Have you ever seen one of those hidden object paintings? At first the picture looks like an abstract painting, but if you look “through” the maze of colors you begin to see a hidden image. Some people see the hidden image; others just see a colorful, wacky design.
Those types of paintings are fun but only for a short period of time. I prefer works of art by Norman Rockwell or Peter Max. You don’t have to squint or look through the picture. Everyone knows exactly what they’re looking at and can appreciate its charm and value.
As with any other business, success in the financial services industry requires focus and excellence. The basics of Marketing 101 still apply–you need to determine who you’re marketing to, identify their specific needs, and provide a product or service that meets those needs.
You can’t be all things to all people. A jack-of-all-trades will be a master of none. If your objective is to sell fixed indexed annuities, then you shouldn’t dabble in long term care, life insurance, and/or a plethora of other annuities and financial tools. Determine what you want to do and do it well.