How To Use AI & Personal Branding To Sell More Insurance

Who here has ever called a customer service line? And you're like, God, I cannot wait until this person gets replaced by a robot. You need to be perceived as a person that is more valuable than a robot or you will be replaced. The more that you educate someone, the more that they trust you and perceive you to be the expert. I've probably legitimately watched hundreds of hours of content from, like, Alex Hormozi, for example. I perceive him as an expert because I've watched so much of him. That's the power of video. So if you can be the one that educates them on the problem and takes them through the whole process, you can literally sell to anybody. What's a great way to separate yourself from the competition? Yeah, you're not going to have to buy leads that are called 14,000 times from a spreadsheet and call them from your cell phone. We literally have branded leads that want to talk to us and an entire marketing system that warms them up and then books them on your calendar. And literally nobody in the industry is doing this because they don't understand marketing. So what I'm going to be talking about here is how to use AI and personal branding to attract high net worth clients. So I want to kind of just set the stage here so that you guys understand what is coming to the insurance industry over the next three to five, maybe even 10 years. So a lot of people throw out the buzzword of AI. AI is going to steal all your clients. AI is going to do this. AI is going to do that. Who here actually understands it kind of like sees what's happening or what the big picture is? Just raise your hand if you have like an idea or a theory of what you think is going to happen. That's why we're here. All right, Go for it.

I don't think that AI can actually. Oh, thank you.

You're welcome.

I don't think.

Sell a life insurance policy.

Okay.

I think. I think people do that and I think people prefer other people to do that. But I think AI can do a lot to help us get to that point where we help a family.

Got it, Got it. What do you got? There we go. Now we got some hands giving away cash. Geez. Because America, you got to bribe people.

I think it's going to replace Josh.

Okay.

Because I just had a photo with me in a tank top and I used AI to generate a business photo. So whoever takes like, because I could went to a photographer. They lost out on that sale because I generated that picture for my Profile.

Okay, very cool. So, all right, what do you got, Paula?

Yeah, so I know we have like Marketplace and stuff. They tried to create these platforms for people.

But I still see them wanting to talk to somebody even if they want to finish the enrollment themselves. Am I right? Am I understanding this?

Okay.

Would you do this if it were you? Like, there's still that human contact or they want that expert knowledge.

Okay.

If that shifts to the AI, not just the functionality of an enrollment, that we can rely on it and trust it as. What would you do if it were me? You know, like a personal opinion and an expert opinion, then I think we will lose out.

Okay.

It won't be like the picture, but if we can maintain that presence of being the expert and what AI is, because I think we'll have the edge of our AI.

Okay, got it. Anyone else have any ideas? I gotta. I gotta slow down on the cash, so we'll come back to you later.

One of the things that I, that I think about based on the trigger that I want to go into as far as, like, how I want to help people, is when you get into higher level conversations with life insurance. When you're talking about advanced markets, certain different strategies. You know, Nobody's gonna dump 2,000, $3,000 a month into an IUL based on the conversation that they have with bot.

Okay. Most people won't.

Yeah, it's more like, yeah, if you're gonna buy a 72 doll policy, whatever. Like, probably. But there's certain higher level conversations that you want to be sure of what you're doing before you just put like, you know, 30 grand a year into a house.

All right, so here's kind of what I think. Who here has ever called a customer service line? And you're like, God, I cannot wait until this person gets replaced by a robot.

Yeah, yeah.

All the time. Right? You guys ever talk to go high level customer service, and you're like, an AI can do your job way better than you. Right. Or you call. I don't know. Who has notoriously bad customer service? Insurance carriers. Right. Who here would rather talk to ChatGPT than talk to, I don't know, Carrie from customer service at aig.

Right.

Right. So the thing is, and also, like, just so you guys kind of understand the first principles of why insurance companies even have agents. Well, one, it's because it's the law, the licenses. But two, like, if you look at the different products, right? Iuls, whole life, whatever they are, setting aside a certain amount of what they make to pay you Guys, commissions. Correct. Right. So an insurance company, if they say, okay, cool, this person's going to pay me $1,000 a year in premium, I'm going to pay 150% of that to an FMO, and then they're going to have the commission split across the different layers of the agents. They're saying, this is what we're willing to pay to acquire a customer. Right. The only reason they do that is not because they just like you guys and they want to pay you money. It's because it makes more sense financially for them to do that than hire their own sales team. They don't want the liability, they don't want the headache. Right. They don't want the churn and burn of the industry. 8%. That means 92% of people they would hire would fail. Sounds like a pretty horrible sales model for the carrier's perspective. So the reason that they pay you guys and the reason that we all have the industry. We do is because right now it makes more sense to have agents than it does to have an internal team. But what happens when you would rather talk to an AI than a person?

