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Copyrighted 2006 GWC

LEGAL NOTICES

While all attempts have been made to verify information provided in this publication, neither the author nor the publisher assumes any responsibility for errors, inaccuracies, or omissions. This book is not a substitute for legal advice. If advice concerning legal, tax, compliance, or any related matters is needed, users are advised to seek the counsel of competent professionals in that field.

The ideas, methods, strategies, techniques, and samples in this publication may inadvertently violate local, state, or federal law, or the code of ethics of various organizations. The user assumes sole and full responsibility for determining the legalities in his or her geographic area. The author and/or publisher assume no liability or responsibility for user’s failure to determine the legality of any portion of these contents. 

Any perceived slights of specific individuals or organizations are unintentional. Any reference to any individuals or businesses, whether living or dead, existing or defunct, is purely coincidental.

SPECIAL NOTICE ON YOUR SUCCESS 

These materials are protected by copyright law, and are for the use of legal

purchasers only.

Businesses and careers built on a foundation of honesty and integrity last

through good times and bad - those that aren’t always crumble.

Thanks, and now on to the good stuff!

QUICK-START GUIDE

Thank you for ordering this new package. I truly believe that learning the “Five Principles Of Million dollar Insurance Producers Success” can change your life for the better, just as it did mine.

Many agents that get the Complete Insurance Success package are somewhat overwhelmed by the

sheer mass of information. There are so many valuable techniques and strategies that they just don’t know where to start and what ideas to implement first!

If you are feeling this way, RELAX!

The key is to have an organized, systematic approach. Don’t try to implement everything all at once!

It will probably take you several weeks to digest the information and begin your initial action plan. 

Once your initial action plan is in motion, try to implement 2-3 new strategies each month, slow but steady. Work on MARKETING first don’t forget, no clients, no money!! You should develop your Unique Selling Proposition, and other ideas and techniques from the “Marketing System”. Refine your presentations, implement other new strategies for generating business, and introduce new prospects to your services.

Begin to thoroughly organize your business with systems and an operations manual, and slowly

assemble your team. Practice the techniques for building your momentum and referral network on a daily basis.

Initiate a plan to have a solid cash reserve and build your personal business. Don’t allow yourself to end up approaching retirement age living paycheck-to-paycheck, with little to show for all of your Year’s of hard work.

Remember, only YOU can supply the motivation, determination, and commitment that it takes to truly succeed. To get to the next level you need to take action, so.

GET BUSY AND JUST DO IT!  

The Truth About Response-Generating Marketing Revealed!

How to get a steady stream of potential clients to call you, instead of chasing them with frustrating & embarrassing old fashioned prospecting methods!

TABLE OF CONTENTS

Introduction   ............   1

Personal Preparation    ...........    6

Marketing Smart      ...............    8

Response-Generating Marketing   ...........    14

Emotions      ..............    17

“Image” Advertising   .........    19

Headlines     ..............    23

Benefits vs. Features   ............    31

Creating Your Own RGM Ads and postcards   ..........    33

Unique Selling Proposition  .........    38

Two Step Ads   ............    40          

Free Information    .................    41

Testing ................    43

Special Reports  ............    46

Follow Up     ..............    49

The 24-Hour Recorded Message .......    52

Recording The Greeting    ...........    54

Automated Marketing System 800 Numbers  ...    56

Guarantees And Risk Reversal     ........    58

Testimonials And Endorsements      ........    60

Endorsed Mailings...........   61

Publicity      .................    63

The Internet     ...............    6

College Investment Strategy    ...........    67

 Holding Seminars      ............    70

Fax Newsletters     ..............    72 

Build Your Back End  .............    74

Getting Your Mail Opened  .........    75

Integrating RGM Into Your Overall Plan   ....    76

Marketing Smart Review     .............    77

INTRODUCTION

Over the years, I have tried many different strategies to increase my Insurance sales production. Some things worked well, some not so well, and some made me want to quit and find another occupation!

Fortunately for me, I was young (2 years old) when I got started in Insurance, I was determined to succeed, and I just squared up my shoulders and charged ahead. I was like a combination of the Energizer bunny and a Timex watch. I just kept going and

going, and I took a licking and kept on ticking!

When I entered the business in the mid 1970’s, I got the same tough advice as most every other agent:  used leads for sales, make cold calls. I

believe that over reliance on these “no fun” techniques is mainly responsible for the incredible turnover in the Insurance industry.

Luckily, before I got totally burned out, I realized a few things. From trial and error, watching some of the very top producing agents in North America, and mainly from studying marketing, I figured out that it is possible to make big money in Insurance sales without killing yourself.

You CAN make big money in Insurance sales without working long hours or having to rely on traditional cold prospecting techniques!

SO HOW CAN THIS HELP YOU??

I have taken the time to organize all of my systems, methods, and strategies and put them in these materials. It took me years of experimentation and trial and error to get it all dialed in properly, but you can shave years off of the learning curve by implementing these strategies yourself today!

After years of study and hands-on experience, I know that success in Insurance sales comes from mastering several basic foundational principles. If you take the time to learn and use them, you can earn a huge income and have the free time to enjoy it. And that is what life is all about!!

INSURANCE SUCCESS PRINCIPLES

1.  Use proven Response-Generating Marketing strategies to get a continuous supply of motivated potential clients to call you, instead of having to constantly chase after them with old fashioned cold calling.

2.  Convert a high percentage of potential clients into transactions with proper

qualifying procedures, quality pre-appointment packages, benefit-packed

presentations, and solid contract techniques.

3.  Build momentum from quality service and superior market knowledge, and

cultivate a referral network that adds consistent profits and puts your business on “Auto-Pilot.”

4.  Have low stress, high profits and the free time to enjoy life by embracing

technology, utilizing delegation and the division of labor, and managing

everything with organized systems.

5.  Make smart financial decisions, and invest your profits for long term wealth and eventual exit from the business. 

The first principle will be covered in detail here in the  “Marketing System”.

PERSONAL PREPARATION

I know that this is supposed to be about marketing and Insurance sales, and it is. But it is also about success, and I am firmly convinced that there is a strong correlation between how you treat and prepare your mind and body, and your level of success.

Here are a few personal suggestions that can tremendously increase your ability to accomplish everything that you want in life:

HEALTH

 Good health is the most important thing that you can have in your life. All of the money in the world won’t really matter if you are sick and unhealthy.

Health goes hand in hand with one of my biggest passions, fitness and nutrition. I am convinced that good health is a direct result of eating the proper foods and exercising your body.

Do you know the number one complaint that people give when they go to see a doctor?

“I have no energy.”

The underlying key to all human success and triumph is the ability to TAKE ACTION - and that takes energy. Energy is the critical ingredient in achieving success in the insurance business or any other goal in life. No matter what great plans and ideas you have, if you don’t have the energy to take action, the end result will be the same as if you never had the ideas at all.

Look at the American society. Over half of our population is overweight, and

millions suffer unnecessarily from numerous ailments like high blood pressure, heart disease, mysterious aches and pains, and a general lack of energy.

WHY??

One of the main reasons is that the typical American diet is a joke! Full of high fat, processed, chemical JUNK!

Suppose you had the choice of being one of the following two people:

PERSON 1 - Overweight, tired, out of breath, unhealthy, no energy, low self esteem.

PERSON 2 - Vibrant, lean and strong, bursting with energy, bright face and eyes, shiny hair, fresh breath, enthusiastic, full of confidence and energy.

You most certainly would pick Person 2, because no one ever desires to be like Person 1.  

The whole point is that you do have the choice! It is really just a matter of putting the right fuel into your body and exercising it. 

The human body is an incredible machine, and just like a fine automobile, it needs to be maintained properly in order to perform at its peak potential.

As Zig Ziglar put it: If you had a thoroughbred race horse, would you let it stay up all night, let it smoke, drink booze, and eat junk food? OF COURSE NOT!

You are worth a lot more than any horse. Take good care of yourself!

Being fit and putting high quality fuel into your body leads to plenty of energy and a clear mind. Enough said.

GOALS

This is not a book about goal setting, and I know that you have probably heard about the importance of setting goals many times before. However, I feel the need to at least briefly mention the phenomenal power of goals and the huge impact they have had on my life.

There are enough examples of the incredible power of setting specific, written goals to fill 100 books. 

Not having goals is like driving down the freeway with your hands off of the steering wheel.

If you don’t take the time to set specific, written goals that you are committed to achieving, don’t wonder why you aren’t enjoying the success you want and are always falling short of your dreams.

Goals are also the first step in time management, since they will direct your actions. 

The term “time management” is actually a bit silly, because no one can manage time “it just happens” Like the weather, there is nothing you or I can do to change time, we all have 24 hours each day.

Although we can't manage time, we can certainly manage our activities in order to achieve the highest productivity in the shortest amount of time. Setting goals will help you focus your actions and utilize the precious resource called TIME as efficiently as possible. 

Being physically and mentally fit and setting goals has done so much for so many people, I felt this information is important for you to apply in your life. 

MARKETING SMART!

There is one simple fact that you must understand in order to truly succeed: 

How effectively you market will directly determine your level of success.   

Like most endeavors, success in this business lies in breaking things down to the basics and thoroughly understanding what your objectives are.  

THE OBJECTIVE IN THE INSURANCE SALES BUSINESS IS TO GET AS

MANY PEOPLE AS POSSIBLE TO USE YOUR SERVICES WHEN THEY

WANT TO BUY FINANCIAL PRODUCTS! 

It really is just that simple!

The more people who use your services, the more money you will make.

This “Marketing Smart” is all about making a lot of money and having the free time to enjoy it. It is entirely possible to do.

Yes, you can do it, but it means keeping an open mind, and being willing to learn and change. Even if you are an “old dog” you can still learn new tricks.

The point is that if you really want to be successful, YOU CAN NOT DO THE

SAME THINGS THAT 99% OF ALL AGENTS DO!!

Think about it! If you do the same things that all the other agents do, you will get the same results, and they ARE NOT the results you want!

If you’re not afraid to break away from the flock, you can soar with the eagles. Don’t dismiss valuable strategies by bluntly saying, “That just won't work for me in my area.” 

Trying new things, while sometimes a bit uncomfortable, will lead you to the next level of production and freedom.

Many agents snickered when I began running some of my innovative, response-generating advertisements. They thought I was nuts because I wasn't running the same old boring ads as them and everyone else.

I’ll tell you what. none of them are laughing now.

I mention this because some of the response-generating ads and other strategies that I recommend in this book are quite different than what 99.9% of all agents do. If you embrace this style of proven, time tested marketing, you run the risk of being “different.”

Other agents may scoff or look at you funny. But it doesn’t really matter, because you will have 20 times more leads pouring in than they have!

You shouldn’t care what your competitors think, only what your clients think!

Marketing vs. Prospecting

Before we get into this, I want to make one thing clear: You can build your business with traditional cold prospecting (cold calling, knocking on doors, etc.). I am not going to tell you that you can’t get any business that way, because you certainly can. 

But I will tell you that once I learned and applied the concepts and strategies you will discover in these materials, I never cold prospected ever again, and my production, profits, free time, and quality of life all increased, and my stress level decreased. 

The main objective of this marketing book  is to show you an alternative method of generating leads that has proven to work incredibly well for me and for thousands of others. I strongly recommend that you implement these strategies into your own business, at least as a supplement to what you are already doing - and discover their power for yourself!

If you think about it, to succeed in Insurance sales, all you need to do is get lots of people to use your services when they buy Insurance, health care and annuities. 

Yes, it sounds easy, but just where do you find all of these people?

Let’s look at the basics. In order to get a sell you must be an initial contact between you and a client.

Quite simply, one of two things must first happen:  Either they call you, or you call them. 

There are two distinct activities that lead up to this initial contact:

TRADITIONAL PROSPECTING  - You call them. 

RESPONSE-GENERATING MARKETING  - They call you.

If you ask most Insurance agents to describe what they think of when they hear the word PROSPECTING, here is what they will tell you.

Cold Calling         Door knocking              Pain       

Stress                  Begging                        Groveling

Frustration            Embarrassment           Humiliation

Do these words bring a pleasant picture to your mind? 

I highly doubt it. 

If you are like most Insurance agents, the mere thought of bothering people who really don’t want to talk to you gives you a queasy feeling in the pit of your stomach.

It’s like, cold prospecting? I uh, well, uh, I can’t, I have to go pickup my dry

cleaning, and then I have to go home and organize my closet.

Unless you are a bit different and enjoy rejection, traditional cold prospecting is no fun!    

Unfortunately, the training at many Insurance offices consists of  “Here’s your desk” here’s your phone, good luck, you’re on your own  “ better get prospecting!”

Let’s tell it how it really is. I mean, the statistics speak for themselves. If you have been in the business for any time at all, you know  true. You see agents come and you see them go.

The sad truth is that 75% of all agents that get into the business are gone within the first few years!

Why do so many quit? Is it because they make so much money that they retire? 

Hardly, No, they quit because they are broke, burned-out, and frustrated from using old fashioned cold prospecting techniques.

Cold calling on a cold list, or going door knocking is tough hard work!

UGH!!  NO FUN!

It’s not that they don’t mean well, but the training and support. provided by typical Insurance trainers and managers sends a vast majority of agents to their doom.

DON’T LET THIS HAPPEN TO YOU!!

There is a better way!

MARKETING SUCCESSFULLY!

Any agent knows that it is a whole heck of a lot better when the client calls you, instead of you chasing them.

You’re not begging or intruding. They are soliciting you! They are seeking you out because they want to utilize your services. You are in demand!

