What You Need to Know
Start with who.
Move on to why.
Before looking at how, think harder about why.
The fastest way to grow your financial or insurance business is to get clear on what you want and how you want to get it.
Here are the questions you should be asking yourself:
1. Who do you want to serve?
Telling the world that you work with everyone and do everything for them is the surest way to stunt the growth of your business. Do you have an ideal client who can be described to someone?
Think about your best clients. What do they have in common?
Maybe they’re professional women. Maybe they’re business owners or medical professionals. Maybe they’re young families. Focusing on one kind of client for your marketing, will make marketing much easier and more effective.
2. How do you want to serve them?
These special clients may have a multitude of needs, but if you want to ensure your success, your best bet is to lead with just one of them. The others will come to the surface in your fact-finding, but opening the door with just one will get you better results.
3. What is your belief about them and how that product/service helps them?
Why you chose that particular client and the particular need you identified is based upon your beliefs about them and that need. Get clear on what those beliefs are.
4. Why did you choose them and why are you the best person to serve them?
Simon Sinek tells us, “People don’t by what you do. They buy WHY you do it.” What’s your why?
5. How are you/will you be reaching them?
Instead of thinking about marketing to the world, think about marketing to this ideal client about this particular need. How can you reach them directly?
How can you reach them through other professionals who serve them?
These are the only places you should be spending your time, energy, and money.
6. What’s your goal?
What do you want to happen in your work with these people leading with this one product or service by the end of the year?
In the next three years?