They don't pay a commission.

Well, maybe, but I think it really just depends on. It's all about what the consumers want. Because the reason they use agents instead of chatbots is because the consumers want to talk to the humans. Right. So the key is what you need to focus on is how you can become more valuable. And people would rather talk to you than talk to a robot. Because, like, have you guys ever had a conversation with ChatGPT, like a voice conversation? It's pretty good. It has better conversations than some people I've met.

And it'll compliment you and tell you whatever you want to hear. Like, it's pretty good. It's pretty good. So the thing is, like, you need to be perceived as a person that is more valuable than a robot or you will be replaced. And I'm not saying it's gonna be the next three years or the next five years, but in the next 10 years. Like, guys, four years ago, ChatGPT didn't exist.

And it accelerates exponentially. Like, where are we going to be in two years? Where are we going to be in three years? Go for it.

Well, based upon my age, I would like to say that I think it depends on the age of your clientele, how they're going to feel about that.

Yeah, I would agree. I would agree. But it's also, like, people don't want to talk to telemarketers either. So if it's this person that keeps calling my phone over and over and over, this person that I saw that is giving me value and explaining the concepts, right? People like, it's literally planted into, like our biology. Humans move towards things that move away from them, but they move away from things that move towards them. So if you're chasing, they're running, right? If you're like, hey, I'm a person of value, then they come. That's the key, is you want to flip the switch. So what I'm going to aim to show you guys is essentially how we do that for people and ultimately what that looks like. And if you choose to work with us, we can help you do that. Or if you choose to go and figure it out on your own, hopefully I can give you some value in terms of how to do that. Any questions you guys have so far?

Nothing. Cool. So I'm gonna show you guys a couple different ads that we've actually created for our internal clients. But first I wanna explain something marketing related. You guys can take pictures of this. When I show the ads, I just ask that you record. Obviously I can't like technically stop you, but just. We're just going to have an honor system here. So essentially in marketing there's something called the five stages of awareness. And marketers understand this, but most salespeople don't. Every single person in your pipeline or in your leads falls into one of these five stages. So we'll just take an example. A camera, right? Somebody who is unaware does not know they need a camera at all. They don't even, like, they have no desire for a camera and they don't know that they need it. Someone that is problem aware. This would be someone that knows they have a problem.

But they don't know that a camera could solve it. And they don't even know that there's a solution. Right? So, for example, oh, I need to take pictures of my family. I want a way to capture the memories. But they don't even know that a camera exists or there's even a solution. Does that make sense? Can you guys connect that with insurance too? Right? With iul, for example, or let's say annuity. Oh, man, I really don't like having all my money in the stock market. But they don't even know that an annuity exists or there's even a solution. Does that make sense? That's problem aware. Solution aware would be okay. I know that there is a solution, but I don't know what it is. Right? There's gotta be a way that I could have my money not exposed to market loss, protect it. But I don't even know. I don't even know what annuity is. Problem aware or product aware would mean they know what an annuity is, but they don't know exactly what. They're not really convinced. Right here, over. This is what agents call high intent leads here, over. Terrible. Agents say these leads suck. Right. But in all reality, a lead is literally just like every single lead can pass. Someone that is unaware can move into most aware. Right before you guys saw me speak, you guys were all here or maybe somewhere here. Now you're in a breakout room. Like, you're moving along the stages of awareness, essentially. So if you can move people, but if you don't know how to, you don't have systems to, then you're doing it all manually. Right? And that's what most people do. They buy a lead list. Some people still use spreadsheets and a cell phone. And then they just go and call a bunch of numbers, hit a bunch of voicemails. Somebody finally picks up like, oh, yeah, I saw some ad. I think I clicked on it. What's that aisle thing? I don't remember anything about that. Something about tax free and not paying taxes. Yeah, I don't really know. And then you have to have the conversation to move them across these stages. So it's a lot of effort when you do it that way. Does that make sense? Cool. So I'm gonna do a little bit of a quiz. I'm gonna show you guys. Actually, that's not gonna work, so I'm gonna have to do this. Luckily, I planned ahead and downloaded these before because I knew the WI fi was terrible.

