Episode 48 : Your Next BIG Bank Deposit

Welcome to the Unstoppable Profit Podcast. This podcast will give you all the tools to grow your business and live life on your terms. Millionaire agents and entrepreneurs think and act differently than others. This podcast will give you a simple, proven three step blueprint to grow your business. Over the past 31 years of research in your industry, Mike Stromso has created a unique philosophy called the three People Process and Production Motion. This outside the box thinking and guidance provides agency entrepreneurs just like you the knowledge and tools you can quickly implement to explode your agency business. He has been there, done that, and he's still doing it. Wherever you are today, if you're starting with nothing or are well on your way to the success you desire, with the right people, processes and promotions in place, you will be unstoppable. And now I'd like to introduce your host, Mike Stromco.

Welcome to episode 48 of the Unstoppable Profit Podcast. This is Mike Stromco coming to you live from the Living Agency Laboratory. And today we are going to be talking about big deposits into your bank account. And here's what I want you to remember. Your next big bank deposit must stop people in their tracks, my friends. I get to work with agency entrepreneurs and other entrepreneurs all over North America. And constantly, constantly, constantly the conversation, somehow, some way, some at some point, circles back to new business, attracting prospects, filling the funnel, having enough people in their pipe. Remember, your pipe is your life in sales, my friends. Your pipe must be full 90 days out or you're going to be hungry this month. But at the end of the day, how do you get people in your pipe? How do you get people's attention? How do you stop them in their tracks? How do you stop them from what they're doing? It's absolutely critically important that you understand the power of a headline. That's exactly what I'm talking about. Your next big bank deposit is all around the power of a headline. And if you learn the psychology, the wording and everything else is necessary to create killer marketing headlines or communication headlines for your existing marketplace or any marketplace that you want to penetrate, my friends, you will be making bigger bank deposits all the time. One of the greatest.

Learning opportunities that I've had in my career. A number of years ago I got involved in a workshop that was all about writing copy. And I invested a lot of time and resources in this workshop and, and I learned how to write copy and I learned the power of a headline. I also learned that 67% of all marketing success is the headline. So out of 100% of the time that you're going to invest in creating a marketing campaign, in creating content for that marketing campaign. Yes. At least 70% of the 100% of your time that you're going to invest must be invested in that headline to get their attention, my friends, the headline must be compelling enough to stop the prospect from what they're doing and grab their attention. It must call out to your prospect. So that's where the three M's of marketing come into play. And if you haven't heard our podcast on the three M's of marketing, go search for it or we'll be doing an updated version of the three M's very soon. But what the three M's is all about, it's marketplace, message and media. Yes, marketplace, message and media. You've got to understand your marketplace out there and who you're trying to attract, what the ideal prospect looks like in that marketplace. Then you must understand the message that you're going to convey that's going to be compelling to stop them in their tracks. And the third one is for media. What kind of media are you going to get out there to that particular marketplace? But the headline must be compelling enough to stop them from what they're doing. The headline is generally considered the single most important part of an ad, whether it be online or offline, whether it be online or off time. It's not only responsible for recruiting the prospects and getting into the conversation that's going on in their minds, but it sets the tone, drawing them into the ad and setting up the sale, my friends. Yes, once they read the headline, once you stop them in their tracks, that's fantastic. But it's all about every sentence after the headline as well that continues to draw them into your circle. Setting up the sale. You've got to list your biggest benefits in the headline. Generally at least your single biggest benefit, your big promise to them. It should be included in that headline. Deliver a big promise. A big hairy, audacious promise. Big. Make the reader see wiifm. What's in it for me? See, it's all about them. It's never about you. It is all about them and never about you. You've got to deliver that big promise. And they have to see the wiifm because remember, they're playing that radio station in the back of their mind all of the time. Brainstorm lots of headlines. Get out. I've got big whiteboards here in the living Agency laboratory homefront and, and I consistently brainstorm things on these whiteboards to make sure that I find the classic, find the fit and then use classic headline formulas. If you would like a list of 600 headlines and some of the more proven headlines that I've learned over time, send us an email. Send us an email to infounstoppableprofitproducer.com that's infounstoppableprofitproducer dot com and put in the subject line headline Millionaire. Headline Millionaire. And we will kick back to you our list of proven headlines, 600 headlines, some other tools that we've got for your own study, for your own learning, for your own evolution. What does that mean for you? My friends, if you learn how to do this right, you will instantly increase your ROI on your marketing and content efforts to both online and offline. But you got to learn how to do it. Let's go back to subject lines for a second. Remember, the subject line in an email message or even a text message nowadays is a headline as well. So if it's not good enough, if it does not stop them in their tracks, you're never going to get their attention and they're going to move on with whatever they're doing in life. My friends, they don't want you. They don't need you. But it's our responsibility as a marketer to get their attention so that we can discuss the ideas and the features and benefits that we have for them and what we're offering them. Again, brainstorm lots of ideas.

