advisor. You're not just a commercial producer. There's something about you that's unique.

Second question that falls under the category of who am I?

Is what do I do as well as anyone in my market?

There's something. There's one thing.

That you do as well as anyone in your market, that when you're doing it.

You'Re at a level 10 confidence.

One of the biggest problems we have in the industry is too many advisors do not spend enough of their time in their zone of genius. The thing they do as well as anyone in the market.

They'Re spending too much time doing all the other crap they got to do for this job. And they're not Spending enough time in the one thing that lights them up that they're passionate about, that they're confident when they're doing it. That one small little thing, folks, changes everything. So it's who am I, how do I want the market to talk, talk about me and what is, what am, what makes me unique and what do I do as well as anyone in this market?

By the way, if you own your agency, you should be asking the same questions and answering the same questions about your agency. I'll give you a real quick example because it just happened yesterday at one of the my workshop working with an agency in the Midwest. And I asked them as an agency and this I was addressing their commercial team, I said, what do you guys do as well as anyone in this market?

And they shared with me a strategy they use to open doors with prospects. And it was a very unique strategy. But when they shared it with me, they shared it as if almost it was like not a big deal.

And I stopped them and I said, guys, I've never heard anybody who actually does that.

I'm going to encourage you to build your entire marketing and sales strategy around that.

And the second they realize that everything changed, you saw every one of the light bulbs go on in their head. You saw literally their confidence level increase because they knew if that's what they're going to talk about and that's what they're going to use to open doors, it's game over. Because they're a level 10 confidence when they do that.

The thing about this uniqueness, guys, this is I don't want to over, I don't want to spend too much time on this, but I don't want to understate it either is when you realize what makes you unique and you realize what you do as well as anybody.

Else.

Your confidence is off the charts when you're out prospecting. And by the way, prospecting gets a lot more fun.

The challenge we have in the world of insurance is every one of your competitors sells the same insurance products as you do. They all sell medical, they all sell. So you can't try to sell the fact you sell self funding or you sell, you sell medical insurance better than anybody else. There's something very unique about you. You do better than anybody else. Find it, sit down and find it. Because your confidence will skyrocket when you do.

So. That's step one, clarity. Now, after you've asked the question of who am I gotta ask the next question, who am I speaking to?

Who's my ideal prospect.

And what I want you to do is I want you to sit down and just ask yourself, who is my favorite client today?

If I could clone this one client and make every one of my clients just like this one, who would it be?

Because there's a reason they're your favorite client, not because you make the most money on them. It's because they let you sit in your zone of genius. They let you do your best work.

So why not figure out why they're your best, why they're your favorite, and go find others who are the same? Again, this is when the game gets fun.

The hard truth is you can't be all things to all people.

There's something you do as well as anyone in the market. Go find the prospects that are fit for it.

And then the last question underneath the category of clarity is what am I saying to them?

That's creating a targeted market marketing message. What am I saying to these people to attract them?

So pillar one, clarity. The first pillar of a bulletproof marketing plan is to be crystal clear about who you are, who you're speaking to, and what you're saying to them.

Now, pillar two.

Is content.

Now, the second I say the word content, most people go right to social media content. That's what they think of when they think of content. But remember, content is anything that's coming out of your mouth, that's content. So that could be social media, that could be a webinar, it could be public speaking. It could be you sitting in front of a prospect. Content is what are you saying and how are you saying it?

So the first key question under the topic of content is how am I saying it? I already know what I'm going to say to him.

How am I going to say it to attract their attention?

And if I can give you one piece of advice with the how are you saying.

Is you need to create two things today to win business.

Likability and credibility.

Now, here's where it's gotten a little more difficult.

Prior to 2020, it was a little easier to build a relationship with a prospect, right? You could go grab lunch, dinner, ball game, golf, you name it.

And the truth is, we're doing some of that again, but not like we used to. Building a relationship is not as easy as it used to be. But I this goes back to the comment I made where I we try to be very practical and tactical. I want you to think about your past when you used to build relationships with prospects one on one over a cup of coffee or a lunch, what you were doing was establishing likability and credibility. Right? They're never going to hire you if they don't like you.

