Yes, you sell your insurance knowledge in the form of products and services for commissions, but that’s not why your clients buy from you. Every successful insurance agent today understands that they do much more than transfer risk for their clients.

To become a successful insurance agent today, you have  understand that they are marketers first, then publishers, creators, innovators, speakers, and value providers. This may seem like a foreign concept, but it’s true.

No insurance producer can help their clients financially if they can’t first paint an emotional picture through their words and ideas. Marketing is not about manipulation, tricks or tactics. Today’s insurance buyers are too educated and untrusting to fall for inauthenticity. So, today’s marketing is about great content.

Content is not limited to your website, emails, or product and service descriptions. Everything your prospect or customer comes in contact with about you or your agency is content. It is any medium through which you communicate with the people who may use your products or services.

For example, content could be the words on your webpage, the email sent to a client, a headline on your brochure or the words used during a prospect appointment.

There is no hiding from content: It will make you or break you. Yet, most agents don’t seize this opportunity. In fact, most agents don’t even know the opportunity exists.

Ann Handley, author of “Everybody Writes,” says it best.

“Ours is a world where technology and social ideas have given us access and power: Everyone one of us has the awesome opportunity to own our own online publishing platforms — websites, blogs, email newsletters, Facebook pages, Twitter streams, and so on.

I don’t use the phrase ‘awesome opportunity’ lightly. The opportunity to change how we communicate with people we are trying to reach, and what we communicate, is tremendous — yet we aren’t taking full advantage of it.”

With this great opportunity, why are the majority of insurance agents still standing on the sidelines simply watching and waiting? Some think it is lack of time, others say it is lack of knowledge or skill, and a few still believe that there is not a need. However, I contend that you don’t really have choice because:

  • Your prospective clients have more options than ever before.

  • Your prospective clients have more resources than ever before.

  • Your prospective clients expect more from their agent than ever before.

Those that deliver on these expectations will stand out, and will stand above, to earn business from their ideal clients. Those that don’t will continue to fight and scrape for what’s left.

So I ask you a simple question: Are you a marketer or an insurance agent?

Trick question! You must be both: One is expected and the other will make you successful.

You are expected to understand policy terms, definitions, exclusions, coverage gaps, underwriting, endorsements, and what all those strange acronyms mean.

You get paid for providing value through your content. That content could be spoken, written, or watched. No, it’s not easy, but that’s why most agents are struggling. It requires that you are much more than just smart, friendly, and can ask if you can give a quote. Keep in mind:

  • You have to help your customers do something that’s important to them.

  • You have to give your unique viewpoint.

  • You have to put 100 percent of your focus on your customer and view the world through their eyes.

That takes hard work, hustle, training, continual personal development, and a passion that burns deep inside you. This passion doesn’t come from outside sources. It starts and ends with you. So, ask yourself:

  • How bad do you want to make an impact?

  • How bad do you want to help others?

  • How bad do you want to become the industry leader?

To do this, you must fully understand that you will not settle for being just another insurance agent. You are a professional who earns trust through consistent and valuable content offline and online to your prospects and clients.

To be successful insurance agent today, you have to also be a marketer … and a good one.

What content are you creating?

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