THEY ARE PROSPECTING YOU!

They need your expertise, and they treat you with respect. That’s the kind of business you want, and there is a way to have it!!  

A way to slash your advertising expense and generate a constant stream of prospects calling you, so you don’t have to rely on the nauseating door knocking and cold calling that we all hate.

But first, you need to think about this question:

WHAT BUSINESS ARE YOU IN?

I know, you’re saying, .Well duh, I’m in the Insurance business..

Yes, but really no. Read this and never forget it:

YOU ARE IN THE BUSINESS OF MARKETING INSURANCE SERVICES.

That’s right, you are really selling a service, your product is your ability to help others achieve their goals - NOT a bunch of sticks with a roof on top!

You need to get very good at getting people interested in using your services. Here is the real cold hard truth:

You can be the most knowledgeable agent in the world, but if you don’t have any prospective clients, to meet with, you’ll go broke!!  In addition your spouse will want you to get a real job.

I know this may ruffle some feathers out there, but the fact is that knowledge about the technicalities of the Insurance business is not the most important thing you need to be successful.

 “But what about all my knowledge of the business?”  You may be asking.

Yes, you need to be knowledgeable, ethical, and take care of your clients. Yes, you need to know what you’re doing. Being knowledgeable and ethical is a given, you will never enjoy lasting success without both.

But the most important knowledge you can posses is knowing how to attract clients to do business with you. 

From now on, let’s just assume that you know how to the basics about Life Insurance and other financial product , and that you are honest and ethical. 

I can’t count all the times I have heard from agents: I really am a good agent. When I get in front of a client, I know how to take care of them and they are always happy with my service “If I could just get more clients!”

FACT:  NO CLIENTS = NO MONEY!

No matter what you know, if you don’t have any clients to work with you will soon be out of business!

There are lots of ways to get clients. Some are easy and don’t cost much money, and some are hard, frustrating, and expensive.

The “Million Dollar Producer Marketing System” is all about learning how to get lots of clients to want to work with you, without spending a fortune on fancy “image” promotions or dealing with the drudgery of cold prospecting!

You can build your business with cold call prospecting. But it is hard, tedious, and time consuming, and the constant rejection leads to frustration, negativity, and finally, Burn out!

It’s like if you needed to dig a basement. You could use a shovel and pick axe and eventually get the job done. Or, you could use a tractor and get the job done fast with a lot less effort! Never forget to factor in the value of your time!

You must realize that when you cold-call someone, they are naturally very cautious and skeptical of everything that you say and do. This complete lack of trust creates a huge barrier that can be extremely difficult to overcome.

Using Response-Generating Marketing with special reports and other strategies will position you as an expert and respected authority on Insurance and other financial products, and you’ll enjoy a built-in trust.

This is a major difference between cold call prospecting and Response-Generating Marketing.

The critical factor to look at when discussing lead generation (other than stress and hassles) is the cost per lead. Many agents mistakenly think that prospecting is cheaper than advertising. 

With a properly designed and targeted ad, this is simply not true. Here is an illustration: 

Suppose that Agent A runs a $125 RGM ad and gets 10 solid leads (you could get a lot more). Each lead cost Agent A $12.50 (125/10 = 12.5) and a little time to write and place the ad.

Now suppose that Agent B decides to go cold prospecting for leads (cold-calling, knocking on doors, etc.), and spends 5 hours cold prospecting and ends up with 2 solid leads (pretty optimistic, but I’m trying to be fair). 

So even if Agent B’s time is only worth $40 per hour, Agent B just spent $200 ($40 X 5 hours). Each lead cost Agent B $100.00 (200/2 = 100)!

This does not even consider the fact that Agent A could have placed the ad and then worked on other tasks or even gone golfing (or whatever) while Agent B was getting doors slammed in their face!!!!!

Remember that your goal is to leverage your time and money so that you are getting the highest possible return for each. 

Also, realize that life is too short to continuously do things that you don’t enjoy doing!! 

RESPONSE-GENERATING MARKETING

The Insurance agent that does the best job of marketing is going to make the most money. 

Unfortunately, very few Insurance agents have taken the time to study marketing. In fact, most wouldn’t know effective marketing that really produces results if it hit them in the side of the head!

It’s not that most agents are stupid or somehow bad, they just don’t know any better! 

A newspaper ad with a picture of your face and a slogan is not going to make your phone ring off the hook. Just running one ad or mailing out just 100 postcards is not going to make your phone ring off the hook. To start to understand effective marketing, you first need to define what your goals are. 

I don’t know about you, but in Insurance and financial business, my goal is:

TO HAVE A CONSTANT STREAM OF CLIENTS WHO CALL ME, AND WANT TO USE MY SERVICES WHEN THEY BUY INSURANCE AND FINANCIAL PRODUCTS.

It really is that simple. But how do you make it happen??

Have you ever had someone call you and say they want to buy insurance from you because their friend bought a policy from you.  Isn’t that a great feeling? Isn’t it so much easier when they call you?

Wouldn’t you like a stream of interested prospects calling you, driven

by a 24-hour marketing machine that cranks out leads nonstop while you are working on other things, or even sleeping or vacationing?

That’s what Response-Generating Marketing (also called direct response marketing or emotional response marketing) can do for you. Learning these precious techniques and strategies that multi-million dollar marketing wizards use can allow you to run inexpensive ads and postcards that generate hundreds of prospects to contact you.

Back when I first heard about Response-Generating Marketing (RGM) techniques, I was quite intrigued. It really sparked my interest.

Over the next couple of years I put in many hundreds of hours studying everything I could get my hands on relating to the subject. I spent thousands of dollars buying books, tapes, videos, etc. and poured over information from people such as:

Ted Nicholas                           Jay Abraham

Dan Kennedy                         Gary Halbert

John Caples                            Claude Hopkins

David Ogilvy                           Lester Wunderman

Maxwell Sackheim                  Bill Cohen

Richard Hodgson                   Jeff Paul

And many others.

I developed a deep understanding for the tremendous power of emotional response advertising, and began using the methods in my own Insurance and marketing business. 

The results were so good, that I also designed and used RGM ads and postcards for my marketing company, and even started my own direct marketing company, which now sells several different information products.

Response-Generating Marketing’s name is self-explanatory. It is designed to prompt the reader into taking an immediate action and to call or visit your place of business. 

RGM is salesmanship in print. Used effectively, it can compel thousands of potential clients to call you. You can analyze the effectiveness and profitability of RGM advertisements because the produces results that you can easily track and compile.

Image or institutional advertising does not produce such results, because it is almost impossible to accurately calculate the true number of responses. 

An important distinction is that RGM focuses on what is important to the  client, not merely what is important to the advertiser. 

NEVER FORGET: The client does not care one bit about you or your

business or your motivations!

They only care about what BENEFIT your product or service will provide them. How will your product or service save them effort, time, or money? How will your product or service improve their life??   

RGM has been somewhat of a hot topic in the Insurance industry for several years now. But very few people truly know what it is and how to use it. Many agents think that the whole concept is something new. 

The truth is that RGM principles are hundreds of years old. In fact, many of the best RGM ads are classics that ran successfully 60-80 years ago. 

There are now a number of people who are applying RGM techniques to the insurance and financial business, but the RGM concept itself is as old as the hills.

So what the heck is RGM??

RGM is simply an effective way to get interested prospects to identify themselves. It gets them to stand up, and raise their hands and say, I’m interested in your product/service..

RGM is advertising that arouses the prospect’s emotions, and almost like magic, gets them to take action and call you.

The principles are surprisingly simple, once you understand some basic

fundamentals.

EMOTIONS

Once you understand human emotions and the impact that they have on every aspect of human behavior, you will be on your way to becoming a marketing expert.

The key to success in marketing anything, be it clothing, beer, lawnmowers, and yes, Insurance services, is to push people’s emotional hot buttons.

RGM works because it targets the fundamental thing that causes humans to take action emotions. Emotions are the most powerful element in all human beings.

Anything that anyone does is based on emotion. Yes, even the accountants and engineers. They may try to rationalize their actions with logic, but every decision that a human being makes is based on emotion.

Think about it. 

Why do people buy Insurance products?

Why do people work out at the gym?

Why do women buy make up?

Why do men buy Rogaine?

Why do people have cosmetic surgery?

Why do people buy fancy cars or clothes with certain labels on them?

Why did you buy this package?

Look at the following lists of emotions and desires, and you’ll find the answers to why people do EVERYTHING that they do!! That’s why RGM strategies work so well, and will continue to work as long as there are human beings around.

These concepts work in all areas and in all price ranges.  

I have heard some agents say, “That stuff won’t work for me, because I work

Only wealthy people and doctors.

Nonsense!

Wealthy people are human, and their actions are based on emotion as much as anyone else.

Humans are naturally emotional. We have had the same emotions for thousands of years, and will continue to have them. 

Some basic human emotions are:

� GREED

� CURIOSITY

� LOVE 

� FEAR

� LUST

� FEAR OF LOSS

� ANGER

� JEALOUSY

Some human desires:

� SECURITY

� MAKING MONEY

� SAVING MONEY

� GOOD HEALTH

� TO BE INFLUENTIAL

� TO BE RESPECTED

� SAVING EFFORT

� GETTING SOMETHING OTHERS CAN.T

� IMPRESSING OTHERS

� TO BELONG

� SELF IMPROVEMENT

� MORE LEISURE TIME

Additionally, people will go to great lengths to avoid:

� PAIN

� EMBARRASSMENT

� LOSING STATUS OR RESPECT

In fact, many studies show that people are more motivated to avoid pain than they are to seek pleasure. That is why so many successful ads and postcards start with a headline of “How To Avoid...”

The best marketing minds in the world know exactly how to push your emotional buttons to get you to take action and buy things. 

Emotions are extremely powerful and can cause people to do things that they normally wouldn’t. That is why playing on someone’s emotions to get them to do something that is not really in their best interests is manipulative and wrong. But using this power to draw people to a quality product or service that they need and will benefit from is just plain smart. 

If you can arouse a prospect’s emotions and show them how you can help them achieve their desires, they will stand in line to do business with you.

IMAGE ADVERTISING

99% of all advertising is image advertising. 

This is understandable, since 99% of the population doesn’t understand marketing!

You see image ads everywhere.

They are supposedly done for the sake of name recognition. or brand awareness.

Big companies with products like Budweiser, Coca Cola, Pepsi, Nike, Calvin Klein, and thousands of others spend BILLIONS OF DOLLARS just to put their name or logo everywhere.

I once saw a full page ad in a national magazine that had nothing on the page except for the round Mercedes-Benz symbol. No words, no nothing.

It was the most absurd thing I ever saw! Just what the heck was that supposed to mean? What action was I to take after seeing it? Rush out and buy a car???

The ad provided no benefits. No offer. No call to action. And a full page ad in this magazine goes for over $85,000. WHAT A TOTAL WASTE OF MONEY! (Maybe this is one reason why Mercedes are so expensive!)

Why not instead use that full page to explain the BENEFITS of owning a Mercedes?

These companies apparently can afford to waste MILLIONS OF DOLLARS on this type of image advertising, hoping that people will miraculously take action.

The average Insurance agent doesn’t have a multi-million dollar advertising

Budget, but they do run image ads!

You know, the ones with an agent’s picture and a slogan like:  “We are the best.” 20 years in the business, “Number 1 in quality”  “Specialist in Retirement Planning” “I get results” “Top producer,” etc.

Everyone says the same things, and none of it compels the prospect to take action and call you Image advertising is fundamentally ineffective advertising because it does not motivate the public to take action.

There is one fundamental mistake most all agents make that virtually assures that their marketing will not generate responses. 

THE BIGGEST MISTAKE THAT AGENTS MAKE IS THINKING THAT OTHER PEOPLE CARE ABOUT THEM!

NEVER FORGET THIS FACT:

No one gives a darn about you or your problems, dreams, or goals, they only care about themselves!!

It’s not that people in general are evil, it’s just human nature.

Oh sure, most people will try to be nice whenever possible, and don’t want to see others hurt. But when it comes down to the nitty gritty, they put themselves and their families first.

It has been said that to reach your prospects effectively, you need to tune in to their radio frequency: WIFM.

Carl Galletti, an outstanding direct mail copywriter, says that people are only tuned into one station, WIFM:

“What’s In it For Me?”

The only reason someone is going to take action (like picking up the phone and calling you) is if they believe that there is some benefit to them of doing so.

Your message has to get, and keep people’s interest the entire through your entire message.

You must appeal to a prospect’s self interest. No matter what the offer or situation, a person’s first thought is always, “What’s in it for me?”

Marketing comes down to one word: BENEFITS!  People want benefits.

Consumers don’t want to feel like they are being pressured or sold… In fact, do you know the one type of person that people least want to be confronted with? 

 You guessed it’ a salesperson!

Think about it. Do YOU like it when salespeople call you on the phone or knock on your door??  I doubt it!

So what do Insurance agents do? They run image ads (like those mentioned before. i.e. “million dollar producer”, “most sales.” etc.) that totally focus on themselves. 

Self-centered, ego-driven ads that literally shout to the public: “I am a big salesperson! A big, pushy, ego monster salesperson!!”

NO ONE CARES!!

The consumer says, “So what! What’s in it for me?”

Do you really think an ad with your picture and a slogan like “Number one in Cache County is going to make the phone ring off the hook?”

Insurance agents run these image ads because that’s what everyone else does, and because seeing their picture strokes their ego!