And yeah, you got to back up that. You got to back that up with some credibility. Prove, show them you know what you're doing. But building that relationship was your way of doing it. Well, we're not doing it as much anymore, so how can we do that? Well, the good news is you can build likability and credibility before you ever meet people today.

A platform like LinkedIn is a great way to do it. If you create content.

That gets people to know you.

And it also brings value into their life, you will create likability and credit.

So the key, key component of what we call creating championship content is does your content create likability and credibility?

And remember that content can be done on a platform like social media. It can be done on a. In an email. It can be done on a public speaking stage, if any of you speak. It can be done on podcasts, it can be done having a cup of coffee. But how are you creating likability and credibility?

And where this became really clear for me is when I look back at all the opportunities I did not win in my career, trust me, there were plenty, especially those opportunities where I lost to somebody I thought I was better than. I thought I had the credibility edge.

It's because I didn't have the likability edge. Every one of you on this call has lost a client or lost a prospecting opportunity to somebody you know you're smarter than.

Well, the smarts didn't matter. It was the likeability.

And so that's why as you build content to attract the right people, you want to make sure you're establishing as much likability as you are credibility. And that's important in this industry because this is an industry that's built on knowledge. We all think knowledge is power, right? We've all been taught, go get more knowledge, go get more knowledge, go get more knowledge. That's why we go to all the workshops and the conferences. But if you're not focusing on likability, going to be hard to win business. But if you can, the beautiful.

Intended consequence is you can get a lot of people to like you before you ever meet them. Imagine walking into a meeting with a prospect where they already feel like they know you and like you. That's a home. That's a. That's a competitive advantage we've never had before.

And then the last part of content, so it's. How are you saying it?

The other Question we need to answer is where are you saying it?

And this is where I'm going to ask you to deploy exponential awareness.

We have all grown up in an industry that has taught us how to create linear awareness.

Pick up the phone, call one prospect at a time, go park your car in the industrial park and knock on one door at a time.

Exponential awareness is about getting one message in front of many people at one time. So common channels of doing that are social media, public speaking, email campaigns, webinars. Those are all forms of exponential awareness.

And my challenge to you is to leverage exponential. As much as you're leveraging linear, I see far too many producers today that still only have one opportunity, one channel, and that's the cold call, the linear awareness. Remember, if you create the exponential awareness, it makes the linear awareness more effective because people know who you are.

So through pillar number two, so we have clarity and we have content. Those are the first two pillars. And I know I've thrown a lot of questions to answer at you, but the four I'm referencing of marketing are who are you talking to.

What are you saying, how are you saying it, and where are you saying it?

We try. Marketing is very easy if you think about it from a practical standpoint. It is a game of who am I set, who am I speaking to, what am I saying to them, how am I saying it to them, and where am I saying it to them?

That's why I laugh when I hear agency owners tell me they don't believe in marketing. You don't believe. That's like saying, I don't believe oxygen is important to my life. Marketing is oxygen to your sales.

So phase three now. Now we get into the sales side. So so far, a good marketing strategy has to have raised hands. You've got to get people to raise their hands. How do you do it? Get really clear on who you're speaking to and what you' and then figure out how you're going to say it and where you're going to say. We're getting people to raise their hand now. Now we get more into the sales side of this, which is phase three. Pillar three is capture. How are you capturing qualified leads?

Not just any lead qualified. So if you think about the traditional method of prospecting and insurance, we all go to these platforms like my Edge, Zoom Info, Judy diamond back in the day and we buy these big lists. We have no idea who these people are, but we're just going to start hammering them with phone calls and emails. We have to change the way we do that. We actually have to generate qualified leads, leads from people who are saying to us, craig, it's okay for you to reach out to me. I'm giving you that approval.

So when I think of the two most common leads we can generate these days, one is a LinkedIn connection. If you send a LinkedIn request to a prospect and they accept, that's a lead.

Now, you're not going to pitch them to death once they accept it, but if they accept your connection request, that's a lead.

The second most common lead and it's the most, the one we think of the most is email. It's an email.

And I want people to remember this because email has gotten a bad name over the last few years because we get so much of it right? We get so much spam. But at the end of the day, email is still gold because you own your email list. As much as we use LinkedIn to grow our business, the biggest risk we have with LinkedIn is tomorrow LinkedIn could say, hey guys, by the way, we're shutting, we're done. We lose every one of those connections. We don't own those connections. LinkedIn do. LinkedIn does. You own your email list.

