Property casualty agents are under attack from Progressive, Geico, USAA, Liberty Mutual, etc. Everywhere people look, they are getting hit with commercials about DIY insurance companies. Property Casualty agents are dying a death of a thousand cuts. You can help them conserve and grow their businesses… while at the same time growing your own! I’ve put together a whole system to help you do this very thing. I’m giving it to you, courtesy of 5Q Group.
Property Casualty Referral System
How do you get attention in today’s crowded environment? The average American is bombarded with over 3,000 messages a day via TV, the internet, billboards, radio, etc. How do you make your message heard? Say something CONTROVERSIAL!
Even better, say something controversial that people will love! A great example of that is when you should start drawing Social Security. People want that money now, but they are being told by their advisors, experts, and the media that they should wait. Nobody really wants to wait, so they would love to hear a reason why they should draw early.
There are lots of reasons to do so. I listed a few I have heard of in one of my coaching calls: https://vimeo.com/782611927, I begin talking about this subject at 7:07.
So, what if your marketing and PR revolved around it? Would you sound like everyone else or different? Would most people LOVE to hear why they should draw early? Yes, they would! Would your local news sources love to bring their viewers something they’d love to hear? Yes, they would. If you don’t agree with this controversy, come up with your own… but if you want to cut through the clutter, you must stop sounding like everyone else!
Fall is just around the corner. What are your plans to leverage it to bring in more business? This article from NerdWallet gives you 10 ideas that you can use to infuse your marketing with fun and brilliance.
Using current events, different seasons, and holidays is an excellent way to get people’s attention and get them to take action. If you just use a couple of the ideas presented in this article, you can see some terrific traction. AND, most of the ideas are inexpensive to incorporate!
Find the article here: https://www.nerdwallet.com/article/small-business/fall-marketing-ideas
The new science on goals is that they are not only ineffective… but can be really destructive to success. But… there is something that you can replace goals with that has proven very effective.
Watch this video on how to create a constant pipeline of new business like clockwork. The step-by-step process begins at 5:30 minutes into the presentation.
You could financially improve the lives of virtually anyone who walked through your doors. But how do you get them in? How do you get them to respond to your marketing? Well, the first step is to figure out why they won’t respond to your marketing. What are they afraid of?
Think about why you don’t want to go to that free weekend at a plush resort… your only cost is sitting down with the time-share salesperson. 99% of people turn down that offer. Why? Because they don’t want to be pressured into buying something.
Now I know you aren’t going to pressure someone who comes to see you, but they don’t know that. In fact, in their minds, they are certain you are going to pressure them. So, how do you communicate that you will not pressure them?
One experiment that has been extremely successful is the one-and-done offer. Find something simple AND FINITE that you can help people with. The offer should make it completely clear that this is a one-time meeting… to get this ONE thing done… and there will be no follow-up beyond it.
I created a referral system for my coaching clients in 2016 using this very concept. I created a 7-document walkthrough that they could give to their clients. Then, after the clients discovered the value of it… my advisors offered to go through the exact same documents with their friends and family at a one-and-done, ½ hour meeting.
It works unbelievably well. The advisors that use this concept average one referral for every 3 clients they have in their books. 100 clients… 30 referrals. Not bad, right?
BUT… those referrals are only for one-and-done, ½ hour meetings… so where does the new business come from? Ha! Well, after the advisor has completed the ½ hour meeting (and given awesome value that the new prospect is blown away by), want to guess what they ask? They ask… “What else do you do?”
The advisor has just been invited to discuss all the other financial help they can offer.
So, sit down and figure out a simple, value-added item you could offer that could be done in one meeting. Then, get that offer out there with the emphasis that there will be no pressure or follow-up (unless they ask you at the end).
Have you ever explored a unique product that will surprise your client and boost your profit margins? Try Indexed Universal Life Insurance. It has unique properties that clients love… but, more importantly, have never heard of… and that is a terrific way to get prospects’ attention.
In the video link below, I walk you through a simple, quick, and effective IUL presentation. I also cover a piece of software that basically sells IUL for you (I get no kickback from the company, but I will tell you, I personally bought IUL for myself after a ½ hour walkthrough of the software with my current situation). It is powerful and at least worth a look.
The information covering IUL starts at 12:14 into the video: https://vimeo.com/816249780
* Please note, since the filming of this video, the software URL has changed. For more information, visit www.IULCalculatorPro.com.
Providing value BEFORE you ask people to invest with you is by far the most effective way to bring in new clients. The good news is that it costs you nothing to provide that value. Your value is your expertise.
Create and use a lead magnet to attract people to you and what you offer. A lead magnet is a piece of content that could be a book, article, white paper, video, etc. You give it to people in exchange for their contact information and permission to drip or contact them.
You can offer your lead magnet on your website, business card, email signature, and as a brochure as well.
People are hesitant to meet with someone about their finances because they are afraid of getting a hard sell. By providing great information for free with a lead magnet, you have gone a long way towards building the trust that will get them to meet with you.
Here’s a great article to get you started:
https://blog.hubspot.com/marketing/creating-lead-generation-offers-from-blogs
Want one of the cheapest yet most effective ways to brand yourself and increase your business? Use the thing you do every day… countless times. Use your email signature.
What does your email signature look like? How are you using it to promote your business effectively?
See if you are doing these 4 things to make your email signature work for you:
Are you doing all these things? If not, you are missing a free way to market your business and leverage your brand. Please take a Friday and lock all these things down, and remember, once you have done the work… these things will work for you going forward!
I lied to show you that it works… Top 10 Lists… and for that matter, any list grabs people’s attention. They can’t help it!
Come up with a steady flow of top 10 lists:
And it doesn’t need to be ten:
You are tapping into people’s curiosity. Did you know that over 1/3 of Buzzfeed’s posts have a number in the title? People love short, easy-to-digest information. Lists give them that.
What do you do with your list?
And the great thing about these lists is that they can be recycled. Use them once a year or when something occurs in the news that would make your list apropos.
You are walking down the street when you come upon two homeless people. Both hold signs, but the message is different on each:
Would you treat or think about these people differently? Which would you be more likely to give money to?
Most people would give a lot more money to the second person. Why? First, they are being specific as to why they need the money and what it will be used for. Specificity equals believability.
Second, it is using the power of standing for something bigger than yourself. It makes people care. And when people care, they act.
Here are some ways you can use this concept in your business… all while making the world a better place:
Successful marketing comes down to igniting passion and emotion in your prospects. Quit being like your competitors, who simply get lost in the noise with their logic and product pushing.
