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Tips and takeaways

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What you hold in your hands is the first issue of Senior Market Advisor‘s new design.

I won’t point out every little tweak and tuck in this column, but will let you turn the pages and experience what we believe are improvements to a publication with an award-winning resume — most recently SMA won the ASBPE Bronze Award for Feature Design for November 2007′s LTCI Power List.What, you may ask, are they thinking, by changing something that already works?

Hey, we asked ourselves the same thing. Talks of a redesign began in early spring and more than once somebody (OK, it was me) said: “Well, if it ain’t broke, don’t fix it!”

Our consultants received feedback from hundreds of our readers. The overwhelming response was: “What you have works so don’t screw it up!”

But you can always improve your lot in life. If you sold $1 million in policies last year, you’re trying to figure out how to sell $2 million. We’re the same way — always looking and reaching for that next rung on the ladder.

So, we took the information we’d gathered internally and from our consultants and began formulating a plan. Our basic idea, our mission for the magazine, would not change; we would continue to bring you the same type of content with the same focus and tone. The foundation of this publication is to bring you the best tips and takeaways to benefit your practice. We decided quickly and unanimously that we would not deviate from that editorial mantra.

Whether your lead product is life insurance, LTCI, annuities or some subgroup under their umbrella, our bread and butter has been and will continue to be in bringing you the best available sales and marketing strategies and techniques to boost your bottom line.

As you’ll notice, this redesign is not “radical plastic surgery,” as one of our team commented; it’s more like a rejuvenating day at the spa — a massage, a facial, with maybe a Botox treatment thrown in to tighten everything up.

We believe the pages are now even cleaner in design and easier to read with larger type and additional tips and takeaways. We put these in because we know your time is valuable and we want to make your reading experience as information-packed and efficient as possible.

Let us know what you think.


Daniel D. Williams, Editor