But it's what are you doing with that email list? How are you building a community.

Around your prospects that you're sending emails to? You'll see here. This is actually our curriculum. You can see on the screen. It's building a lead generator, it's selling stories with sales campaigns and it's drip campaigns that drive results. What I'm referencing when I reference community is how are you using a channel like an email.

To provide education to your email leads.

Not asking for business. How are you bringing education and value to them? Here's why that's important.

Prospects are going to buy when they are ready to buy, not when you want them to.

So we have to figure out how we're going to stay top of mind in their world so that when they're ready to buy, they think of us. There is not a better way to do it than to stay in Bless you. Than to stay in their inbox throughout the year so that when they're right, we're. They're talking about looking at other brokers, they don't forget your name. That's the purpose of email. It is not to send sales pitch after sales pitch. It's to educate and inform so that you're the one they think of when the timing is right. So that's my urge to you with Pillar three is capture. How are you capturing good leads through email and through LinkedIn connections. And then how are you staying top of mind with your LinkedIn content and your email content? And the best thing you can do is educate, educate, educate. And a lesson I learned from a mentor of mine when it came to that education portion is save the best for first, give away good stuff. Because here's the reality.

People come for the information. Just like you guys came today. You came for the information.

They pay for the organization and the implementation. So even though you're giving away the good stuff.

They still got to hire somebody to do it. And if you're the one educating them, you're the one they're going to think of.

Which leads to our last pillar convert.

So follow me on this. We have clarity. Who are you going after, who are you, who are you going after and what are you saying?

Content. How are you saying it and where are you saying it?

Capture. Are you generating highly qualified leads through platforms like LinkedIn and email and then nurturing them with good content?

Now you're getting opportunities. So how do you convert them to clients? And this is the the part where folks who struggle.

Getting open doors to turn into clients can really leverage a good strategy. First and foremost, the biggest challenge most advisors have is they don't have a sales process. So the second an opportunity is created, you start recreating the wheel. You're doing something different every new prospect and you don't have a repeatable strategy. You don't have a repeatable process that you bring your prospects through. So what I'm going to encourage every one of you to do if you don't right now is figure out what is your sales process and just get a process. It doesn't have to be perfect.

Just have a process.

Because your job in converting them to clients is not going to be found in some secret pitch.

It's going to be found in a process that you can clearly explain to them.

And set the expectations they understand.

When you get that opportunity to open a door with a prospect. And remember, if you're leveraging the first three pillars of clarity, content and capture, qualified prospects are coming in, which makes selling easier.

And you pair that with a good process, it is easier for them to do business with you. And I'm going to hit upon just a couple parts of this. Prof. The conversion stage that I think are important. Number one.

You have to make sure your sales process is proactive. What do I mean by that?

It is so easy to feel like everything is going well in a sales process right in A conversation with a prospect and then all of a sudden they fire an objection at you.

How many of you have had a prospect ghost you and you're like, what in the world is going on? I thought things were going well and then all of a sudden they finally get back to you and they throw an objection at you. Well, we've been working with Bob for 20 years. Or hey, we just don't know if self funding's a fit. The second somebody throws a objection at you, your whole sales process just became reactive, it became defensive.

You want to try to stay proactive and on the offense as much as you can. So the best thing you can do with your sales process is talk about the objections they're going to have before they even come out of their mouth.

Think about the common objections you get from the prospects you talk to talk about those before they come out of the prospects.

Shoot them down before they get a chance to use them. That's how you keep a prospecting a pipeline strategy. Proactive. Number two, always be clear about the expectations. One thing some of our clients do that has been so well, so, so successful is, hey, before you ever meet with them, between the time the meeting is booked and the time you have your first discovery meeting, what if they got an email with a video from you that said, hey, Andy here, excited to meet with you. Here's what we're going to be going over. I've attach agenda for you, looking forward to meeting you on Thursday.

Versus doing nothing because we're afraid they might cancel the meeting. Right. I used to be that way. I didn't want to send anything prior to the meeting because oh my God, that's gonna be their chance. Cancel the meeting. Just be very proactive, be very clear. Set the expectation. The more you can prepare them, the more prepared they're going to be to move forward.

