One of the most common questions insurance agents ask is: “How can I attract more prospective customers to grow my book of business?”
Part of my answer usually surprises them.
I believe that to attract your ideal customer, your marketing message must be direct and specific enough that it will also repel. Your marketing message must be so clear that any prospect will either completely identify with your message or ignore it in seconds.
There is no in between. You can’t speak a message that you think everyone may identify with. It doesn’t work that way. Today’s consumer wants to feel like you are speaking directly to them.
This is challenging. There is always a feeling of “missing out” if your marketing message is not broad enough.
What if your message excludes potential customers? What if you are leaving money on the table by not being more inclusive? What if you are missing opportunities?
All of those questions are why most insurance agencies have a difficult time attracting a steady stream of qualified prospective customers.
Instead of attracting an audience that they can serve better than anyone else, insurance agencies try to pander to everyone and thus creates no sense of value for the prospects they are tying to reach.
When you have identified your ideal customer, you need to begin creating lead magnets that capture their attention.
Like any good magnet, your this message will attract the right audience, but it will also repel those that aren’t a good fit.