Is Your Message Vanilla? Ever wonder why you dont get more referrals? Ever wonder why, when money wasnt the issue, a prospect didnt buy from you? It may be because of your message. (or lack of one!)

Often Ill ask an agent why someone should do business with them. Their answer often goes something like this:

I have good products/services, competitive pricing, and give good customer service.

Thats a good answer, but if I went down the street to your competitor and asked them the same question, what do you think their answer would be? Same answer.

You see, its a vanilla answer. It really doesnt say anything. In fact, I doubt whether a prospect would even consider doing with you without those benefits being present. Its like saying, Were honest. As opposed to what??? Its expected.

Just take a look in the Yellow Pages under Insurance. What youll find is a collection of ads which state the obvious or dubious: In business for 27 years, we carry Auto, Home, Disability, Business, Honest, blah, blah, blah Vanilla. Do those ads generate calls? You bet. Are the calls from serious buyers? Are they calling just to shop price? (after all, what else is left after a vanilla statement?) Are they the kind of client youre looking for? Do you KNOW who youre looking for? Do you know who your ideal client is? Do you know why they would want to do business with you?

My experience has shown that if youre not known for something, then youre not remembered at all. If you dont put a stake in the ground, if you cant say why you do what you do, if you arent clear about what sets you apart from all the others, then you arent remembered.

How can you change all that? Its simplebut not easy. You need to start by defining your purpose. You need to be clear as to why you do what you do. Its not so much the mechanics of it all, but rather the meaning behind it. An inappropriate purpose statement would be, I help people protect their assets by offering a wide range of insurance products. The statement is dull, mechanical and has no energy behind it. It doesnt offer you a reason to get up in the morning, nor does it attract anyone. A more meaningful statement of purpose might be something like, I help people build a secure financial future. Better, but not very dynamic. How about, I help my clients painlessly avoid financial surprises. This last statement may not be the best statement of purpose for you, but it DOES have several aspects which make it a great purpose. For one, its a bit provocative it causes someone to ask about it. Another aspect of it is that it addresses the Why of what you do, rather than the What. Finally, its stated in a way which certainly sets you apart from vanilla competitors. You get remembered.

A great exercise to help you appreciate what sets you apart from others is to ask five people who know you (not family!) for five things about you that make you a great agent. Youll be amazed at the answers youll get. Youll hear things you always knew, youll hear things that you knew but didnt think that anyone else recognized, and youll hear some wonderful things about yourself that you werent even aware of. These traits and skills make up the core of what sets you apart. By incorporating who you are with why you do what you do, youll eventually arrive at a statement of purpose that will catapult you towards great success.

In addition, youll want to spend some time identifying or redefining who your ideal clients are. The more clearly you can define who you want to target, the better youll be able to identify where to find them, how to find them, and what youll say to them. People you network with will also end up with a clear picture of who you work with and that will allow them to make better referrals.

Once you decide on the statement of purpose that best defines you and what you do, you need to incorporate it into everything you do. You need to speak it, breathe it, and live it. Make it the opening of your elevator speech. Consider putting it on stationery, on a website, on your business cards, and in ads. When you network with people, make it the focus of what youre about. Become memorable. People are attracted to someone who stands for something. Why are they so attracted? Because so few people can state what they stand for. The more clear you can be about your why, the more compelling your work becomes. The more compelling your work becomes, the more self-motivated you become. The more self-motivated you become, the more good things happen for you. And best of all, not only will you win, but all the people youve helped along the way win because theyre better off for having done business with you.

Make a decision to put in the effort to develop a clear purpose and a clear understanding of what sets you apart. Youll be glad you did.