FORGET YOUR EGO!!!  PEOPLE DON’T CARE ABOUT YOU’ ONLY

ABOUT THEMSELVES!

Image ads may be good for your ego, but they do not generate responses!

In order to make the phone ring with potential clients that are motivated to do

business with you, you must have advertisements that arouse people’s emotions!  

 The average consumer has way too much stuff to read. In fact, they don’t even read 75% of the material that they pay to get (newspapers, books, magazines, etc.). No one reads advertisements for fun, so they will not read your advertising unless they feel that it will be well worth it.

With TV, radio, newspaper, magazines, bus stop benches, billboards, mail, telephone, e-mail, internet, etc., advertising is everywhere!! It’s hard to believe, but the average consumer is bombarded with thousands of advertising messages per week! 

Our brains have built up a filtering system to block out most of these advertising messages. It’s a good thing, because otherwise our brains would totally overload!

STEALTH ADS

Since the public automatically blocks out most ads, the secret is to run ads that don’t look like ads!   

No one reads advertisements for fun, but they will read interesting articles and news stories. People are trained to read over the years by reading newspapers and magazines. You should use this same style of print and writing, because it is familiar, comfortable, and easy to read.

You want your ad to look like a news story or editorial. If it doesn’t look like an ad, it will sneak past the reader’s advertisement defenses.

Of course, if they stop and think about it, they will know that it is an ad. But it has grabbed their attention, offered a benefit, made them curious, and it’s interesting to them, so they read it!

Flip to the back of this book for a moment and look at one of the RGM ads or postcards for your prospects. 

Do you see how it has a headline that grabs the prospect’s attention? 

 Do you see how it looks more like a news article than an advertisement?

 Do you see how it is NOT like the ads that every other agent is running?

Do you see how this RGM type ad is completely opposite of an image ad because it focuses on the desires of the potential client. NOT the agent?

Are you beginning to understand that people don’t care about you or what you want - they only care about what benefits you can provide for them?

Learning to use response style advertising with news-style copy is vital, because. 

News-style copy can pull 50 times the response of image advertising!

That means a lot more bang for your advertising buck. 

Focus your efforts on ads that generate true responses (instead of just stroking your ego) and watch your bank account grow!

HEADLINES

The great thing about RGM ads is that they automatically target the prospects that you are looking for. Look at these headlines:

“How You Can Keep the Greedy IRS Out Of Your Product…And Avoid Deadly Tax Traps Most Investors Fall In To!”

This FREE Special Report.

or

FREE Report Reveals The 10 Common Mistakes Retires Make That Cost Them Thousands Of Dollars.

or

“New Financial Report Show Investors the Secret Of Getting The Highest Return On Their Money In The Shortest Time!”

What type of people are going to be attracted by these headlines? People who are interested in avoiding taxes and losing money.

People who either aren’t interested in saving money or taxes would skim right

past the headline, and that’s great, because we aren't interested in them. We are only interested in people who want our services.

The headlines that you use must talk about the prospects, and what the prospect is interested in…which I assure you…is not about you!

No, they couldn’t care less about you.  All they care about is their financial well being. They aren’t interested in you.

So, if you want your ads and postcards to work as good as they can work, they have to appeal to their wants and needs.

For a quick education in the art of headlines, simply take a look around at the

supermarket check out line. The covers of publications like Cosmopolitan, National Enquirer, People, etc. are filled with headlines designed to do one thing: SELL MAGAZINES!

These publications sell millions of copies each week by masterfully playing to the Public’s emotions. 

Consider the following examples.

If you were suspicious that your spouse was not being faithful, and you saw a

headline that said:

Six Sure Signs That They’re Cheating.

You would be drawn to that magazine like a magnet!

Or if you really wanted to lose weight and saw this:

“Lose 25 Pounds In 4 Weeks . It’s Easy, Safe, And Fun!”

Or how about this:

The Quick Way To Have Women Calling You For A Date!

Billions of dollars worth of magazines and newspapers are sold through the use of attention grabbing, curiosity provoking headlines.

Headlines are the most important part of any ad or postcard. “The headline is literally the ad for the ad or postcard.” It is like a title, if the headline fails to grab attention, it doesn’t matter how good the body copy is, because no one will ever read it!

It is not uncommon for one ad to pull 20 times more responses than another. when the only difference between the two is the headline. In fact, there are cases where an ad went from failure to success (and vice versa) just by changing one single word in the headline!

Here’s what some advertising greats have said about headlines:

Advice to copywriters: “When you are assigned to write an ad, write lots of

headlines first. Spend hours writing headlines, or days if necessary. If you

happen to think of a headline while walking down the street or while riding the

bus, take out pencil and paper and write it down.”

                John Caples

On the average, five times as many people read the headline as read the body copy. It follows that, unless your headline sells your product, you have wasted 90% of your money.

                David Ogilvy   

Direct marketing legend Ted Nicholas says the following about headlines:

Ninety percent of the success or failure of any sales offer, whether in a space

ad or sales letter, is the headline.

Ted has sold nearly one million copies of his book titled “How To Form Your Own Corporation Without A Lawyer For Under $50”  all through direct marketing. 

This is not only the title to this book, but it was the headline of many successful ads for the book. Ted self-published the book and sold it for around $35. That’s 35 MILLION DOLLARS from that book alone! 

Another very important thing about headlines:

Headlines should be Big and Bold, Not Teeny tiny. As matter of fact, they should be

Really Big, If You Have Room!

Headlines GRAB Their Attention!

NOTE—EVERYTHING YOU DO MUST HAVE A HEADLINE! THIS MEANS, SALES LETTERS, ADS, POSTCARDS, INSERTS, YELLOW PAGES, FLYER, CLIENT NEWSLETTERS, ETC. REMEMBER, IF YOU DON’T USE HEADLINES, DON’T WAST YOUR MONEY!

An effective headline:

! Attracts attention

! Communicates a strong benefit

! Appeals to the self-interest of the reader. It answers the question, “What’s    in it for me?”

! Sets the tone of the offer

! Selects the right audience

Other guidelines:

! Be specific.

! Avoid negatives in the headline.

! The promise must be believable.

! Make a clear connection between the headline and copy.

! Try to stay under 17 words.

! Quotation marks can make it more memorable.

! Use reverse type (white letters on black background) sparingly, because it is hard  to read.

! Use upper and lower case letters not all caps .for reading ease.

! If a large photograph is used, place the headline below it.

! Do not vary type size.

! Do not try to trick the reader.

The best headlines tie in to a benefit, in addition to arousing curiosity.

Here are some of the most powerful words in the English language that can help make your headline great:

FREE                  ADVICE TO      

YOU                       NOW

NEW                    CHALLENGE

SECRETS           COMPARE

DISCOVER          EASY

WIN                     GUARANTEED

SHOCKING       FOUND

AMAZING           EXPLOSIVE

STARTLING       HOW TO

TRUTH                HURRY

SUDDENLY        IMPORTANT

SENSATIONAL  IMPROVEMENT

QUICK                 JUST ARRIVED

REVOLUTIONARY  LAST CHANCE

ANNOUNCING        MAGIC

BREAKTHROUGH  MIRACLE

AT LAST                  POWERFUL

PROTECT            REMARKABLE

LIFE                    SUCCESS

HERE                   SUDDENLY

BARGAINS          WANTED

YES                     WHO ELSE

LOVE                  HATE

ONLY                    SALE

EXCEPTIONAL    EXPLOSIVE

PROVEN            REVEALING

WARNING           DANGER

CRITICAL           SAVE

Because headlines are so critically important to the success of any ad, I am going to give you a list of 100 of history’s most profitable headlines, as listed in “How To Write A Good Advertisement.” by Victor O. Schwab. Some of them are from 50-70 years ago, but the principles are the same today. It will take up a few pages, and take you a few minutes to read, but it will be worth it.

1.  The Secret Of Making People Like You

2.  A Little Mistake That Cost A Farmer $3,000 A Year

3.  Advice To Wives Whose Husbands Don’t Save…By A Wife

4.  The Child Who Won The Hearts Of All

5.  Are You Ever Tongue Tied At A Party?

6.  How A New Discovery Made A Plain Girl Beautiful

7.  How To Win Friends And Influence People

8.  The Last Two Hours Are The Longest - And Those Are The Two Hours  You Save

9.  Who Else Wants A Screen Star Figure?

10. Do You Make These Mistakes In English?

11. Why Some Foods .Explode. In Your Stomach

12. Hands That Look Lovlier In 24 Hours. Or Your Money Back

13. You Can Laugh At Money Worries. If You Follow This Simple Plan

14. Why Some People Almost Always Make Money In The Stock Market

15. When Doctors Feel Rotten, This Is What They Do

16. It Seems Incredible That You Can Offer These Signed Original Etchings . For Only $5 Each

17. Five Familiar Skin Troubles, Which Do You Want To Overcome?

18. Which Of These $2.50 To $5 Best Sellers Do You Want . For Only $1 Each?

19. Who Ever Heard Of A Woman Losing Weight . And Enjoying 3 Delicious Meals At The Same Time?

20. How I Improved My Memory In One Evening

21. Discover The Fortune That Lies Hidden In Your Salary

22. Doctors Prove That Two Out Of Three Women Can Have More Beautiful Skin In 14 Days

23. How I Made A Fortune With A .Fool Idea.

24. How Often Do You Hear Yourself Saying: .No, I Haven’t Read It, I’ve Been Meaning To!

25. Thousands Have This Priceless Gift . But Never Discover It!

26. Whose Fault When Children Disobey?

27. How A .Fool Stunt. Made Me A Star Salesman

28. Have You These Symptoms Of Nerve Exhaustion?

29. Guaranteed To Go Through Ice, Mud, Or Snow - Or We Pay The Tow!

30. Have You A “Worry” Stock?

31. How A New Kind Of Clay Improved My Complexion In 30 Minutes

32. 161 New Ways To A Man’s Heart . In This Fascinating Book for Cooks

33. Profits That Lie Hidden In Your Farm

34. Is The Life Of A Child Worth $1 To You?

35. Everywhere Women Are Raving About This Amazing New Shampoo

36. Do You Do Any Of These Ten Embarrassing Things?

37. Six Types Of Investors. Which Group Are You In?

38. How To Take Out Stains. Use (Product Name) And Follow These Easy

Directions

39. Today. Add $10,000 To Your Estate . For The Price Of A New Hat   

40. Does Your Child Ever Embarrass You?

41. Is Your Home Picture Poor?

42. How To Give Your Kids Extra Iron. These 3 Delicious Ways

43. To People Who Want To Write. But Can’t Get Started

44. This Almost Magical Lamp Lights Highway Turns Before You Make Them

45. The Crimes We Commit Against Our Stomachs

46. The Man With The .Grasshopper Mind.

47. They Laughed When I Sat Down At The Piano. But When I Started To Play!

48. Throw Away Your Oars!

49. How To Do Wonders With A Little Land!

50. Who Else Wants Lighter Cake. In Half the Mixing Time?

51. Little Leaks That Keep Men Poor

52. Pierced By 301 Nails. Retains Full Air Pressure

53. No More Back-Breaking Garden Chores For Me. Yet Ours Is Now The Show-

Place Of The Neighborhood!

54. Often A Bridesmaid, Never A Bride

55. How Much Is .Worker Tension. Costing Your Company?

56. To Men Who Want To Quit Work Someday

57. How To Play Your House To Suit Yourself

58. Buy No Desk . Until You’ve Seen This Sensation Of The Business Show

59. Call Back These Great Moments At The Opera

60. Lost My Bulges. And Saved Money Too

61. Why (Brand Name) Bulbs Give More Light This Year

62. Right And Wrong Farming Methods . And Little Pointers That Will Increase Your Profits

63. New Cake-Improver Gets You Compliments Galore!

64. Imagine Me. Holding An Audience Spellbound For 30 Minutes

65. This Is Marie Antoinette. Riding To Her Death

66. Did You Ever See A “Telegram” From Your Heart?

67. Now Any Auto Repair Job Can Be “Duck Soup” For You

68. New Shampoo Leaves Your Hair Smoother. Easier To Manage

69. It’s A Shame For You Not To Make Good Money. When These Men Do It So Easily.

70. You Never Saw Such Letters As Harry And I Got About Our Pears

71. Thousands Now Play Who Never Thought They Could

72. Great New Discovery Kills Kitchen Odors Quick! ”Makes Indoor Air” Country Fresh.

73. Make This 1-Minute Test . Of An Amazing New Kind Of Shaving Cream

74. Announcing. The New Addition Of The Encyclopedia That Makes It Fun To Learn Things

75. Again She Orders. .A Chicken Salad, Please.  

76. For The Woman Who Is Older Than She Looks

77. Where You Can Go In A Good Used Car

78. Check The Kind Of Body You Want

79. .You Kill That Store . Or I’ll Run You Out Of The State!.

80. Here’s A Quick Way To Break Up A Cold

81. There’s Another Woman Waiting For Every Man, And She’s Too Smart To Have .Morning Mouth.

82. This Pen .Burps. Before It Drinks, But Never Afterwards!

83. If You Were Given $200,000 To Spend. Isn’t This The Kind Of (Type Of

Product, But Not Brand Name) You Would Build?

84. “Last Friday I Was Scared!” My Boss Almost Fired Me!.

