This method, (Automated Response-Oriented
Marketing) will forever change the way you think about
marketing, generating clients, and successfully building your
insurance business. It is one of the most powerful methods
ever made available to the insurance community for automatically
generating new clients.
Now, before
you think this method is some kind of “gimmick” or “fad,” I want
you to know that these very same methods have been used successfully
for over 75 years in various industries, and if done correctly, is
responsible for generating Billions (not Millions…BILLIONS!)
of dollars in sales.
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Each day I
meet agents and financial planners who are making thousands upon
thousands of dollars around the country in every sector of
insurance industry by using these methods: annuity, medical,
auto, and more.
Regardless of
your target market, there is no target market area in this
industry in which these methods won’t work for you if you give
it an honest effort.
So, what is
Automated Response-Oriented Marketing? ARM
is a unique method of locating qualified, motivated prospects who
are in your market, and motivating them to actually contact YOU.
Rather than use
cold calling or cold doors, to generate prospects, ARM
allows you to sort through your market, and identify those people
interested in your service. We’ll get into the details shortly, but
ARM
is a very powerful method because it combines a unique process
with the right offer, using the precise words, thus
motivating people to respond to you.
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Why ARM
Methods Are So Important To Your Success with generating Insurance
leads and Annuity leads
It’s
unfortunate, but traditional marketing methods we’ve all been taught
are inefficient, emotionally and physically draining, and in most
cases simply don’t work. I know that’s a controversial statement,
but I’ve yet to meet a single agent who truly enjoys the process of
constant and grinding rejection found in most cold calling. Here’s
why ARM works so well…..
1.
Cold Callings will
Drive You Crazy! Less
than 5% of agent and financial planners can tolerate cold calling.
And could there be a less efficient way to generate prospects?
2.
Insurance Success
Is About TIMING: getting
the right message (about your unique services), to the
right person, at the right time. ARM
automatically locates these prospects who need your services now.
3.
There’s Only ONE
Thing You Do In Insurance That Makes You Money:
The only thing that generates income for you is CLOSING SALES.
Anytime you are doing ANYTHING other than working with clients and
closing sales is time you are working FOR FREE. This includes time
that you spend doing seminars, talking to them on the phone, and
yes….even prospecting!
ARM is designed
to work like a marketing “system” that works to bring you new
prospects, while you’re out working directly with clients, closing
deals, and making money.
Do you see
why these methods are so important to your success? This entire course…all 3 steps… is
about leveraging your ability to generate clients and increase the
sales and referrals from your existing client base.
HOW DOES ARM
WORK?
Advertising
Executive, David Ogilvy, wrote a famous formula for creating
high-impact response-oriented marketing. It involves 4 essential
elements:
1.
First, Capture Attention and Imagination
(usually accomplished through a headline, not your name or agency
name);
2.
Next, Stimulate Curiosity and Interest
(benefit-rich copy about subjects important to them);
3.
Next, Intensify the Desire ( build motivation for your
product or service by showing what it will DO for your prospect);
4.
Finally, motivate Action NOW
on your behalf.
There’s a
3-part process that takes place with any Response Oriented
Promotion:
1.
The first part requires you to specifically identify a
promising MARKET. It also involves knowing that market well. The
more specifically you define your target market, and the more you
know about them, the better you can create an offer or marketing
message of deep interest about THEIR situation. That’s how you get
people to listen to you.
2.
The second part involves making an irresistible appeal of
enormous benefit (your offer) to your particular prospect. Notice I
said “unique”. You want to create a compelling, preferably
irresistible marketing message about what you can DO for them
that no other agent or option can do. Notice the emphasis here
is on what you will DO for THEM. It says nothing about you,
your wonderful company, your “multi-million dollar production”
or anything other than THEIR self-serving interests.
3.
The third part of the process is creating a motivating
reason—or multiple reasons—for them to act NOW
on your offer, in an easy, non-threatening way. People won’t
respond to any of your marketing without compelling reasons for
doing so. This is perhaps why traditional insurance marketing does
nothing to generate new business for you, and is a complete waste of
money.
