Insurance Advertising To Create Hundreds of Insurance Customers: Session 1
By Peter Ryan
This article and the ones that come will give you the roadmap to achieving the most breathtaking and exotic goals you have ever thought of. Whatever your goals are…being a million dollar income earner, driving up in the Different BMW, and saying “I told you so” to your doubter friends and family (without having to say a word) and always having enough money to do whatever you desire…when you desire to. It’s true freedom. And that’s what we all desire and deserve.
Everything initiates with your positioning.
What do your clients think of you? If you don’t know how they see you, then answer this question. How do they treat you? That’s easy enough to see.
If you are like most agents, irrespective of whether you are working with life insurance, health, commercial, Home and Auto or any other insurance product, you are seen as nothing more than a used car salesman.
Unfortunate, but true nonetheless.
Ask them “What do you think of your insurance agent?” Pay attention to the phrases they use, and the spirit in which they say it. The feeling will tell you a lot. I’ve done this and I can tell you that more often than not, they have distain, boredom, lack of enthusiasm, and lack of anything positive to say.
So how do we shift this perception?
Like I said previously, it’s all about POSITIONING.
Positioning is What makes you unlike and better than you competitors.
You’ve in all probability discovered many folks talk about a “USP” unusual Sales Proposition. (If you don’t know what this is, then pay attention to the next several articles, and you’ll Learn all about it.) Positioning is NOT your USP.
Positioning is the following:
• The process of installing something as unusual, different and valuable to your prospect.
• That item may be a product, a individual, a company or anything else
• It’s about occupying well-defined space in your prospect’s mind
• When she considers (or desires) what you provide ---
You know you've got it right when you and your company ar ethe first things that come to mind when a prospect things of insurance.As you create your position, it’s critical to remember the following:
“It’s in our nature to want a thing more when it’s unusual and distinct – it automatically appears more wanted, more special and the perceived value is higher.”
So how do we shift or acquire a Different position?
Power Positioning Strategy:
• build a Another category so you can be FIRST in your market
• Example: Subways stopped selling sandwiches and now sells weight loss
• Example: The insurance agent for families with teenage drivers
• Example: The Most High-priced Insurance Broker In Town
---again, most people are not willing to say this, which is why you will be first!
Develop a diverse and unique position in the market, and then proclaim this to the entire market place by using all the unlike advertising you can afford to use.
About the author
Peter is a mastermarketer who has studied with some of the best marketers in the world. Not only is a marketer, but he's an agent (broker, producer, whatever you want to call it) just like you. He's been there done that, and has developed effective systems to help agents get more leads. www.insurancemarketingmavericks.com/about from http://www.FreeArticlesAndContent.com
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