And then the last tip I'm going to give you in the sales process for converting is when you get that chance to ask for the business you're in, the proposal.

The number one thing you have to do that most of us overlook is number one.

Show them what life is going to look like as a client and number two, show them what the next steps look like to hire you.

So when we work with our clients on putting together pitch decks for proposals, at the end of that presentation, you have to show them if you say yes, here's what your life is going to look like, here's what the first year will look like working with us, and if you like what you have to Say, here are the next two, three things we have to do to make you a client. The more clearer you make it, the easier it is for them to say yes.

And the last thing I'll say about the whole sales process, proactive versus reactive is number one.

Just make sure your entire sales process is all about the prospect.

We do such a good job in the conversion stage, in the sales process of making it about the prospect. When we do the fact finding right, we go out and we have a discovery meeting, we make it all about them. All we do is ask questions and we listen. And. And then when we get into the proposal, what do we do? We make it all about us. We start firing up the capability slides and the resources slides and telling them how big we are and who make it all about them. Just make it all about them. They're so used to brokers coming in and making it all about the broker that when you make it all about them.

You look entirely different.

And when you pair that with a process, a clear process.

They look at you as a credible consultant. They're looking at you like, this is not a broker, this is a consultant. They've got a legit process.

Like I said, it's not about a secret pitch. It's not about a secret product. It is about you just making the sales one, having a sales process, making it proactive, and making it all about prospect.

This is what success looks like today. We, we are so confident in this process working that when we work with clients now and we tell them, hey, if you incorporate everything we teach you and it doesn't work in the next 12 months, we give you your money back. That's how confident we are. Because if you follow these four steps, guys, it works. Just be really clear about who you're trying to open doors with.

Create a marketing message.

That opens the doors with these people and remember, the message is about them. It's not about you.

Create content.

That brings them a ton of value and lets them get to know you.

Put that content out on platforms that you can create exponential awareness. You can get one message in front of a lot of people. People at one time.

Work hard to generate good leads through capture, through lead capture, and then have a sales process that you can rinse and repeat that is proactive. And it's all about the prospect. If you deploy those four things, you have a rock solid marketing and sales strategy that is going to win in 2023. And I know most of you have not been taught this. I was not taught this. I had to build this myself.

But it works if you put in the work.

And here's the best.

Result this will create when you do this.

This job gets fun again. I don't know about you guys, but I. There were periods that I went through in this industry that I hated this job because I looked at myself like just a guy slinging insurance. And I just want to talk to anybody. And my validation date's coming up, so I got the. And my validation date, and I'm just puking everything I can. Hopefully somebody says that, says yes. When you figure out what makes you unique, what makes you different, and you lean into that and you go out. You go out and find the people who are fit for it. Wow, this job gets fun again.

So I motivated you now, hopefully. Now let's make it a little tactical. When you leave today, here's what I want you to do. What is sit down and ask yourself, who is your ideal prospect? And the easiest way to do that is just say, hey, who is my favorite client today? I need to go find more people like him or her.

What is my message? What am I going to say to open the doors?

How am I going to use content to say it? Am I going to use LinkedIn content? Am I going to use email content to go out and speak? Am I going to host some webinars? What am I going to do to say it? Where am I going to put it?

And what can I do to nurture my current leads that I have? Whether that's a LinkedIn connection lead or an email lead, what can I do to nurture those leads? How can I bring value to their life?

And then take a look at what your sales process looks like. Do you have one? You have a system that you can repeat? Because at the end of the day, guys, here's the final punchline. And then I'm going to shut up and answer questions. This isn't about a product. It's about a process. What we have here is nothing more than a process. When you have a marketing process and you have a sales process, you will create opportunity with the right people, which means you are going to win AORs.

I was a terrible closer. I was not a good closer, but I never had to be. Because of this process right here. I was talking to the right people.

And everything you see from us on LinkedIn, in emails, webinars, anything you attend.

We are literally teaching what we do today. That's what this is. Anybody can do it as long as they put in the work. So with that being said, I'm gonna get off on my high horse here and answer some questions. What? Do you guys have any questions?

