Are you a “me too” agent in your market?
Are you special or unique in some way from every other agent?
Choosing the Road Less Traveled
OK, so you think your special.
As Shania Twain would sing, that don’t impress me much!
We all like to think that we’re special and unique.
Your desire that your business is special isn’t the question we’re asking.
We’re asking if your prospects and clients see you as unique – and why?
What would they say?
Unique … or me too?
Hopefully you are answering this question honestly, because now you need to go deeper.
Think about a day in your life. How many marketing messages are you exposed to?
- Calls from telemarketers.
- Newspaper and magazine ads.
- Commercials on radio and television.
- Postcards and letters in your mailbox.
- Pop up and banner ads on every web page.
- Billboards and signage as you drive around town.
It never ends. Thousands of messages, each and every day. Fortunately, we have all trained ourselves to either completely ignore or quickly delete most advertisements from our consciousness.
Of course, some of those messages impact us subconsciously. Out of those thousands of messages, we are making hundreds of choices.
- What will we eat?
- Where will we eat?
- What will we read?
- What will we watch?
- What websites will we visit?
- What toothpaste will we use?
Hundreds of choices, each and every day.
Your prospects and clients have choices regarding what insurance they consider – and who they buy it from – as well.
Dozens of insurance companies, each telling us why their products are the are best.
Each offering many product choices, all with different names but essentially the same features and benefits.
Depending on the size of your community, dozens or hundreds of insurance agents, all with one message …
Each and every agent hopes for that outcome every day … that a consumer will choose them over the many other agents doing the exact same thing, with the exact same message, with indistinguishable products from indistinguishable companies.
Most of the time, those messages are just ignored or deleted. Your message is just one of thousands. Choosing you today is a choice, but putting you off until later is an easier choice. There is another cool video to watch on YouTube instead.
The choice you have is to just keep doing what you have always done, expecting different results (the definition of insanity), or to get off the “me too” train and find a way to distinguish yourself from all others.
Your Unique Value/Selling Proposition
In 1961, legendary advertising executive Rosser Reeves wrote a book titled, Reality in Advertising. Reeves introduced a concept in this book he called the “unique selling proposition” or USP. Reeves defined the USP in three parts:
- Each advertisement must make a proposition to the consumer. “Buy this product and you will get this specific benefit.”
- This proposition must be one that the competition cannot or does not offer.
- The proposition must be so strong as to move customers to choose your product or your service or you.
Over the years, the USP has been referred to in a number of ways. We call it your “unique value proposition” or UVP.
It really doesn’t matter what you call it. What matters is that you have one.
Think again about the thousands of messages every consumer you come in contact with is exposed to every day. Think about the hundreds of choices they must make every day.
Think about the dozens of agents like you with products and services like yours they are exposed to, with most saying the same thing, “blah! blah! blah!”
The consumer isn’t motivated to discover your USP or unique value proposition. They are looking for it in your message. In fact, they are looking to ignore it or delete it.
They have important things to do, such as keep up on current events with the Kardashians on Facebook.
So, it’s all on you to:
- Make a proposition that conveys a specific benefit
- Be different than your competition
- Inspire consumers to choose you
Walking the Talk
Teaching and preaching about the importance of discovering your USP/UVP is easy. So is walking the talk and introducing you to our USP/UVP at USA-LTC.
Let’s talk about what it means to be your trusted agency partner.
- We know you need access to all available products. You can count on us to not only deliver a full range of long-term care solutions, but also help you decide the right product for each of your unique client’s needs.
- We know nothing happens until somebody sells something and nothing is sold until you get in front of a qualified prospect. Like you, we don’t like it when nothing happens, so we have a full range of marketing and sales training and support programs available to all of our agent partners.
- Last but not least, we are obsessive (excessive, often to an unreasonable degree) in delivering white glove service to every one of our agent partners, every time. Admittedly, it is easy to claim we provide great service. You’ll only know for sure after you experience our obsession. We’re confident enough to claim once you do, you’ll never need to look for another agency partner.
We look forward to learning about your uniqueness, or helping you discover and communicate it to your prospects and clients.