85. 76 Reasons Why It Would Have Paid You To Answer Our Ad A Few Months Ago

86. Suppose This Happened On Your Wedding Day

87. Don’t Let Athletes Foot,Lay You Up.

88. Are They Being Promoted Right Over Your Head?

89. Are We A Nation Of Low-Brows?

90. A Wonderful Two Years Trip At Full Pay . But Only Men With Imagination Can Take It

91. What Everybody Ought To Know. About This Stock And Bond Business

92. Money-Saving Bargains From America’s Oldest Diamond Discount House

93. Former Barber Earns $8,000 In Four Months As A Insurance Specialist

94. Free Book, Tells You Twelve Secrets Of Better Lawn Care

95. Greatest Gold-Mine Of Easy .Things To Make. Ever Crammed Into One Big Book

96. $80,000 In Prizes! Help Us Find The Name For These New Kitchens

97. Now! Own Florida Land This Easy Way. $10 Down And $10 A Month

98. Take Any 3 Of These Kitchen Appliances. For Only $8.95 (Values Up To

$15.95)

99. Save 20 Cents On 2 Cans Of Cranberry Sauce. Limited Offer

100. One Place Setting Free For Every Three You Buy!

Some of them are old and a little bit corny, but you get the idea. Over the years, many successful ads have used headlines adapted from these top one hundred. 

Think of ways that you can incorporate some of these techniques into your Insurance headlines.

You need to put a headline on everything that you do:

# Letters

# Postcards

# Flyers

# Newspaper and home magazine ads

# Door hangers

# Val-pak coupons

# Etc.

When putting any marketing piece together, work first and foremost on the headline. 

Headlines can be especially effective when you customize them to your target group or area. For example: 

San Diego Seniors Learn How To Save Up To $3,000 Yearly in Taxes.

When sending sales letters, don’t forget about the outside of the envelope. Most

successful direct marketers always put a headline or teaser copy on the outside of

the envelope. The purpose, of course, is to make people curious enough to open the envelope. 

Remember that the effectiveness of the headline at drawing the attention and

curiosity of your target market will TOTALLY determine the success of your ad or letter!

 BENEFITS VS. FEATURES

To be effective at marketing anything, you need to learn how to stress benefits.

Benefits are the emotional  buttons that cause people to take action.

Benefits are the elements that answer the question, .What’s in it for me?.

No one in this world does anything, and I mean anything, unless they think that it is going to benefit them in some way. 

Sometimes the benefit is monetary, often times it isn’t. 

Do not make the critical mistake of confusing features with benefits. There is a huge difference. While people may be interested in features, it is benefits that make them get up out of their easy chair and take action.

Here are a couple of examples to help illustrate the difference:

FEATURE  - Fixed Annuity

BENEFIT  -  Safe, secure and tax deferred interest.

FEATURE  - Universal Life Insurance

BENEFIT  - Enjoy the benefits of tax FREE Income 

FEATURE  - Save for your retirement

BENEFIT  - How to enjoy a comfortable and secure retirement.

People buy and do things based on benefits!

You will usually be on the right track with benefits if you use words like get, enjoy,

receive, and feel.

Here is a sentence that will help you remember the importance of benefits versus just features:

People don’t buy drills because they want a drill, they buy a drill because they want a hole!

Features describe what something is, benefits deal with what it does.

Use bullet points in your copy to emphasize the benefits. The most effective copy

bombards the reader with benefit after benefit, to the point where they actually feel

like they would be a fool not to take action!

When building benefits, concentrate on what people want, not what they need. For

years it has been said that if you want to be successful, .find a need and fill it..

But the truth is that people don’t buy what they need, they buy what they want! P

People truly don’t need much. air, water, food, shelter, etc. 

No one needs a new Mercedes or a Rolex watch, but they WANT them!

Focus on what people want and show how your service will benefit them by giving

them what they want. 

Anytime you are writing, creating, or saying anything aimed at your clients,

always ask yourself this question:

Am I hitting hard with BENEFITS?? 

CREATING YOUR OWN RGM ADS AND POSTCARDS

Very few things will pay you bigger dividends than realizing that all of your

marketing and advertising needs to focus on what your clients really want and

learning to create effective RGM offers and advertisements yourself. 

There is an art to writing effective RGM ads and postcards, but with practice, you can develop the skill and talent to write compelling marketing pieces that will arouse the self interest of your target market. Creating advertising that causes people to take action is called copy writing.

There are four things you can do to help develop your copywriting skills:

1.  Read Books On Copywriting.  Several to consider are: .Magic Words That

Bring You Riches. by Ted Nicholas; “Tested Advertising Method”. by John

Caples; and “My First Sixty Years In Advertising” by Maxwell Sackheim.

2.  Start A Collection Of Successful Ads and postcards.  There is a gold mine in your mailbox and in magazines and newspapers. Start keeping the sales letters and offers you get in a file or box. When you are putting an ad or sales letter together, they can help to get your creative juices flowing. More on this in a minute.

3.  Learn The Basic Principles.  We will cover these momentarily.

4.  Practice.  You can know all of the principles, but you will never be a good

copywriter unless you practice writing copy. If you get stuck, take a proven

effective ad or sales letter (from your collection or examples in a book) and re-

write it yourself in your own handwriting. Although you can't use it (that would be

plagiarism), it will help get your brain working like a copywriter. Write copy

every chance you get!

The first step in learning the basic principles is understanding some basic formulas.

The most popular advertising copy formula - and probably the oldest - is one of the most simple: A. I. D. A. 

Attract the readers Attention.

Arouse the readers Interest.

Stimulate the readers Desire to take action.

Ask the reader to take the Action requested.

Victor O. Schwab suggested this formula:

Get ATTENTION

Show people an ADVANTAGE

PROVE it

PERSUADE people to grasp this advantage

ASK for action

One marketing genius proposes five basic concepts. to remember when writing a good advertisement:

1.  COMMAND ATTENTION . This is the job of the headline. to attract

instantaneous and immediate attention. The headline needs to convey how the reader can save, gain, or accomplish something through the use of your product or service. Tell how it will increase the reader’s mental, physical, financial, social,

economical, or emotional well-being. Alternatively, show how the reader can

avoid risks, worries, losses, mistakes, or embarrassment. how it will decrease

their fears of economic ruin, discomfort, boredom, sickness, or loneliness.

2.  SHOW PEOPLE THE ADVANTAGE OF USING YOUR PRODUCT OR

SERVICE . Benefits, benefits, benefits!! The reason a person reads an ad is to

find out, What can this product or service do for me? Show them an advantage. It’s not what the product or service is, but rather, what it CAN DO for the client.  

3.  PROVE THAT WHAT YOU ARE ADVERTISING HAS THAT

ADVANTAGE . Show them by quoting endorsements and testimonials.

4.  PERSUADE PEOPLE TO GRASP THAT ADVANTAGE . You must appeal to emotions at this point. This is the last chance you have to push those emotional hot buttons before you ask them to take action.

5.  MAKE A CALL TO ACTION . Tell them exactly what to do and how to do it, and make it easy for them to do it.

If you look at the sample ads at the back of this book, you can see how they follow the flow of these basic formulas to get prospects to take action. 

The key is to make an emotional connection with the reader. Tell your whole story, no matter how long it takes.

Copy can never be too long, only too boring!

If you push the right emotional buttons and the subject is of great interest to the reader, they will read it, no matter how long it is. 

A company once tested a 24 page letter against a 128 page letter, and the 128 page letter pulled many times more responses!

This is not to say that you should write long copy just for the sake of writing long copy, but do make sure to tell your complete story, however long it takes. Just make sure to lay on the benefits right from the start and keep them coming throughout the entire piece.

Just don’t get boring or you will lose the reader!

It’s also important to write in a conversational tone, just like you would talk if you

were having a casual conversation with someone. This means writing in a style that might make your old English teacher cringe. 

Write ads and sales letters as if you were having a conversation with a friend over a drink.

This doesn’t mean misspelling words or purposely breaking all the rules. It simply

means writing as you talk. Most people don’t usually talk with text book perfect

grammar and sentence structure!

When writing a sales letter, use times roman or courier font, because they are the

easiest to read. Refrain from using all capitals, except to make an occasional point, because it makes it harder to read.

Do not be tempted to show off your vocabulary with long or uncommon words. Keep your words and sentences short, and paragraphs to no more than 6 lines. An average seventh-grader should be able to easily read your copy! 

If you are writing a multi-page sales letter, try to end each page in the middle of a

sentence so that the reader will be inclined to turn the page and continue reading.

People have a need for completeness, and hate to stop reading something in the

middle of a sentence, the newspapers have known this for ever!

Remember that it is all a sequence. The job of the headline is to get the reader to read the first sentence. The job of the first sentence is to get them to read the second sentence, and so on.

Also break up blocks of copy with subheads. These mini headlines help to draw the reader through all of the copy. 

The whole idea is to make your copy as inviting and easy to read as possible. If it

looks difficult to read, many people will think of reading it as work and won’t expend the effort to read it. 

If you are writing a sales letter, always include a P.S. at the end. The P.S. is the most read part of the letter next to the headline. It is a good place to restate your offer or the biggest benefit.

A FREE EDUCATION

As mentioned before, some of the best learning material is available to you absolutely free. and it is delivered right to your doorstep at no charge!

The gold mine I am referring to is your mailbox. The top direct marketers in the

world spend a fortune putting together the best sales letters and marketing packages, and you can get them free!

Try to get on every mailing list that you can. Buy an occasional product from mail

order companies, catalogs, television infomercials, and call mail order companies and ask to be sent a catalog and to be put on their mailing list. 

Many of these companies rent their mailing lists to each other, so soon your mailbox will be full of enough marketing materials to give you a Doctoral degree in

marketing.

Although most people toss it out as junk, there are lots of carefully crafted, well

written offers that are producing millions of dollars in sales revenue, and you can

study and learn from them.

When you receive items from organizations like Boardroom, Nightingale-Conant,

Rodale press, etc., you can be sure that a top notch copywriter was involved who

carefully constructed and tested the sales letter.

Any offer that you see repeated over and over again is sure to be making money. (If an offer isn't profitable, it won't be repeated in its same form.)

The same is true of advertisements in newspapers and magazines. Keep a file or box of offers that you receive. When you need to write a sales letter or special report, you can pull them out and use them for ideas and inspiration.

Using these items for ideas and strategy is fine, but NEVER outright copy someone else’s material. It is wrong, unethical, and usually against the law!

UNIQUE SELLING PROPOSITION

Marketing death comes from not having an appealing offer that motivates prospects to take action and call you. Promising the same old boring stuff as every other agent with nothing new or different will not get you where you want to be.

If you really want to have marketing that produces big time results, you need to have a UNIQUE SELLING PROPOSITION (USP).

The USP states your points of difference. Why you are different  - what sets you apart from the crowd?

The USP clearly and convincingly answers the following question in prospects mind:

Why should I do business with you, instead of all the other options that I have, including doing nothing?

A classic example of a great USP is from Domino’s pizza, who rose from one store by a college campus to dominate their industry with:  “A hot pizza delivered in 30 minutes or less.”

The USP must be specific and easily understood. Notice that Domino’s never said they had the best tasting pizza, just that it would be hot and get there within 30 minutes!

The USP is your strategic identity, it is what sets you apart. It can be based on things like quality, selection, price, convenience, guarantees, extras, etc. Just remember that it is not possible to be everything to all people. 

Pick your identity and work it. Both Nordstrom and Wal-Mart are successful!

USP’s are the core of your business.

Jeff Paul said the following on USP’s:

IT’S WHAT YOU DO SO WELL, OR SO DIFFERENTLY, OR IN SUCH A UNIQUE WAY, THAT PEOPLE CHOOSE TO DO BUSINESS WITH YOU OVER ANYBODY ELSE.

As Dan Kennedy would say, “Dynamic USP’s give you the “Top of Consciousness Effect.”  Meaning, your USP makes anyone thinking of financial services, to IMMEDIATELY think of You!

A few words of caution: 

You must be able to fulfill and live up to the promise of your USP!

In the Insurance sales business, your USP needs to tell potential clients why they should use your services instead of one your competitors . or doing it themselves.

Some examples of USP’s for an Insurance agent or financial planners:

�  Financial Planner shows his clients how to never alive their money.

� I’ll show you how to keep tens of thousands of dollars from Uncle Sam,

� I teach people how to avoid the hidden traps  of over paying their taxes.

� Tax Advantage – Come to my office to review your financial situation and receive a FREE 30 minute consultation with a CPA to make sure your not paying too much in taxes.

�  I specialize saving people $3,000 in taxes yearly, GUARANTEED!

� Mortgage Elimination Plan.  I’ll show you how to knock years and tens of

thousands of dollars off of your mortgage by simply paying a little extra each

month.

These are just some examples. the possibilities are endless. A great USP may be something that you are already doing - but haven’t put into words and told people about.

Some of the best USP’s are guarantees or risk reversals, which we will be covering later.  

Just remember, a good USP will cause someone interested in protection or financial planning to say, .WOW! That’s the agent I should call!.

Set yourself apart from the herd!!

TWO-STEP ADS

There are many different types of RGM advertisements. Some are called one-step, ads where the headline grabs your interest, the copy sells you on the benefits, then tells you to mail a check or call with your credit card to place your order.

Most solicitations you get in the mail and offers on T.V. infomercials fall into this category. 

Insurance is different in that we are not selling a “product” that we can put in a box and ship to someone. We sell a service, and the best type of ads and postcards for us to use are LEAD GENERATION ads and postcards, also known as two-step ads.

The idea is to run an advertisement with a headline that grabs your target audience, and then get them to respond to an offer for free information.

This method allows you to run small, inexpensive ads where the entire purpose of the Ad or postcard is to get them to call and get the free information. The more lengthy and costly job of selling the product or service can then be done in the materials sent to the people once they respond, people who have indicated their interest in what you have to offer by requesting more information.