Andy, do you have any good suggestions on how to identify the psychographics rather than just the demographics of the size of the employer and all of that? It's like so if they're, whether they're.

Line up with what you're trying to do as the, as the consultant or advisor.

Yep, good question. What, what Brian's talking about is when you guys identify an ideal prospect, there's two ways to do it. Demographics, psychographics, demographics. We've all been taught size, location, number of employees. Psychographics is a little different. Psychographics, echographics stand for what do they believe in? How to make this. Because when you look at what you sell, guys, I guarantee you have certain opinions about what you sell, right? Go find people who have those same opinions. Go find people who have the psychographic alignment with you because that's why they're your favorite clients.

Nobody is a favorite client because of their industry or their size or their location. They're a favorite client because of who they are, what they stand for. So go figure that out. Go figure out why you love working with this one person at this company and go find more people like them.

By the way, it is a great way to ask referrals too when you know who's a good psychographic fit. Ask the people who are a psychographic fit who they know that are just like them because they're going to be a good fit.

That help Brian? Yeah. Good. Other questions?

Hey Andy, it's Ken.

How are you Ken? Good. Happy, happy Friday my friend.

Yes. So as you know I just got through your broker branding first quarter and so I'm really at the stage where I'm at capture. Right. So I've followed the process. My content is great. It's really working out in terms of my visibility.

Really capture, convert and so something I haven't embraced is let's say the email campaigns or I've kind of one offed it. I'm kind of restricted to where I am at the agency I am. So I've just been like going back in time let's say and just doing a distribution old school outlook and I, I'm trying to hit it once a week let's say.

I mean just hearing this again just kind of refreshes it. So I'm kind of answering my own question in my head. But what would suggestions would you have to to create that as without buying, let's say an outside, outside service Of. Of saying consistent on the email touches.

Yeah, doing what you're doing. Even if you put people at a BCC on Outlook, guys, don't overthink it. Your only objective with email campaigns where you nurture people is you want to bring them good value. If there's a topic or a piece of education you think is going to be helpful to them, share it. And here's why that's important. Sometimes the most important thing about an email is the fact your name shows up in an inbox. That's it. It's not. It's not always the content. It's not always the fact they open it or whatever. It's the fact that, Ken, your name is showing up in my inbox once a week or once every two weeks. Because I don't forget about you now.

So that when it comes time, I'm going to start looking at other advisors, Ken's name will pop up. Because I think it's the same thing with LinkedIn content, guys. You don't create LinkedIn content to go viral. You create it to stay out there. Because when your prospects see it, they think of you. And the reason we're not getting enough opportunities right now is not enough people are thinking about us.

How many times have you stayed in touch with a prospect or you reached out to a prospect and they said you're. We're interested. Get back in touch with me in six months. And then you wait, call them in six months. And then they give you this answer. Oh, we actually already changed brokers three months ago. You're like, what? You told me six months.

It's because you didn't stay in touch. You didn't stay top of mind. So that when they actually thought about doing it three months earlier than they told you, they didn't think about you.

You gotta stay top of mind. It's too noisy these days.

All right, guys, last thing before I let you guys ropes. We're going to. Yeah, go ahead.

Hey, so I'm not sure this is fair to ask, but can you give some examples of what makes somebody unique?

Yeah, I would love to share my. I'll share mine. I'll share mine. Angelo, by the way. Yeah, Angelo, good to see you. I'll share mine. When I realized I had to come up with my brand, right? I want to build something that's unique. And I moved out here, I said, what is mate? What makes me unique in this market? And you'll notice I said, early. It's your story, right? I said, I'm the only former Pro baseball player that sells health insurance in Colorado. I'm going to lean into that because that's going to become part of my brand because it makes me different.

If you guys look at your stories, every one of you has something that's unique about you.

Just lean into that because that's how you create the content that lets people get to know you. It makes you look different. I was the former pro baseball player selling health insurance out here.

Jeez.

Good for you, though.

That's amazing. But anybody can. This is where Angelo. Anybody can do it. You just got to take the time to go, what makes me different? And you don't need to be a former pro athlete to do it. It's what makes me different.

The woman I. The woman I worked with yesterday, one of the gals at the agency I worked with.

Yeah.