Like I said, many of the best of the best copywriters and headline writers, they invest the majority of their time on big headlines. And that's where they start. You, you may also want to use a subhead in combination with your headline. I'm going to give you some examples in just a minute.

Okay?

So a headline is your big promise. It's the thing that's going to stop them in their tracks. And then the sub head or the sub headline is you start to talk about the benefits for them of the headline and your big promise. Okay, and one of the other things that are really, really important, like I said, is the psychology of the content wording that you use in your headline. Let me take you into that just a minute before we start diving into some headlines that I've come up with for today's podcast to help you learn more, to help you become a better headline copywriter, to create those killer headlines that will increase your bank deposits. So first of all, I want to share with you what I call the 12 Magic Words. The 12 Magic Words are words that from the psychology standpoint of the human thinking process. These are words that mesh with a human person's thought process and they will pay more attention to your headline if you use one or multiples of these particular words. Here's the magic, doesn't you it's not about you, it's all about them. So you want to say you or your. You or your. Number two, discover. Discover the magic of the increased money in your bank account when you get better coverage at a lower premium.

Number three, money. Money. Especially our industry. If you're working in the insurance industry, it's one of the things on people's mind. It shouldn't be the first thing on people's mind. If you're doing your marketing and your job right? And influencing people and let me stop for just a second and I want to share something with you because I discovered this question early on in my career and I use it all the time. If I'm huddling with a prospect and I'm talking about their insurance program, at some point after I get into it, if you will, I will stop and say, hey, by the way, I got a question for you. When you hear the word insurance, what's the first thing that comes to your mind? Protection or price? Protection or price.

And I pause. By the way, we're going to have an upcoming podcast on the power of the pause. It's hugely important and you must use it properly. Anyway, then I pause and I look at them and I wait for them to answer. And if they say protection, and that's fantastic because that's the kind of prospect or person that I prefer to deal with. Okay, I don't want price shoppers. I want people that value protection, that value the right insurance coverage. So let's recap here real quick. The magic dozen words you Number one, discover or discovery. Number two, money. Number three, results.

People want results. That's number four. Number five, save.

Save your house.

From never leaving your legacy by having the right insurance protection. I'm not sure I'd use that, but get the thought process of that. Okay? Number six is health. People are constantly thinking about their health. I mean, look how society acts when they get sick, right? Health is number six. Number seven is new. People love new stuff. Number eight is proven, proven people love proven results, proven programs, proven insurance agency businesses, proven companies that pay their claims. Think about that for a minute. Number nine is guaranteed. Number 10 is love, the greatest, strongest emotion ever. Number 11 is easy. Candidly and transparently. We don't have 100% retention rate in our Insurance agency. Our retention is very, very good, but it's not 100%. I saw a client that we lost recently. I was looking in the file and the email back from this person was because in our west coast operation, we're suffering from non renewals as of this podcast recording because of wildfires. And so non renewals are becoming more common and we're having to find new insurance programs for these non renewals. And this person found one somewhere else and he emailed us back and said, you know, I went to this other company, they made it so easy. That's all people want, my friends, they want it to be easy. And number 12 is free. I mean, who doesn't love free stuff? Okay, so let's do a quick recap. You discover.

Money.

Results.

Save health, new proven, guarantee, love, easy and free. Those are known as the 12 magic words. I have a whole list of other phrases and words that we conveniently pepper into headlines and other content copy that are intended to be triggers based on what you're writing about, whether you need proof.

Some trigger words around that proof. Subject is recommended, popular, endorsed, approved, certified. Something that's unique and unusual, amazing, surprising, one of a kind, startling, miraculous, shocking, magical, better quality. Something like unmatched, impeccable, unrivaled, authentic, exclusive, preeminent, original, top notch. Protect what matters.