This technique is extremely effective, and has been profitably used by thousands of different businesses over the years. One of the keys to the success of this method is making it easy and free for the reader to respond.

Look at the sample ads and postcards again. Notice how everything is designed to make the act of responding as convenient and non-threatening as possible. The phone number is an 800 number, which is proven to get more responses than a regular long distance number or even a local number. 

The ad also uses a 24-hour recorded message. which gets more responses because readers know that they won’t have to speak with a salesman or anyone else.

Remember that no one wants to be faced with “pressure” from a salesperson!

Utilizing two-step ads effectively requires a step-by-step system.   

The entire purpose of the headline is to get the target audience to read the body copy. The sole purpose of the body copy is to get the reader to call for the free report. The purpose of the report is to build rapport and get them to call you for an appointment.

When readers call for the free report, what have they done?

That’s right, they have “raised their hand” and identified themselves as a potential client that has at least some interest in buying Insurance. 

This is a very important thing, because now that the person has identified themselves, you can justify the cost of targeting them with your follow-up system. 

Do you see how much more effective this is than blindly sending out mail “shotgun” style hoping that some of it reaches people interested in your service? 

Now let’s talk about how using the proper ads and postcards and follow-up materials can provide you with a constant stream of potential clients that call you!

FREE INFORMATION

Only a small majority of the population will be a good prospect for you.  In the senior market I recommend you work ages from 55 to age 75 with incomes over $25,000.  If your selling annuities you want to use incomes of $50,000 and over.

Wouldn’t you like to get anyone thinking of buying Insurance or have a need for financial planning, whether now or in the next 12 months, to “raise their hand” and identify themselves? 

This is where the powerful principles of Response-Generating Marketing (RGM) can be harnessed to make your life as a Insurance agent much easier.

Here is how you do it:

Look at the sample ads at the back again for a moment. Those ads will accomplish the goal of getting potential clients to identify themselves. 

Look at these headlines:

 “How To Pay Less Income Taxes!  Stop Being A Victim Of The IRS…Loopholes Uncle Sam doesn’t Want You to Know Revealed!”

FREE Special Report Reveals The 10 Common Mistakes That 

 Retires Do That Costs Them Thousands of Dollars in Taxes.

“Warning! If You Are Successful, You’re A Primary Target For Skyrocketing Taxes!  Free Report Revels the facts.

   FREE Report Reveals How You Can Keep The IRS And Attorneys From Walking Away With Over Half Of Your Assets!

 The only people that are going to be attracted by these headlines are people interested in saving money on taxes and getting and protecting their assets.

Now suppose that a senior citizen comes across one of the RGM ads we’ve been discussing. The headline grabs his attention, and the copy arouses his curiosity.

He thinks to himself, .Hmmm, I’m going to be retiring in the next year…. This free information can save me time and money when it’s time for me to sell, and I can order it 24 hours a day by phone without even having to talk to a salesperson..  He picks up the phone and calls for the free report.

Presto! There you are with the name, address, and phone number of a potential client, months before most any other agent will have the foggiest idea that he will be retiring!

When you provide this potential client with free useful information, and keep in contact with him, showing him the BENEFITS of your service, who do you think has the best shot at getting his business?    

Is getting a strong prospect worth spending a few dollars on postage and Free Reports, especially when it is all done automatically by your computerized follow-up system? 

SAY YES!

The beauty about this type of ad is that it not only gets the people who are ready to buy or sell right now to respond, but the free  information  presents a secondary reason for response that causes anyone even remotely thinking about saving money on taxes or on financial planning!

The secondary reason for response (the special report, or other useful info) gets them to step forward and identify themselves as potential clients like no other type of ad or postcard will.

This is the best way to doing marketing for your business.

TESTING

Think about the “image” or “ego” advertisements that most agents run. A big glossy picture of themselves with a worn out slogan in a homes magazine. Or their picture and phone number on a bus stop bench or grocery cart.

You see it all the time!

You know that the major problem with these kinds of ads is that they offer no compelling benefit to the public. They just kind of shout, “Here I am, aren't I cool!” 

The average person thinks “SO WHAT!”  (If they even give the ad a millisecond of thought at all!) 

People just tend to ignore these kinds of ads because they do not address the all-important question: “What’s in it for me?”

Most agents have run this type of image ad in the past, mostly because that’s what everyone else did and they didn’t know any better.

Aside from these now obvious shortcomings, image ads have another huge drawback:

It is very difficult, if not impossible, to track the results of these types of ads!

 With image style ads, an agent really has little idea how many dollars the ad actually ends up putting in their pocket. One of  the beautiful things about RGM ads is the ability to measurably test the effectiveness of each ad and know precisely how many dollars it adds to the bottom line (or how much of a loser it was.)

Unless you want to “roll the dice” and foolishly spend your advertising dollars

blindly, it is absolutely crucial that you be able to test and track your ads. 

When you run a RGM ad, you can know within a few days or weeks exactly how many responses the ad generated. This allows you to test many different variables to see what pulls the best results.

Each ad that you run can have either a unique 800 number, or at the minimum its own code number. This allows you to easily determine exactly how many calls each individual ad generates.  

The most important thing testing will do for you is allow you to spend your

advertising dollars as effectively as possible.

Never forget this essential marketing fact:

It doesn’t matter what you think will work, because the MARKET is the only true judge!

You may have a great idea that you are sure will be a big hit. a home run. Then when you do it, it is a flop!

It is impossible to have a winning ad every time, even for marketers with years of experience. Even the best home run hitter strikes out sometimes!

This is why testing is so important!

Before you spend a lot of money on any ad, test it inexpensively first to see if the results are promising.

For example, run a small 2”x 3” ad BEFORE running a full page! You can run small, cheap ads to test your headlines. Neighborhood or “shopper” papers are great for testing. If the ad pulls decently, go to a larger ad. If it still pulls good, roll out with a big ad.

This is  Marketing The Smart Way, not taking a shot in the dark!

A successful ad or postcard combines the right message, to the right market, at the right time. If your ad or postcard doesn’t produce the results you were hoping for, it just means the proper ingredients weren’t all present in the right proportions.

In many cases ads that were failures have been turned into big successes just by changing one word in the headline or making adjustments to the copy. Before you give up on the ad completely, you may want to try tinkering with it.

The great thing is that you can test inexpensively, without gambling big sums of money. 

There are hundreds of places to test ads. Check your local library for lists of

publications or the SRDS (Standard Rate and Data Service) (800) 851-SRDS or their web site www.srds.com.

Some ideas:

Neighborhood Papers          School/Alumni newsletters

Business Journals           Church newsletters

Civic Groups (Elks, Rotary, etc.)      TV Guides

Singles / Seniors papers          Hobby group newsletters

You can test different headlines, copy, publications, days of the week, placement in

the publication, placement on the page, size of ad, or dozens of other things.

The critical thing to remember is to only test one variable at a time. If you change

more than one variable and response goes up, you won’t know which thing it was you

changed that caused the increase!

If an ad flat out doesn’t work, JUNK IT AND MOVE ON!!

The only thing that matters is results!!  

Always learn from your results. Keep track of what you are doing so that you don’t

make the same mistake twice. Never forget the RGM techniques and formulas. They work, and have been tested and proven in many different businesses for over 100 years. 

Failure to test your ads will guarantee that you are flushing some of your advertising dollars down the toilet.

NOTE:  Never simply agree to pay the full asking price or .Rate Card. price for

advertisements. You can almost always negotiate a better deal . whether in a homes magazine, newspaper, or whatever.

Tell them that you are a direct-response advertiser, and ask if they have special test rates or lower rates. Also, tell them that if the ad is successful at generating responses, you will run over and over. Also tell them that you will have your ads ready when they need them, and will make prompt payment. 

While you can't get a discount from every one, you can from 90% of them. Of course, they don’t advertise these discounts, so you have to ASK and be PERSISTENT! 

SPECIAL REPORTS

Free special reports have been mentioned several times in this discussion of RGM, and you may be wondering, “Just what the heck are these special reports, and where do they come from?”

The purpose of the special report is to start a relationship with the potential clients,

and to provide honest, useful information, but just enough so that they are hungry for more.

The reports show the prospect in a non-threatening, no pressure way that you are

knowledgeable about Insurance, and are interested in helping them. The no pressure approach sends a silent, subconscious message that you can be trusted.

This is critical, because no matter how big of a producer, or how good you are, if people don’t trust you, THEY WILL NOT DO BUSINESS WITH YOU! Like any relationship, the one between you and your clients needs to have a solid foundation in order to grow strong.

Remember that the goal is to get as many people as possible to call your 800 number and request a free report from you. 

The special report is just another piece in the marketing machine that is all designed to get people to meet with you and become clients. Not everyone who gets the special report is going to end up working with you. But over time, a lot of them will. 

A typical flow sequence for a potential client would look something like this:

1.  The person sees one of your RGM ads.

2.  The headline for the ad catches their interest, and gets them to read more.

3.  The copy arouses their curiosity, and they call the recorded message.

4.  They leave their name and address, and the system captures their phone #.

5.  You send them the free special report.

6.  You follow up with phone calls, postcards, letters, and more reports.

7.  The prospect sets an appointment to meet with you.

8.  They buy a policy through you.  

9.  YOU GET PAID.

10. You put them into your network for on-going communication.

11. They become life-time clients, and send you referrals for years to come.

The special report is the “bait”  that causes the potential client to “bite the hook” and pick up the phone and call.

It is also the first item that you send to them. It is an informative sales letter with the job of making them comfortable with you, showing them that you are knowledgeable and are willing and able to help them, and states the benefits of utilizing your services.

A good special report will have the following qualities:

1)  A strong, attention grabbing TITLE -  Just like a headline, the title must arouse curiosity, and immediately identify itself to the target audience. For example, the title “How To Stop Wasting Money On CD’s!”  Instantly draws it’s target  audience  like a magnet!

2)  Answers the question “What’s in it for me?”. . It should quickly tell the reader the BENEFITS they will gain from taking the time to read it (or the loss they will incur if they don’t!)

3)  Stir strong  emotions . The report needs to push the emotional hot buttons like curiosity, fear of loss, greed, etc. Curiosity is especially good, because people love to feel like they’re in on some secret or little known information!

4)  Make them hungry for more . The report must be informative and helpful, but it shouldn’t tell them everything. It should wet their appetite and show them clear

benefits for calling you to find out more.

I included the above technical information on the reports because if you understand how and why they work, you will be able to use them better. Also, a solid understanding will allow you to create your own reports. 

The best thing would be for you to write your own special reports, tailor made for

your target market, and matching your unique style and personality.

You can write reports on all kinds of topics, such as saving money when buying /

selling, home preparation, financing, crime prevention, remodeling, landscaping, and energy saving, just to name a few.

 However, I know from experience that most agents simply won’t take the time to sit down and write a special report from scratch. 

Therefore, I am providing you with a number of reports, and you have my

permission to use them to generate business for yourself. All the reports are on   MS Word files. 

The Word files are included for two reasons. 

First, if they weren’t, you would probably have to spend a fair amount of time having it all re-typed and proofing it.

Second, and most importantly, having the reports in Word allows you to easily

modify and customize them to suit you. 

Just watch what you’re doing. These reports were not thrown together in 15 minutes! Every word has been carefully selected and is there for a reason.

If you try to put your picture, slogan, or some other boring “ego” sales hype in the

report, you will ruin the whole system! Don’t even think about it!!

FORGET YOUR EGO!!

Seeing your picture or slogan may make you feel good, but no one else cares!!

If you modify the reports, I can't stress enough how important it is NOT to throw in a bunch of image style “I am the greatest” junk. (You will be tempted, I know.)

Putting in anything other than useful information, benefits, and a bit of a teaser to get them to call you for more time and money saving information will DESTROY the whole strategy!

Just make sure the report does the job that it’s supposed to, and nothing else.

The great thing about the reports is that you can use numerous different ads and postcards for the same report, and even test changing the titles of the reports.

There are numerous examples of ads and postcards you can run to attract prospects included in this system. When people respond, send them the appropriate report.

DO NOT make the mistake of simply sending out the report and doing nothing else! People who request the report are identifying themselves and stating that they have some interest in buying or selling, but they may not be ready right this minute.

Many of the people who respond may be several months or more away from using your service and products. That is why it is critical to have an organized, automated follow-up system as we will discuss later.

One final note. My best success has always come from using UNUSUAL PAPER COLORS on the special reports and follow-up materials. 

Colors like  pink, yellow, goldenrod, etc. This makes the report and other materials be more memorable, and stand out in a stack of white papers. Using the same color for the follow-up materials (letters, postcards, etc.) will make it easy for the potential client to link them all together in their mind.

Also, your follow-up is easier when on a phone call you can refer to the “yellow

Report” they are likely to say, “Oh yeah, I remember that.”

Now that you understand the purpose and design of the special reports, you can begin to harness the incredible power that a lead generation system has to bring you a steady stream of business!

FOLLOW-UP

The good news is that when I first started using Response-Generating Marketing, I

was flooded with so many responses that I could not possibly handle them all. 

The bad news is that I had no system in place for following up, so a lot of the people who were not ready to buy or sell right away simply fell through the cracks. 