All right, so this is where I ask that you don't record. This is actually one of our private clients who's crushing it, you guys. I mentioned him yesterday. I want you guys to tell me which stage of awareness you think this ad is in is targeting. Do you want a way to get tax free growth on your money, but you make too much money for a Roth IRA? There's a special type of retirement account that is 100% tax free, has no contribution limits and no income limits. It's used by 85% of Fortune 500 CEOs, and yet nearly nobody talks about it. All right.

Targeting problem aware.

Problem aware. Why?

So they know the problem.

Right.

He's talking about, you know, you're trying to figure out where to put your money. You've already maxed out. You know, you're where else to say, but they don't know what the solution is. So it's like, hey, what do you think about this?

Here's the solution.

Bingo. Good stuff. You just earned yourself 25 cents. Just kidding. That one has. That one has $5 in it. There was one ducky that had 25 cents because we ran out of them. I feel bad for whoever got that one.

All right, cool.

Turn up the volume.

All right, let's go to the next one. So essentially, like.

He'S able to take somebody from this ad and then he sends them to a video, explains the whole process. Whereas most people, right, like, you're killing multiple birds with one stone, right? Bird shot. They're watching the ad, they're getting educated on the process, and then they go to a video that educates them even more. So he's saving time from having to have the manual conversations with people over and over and over. And the more that you educate someone, the more that they trust you and perceive you to be the expert. Does that make sense? Like, if you guys watch somebody online and you watch, like, I've probably legitimately watched hundreds of hours of content from, like, Alex Hormozi, for example. Like, that guy is definitely perceived. I perceive him as an expert because I've watched so much of him. You can do the same thing. You don't have to have hundreds of hours of content. But the very least, I would rather talk to this guy than chatgpt to help me with this tax free retirement strategy because he's the one who's educating me about it and explaining it. So let's look at another one.

You guys want to see an annuity ad? Yeah. Cool.

If you've been told by your advisor to stay away from annuities, they probably, probably didn't give you the whole truth. If you've been told to stay away from annuities, you probably didn't hear the full story for years. Advisors have learned.

All right, what is this one? Tommy, do you mind not filming? Thanks, bro.

Where does this one fall?

What do you guys think? Go for it. Product aware. Why.

Good.

Yeah, exactly. Who's ever heard that all publicity is good publicity?

Yeah, it's actually easier to sell products when people are talking about them because you're not explaining something from scratch. Right. The worst thing you can have is no attention, because you can turn bad attention into good attention. Right. If people know what an annuity is like, who here has ever heard like, oh, Fisher and Dave Ramsey hate annuities, Right? That actually makes it easier for you to sell. Because you just go, here's why they're saying that it's wrong. Do this instead. Right. Versus if they're like, what's an annuity? And then they Google it, and they're like, they only see bad things. They already have the awareness of it. You can just shift it so that's something that's really powerful. And then when they see this ad, now I become the expert, the person who is changing their opinion and showing them something new. Does that make sense? Awesome questions about that.

Are you guys seeing, like, the power of the expert effect? Like, imagine if you were the one in the ad. They saw you, and then they watched, like, a 10 to 15 minute video of you breaking down a concept, whatever it is. Right. Could be infinite banking. Could be IULs, could be annuities. And there's like, a million ways you can sell annuities too. You got the Roth Conversion Thrift Savings Plan, like TSP for federal workers. Like, there's tons of different things that you can do. There's literally infinite niches and needs for these products. Does that all make sense? Awesome. Cool. Let me show you guys another one.

If you're saving money into a 401k, you need to hear this. The IRS has raised tax rates 23 times. So why are you putting all your money into a 401k that can be taxed up to 40%. This is why 85% of Fortune 500 CEOs have an additional retirement plan called an index price policy, or iul, in addition to the.

All right, which one is this?

Mostor. They know what it is. They just haven't gotten around to doing anything about it. I'll play in the very beginning.

If you're saving money into a 401k, you need to hear this. The IRS has raised tax rates of 20.

Problem?

Solution.

Nope. No one's got it yet.

Unaware. Bingo. Oh, this one. This is the quarter one. You already got five bucks.

There you go. Good luck getting that out. You could get bubblegum back in 2010.

This one. Yeah. This one is completely unaware. If you're giving them the problem.

It'S unaware. Right. But it's also, like, who here feels completely confident? Like, if you called somebody up and they were unaware, they didn't even know what the problem was, that you'd be able to sell them a policy.

