Scroll down for a discussion on Leads and dialers within the Insurance Leads.
Originally Posted by Beach Broker
The best way to create proper positioning is through expertise. Think general practice doctor vs. heart surgeon. The heart surgeon ...
The best way to create proper positioning is through expertise. Think general practice doctor vs. heart surgeon. The heart surgeon makes 4 times as much, probably works fewer hours, and NEVER even gets asked about his prices.
Of course, he's the expert, no one will question him on that, and he's got a list a mile long of patients.
One way to create expertise by authoring consumer advisories, and offering them in your marketing, or even on your auto dialers, that's how to get people to contact you the FIRST time they see you, not after try #7.
Beach Broker
Insurance Marketing Maverick
This is something of a basic marketing error. Being seen as an expert in a commodity product isn't the same as an expert in a highly skilled product (i.e., heart surgeon). Heart surgeons aren't asked price simply because the answer would cause another heart attack! In reality, you usually don't have a choice about the procedure, and insurance is covering it (or you do ask price).
Now, you can definitely do things like offer a free report, and have people call you to get it. This has been discussed several times on here. It does work, but you compete against a lot of others doing the same thing.
You can offer a free something, if your state allows it. Most do if you provide it based on getting a quote, not making a purchase.
But to this day, I've never seen a heart surgeon offer a free report entitled "12 ways to survive after your triple bypass", or "5 free lottery tickets with heart transplant quote".
Hmm, I'd be careful about making that statement...
Positioning is the MOST important thing you can do.
Sure the doctor is a simplistic example. It does take a little brain power to position yourself as an expert in a commodity business.
That's why so few people do it.
The free report is probably the weakest of all positioning tools, because it's so easy to create.
If you are serious about it you'll create several free resources for your prospects.
Video is one of the best ways to do this online, it has more entertainment value and perceived value.
The best positioning tool is a book. You can self publish a book in no time flat. Just record yourself talking about the subject for a hour or two, get it transcribed, and then have it printed.
Now you're an author and that's expert status instantly.
Regarding the remark about doctors pricing... again this is an EXAMPLE. Just because it's harder to do in a commodity business, doesn't mean it doesn't work.
Like I said, it does take some effort, and most agents won't take the time to do it. But that makes it all the more profitable for the ones that do!
This "7 times" rule is Marketing 101... just a rule of thumb I was quoting that some Marketing Guru at sometime in the past figured out... Can a direct mail piece stir interest the first time, sure! I think, in my opinion, what it comes down to may be credibility, quality of the offer AND timing.
If people see your ad or direct mail piece over and over again, 7 times, if you will, you build on their curiousity and their need, and just the fact that they have seen you somewhere before builds credibility and gives the impression that you are not a flash in the pan company. Sometimes it is just a timing issue, thus the reason for a Specialty Data file to target the audience you are attempting to capture.
On a personal note, I know I throw most mailers away the first time or two, but sometimes I catch myself having more interest in the ad at a later date... does this prove the theory? Who knows...
Bottom line, giving away freebies, free reports, dinners to create an interest in a product or service is nothing new but does it create a sale? No! It creates a prospect.
Nothing wrong with that though... Do what works for you and keep doing it until it stops working.
So, technologically speaking - when Dean Cipriano's office used to call and leave a VM message, that was via the services of a company like Jade? I would think that would be a good "touch base" system for a marketer, even if it's something like letting them know you've added something to your website.
In fact I just got a call yesterday that took me a bit of time to understand why he would just keep talking when I was interrupting him because of course he was an annoying message. It was annoying only because I had just spoken with him the day before.
Hmm, I'd be careful about making that statement...
Positioning is the MOST important thing you can do.
Actually, assuming you are an expert because you put your name on something is the marketing mistake. Being the expert, and being able to walk the talk is the right positioning to take.
I do agree that a book gets you much closer to 'instant expert'.
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