Written by Michael Beck, The Insurance & Advisor Coach. Michael, an Executive Coach and Recruiting Activist, helps insurance and financial professionals succeed faster and easier. He can be reached at 866-385-8751 or mbeck@theinsurancecoach.comAnger Management Techniques Control Denver San Diego
Video Game Reviews By The Video Game Critic
Pine Rest Christian Mental Health Services
Health Insurance Company News Releases What S Happening At Humanaone
Travel Insurance
Studentloanhelper Com
life insurance
Love Tester Free Online Games At Batkhela Com
Know Longterm Care Options
Marsh Mclennan 3q Adjusted Income Falls Cites Disappointing Insurance Issues
Iowa Student Loan Private Loan Applications
Business Calendar The
The Natchez Democrat The Natchez
Try Out The Rts For Free R
Life Insurance Advisor Com
Agent Consumer Industry News Workers Compensation And
Overview By Student Loans On Reddit
Estarland Com Wholesaler Distributor Of Video Games Amp Anime Worldwide
Notes From The World Of Anger Management Why Control
Home
Xbox 360 Amp Xbox Games Cheats And Reviews At Teamxbox
Gameware Playstation 2 Component Video Cable Playstation 2 Free
online insurance
Vehicle Insurance Information And Requirements
Completely Free Make Money Online Paid Survey
Make Money Ways Web
Tougher Smoking Bans On Cards The Courier
Great Insurance Recruiters Insurance Jobs From Insurance
Insurance Quotes
Auto Insurance Quotes
The Natchez Democrat The Natchez
Cheap Car Insurance Uk Home Insurance Life Insurance Uk
Quick Idea To Make Money
online casino free bonus
If You Want Redundancy Insurance Then Make Sure You Understand It
School Leaving Age Plans Unveiled Bbc News
Lifeway Biblical Solutions For Life Anger Management
Www Cpoc Org Jjcpa Yolo Doc
Deaths From Superbug Soaring
Quit Smoking Toolbox Quit Smoking Nicotine Addiction
term insurance
7 Senior High Adult
Refinancing Student
casino game
Based Business Home Make Money Online Opportunity
Love Tester Miscellaneous Games Free Online Games By Games2win
Welcome To Access General Www Accessgeneral Com Web02 Genesis
Anger Management Training Classes
Report Student Loan Agency Spent 2 2 Million On Promotional Items Since 02 The Morning
Craft Insurance Agency
online casino review
Side By Side Health Insurance Quotes Apply On Line
The History Of Video Games
Cheap
The Best Benefit In The Travel Insurance Industry Just Got Better
We Can Help Domestic Violence Victims Tallahassee
A Mad Mad World Anger Management Article
Levelwing Media And College Loan Corporation Announce Continuation Of Interactive Services Media Agreement Marketwire Via Yaho
Affiliate Make Money Online Program Way
From Home Make Money Quick
Lawsuit Us Department Of Education Overcharging On Student
Make Easy Money From Home
Suggestions Bad Credit Student Loan
Easy Home Make Money Online Real Work
Allstate Life Insurance Company
Iowa Student Loan Online Loan Application
State Welcome To State
Anger Management Workbook For Kids And Teens Anger Management Resource
Business Business Forumshere
Travelex Insurance Services
Auto Insurance Quotes
Amazon Com Video Game Soundtrack Music Kingdom Hearts Complete Box Set
Health Insurance For Expats In Dubai N Emirates Soon Uae
Some Students 39 Private Data May Not Be So Private Hurricane Online
Video Game Violence Research Yields Mixed Results
student loan consolidation
10 Make Money Top Ways
casino gambling
casino game
Student Loan Payments
Computer And Video Game Addiction Mediawise Org
Internet Make Money Serious
cheap insurance
Home Make Money Online Survey Work
Request For Condominiums Amp Co Op Insurance Estimate
Can Ebay I Make Money
Boat Insurance19 S Xanga Site
After Deep Cutbacks A Challenge To Rebuild Times Colonist
Envelope Envelope Make Make Money Money Stuffing Stuffing
Targeted Email Marketing
Ways To Make Money On The Internet
Car Insurance Companies Compare Insurance Quotes From Top
Flushing Financial To Present At Sandler O Neill Financial
La Attorney General Sues Insurers Alleges Price Fixing Katc 3
Kentucky Governor Loses Bid For 2nd Term Mississippi Governor And Others Keep Their Jobs Seattle
Alabama Department Of Insurance Home Page
Tom Wilson Counseling Center S Online Classes For Arizona
Can Make Money
make money typing at home
The Hidden Risk Of File Sharing Wall Street Journal
