Today’s insurance market requires a fresh approach. While traditional methods like cold calling and country club memberships once ruled the industry, the path to success now runs through content creation.
Why this matters:
The Current Reality
- It now takes ~18 calls to reach one prospect
- That’s 180 calls to connect with just 10 potential clients
- Even at maximum efficiency, that’s 6 hours of dialing for minimal contact
The Core Challenge
Most insurance professionals excel at in-person meetings and sharing your knowledge. But you can’t be in front of prospects all day every day! This creates a visibility gap. When a prospect says “call back in six months,” they often end up choosing another advisor in the meantime – simply because they forgot about you.
Why Content Changes Everything
Content allows you to:
- Stay visible even while you sleep
- Build familiarity before the first meeting
- Share your expertise continuously
- Create connections at scale
A Key Industry Insight
“People come for the information. They pay for the organization and application.” This principle highlights why sharing valuable content matters – it’s the first step in showing prospects what you can do for them.
The Mobile Revolution
Your smartphone represents today’s equivalent of the country club – it’s where decision-makers spend their time. Social media and digital platforms have become spaces for building professional relationships.
In Part 2, we’ll discuss why content is no longer optional for business growth. We’ll explore how the market’s noise level makes it essential to create content that keeps you visible to prospects, and how consistent content creation leads to sustainable business growth.
Resources:
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- Connect with me on LinkedIn: linkedin.com/in/andyneary/
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- Connect with me on Instagram: instagram.com/andy_neary/
Business is no longer about who you know. Business is about who knows you. In a noisy industry like we’re in gang, you got to get people to know who you are.