One of the most common questions insurance agents ask is: “How can I attract more prospective customers to grow my book of business?”

Part of my answer usually surprises them.

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Be direct and specific


I believe that to attract your ideal customer, your marketing message must be direct and specific enough that it will also repel. Your marketing message must be so clear that any prospect will either completely identify with your message or ignore it in seconds.

There is no in between. You can’t speak a message that you think everyone may identify with. It doesn’t work that way. Today’s consumer wants to feel like you are speaking directly to them.

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