Protects you. A barricade around everything you work so hard for. It guards against.

People that might be trying to take away everything you've worked so hard for. Safeguard, shelter, watchdog. No more nagging downs. Think about that for a minute. Isn't that what people want from us in our particular industry? This is just a few of the awesome opportunities that we all have. But it's about consistency in marketing content. Some other words, just to throw you out. Something remarkable, unbelievable, simple, revolutionary, sensational.

Quick. And like I said, they all want it easy. So let's dig into some headlines and I just want to give you a thought process so when you're ready to write your next blog, your next even email, or anything else that you're doing with regard to content copy. We want to get really, really good at it. Okay, so I'm looking at a list of about 350 headlines. We're not gonna go through all of these in this particular podcast, but you know, I love talking about this and I'm gonna take you through a few now. I've studied marketing and copywriting for many, many years. In addition to that, I've learned how to look at any idea out there in the world and convert it into, into a marketing program. That's what I love, love, love to do. I'm driving along the freeway all the time. I'll see a billboard, I'll see a headline, I'll see something move and instantly an idea will come into my mind and I will figure out how to make a marketing program around that. If it makes sense. I'll go into the agency and talk to the marketing department. They'll tell me to get lost. We don't want to hear your other ideas. Just kidding. But anyway, that's how it works, my friends. So I've got some headlines and I'm going to read the original headline that I learned and I'm going to help you convert it into something that might work in the insurance industry as an example. Okay, at last, someone has unlocked the secret of getting people to fall in love with you. Fantastic, right? Remember, it talks about the love. Okay, so here's how we might convert it to an insurance headline, all right? Whether online or offline, online or offline. And then you've got to create the content story behind it. At last, someone has unlocked the secret.

Of providing proper protection for people's family and their loved ones. You see, everybody loves secrets and people love something that's new and fresh and relevant.

So at last, that stops them in their tracks. Someone has unlocked the secret.

To providing people.

Proper insurance protection for themselves and their loved ones. That's all they want, right? And you can quickly convert that to business as well. Okay.

So here's another one about secrets.

Insurance secrets that insurance companies don't want published. You see, friends, you've got the inside track on how to read a policy, what a policy truly says, and candidly and transparently. I closed a very significant commercial insurance deal yesterday. I was so flipping happy about it. I've been working on it for two months. It was a good sized account, great account, and I closed it. But at the end of the day, part of the reason I closed that deal is I know how to read a policy. And I understand the transition of one policy to another policy in a commercial package account. And I was able to articulate that. See, that's the story that I can tell below that headline. So here's another headline for you. This is the general business headline. By this time next month, you could have a global data communications network. How do you transition that into something that might be relevant to people either in personal or business insurance? By this time next month, you could have 22% more in your bank account.

By contacting our local independent Insurance agency. I would have to work on that one a little bit. But see how I'm thinking about that? That's how I think about it all of the time. Let's try another one.

Now you can start any headline with do you or did you remember the trigger words, the power words? Imagine Discover.

Picture this. You see, the mind works in images. The mind works in images. So you want to bring that picture into people's mind to take them away and stop them in their tracks. Okay, so here's the sample headline. Do you make these mistakes in English? Do you make these mistakes in English? How do we convert that to commercial or personal insurance or anything of the such? Really simple, right? Do you make these mistakes when you buy insurance for your home, for your vehicles? Do you make these mistakes when you buy personal insurance to protect those that you love? Do you make these mistakes when you buy workers comp insurance? Got it. You can do it. It's really, really simple. See what it does, it stops people in their tracks, especially if they have any going on within their insurance program. Because we have a pain meter. It's on the scale of 1 to 10, with 10 being the worst. If the pain meter is anywhere near an 8, 9 or 10, that means the pain in that particular area is throbbing and they want to solve that pain. You see, people will invest all of the time first to stop pain before gaining pleasure. They will invest first to stop pain before gaining pleasure. Okay, so let's move on to another one.

The general business headline on this example says financial columnist makes unique discovery. Easy conversion. Right?

Insurance authority makes unique discovery. And then you put a subhead. Remember we talked about subheads earlier in the podcast? Put a subhead below that. So let's do that again. Okay? Insurance authority makes a unique discovery. Local independent insurance agent has a unique workers comp program that you cannot get anywhere else.

