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.