Remember the typical sequence of events for a potential client:

1.  The person sees one of your RGM ads.

2.  The headline for the ad catches their interest, and gets them to read more.

3.  The copy arouses their curiosity, and they call the recorded message.

4.  They leave their name and address, and the system captures their phone #.

5.  You send them the free special report.

6.  You follow up with phone calls, postcards, letters, more reports, etc.

7.  The prospect sets an appointment to meet with you.

8.  They buy a policy through you.

9.  YOU GET PAID.

10. You put them into your network for on-going communication.

11. They become life-time clients, and send you referrals for years to come.

The portion we want to focus on here is numbers five and six. This is the part between the potential client requesting the free report and then setting an appointment

to meet with you.

When the leads come in on your 24 hour recorded message line, you need to

Send out the free report immediately.  Many of these people may not be ready to buy.  They may still be in the shopping mode or just looking for information. 

It is good because these potential clients have “raised their hands” and identified themselves as people who will be needing a Insurance agent in the near future. (And you’ll know who they are long before most other agents will.)

It can be bad, because if you don’t have a step-by-step system to follow up and stay in contact with these leads. You’ll lose them.

When I first started using RGM, my ads were generating so many leads that I simply skimmed the “cream” off of the top (the 15% ready to buy immediately).

I had to set up a follow up system that will remind you when to mail out or do a follow up call.

Send postcard #1 to the Jones, send letter #2 to the Smith’s, make follow-up phone call #1 to the Johnson’s, send 10 Common Mistakes report to the White’s, etc. It is totally automatic, and once you get it down, it doesn’t take much time.

The importance of follow up can not be overstressed! 

In Insurance, over 80% of all sales and generating business are made after 3 contacts with the potential client.

But over 60% of all Insurance agents give up after just one contact!

And get this. less than 10 % of all agents ever get past 2 contacts!!

Many agents give up right before they have the best chance of getting the

appointment. We have had great success with the “3-Step Postcard System.™”

Agents sometimes think that they can just run one ad and send one report and have the world knocking on their door. 

It just doesn’t work that way!

The ads in this package WILL get people to stand up and identify themselves as

potential clients. Notice I said potential clients. Just like babies, they need to be

nurtured and fed in order to mature properly.

An automated follow-up system will do this job for you . and make it easy!

The results are undeniable and indisputable. 

A systematic, automated follow- up system will directly lead to more income

Keep in mind that the follow-up systems are suggestions only. They have proven to work for hundred of agents including myself, but you need to test and see what works best for you in your area. 

Things you can and should test are: your own letters, postcards, and scripts; the time between steps; the order of the steps; the number of steps; whether or not to make the pre-mail phone call, etc.

One note of caution . In Insurance, a client can be worth many thousands of dollars. It probably makes sense to spend an extra dollar to keep mailing to someone for a few more months if there is a chance they may still become a client.

Also never forget that the entire system will fall apart if you ever try to pressure or

“sell” someone while following up whether on the phone, or by postcard or letter.

Remember, you are positioning yourself as an expert, a consultant, a provider of quality information. You must be perceived as non-threatening! 

If you start acting like a typical sales person, they will treat you like one!

Their natural defenses will go up and you’ll be history, all your time wasted!!!

There are several things you should keep in mind about the follow-up phone calls.

First, this is NOT like cold call telemarketing!!

All of these people called you first, remember?

You are following up on their call requesting information from you! 

When you use the informational, helpful, non-pressure approach, there is no reason for people to fear you and put up their traditional defenses. 

Most everyone you speak with will be nice. After all, they called you, and you are

not trying to pressure them into anything. 

However, if someone is rude or not receptive to your call, simply tell them to have a nice day and say to yourself,  “NEXT”!

Occasionally, someone will ask, “Where did you get my phone number?” I tell them,  “It must have been in the computer system, because it came out along with your name and address. Isn’t it a great system?” Again, if someone is nasty (which very few will be), let them go and move on!  

Do not skip making phone contact with these potential clients . if you do you will

miss a lot of commission checks. If you don’t want to do it, have a licensed assistant make the calls. They are easy!!

THE 24 HOUR RECORDED MESSAGE

You probably noticed that all of the two-step ads use a 24 Hour FREE Recorded

Message Line. with a toll-free 800 number to make it easy and non-threatening for

readers to respond and order the free report.

SPECIAL NOTE: Throughout this section I refer to .800. numbers. Since all of the

possible 800 numbers are running out, numbers beginning with 888 and soon 877 are toll-free to the caller just like numbers beginning with 800. Many people know this, but not all. For now, get an 800 number instead of an 888 or 877 if you can. 

Also, DO NOT try to get a .vanity. 800 number (a number that spells out your name or something i.e. 800 FLOWERS) for use with the lead generation ads. While this type of number may be alright for your general phone number, it will kill the responses to the two-step ads!

Having a toll-free 24-hour message center is a critical step in the 2-step advertising formula.

 DO NOT EVEN THINK ABOUT BY-PASSING THIS STEP by using your office

number, an answering service, or a local voice mail number.

It is proven that you will get many more responses with an 800 number vs. a local

number. Don’t ask me why, but it is a fact.

Remember that people do not like to deal with salespeople. Have you ever seen

people go to a car dealership while it was closed, and walk around the lot looking at the vehicles? Why do people do this?

Because they know that they can take their time and look around without being

confronted with a salesperson!! 

Many people will call your 24-hour 800 message line simply because they know that they can get information WITHOUT having to speak to anyone.

Not only does the 24-hour 800 message line generate more responses to your ads, if you get the right system, it also makes life easy for you in several other ways that we will cover in a minute.   

I have done a lot of research on 800 number systems, and the best one I’ve found

(and the one I use) is through ATG Technologies. They have a number of really cool systems for Insurance agents. 

You want to make sure that callers never get a busy signal, and that there is enough storage capacity for lots of messages (you’ll need it when an ad hits). ATG has over 5 million dollars worth of heavy duty, high performance equipment, and they have never let me down.

There are some systems that you can purchase yourself, but for the average agent, I think it makes much more sense to use the services of a professional service provider like ATG. it doesn’t cost much.

You can reach the friendly ATG people toll-free at (800) 775-7790.  Mention that you were referred by Great Western Consulting for a discount.

When a potential client calls your 800 number, they hear your greeting (more details on the greeting in a minute). They leave their name and address when prompted, and the system captures their phone number.

Every morning (or as often as you like, for that matter), you call into the message

center and enter your security pass code. The system then replays all of the names and addresses for you, the date and time of the call, along with the phone number that they called from!

 You then have a list of all the names, addresses, and phone numbers of everyone that called to request a free special report, and you never had to spend one minute on the phone with any of them!!

You can even have ATG transcribe the information for you, and then fax or e-mail

the list to you. Either way, you have the information you need to send out the special report and put the potential client into your follow-up system.

RECORDING THE GREETING

You may be wondering, .OK, so just what exactly does the greeting say, and who

records it?  

The greeting on the 24 hour message line is a critical component in the system. If it is not done properly it will ruin your results. 

You must realize that how the greeting sounds and what it says will directly effect

how many people leave messages. Well, you can record it in your own voice, or have someone else do it. Try it with your own voice, and if it doesn’t sound right, ask someone else to follow the script and do it. ATG also has expert voice talent that can record the greeting for you.

To record your greeting, simply call your 800 number and input your security code

and access the greeting menu. You can do this from any touch-tone phone, anywhere,

and you can change your greeting any time, 24 hours a day. But take my advice, once you get it recorded good, don’t mess with it!

Before you record the greeting, you should sit down in a quiet room next to the phone (you don’t want any background noises on the recording). Take a few minutes to rehearse the script several times. Make sure that you have a written script to follow, it is much easier.

Make it sound smooth and natural. Speak clearly and vary your tone, pitch, and

volume. just like you would in a normal conversation. Smile while you are talking,

it will make you sound friendlier.

Keep the greeting to 30 seconds or less! 

Here is the exact script that I use on my greetings:

“Hello and thank you for calling our information hotline.  For your free special report on How to protect your assets from the Medicaid Gang please give us your name, address, cit, state, zip code.  Please spell and unusual name or address.

You see, the tips in the free report have helped hundreds of people like yourself

save thousands of dollars. This is critical information that everyone planning 

for retirement, or who are already retired, but unfortunately, most people never find out until it’s too late.

To get your own free copy of this informative report, at absolutely no cost or

obligation, simply leave your name and address, making sure to speak clearly

and spell any uncommon names.

Again, leave your name and address, and we will send your free special report

right out to you. Thanks again for calling and have a great day..

Very simple. That is the greeting that I use on my 24-hour 800 message lines, in all of the ads and postcards, no matter which report the ad is for. You can use this script, or make up your own. You can try testing longer or shorter versions, and different wording. 

Just don’t try to wing it, because very few people can make it sound good without

practicing it a few times.

It is important that you DO NOT ask for their phone number in the greeting. There

are two reasons for this. First, it is proven that if you ask for their phone number you will get a lot fewer people to leave a message. 

Second, the system captures their phone number!  It works like caller ID, and it

captures phone numbers from all across the country. 

Now you have their name, address, and phone number to enter into your follow-up

system!

We covered the importance of testing earlier. It is crucial to track how many calls each ad generates, so that you can spend your advertising dollars as effectively as possible.

This means not only testing different headlines, but different publications. For

example, you could try ads in the newspaper, different homes magazines, newsletters, Val-Pak coupons, etc. 

To effectively track the results of each ad, you need to have more than one 800 number.

When you call ATG, make sure to order at least a couple of different lines. They don’t cost much (only around $20.00 per month), and will allow you to easily test and refine your ads.

Knowing which publications pull results and which don’t can save you TONS of money on advertising.  

Hopefully you see how powerful the combination of response-generating ads, a 24 hour recorded message, and an automated follow-up system can be!

AUTOMATED MARKETING SYSTEM 800 NUMBERS

We covered 24-hour 800 message lines before, but that is just a small sample of the telecommunication technology available to Insurance agents.

One of the most exciting, and most beneficial, is Automated Marketing Systems

(AMS). Often also referred to as “hotline” systems. These systems are a high-tech

method for clients to obtain information on available properties.

If promoted and used properly, these systems can be a huge lead generator and time saver. Again, I use ATG Technologies (800) 775-7790. They have a large menu of amazing services that can make your life as a Insurance agent a lot easier and more profitable. 

ATG has millions of dollars worth of high-tech equipment so that the system is

always up and running properly. Also, callers will never get a busy signal even if

another prospect is already accessing the system (unlike some other systems). 

ATG can set you up with one 800 number that can handle all of your messages, faxes, e-mail, and also allow clients to access information on up to 99 different

properties at the touch of a button. 

Before saying any more about these systems, you should remember that it is proven that people are up to 75% more likely to call a toll free number than a regular number. 

Also, far more people will call your system if they know that they can get quick

information without having to speak with a salesperson! So in addition to all of the

other benefits, you are going to get a higher volume of calls with the system.

You can set up your system so it works like this:

A potential client calls your 800 number, because they saw a house that interests

them in one of your ads.  They hear your personal greeting, and they enter the code for the property. They hear a description of the features of the house. 

They can now either push a button and be connected with you directly (the system

will try up to four different numbers to find you), push another number and enter their fax number to have detailed information faxed to them within minutes, or leave a voice mail message for you. 

The system will capture the phone number that the caller called from (caller ID), and will even page you to let you know if someone has left you a message.

All of this is great, but the greatest feature is that you can now track EXACTLY how many calls you get on each house and from what sources.

You also know the date and time of the call, the number that they called from, and if they requested a fax, left a message, or were transferred directly to you.

THIS IS HUGE!!

Never before have agents been able to easily track exactly how many calls they are getting for their advertising dollars. 

I have always advertised in a number of different Insurance publications.         When I first started using this type of system and saw precisely how many calls I was getting from each one, it was a real eye opener!

Was I ever surprised when I saw the true facts right before me in black and white! I had been advertising in one of the local  magazines for years, because that’s what a lot of other agents did. 

I discovered that the number of calls I was getting out of this publication was far less than some of the others that I was advertising in. I ran one more month just to

confirm the numbers, and then stopped wasting my advertising dollars in that

magazine.

I took that money and ran more pages in the publications that pulled the most calls. I started getting a lot more calls from the same advertising investment.

The power of having this ability to directly track the results of your advertising can’t be overstated. 

GUARANTEES AND RISK REVERSAL

What do you think is the biggest reason that interested people do not respond to

offers that would undoubtedly benefit them?

They simply don’t believe or trust the offer!! 

The public is more skeptical than ever before. Most everyone has been ripped off by a scam or inferior product at one time or another. This has lead to a society where people tend to distrust just about everything that they read or hear.

One of the best ways to overcome this skepticism and distrust is to offer a money

back guarantee. 

A guarantee takes the risk off of the consumer and puts it on the person selling the product or service, hence the term “risk reversal.”

For example, an offer might state: “Risk-Free Guarantee” Order this product and

examine it for 60 days. If you are not completely satisfied with your purchase for any reason, simply return it for a prompt and courteous refund.

Most every product you see offered on T.V. or in magazines these days has a money back guarantee. All smart marketers know the power of offering a guarantee.

The first thing many people say is, .Oh my gosh, won’t they get taken advantage of by those who purchase the product, use it or copy it, and then send it back?.

The answer is maybe occasionally, but not often enough to make it a problem.  

The fact is that if you have a quality product that lives up to its promises, very few

people will send it back. Sure, you will get a few unscrupulous people who will take advantage of you, but the huge increase in sales because of the guarantee will far offset the few returns!

If you have a quality product/service, the returns should be insignificant.