To improve your cash flow and improve your profits.

So that was kind of a long statement, but see where I'm going with that. At the end of the day, if you know your marketplace, because I know with workers compared to with CFOs, who are my friends in the workers comp realm, if you will, their number one goal is to always be improving their cash flow and improve their bottom line. So you get to enter the conversation that's going on in the mind in the marketplace.

Right?

Let's try another one free book that tells you 12 secrets of better lawn care. Well, fortunately, I don't have to deal with that anymore. I did. I planted my own lawn. A lot of years ago, and now I have a gardener that takes care of it. But, you know, if you'd asked me that five years ago, I might want to buy that book, right? Free book that tells you 12 secrets of better lawn care. How do you convert that to our industry? So if you have any kind of book as the authority in any industry, or you have written any kind of document, authored any kind of document, such as a free report, which is a complimentary white paper, if you will, or you have an online blog, whatever it might be.

You might say something like this, you know, free book tells you 12 secrets of better lawn care. Let's convert it. Free book tells you. And by the way, let's back up on that for a second. It says 12 secrets. 12 is a lot. And it overwhelms the mind. I would convert that 12 to a three. All right? Free. And I use the word exclusive. Okay? Exclusive. Free report tells you three secrets.

To better insurance coverage at a lower cost.

Exclusive. Free report tells you three secrets to better insurance coverage at a lower cost. See where I'm going with that? Okay, we're going to do one more, and then I'll wrap it up for today. But, you know, I hope this helps you to begin to think like a marketer, because, my friends, at the end of the day, we've got to be thinking like marketers all of the time. It's marketing, marketing, marketing that will lead to not only earning new business opportunities, to filling your pipeline, but at the end of the day, to retaining your existing customers as well. It's all about the marketing. It's all about the copy, both online and offline. It's all about the copy, both online and offline. And at the end of the day, the preeminent, number one most important item is in the copy realm is our headline. All right, so let's do one more. And I love this vision or this mental picture, if you will, because remember, like I said a couple of minutes ago, people's mind works in images. The mind is a wonderful, powerful, underused gift that we all have, all right? But the mind works in pictures and images, right? So that's where if you say to somebody, picture this or imagine this, we go off into that wonderful place, wherever that is, and we try to picture it or imagine it, okay? So that's why I like this headline. Wave this magic wand and make money for yourself. Wave this magic wand and make money for yourself. Keep in mind that it includes the word you, you, your, yourself, all of the same thought process, okay? That's the generic business headline. So how can we convert this to the insurance industry? Okay. Wave this magic wand and save money for yourself. Wave this magic wand and better protect your family and your loved ones. Wave this magic wand and better protect your business.

And guarantee your future income. You see how I'm converting all that? And then you go on to the subhead and you tell them the benefits for them of doing it. And then you go on to tell the story. Don't forget, facts tell. Stories sell. Facts tell and stories sell. It's so vitally important. My friends, at the end of the day, you too can become a master headline guru, master copywriter, and somebody who at the end of the day, every time you get out of bed, you will be able to dial up some new income because of your skill and expertise in writing a headline. My friends, I hope this has helped you in some way. I hope you have lots of notes. But you know, as we talk about in the unstoppable profit producer program in our circles, talking about it is not going to do it. Thinking about it's not going to do it. Only action. Implement, execute and take action. So anything you learned today, please go implement, execute and take action. As you know, there's a lot of information out there online so you can just gts it as we say or google that. Yep, fill in the blank and you will have lots of information at your fingertips to help you get better every single day. Mike Friends, this is Mike Stromstone coming to you live from the Living Agency Laboratory. And remember, your next big bank deposit must stop people in their tracks. Everything you say, everything you write, everything you do must stop people in their tracks. From a marketing standpoint. And don't forget, if you love like to learn more about all of this and so much more live, go to beunstoppablebootcamp.com beunstoppablebootcamp.Com Our next bootcamp is coming up. I personally guarantee that it will Change your life. Beunstoppablebootcamp.com this is Mike Strompso. I will talk to you soon and I'll until then, go out there and make a difference. Be unstoppable and leave no regrets. Thank you for listening. If you would like to listen to more episodes or share this podcast with someone you care about, please visit www.unstoppableprofitpodcast.com now go out and make a difference. Be unstoppable and leave no regrets.