Only. Josh, how long would it take you, though? Depends. Maybe a couple of months. Exactly. But what's the biggest audience?

Unaware. Most people don't even know they have a problem. Right? So if you can be the one that educates them on the problem and takes them through the whole process, you can literally sell to anybody. But who here wants to have that conversation a million times? So you film this one time and then you just show it to a million people or even a thousand people, and you're making crazy money. That's the power of a video, right? They talk about there's four types of leverage code capital, labor and content. Right? The people that are going to get rich in the next economy. Right? We're now in the attention economy. Who's ever heard attention is the new oil, right? Before back in the day, it used to be all about labor and getting people to work for you. Like in the 1800s, you had like the. The. The titans of the industry, like John Rockefeller, and then it was the knowledge economy. That's why they told everyone to go to college. Why my generation is. They don't go to college because it's not about knowledge, it's about attention, Right? So if you're using content to get the attention, and not only getting attention, because, like, you could make a video of you dancing on TikTok or like smashing your head into a watermelon, you're gonna get attention. But that's not attention that you can turn into money. That's the key, is you want attention that you can turn into money, which is what content allows you to do. And then you combine AI with that, and it just gets. It gets pretty nasty. So cool.

Good nasty.

Good nasty.

As we move into these phases, if they start out in phase one, are you ending the. I suppose you're ending the video on Click here. Contact or season part two, or you have to.

Bingo. Yeah, yeah. So, like, I can just. I'll skip forward and show you a little bit. This is an oversimplified version of what, like, the actual funnel looks like, to be honest with you.

I know, like I said, oversimplified. It looks complicated, but. So basically you have your ad, which is the part you guys just saw. Then they go to a video training page. It's usually 10 to 15 minutes. You guys can take photos of this. It's fine. And then you collect the lead, they get the opportunity to book on your calendar. Did you guys see my talk yesterday? Yeah, that's where I had 25% of people booking. That doesn't happen every time. That was just like. Usually it's like 10 to 30%. Then they book a call. Pre. Call video. Who here has ever struggled with show rates on appointments?

Yeah, show Rates just in general suck, right? People are a very fickle creature, right? Like nobody keeps their commitments. Look at divorce rates. So if you expect them to keep their commitment to you on a random appointment from some call you just made, like if you get 50% sure rate, that's good, right? But that boosts the share rate considerably. And there's, there's other things you can do too, which are really cool.

The salesman was the furthest away. Yeah, but we actually decided because he did a follow up video. Yeah, we actually decided.

Why do you think I sent you guys a video? To come to the breakout. It works, right? So like if you're not using the power of video, you're just, you're basically a bot, you know, like if you don't have a face that they see and can relate to, like you're just a bot with less knowledge. Not a good place to be, especially in the attention economy. So you have the pre call video and then to answer your question that you're asking, we send them a ton of emails and videos and content to warm them up, right? Because again, who has ever heard the term sales cycle? Like what's your sales cycle like? It can be long, it can be a year if you suck. But you can collapse the timeline, right? Like if any of you guys book a call on our calendar, I will send you like three emails a day. I will stalk you on Facebook until your appointment because I'm trying to put as much pieces of content in front of you so that you're more familiar with what we do. And you have all of the right frames of mind, right? That's what you could, you can do the exact same thing for your clients. And literally nobody in the industry is doing this because they don't understand marketing, they just understand sales.

Right? That's the key. And everyone's trying to sell you leads. And if you buy leads, you can't really do any of this because you don't have any of the data and you're not the one branded as the expert, just some random person. So this is like, this is the key. But yeah, you send them a ton of emails, a ton of videos. That's an over exaggeration of the amount of text we do. I try to just send text reminders because if you text people a time, they get annoyed. But yeah, send them videos, emails. So you're putting all of those pieces of content ahead of them to move them along the line. Does that make sense? Yeah, so that's, that's kind of the key there all right, we'll do.

Another video.

See?

Where'd this one go? All right, cool.

590,000 people got an IUL last year, but ditching your 401k for one is a big mistake. Don't listen to anyone telling you to ditch your 401k, especially if your employer matches it. That's free money. The problem with 401ks is they're great at growing your money. The terrible at protecting it.

All right, which one is this.

Problem aware.

590,000 people got an IUL last year, but ditching your 401k for one is a big mistake.

They're product Aware.

Product aware.

Most aware.

Unaware. Who said that?

Most aware.

Most aware. There we go. I thought you still there, Dana.

