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November 23, 2016 at 03:28 AM
In a crowded insurance marketplace, how do agents and advisors differentiate themselves?
If your prospective clients can buy essentially the same products and policies from a competitor, why should they choose you?
If every advisor says they give great client service and does a good job, how can they tell you apart? 80 percent of the adult driving population says they rate themselves a better than average driver, and we know statically it can’t be true, right?
See also: Why mobile insurance marketing is a must
How do you stand out in a crowd?
How do you answer the marketing guru Dan Kennedy’s question, “Why should I do business with you, as opposed to anyone else who does what you do?”
With a magical marketing proposition that makes them want you and only you.
When someone asks you what you do, how do you answer?
Here are some common responses that I hear from agents and advisors:
“I work with pre-retirees and retirees.”
So does every advisor, so who cares? Not your prospect.
“I help protect your peace of mind.”
That’s nice, but so does Lifelock and my auto insurance agent.
“I make sure you never run out of money in retirement.”
That’s better, but are you going to loan me money if I don’t have enough?
So what’s the solution?
You have to start with who you want in the first place, your target market.