Pakistan Inflamed Over U S Influence Chicago
make money working from home
Calaveras Enterprise
internet casino
Car Insurance
Amazon Com Anger Management For Dummies For Dummies Series Books W Doyle Gentry
Morris College Financial Aid
Tattle Nas Stirs Flap Over His Title For New Album Philadelphia Daily
Zyban Quit Smoking
Western Computer Services Streamlines Insurance Underwriting With Ilog And Prima Solutions Pr Newswire Via Yahoo
Bartley Wants License Back Whiz News Southeastern
12 Week Anger Management Course For Couples What S Good About Anger
Bills Tackle Insurance Rates In City
Returned Subject Domains Title Author Description Type Of Material Classroom Management
Based Based Business Business From From Home Home Home Home Make Make Money Money Work Work
Privacy
New Chamber Officials Boston
Children S Home Society Family Services Anger Management
Pay A Nurse Peanuts And What Do You Get Times Online
Make Money Site That Web
Purdue Help Desk Graduating Students Paying Back Student Loans
Inmates Offered Parenting Program The
Mission Self Sufficiency Vancouver Business
Business Easy Make Money Online Opportunity
Email Marketing Campaign
Video Game Music Tag Music At Last Fm
Make Money Jobs Work From Home
Quit Smoking Naturally Stop Smoking In Seven Days And Get Rid
Make Money On Ebay Auction Tip
National Western Life Insurance Company
Big Fast From Home Make Money
How To Make Money As A Kid
Easy Money For Kid To Make
Education World Professional Development Center Archives
Confessions Of An Analyst Daily
School S Done How Will You Pay Back Your Student Loans Benton Evening
make money survey
Medical Malpractice
Student Loan Agency Spent Lavishly On Gifts Daily Local
Barbour Bryant Cruise Chaney Grabs Insurance Post The Clarion
Video Game Console Market Entering Cyclical Downturn
Hypnosis For Smoking Cessation Sees Strong Results Medical News
make money working online
Nascar Craftsman Truck Casino Arizona 150 Preview
Professional Indemnity Insurance For It Contractors Computer Contractors
Gametrailers Com The Source For Video Game Media
Oh Deer An Unfortunate Run In Teaches A Costly Lesson About Insurance Detroit
Insurance Chief To Oppose Prop 93 Contra Costa
Home Make Making Money Money Online Start
casino gambling
Canadian University Endowment Funds Skyrocket Canada
Best Affiliate Program Make Money
Health Insurance And Medical Insurance From Anthem Blue Cross And
free online casino
Line Make Money Survey
Student Loans Uk Finance Debt Consolidation Advice By 118 Student
Estate Free Make Money Real
From Make Money More
Pay Off My Student Loans On 43 Things
Sony Psp Video Game Cheats Codes Cheat Codes Hints Tips
Paint Fire Engines Yellow Says Research
Insurance Quotes
Home Pia
Business Make Money Now Online Onlinedealsspotter
free online casino
free casino
Student Loans Guernsey Press And Star
Jk Harris Urges Homeowners Nearing Foreclosure To Know Tax Pr Web Press
Paulstetich
Insurance Institute For Highway Safety
In Make Market Money Stock
Resources Anger Safe Amp Responsive Schools Project Indiana Education Policy Center
Business Home Internet Make Money Online Real Work
Video Game Soundtrack Final Fantasy Tactics A2 Original Review At Kaboodle
Mortgage Insurance Could Give You The Income You Need To Keep Your Home
Mgic Mortgage Guaranty Insurance
I Want To Quit Smoking I Want To Stop
insurance company
Nationwide Com
Mcdonald S Online Game
The Video Game Revolution The History Of Games Pbs
Email Marketing For Real Estate
Floral Park Audit Sewanhaka Paid 1 8m Without Bids
Anger Manage It Or Let It Manage You
Free Secret Of How To Make Money
Afx Uk Focus 2007 11 08 06 44 Gmt Valley Forge Life Insurance S Ifsr Affirmed At Aa2 Following Merger Moody S Interacti
Affiliate Business Make Money Program
Student Loan Consolidation Student Loan Debt Consolidation Loan Consolidation Services
Anger Management For Kids Kget
make money home based business
Anger Management Mania Anger Management Quiz
Make Quick Money In One Day
Make Fast Cash Money
free casino game
Iq Tester Test Your Iq With This Qiuz Game
Make Money With The Stock Market
Keep Make Money Stock Trading
Make Money With Your Own Online Casino
Earn Money Online Work Online To Make Money At Home
Safeco Auto Insurance
  ¶ 6:24 PM