Good catch. It is Most aware. Right? Which. This is really cool if you can take somebody that is already aware of the product and considering it and like, what. Have you guys seen IUL ads, like, on your Facebook? People are advertising iul. Do they oversell it or what? Some people really put some sizzle on that steak, man. That's crazy. Like, this is going to make you a millionaire tomorrow.

Liquidate all of your stock accounts and put it all into an iul. People get crazy. Right. But I mean, for one, I would argue that's unethical. I'm not calling anyone out, but I personally wouldn't want to sell that way. But also like it. It creates a lot of distrust. But if you can take people that are distrusted and leverage that distrust into trust for you, now they view you as the trusted expert, right? Like, who here trusts politicians?

What's a good. Like, what the most cliche line is like? Yeah, they talk like a politician. Like, you take the distrust of politicians, and if you say that politicians suck, then people like you more. Like you're just doing the same thing with the people that are slumming out with the Iuls, right? And so this gets people that are already looking into it. They're already kind of sold on the concept, but they just need the little extra push. And they need someone they know is not gonna, like, you know, steal all of their belongings and do something shady. So those are the ads that I got for you guys.

Of course.

Are you guys strictly marketing, or are you an agency as well?

We don't do any recruiting. I like to work with other agencies. And if I recruit other agencies, agents, they won't send me business. So I try to keep my hands out of that pot. So, yeah, we're. We're agnostic in terms of IMO's but I can. Like, if you don't have contracts and are looking for one, I have agencies that I partner with that I can send them to. Send you to.

I have contracts.

Okay.

Make sure you're not competing with me.

Yeah.

My point exactly. That's why we don't recruit, but we also do like recruiting stuff too. Because the same way that you attract clients is the same way you attract agents. Right. And then also if you have an agency, what's a more compelling offer? Because at the end of the day, like we're in a dog eat dog world and a dog eat dog industry, like people are going to pick like it's a zero sum game in terms of which breakout people are going to go to today. If you guys are in this breakout room, it means you're in a note, not in another breakout room. If you're at this agency, it means you're not at that agency. So people are going to pick what's going to be the most advantageous for them and what's a great way to separate yourself from the competition. Yeah. You're not going to have to buy leads that are called 14,000 times from a spreadsheet and call them from your cell phone. We literally have branded leads that want to talk to us and an entire marketing system that warms them up and then books them on your calendar. And if you're an agency owner, you can sell the leads at a little bit of a markup and even make a profit pretty good. That's what a lot of the top agencies are now doing. Now, like some of the ones that are growing the fastest, they're doing things like this and then they're basically, they just have an internal lead system that they sell to their, their agents. You ever go through like Iuls, like, there's a million ways to set them up. There's a proper way. There's 10,000 unproperable ways to set them up. Yeah. Become more of an expert. Yeah. 100%. 100%. Yeah. All that stuff is really good. It all crushes and that stat is real. 590,000. Yes.

So you guys help us to create the videos and all of that.

Yeah. You record with your iPhone? Yeah. Like I could.

Here's three things you need to know before for buying an iul. Right. And then I could just go into it like literally that sometimes that.

That outperforms like the studio stuff because like when you go on Facebook or Instagram, you're expecting to see stuff from people, not like actors. You know, there we go. Bingo. I love it.

Yes, sir. So after the. The video training page, I see that you have the lead collected, and then the outbound calls. Which one is most effective? All of it? Yeah, all of it. Hit them from all angles. Yeah. The. If you are not loud, you are screwed. Like, the world is loud. There's a lot of noise going on. Like, it's quiet in this room, but you open that door, there's like, thousands of people driving on the road. Ads everywhere. Like, people don't care about you. Like, you gotta. They're gonna click on an ad and then all of a sudden scroll through 15 other pieces of content before, you know, ending their bathroom break and getting back to work. So it's like, you gotta call them, text them, email them videos, everything. Like, you gotta be loud. So one other thing that we'll do, too. Who here got a call or a text immediately after you scan that QR code?

Yeah.

All right. Not enough of you. So speed to lead, right? That's speed to lead. So either you need to be doing it yourself, or you need to hire somebody to do it for you. Like, I didn't call any of you, but I have a team of, like, six people that call all of the leads that come in. So it's like, you know, you can hire people for very low cost to call and reach out to your leads, text them everything. So you just want to be. You just want to be extremely loud, because if you're not, somebody else is going to beat you. It's a competitive marketplace. Very competitive. So. Good question. Anything else before I move on?

Cool.