Interestingly, the longer the guarantee, the fewer returns. (A one year or lifetime

guarantee will produce fewer returns than a 30 day guarantee.)  This is probably

because the purchaser does not feel as rushed to examine the product and make a decision about returning it, and over time they will forget about it, or figure that they already got their money’s worth out of it.

SO HOW DOES THIS APPLY TO INSURANCE??

In a previous section, we touched on the fact that guarantees often make the best

Unique Selling Propositions (USP’s). This is because written guarantees are pretty

rare in the Insurance business. However, I believe that in a few years the public will begin to demand guarantees from Insurance agents just like they do from most other businesses.

In the meantime, you can set yourself apart AND boost your business by offering

guarantees. 

To create a good guarantee, you need to figure out the things that worry your

clients the most. In Insurance, the public’s biggest concerns are:

$ Buying Insurance they don’t need or can afford.

$ Buying Insurance

$ Their home will take forever to sell

$ Not getting their money’s worth for the commission

$ The agent fails to communicate or is incompetent

$ Not getting the best tax advise.

With these items in mind, you can design guarantees that ease the potential clients fears and get them to take action. 

Realize that the public perception is that if you are willing to offer a guarantee, your product/service must be good. They figure (rightfully so) that you must be confident in the quality and value that you provide.

Being highly skilled, and providing top notch service and value are the basis for everything in this package. Nothing will work without it.

If you don’t give top quality, highly knowledgeable service, DO NOT OFFER A GUARANTEE. In fact, do us all a favor and get out of the business now! 

There are dozens of possibilities, here are just a few examples of guarantees that could be used by Insurance agents:

% $500 says I can save you $3,000 in taxes.

% Learn how to increase your monthly income, GUARANTEED!

% Learn how to get triple compounding on your money.

You probably remember from our discussion on Unique Selling Propositions (USP’s) that guarantees often make the best USP.s.

Understanding and applying the concept of risk reversal will cause your business and profits to explode! 

TESTIMONIALS AND ENDORSEMENTS

We talked about the public’s general skepticism and overall lack of trust in the

previous section on guarantees and risk reversal. Another good way to address the concerns of the doubting public is with testimonials and endorsements. 

Testimonials are statements from people who have used your service. Some

examples:

“Super Agent was very professional on helping us save money on taxes”

“We were skeptical at first, but Super Agent exceeded all of our expectations.”

Testimonials can be very powerful at removing the natural disbelief most people have. The average person will read testimonials and think, “Well, if they did a good job for these people, they will probably do a good job for me too.”

Testimonials make you seem more like a real person, and it will make a potential client feel more comfortable about calling you.

Testimonials will have the greatest impact if you include the first and last name (not just initials) and city of the person giving the testimonial. 

For maximum effect, include the person’s phone number. Phone numbers are very powerful. Believe it or not, very few people will call the person who gave the testimonial. Most people will just assume that if you had the nerve to put the phone number in, you MUST be great!

NOTE: Always obtain permission from the person before using a testimonial, or including any personal information like name, address, phone, etc.

Endorsements differ from testimonials in that instead of making a statement about their experience with you, they support you and recommend that others use your service.

For example:

“I strongly recommend that you use Super Agent for all of your Insurance needs”.

OR

“If your looking for tax deferred income, Super Agent is the one to call!”

Of course, testimonials and endorsements can be combined together:

Both testimonials and endorsements will be even more powerful if they are given by someone well respected or famous. 

You no doubt have seen many “celebrity endorsement” ads where a famous sports figure or some other well known person is shown endorsing the product. 

The idea is that the credibility and status of the person giving the endorsement will transfer or “rub off” onto the product. 

The advertiser is hoping that the good feeling you have about the celebrity will cause you to also feel good about the product/service. You see it all the time because it works!

If you are not including testimonials and endorsements in your ads and promotional pieces, you are not being a smart marketer!

ENDORSED MAILINGS

This technique alone could easily make you an extra $20,000 - $40,000 per year.

When you give incredible, extraordinary service to your clients, you earn the right to ask for some small favors in return, and most of your clients will be more than happy to oblige you.

This strategy won’t work with every client, but it will with a lot of them. You will

know which ones to use, just don’t be afraid to ask!

When you close a transaction with a happy client, and you have a good relationship, say this to them: 

“I am glad that everything turned out so well. As you may know, my business is based on referrals, and I need your help.”

This is a key phrase, especially the I need your help part. People always want to help others that they know, especially if it doesn’t take much effort on their part.

 “I want to let others know about the great experience that you had with me. If I write a brief summary of your transaction, will you look it over, make any changes you feel are necessary, and then O.K. it?.” 

Most all the time they are going to say yes.

When the letter is approved, you can use it for any number of things. One is to send the letter to all of the neighbors around the client. You can also send it to your network, or include it in a letter to potential clients, etc.

All of these are good things, and will help generate business for you.

However, to leap to the next level of production, you need to go a step further.

If you really want to make some serious money, try this:

Say to the endorsing person, “This letter will have the most impact if we send it to people that know you. What group are you involved with that we could send this to.”

Everyone has some kind of group that they belong to. Ask them about any

associations from their work, any civic or community groups, sports league, church, any group of people that know or are familiar with the person.

Tell them that you will pay for and handle every aspect of the mailing, all they have to do is get the list to you in any format they can (on disk, handwritten . whatever). You need to make it very easy for them, most people will agree to help if they don’t have to do much work themselves. Tell them you will even throw in a dinner for two (or some other token of appreciation) for their trouble.

Send the letter in a plain envelope with the endorsing person’s name and return address, not yours!

What happens when the members of the endorsing person’s group get the letter?

The first thing is that it gets opened, not thrown in the trash like junk mail, because no one throws away a personal looking letter from someone that they know!

This works especially well with busy people like attorneys and doctors who can send the letter to other attorneys and doctors. Most of these types of people have secretaries that screen their mail for junk. 

A letter from one doctor to another goes directly to that doctor without interference by the secretary. 

The second thing is that the letter has lots of credibility, because it is coming from someone that they know. It is definitely NOT your average sales letter. 

You then follow up this letter with a letter of your own saying something like, .I am the Insurance agent that so and so told you about, and I want to offer you a (free report, free newsletter subscription, etc). Simply send in the postage paid reply envelope or call my office.

This is not only an excellent way to get business, but a great way to build your network.

You can send out a couple hundred of these letters for a hundred bucks or so, and probably get a transaction or two, and add a dozen or more people to your network, all people who call you and want to do business with you. 

You may think that this is a hassle and not worth bothering with. It depends on your goals. You could always go cold calling and scrounging for deals instead!

PUBLICITY

One of the highest impact, lowest cost ways to promote yourself, gain market

presence and momentum is through free publicity. Publicity is incredibly powerful, yet is commonly misunderstood. 

What you want to do is position yourself in your community as an expert in financial planning by writing articles for your local newspaper and be on the radio. 

There are two great things about this. 

1.  It is basically FREE. 

2.  When you are interviewed on television, radio, or featured or mentioned in the newspaper, people automatically believe that you are a respected expert!

You will enjoy instant respect and credibility, because most people assume that if you are in the media (i.e. featured, mentioned, interviewed, or quoted), you must know what you are talking about. This has far more impact than any ad that you could run about yourself.  

How do you do this?

First, you made up a list of “movers and shakers” in my area. TV reporters, producers, news directors, newspaper editors and reporters, attorneys, politicians, etc.

I put them into my database and mailed to them every month. Become friends with several TV and radio people, and they used my services to buy and sell Insurance, and referred others to me. Pretty soon, anytime that they needed a quote for a story about Insurance, they’ll call you.

Several times a year you should call them with an angle for a story. As long as it is interesting and informational (not a big sales pitch), there is a good chance of getting it on.

This strategy will work best if they know that you’re sharp and knowledgeable, and that you’ll drop everything to run and meet them. You also need to learn to talk in

“sound bites” short 5 to 10 second statements that they can use in the segment.

There are also other ways to get publicity, like using press releases.

I am NOT talking about the type of stuff that you will get from the typical PR person. Most attempts at PR fail because they are boring and self centered. 

Things like, “Doug Thomas was top selling agent for Thomas Insurance for October.”

Call Doug for all your Insurance needs at XXX-XXXX.  

This is boring, and no one gives a darn except for Doug and maybe his mom! 

Editor’s don’t run this junk (unless it is a bribe or payback to a paying advertiser). It serves no purpose, other than someone telling how great they are. There is no value to the public. 

Since you have learned about RGM, you know why this type of thing goes nowhere.  Because everyone glances at it and says, “SO WHAT!  WHAT’S IN IT FOR ME?”

You know that people only care about things that benefit them, and that the only way to get their attention is by sparking an emotion like curiosity.

To have any chance, your release must be provocative and informational. Use your RGM techniques. Remember, editors are human, and they respond to emotions just like everyone else.

Use an emotion provoking headline, and benefit-rich copy with little .teaser points. to get them to want to call you.

The general rule with editors is:

IF IT SMELLS LIKE A SALES PITCH, IT GOES IN THE TRASH!

Write your press release on plain paper, NO letterhead, pictures, etc. At the top put FOR IMMEDIATE RELEASE. This lets the editor know that they can use it at any time.

Now put your headline. Remember that it has to be informative, not sales like.

Something like:

“10 Common Mistakes Seniors Make That Cost Them Thousands!” Says Local Insurance Agent.”

OR

“New Report Shows How To Save Up To $3,000 Yearly on Your Taxes.”

Next, make sure to have COMPELLING COPY. Tell your story within the first 4 sentences, and then back it up.

Make sure to put FOR MORE INFORMATION CONTACT and your name and

direct phone number. The release should be one page only, and at the bottom put # # #. This means “The End” in press release language.

The goal is to have a newspaper, radio or TV station call you to do an interview or to comment on an Insurance related story.

When you are on radio, TV or interviewed in the paper, it is many times more

powerful than you blowing your own horn. The public automatically assumes that most advertisements are puffed-up and exaggerated. 

Remember, good publicity is priceless, because people automatically assume you are a respected expert. They think that if the media uses you, you must know your stuff!

If you are not using this technique, you are really missing the boat. You can create press releases that promote you as well as one of your special reports.

SAMPLE PRESS RELEASE

PRESS RELEASE                                                 FOR IMMEDIATE RELEASE

                                                               For information contact:

                      Super Agent  

        (XXX) XXX-XXXX

“Local Insurance Agent Reveals 10 Common Mistakes That Cost Seniors A Fortune!”

“Seniors consistently fall into the same traps that end up costing them thousands of dollars”, says local Insurance expert Super Agent.

In over 8 years as an Insurance agent, Agent says he sees the same mistakes time and time again.

“It’s a shame”, says Agent, .Because the errors are easily avoidable by sellers if they are armed with the proper knowledge..

As a community service to combat this problem, Agent offers a FREE Special Report titled “The 10 Common Mistakes That Cost Seniors Thousands Of Dollars.” The report outlines the costly errors and explains how to avoid them.

Local seniors can get a free, no-obligation copy of this informative report by

simply calling toll-free (800) XXX-XXXX and leaving their name and address after the recorded greeting.

THE INTERNET

Never in history has there been something that has generated so much attention and hype as the internet (World Wide Web), but yet is not really understood by most people. 

Over 100 million people are on-line now, and thousands more join them everyday. What's more, typical Internet users are educated and have above average incomes - exactly the type of market that Insurance agents need to reach!

Agents who understand how to use the Internet to generate a constant supply of high quality leads are making BIG MONEY right now (Some agents are earning over $100,000 in extra commissions just from the Internet!) Unfortunately, relatively few agents have their own personal website, and most of the ones that do simply don't know how to use it to effectively boost their business. 

So Why Aren't More Agents Cashing In??

Lets face it. The Internet is confusing. There is so much hype and complicated techno-language that it is hard to be sure what really works and what is a waste of money. When people are confused, they tend to do nothing - because they don't want to make a big mistake. 

But the facts are crystal clear: There is a window of opportunity open wide right now for agents that can utilize the Internet to generate leads!

I recently spent nearly a year researching everything I could get my hands on

regarding Internet marketing, and more specifically, how to combine proven RGM techniques with the Internet to produce huge results for Insurance agents.

COLLEGE INVESTMENT STRATEGY

This is an excellent method to make thousands of extra dollars each year by showing people the advantages of buying investment properties. You should get at least 5 extra transactions per year just by simply mentioning it to all of your clients and network members and giving them some informational materials.

If you want to take it even further by running specific ads that target parents and grandparents, the potential is much bigger.

The idea is to inform people about the benefits of a college education, how expensive it is, and how buying an investment property when the kid(s) are young is a very smart way to prepare for the expense.

The following is a sample of the information you can put together, possibly in combination with the special report in the “How To Get Wealthy Investing In Annuity.”

How Will You Pay For Your Kids College Education?

Every parent wants the best for their kids, it’s only natural. When they are young, you imagine what they will be like when they grow up. As you look at them, you hope that they will be successful and happy as adults.

You want the best for them because you love them, but you also want them to be self-sufficient so that you don’t have to continually support them throughout their lives!

The single biggest thing that will determine the financial success of your children is a college education. Sure, there are lots of examples of people who made it big who never went to college, and you may have never gone yourself. 

But the facts speak for themselves. The earnings of the average college graduate exceed that of a person with only a high school diploma by over 80%!

Of course money isn't everything, but consider that the largest cause of marital

problems and divorce is the stress and arguments caused by financial problems.   

Yes, if you want to give your kids every chance for success, a college education is part of the plan.

Unfortunately, a quality education is expensive. The average cost for tuition,

room, board, and books is about $15,000 per year. It now takes the average

student about 4.5 years to graduate, so that means a total of $67,500.

