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3 Ways to Light a Candle

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Once again, we’re looking for the best ideas from long-term care insurance (LTCI) advisors and other industry experts for the Senior Market Advisor annual 100 Best Sales and Marketing Ideas initiative.

We’ll publish the best ideas in print in the June issue of Senior Market Advisor magazine and here online at

We encourage you to take our survey and get your best ideas for selling LTCI and other products in so we can include you in the upcoming feature.

We’ve already begun receiving some responses. Here are some that might be helpful to LTCI producers.


When working with seniors, speak slower than normal. Writing letters? Use 14-point type, and keep it simple and short.

Your goal is to build trust and respect ASAP via both the phone and mailings.

Don’t think that you can pull the wool over their eyes, and never talk down to them.

Make them feel that they are important, because we are.

Donald W.Schulz

With seniors sometimes the best marketing material is the language of silence. Learn to not talk, especially the talk of interruption. If you listen long enough they will tell you all you need and want to know

Jerry Manning


We contact local churches and go speak to the retired groups that meet for lunch once a month.

We do educational workshops to educate retirees of the challenges ahead, give solutions to solve the issues and educate about other areas of financial planning and estate planning. They always feed us lunch when we come; most bring a dish so there are plenty of different dishes and great home-cooked food.

We use this as a way to volunteer our time and provide information for improvements in areas of stewardship. Many times, clients contact us afterward to set up an appointment for us to come to their home (non-local clients) or to our office (local clients).

If we don’t get a call, then that’s OK, too. We want to educate them, and share our knowledge and expertise. This also helps establish ourselves as educators and experts all over the state.

Mark Romine


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