| The new way to get more business is through | | | | how I earn my living. Most of my income comes |
| psychology. I work in the insurance industry and | | | | from the people that have called me for help |
| one thing that I have noticed is that many | | | | after they have read material that I have written |
| insurance relevant messages never get heard. | | | | and published. They call me because I am the |
| They're the wrong messages sent to the wrong | | | | perceived expert since I have been published on a |
| target markets. | | | | subject that they are interested in. I have been |
| Ask yourself, are you someone your intended | | | | operating like this for over thirty-five years. |
| target market would easily and quickly gravitate | | | | Anyone can do business like this. Get published |
| to? Do they find you immediately trustworthy | | | | first, then show people your article and watch |
| and credible? I find that many insurance advisors | | | | your business grow. |
| are indeed credible, but they are not good at | | | | I have shown many of my friends how to make |
| demonstrating their credibility. As a result, many | | | | lots of money while helping people. It is surprisingly |
| people they meet don't easily trust them. | | | | easy, if you do the right things the right way. |
| The biggest marketing mismatches involve | | | | Here is an example; a few years ago a good |
| emotional issues - the things that help your | | | | friend of mine wanted to move to Greenwich. He |
| prospect feel safe with you. Some examples of | | | | is a financial planner, smart and honest. He just |
| this include: | | | | needed a little push and some direction. I showed |
| A personal phone call from the advisor | | | | him how to get published and how to get on TV. |
| Clear descriptions and directions | | | | Within a year, he had enough money from |
| Content written in the language of your | | | | business that was generated by his being |
| target market | | | | publicized to buy a nice house in Greenwich, CT. |
| Relevant information, rather than an endless | | | | Another example is an accountant friend of mine. |
| sales pitch | | | | He wanted to go into the life insurance business, |
| Pictures of staff members on your web site | | | | but was not an outgoing individual. I coauthored a |
| Part one in attracting a new client is creating a | | | | book and some articles with him. That following |
| feeling of safety. If you don't know how to | | | | year, he was the number 6 salesman for a very |
| make the prospect feel safe and comfortable, | | | | large insurance company. He sold more life |
| chances are slim that you'll get far enough to | | | | insurance than 10,000 other agents and brokers |
| write new business with him. | | | | that did business with the large insurance |
| There is an unwritten philosophy that if it's in print, | | | | company. He gets almost all his business as a |
| it must be true. If you need help with a subject, | | | | result of being published. Imagine that. A "no |
| and read an article written by someone who is | | | | personality CPA" becoming a highly successful |
| knowledgeable about that subject, you may be | | | | agent, and it happened in his first year in the |
| more likely to wish to call him or her for advice. | | | | business! |
| I write for numerous publications but that is not | | | | |