Publicity can bring prospects

As many sources for prospects exist as books offer tips on sales. I believe referrals will win out over other sources every time. Nothing is as effective as a valued client calling a friend and delivering an unbiased recommendation.

A close second to referrals is publicity. Different from advertising, publicity is getting out the producer’s name and face in ways that showcase his expertise in the public light.

Effective publicity communicates who the producer is, what he does, and how he benefits his customers. It also can strengthen his credibility, enhance his image, develop goodwill, influence public opinion, and, most of all, inspire action.

Because publicity is non-paid media and is reported in a journalistic style, the public sees it as unbiased. It is more credible and effective than paid advertising.

Editor’s Note: The preceding tip was taken from “Whole Life Prospecting Made Easy,” which ran in the November 2004 issue of Life Insurance Selling. Click here to read the entire article.