But wait. That is in today’s dollars. Assuming a 4% annual inflation rate, in ten

years that $67,500 will be $99,916. Fifteen years down the road, the total

college cost will be $121,564!

If you are in a position to have an income substantial enough to pay it without

blinking an eye, lucky for you. 

If you are like many people, you just don’t have that kind of money laying around. And if you don’t have the money, chances are that your kids won't go to college.

Although the odds are against it, your kids could go to college without your financial help. They may be able to get student loans, but that loads them up with debt that they don’t need when they are getting started in life. They could also work while attending classes, but this usually means it will take longer to graduate, and the drop-out rate is higher.

The smart plan is to buy a rental property on a 15 year loan when the child is young. In most areas, if you buy an average size home with a 10 percent down payment, you can rent the house for enough to break even on the monthly cash flow. This is especially true when interest rates are low.

In fifteen years, you will own the house free and clear, and without a mortgage payment. You can then use all of the monthly rent (which will probably have increased quite a bit over the years) to pay for the college costs.

But that is just the beginning. In addition to the monthly cash flow, you will also own a valuable asset free and clear! Suppose that you buy the property for $100,000. Assuming a 5% annual rate of appreciation (many areas are increasing even faster), at the end of 15 years the house would be worth

$207,893!!

If you needed to, you could sell the property to pay for college expenses or anything else.

On top of all this are the tax advantages you’ll enjoy along the way as well as all the other benefits of investing in Insurance.

 You can re-word this and put it together with charts and graphs using current interest rates, and specific examples of prices and rents for your area.

You can then send your package out to all of your clients, your network, and anyone you know of with kids.

You can even run ads or create flyers with headlines such as:

“How Will You Pay For College?”

“The Average College Education Costs $58,500.  Will You Be Ready?”

“Smartest College Investment Plan Revealed. “

“Pay For Your Kids College Easily.  With This Smart Strategy!”

Just make sure to stress benefits and provide clear, concise information. You can make a separate Special Report just for this subject, and offer it in a two-step ad with an 800 voice box number just like the other reports. You can also use it on your website. 

You can use child-care bulletin boards/newsletters, or get a list of mid to high income parents with young children in your area from a list broker and mail to them. Test and see what works!

Will this strategy work for everyone you send it to? 

Of course not. But it is another tool you can use to make an extra $20,000 or more each year without the hassle of traditional cold prospecting.  

HOLDING SEMINARS

Free public seminars are a great way to use leverage and communicate with more than one potential prospect at a time. It is not as hard as you might think to put on a seminar for 10-40 people.

Very few agents take advantage of this opportunity, partly because they have never thought about it or don’t know how to do it. But the main reason is that most of them are afraid of speaking in front of a group!

This is not unusual. According to a London Times Survey a few years ago, the number one fear (even above the fear of death) among people is having to speak in front of a group.

The good news is that anyone can learn to be a decent public speaker with the proper preparation and practice, and with the help of organizations like the National Speakers Association and Toastmasters. 

If you are already a good speaker, great! You should schedule your first seminar.

If you are scared or uneasy about speaking in front of a group, chill out! The group will probably be relatively small, and while they will expect you to be knowledgeable about Insurance, they won’t expect you to be a highly polished, professional speaker.

The key is to make an outline that you can refer to, and practice what you are going to say. It really isn't a big deal. If people sense that you are sincere, knowledgeable, and enthusiastic about your subject, they really won’t care if you stumble a bit.

One of the best things I did in my life was to get into public speaking. I was a bit hesitant at first, but with practice, it became second nature as I gained confidence. I have since taught hundreds of courses and spoken to many groups all over the country.

The best way to learn is just to do it. You can also join groups like Toastmasters who will help you work on your speaking skills. Learning to speak in front of groups is a skill that will help you in many ways throughout your life.

Don’t be afraid to try it!!!

 You’ll want to line up some sponsors for your seminar. These could be attorneys, accountant, financial planner, etc. They help provide the room and the refreshments. Schedule your seminar for an morning or evening around 7:00. A weeknight like Tuesday is best.

Do not have the meeting at your office, because some people may be intimidated. Have it at a neutral site like a library, clubhouse, or community center.

The seminar should last about 90 minutes or so, with plenty of time for discussions afterwards. Have everyone sign in and give them a name tag. Allow your sponsor(s) to speak for 10-15 minutes before you. 

The purpose of your talk is to provide valuable information, NOT TO GIVE

A BIG SALES PITCH.

Much of the information in the special reports can be formatted into seminar material.

When you provide quality information and are sincere about what you say, people will be drawn to you.

You can promote your seminar in lots of ways, direct mail, newspaper, Insurance publications, your newsletter, bulletin boards, word of mouth, telemarketing, TV, radio, etc.

You can offer a raffle at the end of the seminar for a free television, cruise for two, etc. Is it really worth it?

Look at the numbers. If it cost you little or nothing to hold the seminar (after the help from the sponsors), and you had 18 people show up, chances are you would write 4 or 5 prospects insurance or annuities.

The effect of the seminars will reach people who don’t even come. Plenty of other people will call you because they figure that if you are giving seminars, you must be good!

Giving seminars is profitable, and will quickly lead to you being regarded as an expert in the Insurance field.

Give it a try and test it a few times, and you’ll make it a regular thing.

FAX NEWSLETTERS

This strategy is great for staying in touch and providing value to your network. It is also a very effective way to generate new business and build awareness and develop a market presence.

The idea is to build up a list of fax numbers, and fax a one page informative newsletter every couple weeks. 

It is really easy with your trusty computer, and a simple program like Win fax. You make up your newsletter in your computer, and once you get all of the fax numbers entered in the system, you just press a button.

While you are sleeping, the system will fax out hundreds (or even thousands) of “fax news letters” for you!

So who do you send them to?

Well, in addition to your network/sphere of influence, you want to send them to as many people as possible who have the potential to do business with you and refer others to you.

This includes people like accountants, attorneys, financial planners, bankers, mortgage and title reps, business people, media personnel. in short, anyone with contacts and influence.

How do you find these people and get their fax numbers?

There are several ways. First, anytime you meet someone, ask them for a business card. Most everyone has their fax number on their card. Tell them that you have an informative one page fax newsletter on important Insurance topics and that you’ll send them some complimentary issues.

To build your list fast, you or your assistant can call targeted businesses and simply ask “What is your fax number?” Usually the receptionist or whoever answers will gladly give you their fax number.

If you reach the person themselves, you can say this: “Hi, this is Super Agent with Super Agency”. I am a leading Insurance agent in the area, and I offer an information-packed newsletter covering interest rates, value trends, and happenings in the local Insurance market. It is one page, and I send it every couple of weeks by fax. It is completely free with no obligation whatsoever, and if you ever want to stop receiving it, simply call the number on the sheet and let us know. Would you be interested in receiving this kind of valuable information? What is your fax number.   

Your goal is to make your fax letter so informative and valuable that everyone who receives a copy enjoys it and is grateful. However, make sure that you clearly state somewhere on the page: .To cancel your complimentary subscription to this fax letter, simply call XXX-XXXX or fax the message “CANCEL” to XXX-XXXX..  To keep out of legal trouble, make sure to keep a list of anyone who requests to be deleted and don’t fax to them again. 

So what do you put in your fax letter?

The last thing you want to put in it is a bunch of sales hype about how great you are, Pack your fax letter full of VALUABLE INFORMATION!

Why keep it to just one page? First, it will force you to be succinct and to the point. Second, recipients won't feel like it is wasting their paper or clogging up time on their fax machine.

Constantly scan the newspaper, local magazines, Insurance trade journals, and other sources of information for items to put on your page.  

NO SALES HYPE OR BLOWING YOUR OWN HORN!!!

I know that you may be tempted, but DON’T DO IT!  You will totally ruin the entire

strategy if you do.

Done properly, this technique will position you as an authority and expert on real

estate, and keep you in front of their face and on the top of their mind when it comes to hiring or referring a Insurance agent.

The fax letter will accomplish this even if the recipient merely glances it over for a few seconds before tossing it out.

It is efficient and inexpensive, assuming most of the numbers are local. Even if it’s long distance, it is still cheaper than mailing (printing, postage, etc.).

I know agents that send out thousands of faxes each month, all with the touch of a button!

You can also e-mail newsletters, but again make sure to get their permission first. People tend to get a lot more upset about “spamming” (unsolicited e-mail) than about faxes.

BUILD YOUR BACK-END

One area of profit that many businesses take advantage of, but Insurance agents typically don’t, is back-end opportunities. 

To illustrate what back-end profit is, consider a car dealership. The dealer’s main front business is selling cars, where they make profit when they sell you the car.

But they also make tons of money on the back-end through financing, service, parts and accessories, warranties, cell phones, insurance, stain guard treatments, etc.

How does this apply to Insurance?

The first step is to look at what other things people need when they go through the home buying or selling process.

There are items like health Insurance, Annuities, Long Term Care, Cancer Insurance, and more.

Again, you may dismiss building back-end opportunities as going too far or being too hard to do. It all depends on your goals and what you want to accomplish.

It will take a little time to get things set up, but you can easily make an extra $5,000 to $15,000 per month, if not much more.

If you don’t do these kinds of things, you are missing out on a fortune!! 

GETTING YOUR MAIL OPENED

Your letters and reports can be truly excellent, with the most compelling, benefit-loaded copy in the world, but if the envelope goes in the trash unopened, you’ve wasted your time and money.

Most people sort their mail into two piles. The important bills and personal looking mail goes in one pile. This pile gets opened.

All of the “junk mail” goes into the other pile, and gets tossed right into the trash!

GETTING YOUR MAIL OPENED IS HALF THE BATTLE!

If your mail looks like junk mail, most of it will end up in the trash.

So what do most Insurance agents do? They make their mail look as much like junk mail as possible, their picture, company name, and logo on the envelope, all sent bulk-rate using a postage meter. 

It might as well have JUNK written in big letters across the front of the envelope!

The key is to make your mail look as much like a personal letter as possible. If you received a plain white hand-addressed envelope with just a hand-written return address, and a first class stamp, would you open it?

If you are like 99% of all people you would. It looks like a personal letter and you would be naturally curious about who sent it and what was inside.

I know that lots of agents resist this because they love to see their picture and logo, and think it boosts their “image” and “professionalism.”

They are more concerned about their “image” than they are about making money!!

DO NOT FALL INTO THIS TRAP!

There are several important things to remember about your mail:

$ People always open mail that looks personal.

$ If it looks like “junk mail” it is destined for the trash can.

$ Hand address or type the envelopes, don’t use labels.

$ Use live stamps, not a meter.

$ Use first class mail, bulk is often not delivered and appears junky.

$ Use plain white envelopes.

$ Put only an address on the top left corner (return address). No person’s name or company name.

Do not underestimate the importance of following these rules.  They have been tested and proven by many direct marketers over the years!

INTEGRATING RGM INTO YOUR OVERALL PLAN

We have covered a lot about Marketing and Response-Generating Marketing, and you might think that we have spent too much time on it. My opinion is that if you spent 1 hour a day studying marketing, that wouldn’t be too much. 

The level of success you achieve in Insurance will be directly related to how well your marketing convinces others to use your services. There are smart ways and hard ways to go about it.

As stated before, you can know everything about the technical aspects of Insurance, but if you have no clients, YOU’LL BE BROKE!

Remember that RGM is the most effective way to get potential clients to identify themselves and call you, so you won’t have to bang your head against the wall with the same old-fashioned, cold call prospecting techniques that most all agents use.

The only job that this type of marketing does is to get interested people to call you. It gets potential clients to raise their hands and identify themselves. It accomplishes this more efficiently than any other type of marketing.

But it is up to you to follow-up, and  have the qualifying, presentation, and contract skills to turn the leads into commission checks.

In fact, follow-up is so critically important to the success of the overall Response-

Generating Marketing concept, that you should read the section on follow-up again before running any of the ads.

Learn the concepts, test, and experiment. It may take some time and effort initially, but using marketing that gets a constant stream of potential clients to call you can make Insurance easier, more enjoyable, and very profitable!

MARKETING SMART REVIEW

If you’re like most people, you feel some excitement about having learned the basics of RGM. I know that when I first was exposed to the concepts, a light bulb went on in my head! If you don’t have a feeling of revelation or enlightenment, go back and read the material again.

If you read and understand the principles of Response-Generating Marketing covered in this book, CONGRATULATIONS! 

You now know more about marketing that generates responses than 99% of the people in this world. You also know more than the so-called experts with their fancy pictures and catchy slogans that look great, but do not make the phone ring!

Yes, the little gears in my mind started spinning when I first acquired my new marketing knowledge. It all made such logical sense.

Get their attention with emotion grabbing headlines, and give them so many BENEFITS that they can’t resist responding. It was radically different from what agents are traditionally taught to do. 

Let’s review the typical sequence of events for a potential client one last time:

1.  The person sees one of your RGM ads.

2.  The headline for the ad catches their interest, and gets them to read more.

3.  The copy arouses their curiosity, and they call the recorded message.

4.  They leave their name & address, and the system captures their phone #.

5.  You send them the free special report.

6.  You follow up with phone calls, postcards, letters, more reports, etc.

7.  The prospect sets an appointment to meet with you.

8.  They buy a Insurance policy from you.

9.  YOU GET PAID.

10. You put them into your network for on-going communication.

11. They become life-time clients, and send you referrals for years to come.

GOOD LUCK AND GOOD MARKETING!