She and her husband have a. She. They're farmers. She sells crop insurance, and she's a farmer. Guess what? That's going to be her brand. So that's what you guys. This is why. Brand. When we think of the word brand, we get so caught up on the people we see out on social media and the pro athletes and we think of fonts and logos and colors. No, a brand is just who you are. And there's something about here. Here's what doesn't make you guys unique. I'm a benefit advisor. Yeah. Yeah. There's 500,000 of them in this country.

Isn't that the truth?

There's something about you, though, that makes you unique. And when you share that uniqueness in your content, it makes you stand up.

Good stuff. So here's what I want you guys to do. I put a link in the chat box. Ken, Brian, you're excluded. But anybody else who's interested, we are launching our next academy May 10. So anybody else who's interested to learn more? The link in the chat box is there. Schedule, call, connect. We close the doors here soon, but we go through all four of these pillars guys in the academy. Clarity, content, capture, convert. We have 12 different modules we teach. Ken just got out of the most recent one. We go through every single module step by step. Like I said, we pride ourselves on it being practical and tactical.

So if you want to know more, click that link. Let's chat. Like I said, doors are going to be closing soon because it starts in about a week and a half. So with that being said, guys. Jason, you got anything? I don't.

Think it's great.

It's good to see everybody. Happy Friday. All right, guys, have a Beautiful afternoon. If you need anything, you know where to find me. Thanks. Andy.

You still on.

Andy?

I actually just wanted to get something started with you.

I didn't, I didn't, I thought I turned it off. No, I'm sorry.

I just wanted to make sure I was scheduled before I lose the opportunity. Yeah, I'm impressed. This is good stuff. Let me, you know, because I'm, I'm at that point. I'm, I'm 18 years in.

Yep.

I'm established. I'm 48. This is a great chance to try to get in front of people and like you said, it's, you've got to look different. Just calling yourself a consultant doesn't make you different. You know, and one Digital has, has great awareness, great people, but you know, we're also busy. You just kind of got to take it on yourself.

And I'll, if I don't, you know, if you don't mind me sharing. Ken, you're still on the call. Ken's at relations. And Ken, you came from where? Usi.

Yeah.

You know what, I'll give you a, an endorsement, let's say, for Angelo. So the biggest thing that I took away from it is one I, I, I wanted to force myself to be uncomfortable and I felt that. So we're the same age. I have a ton of experience myself. You have all this information in your head and my, my challenge was, is I felt like I, I couldn't get it out to my prospects. Right. I'm sure you know the business and, and this has helped me, number one, create the content without it being a white paper. That the only other people that were reading it were other insurance people. And I was like, I know this is very important, but I'm getting likes from my peers and it was driving me freaking bananas. I'm like, that's not who I'm targeting.

Yes.

So that, that was like the number one. You know, I am stuck though. And like that's always seen. If Andy was going to stay on, I'm like, I need to convert these people to sales. And I know it's a long term process and I've only really fully engaged. Like the month of March, I committed myself to post every day and I, when I really focused on one stage of it was LinkedIn for me.

Right.

So I wanted to make sure that my content was clear and I started getting the activity and I saw my visibility go through the roof. Now that doesn't translate to, let's say the powers that be at my agency. They're like where the hell are the sales? And I'm trying to tell them that it's a process. It's not going to happen day one. But I am getting that now and I embrace the webinars. Like, I've done a webinar every month for the last four months, and I'm slowly getting the right audience there. So it is a process. So I would suggest if you're going back and forth to do the. Like, I. You have to hold yourself accountable to do what Andy's saying. Because if you don't, it's like anything. It's like if you're going to work out and you work out for the first part of the year and don't follow through with it, you get zero results.

Exactly.

So that's where I'm at. And I don't know. I don't want to.

Yeah, let's do this. Because I do have to jump, guys. Ken, let's. Let's connect. Ken, because I know you want. You probably want to talk about the convert stuff. Yeah. So I'm happy to connect with you on that. And then Angela, like I said. Yeah. If you want to talk, click that link.

I just did.

3:00 clock on Monday. Yeah, perfect. But, yeah, Ken, can I call you this afternoon? Ken?

Yeah.

Both of you. Thank you. Happy Friday. Thank you, guys.