Below you will find a transcript from a jump start coaching call I did with my client Keith Harding – he’s an agent in the DC area.
Keith is an Agent’s Lead Machine member. If you want to start successfully marketing for insurance online like Keith…
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Jason: All right, perfect.
Jason: So I got your coaching questionnaire, Keith. I guess what I’d like to do is start off by doing is getting all of your questions answered right off the bat.
Keith: Sounds great.
Jason: Cool. So, you know, it said on the question I asked you, what information did you want to discuss on the call, you said, how to generate leads on auto pilot at first so that you can contact them after work.
Okay. Can you expand on that a little bit more and let me kind of know where your knowledge base is so we know where, you know, what point to start from?
Keith: Okay. As in knowledge base, are you referring to computers on the internet or as in insurance sales?
Jason: Well, I’m more looking for, you know, what your experience level is with marketing for insurance online and kind of, you know, if you have anything in place already or are you starting completely from scratch at this point?
Keith: Well, I guess you would say just like making biscuits, I’m pretty much starting from scratch.
Jason: Okay. Okay. All right. Okay. So really what it boils down to is, you have to decide what product you want to promote first with your insurance marketing. So did you have an idea of, you know, if you wanted to do life insurance or were you looking to do home or auto or what did you want did you want to promote?
Keith: I’m looking to do the, the indexed universal life.
Keith: Seems to be the in-thing at this moment.
Jason: Okay. Cool, cool. So the first step which we talk about in my training program that you bought is developing a concept around, that is around your product that you’re planning to promote that is a unique type of way to position the product, something that people haven’t really seen before or maybe they can’t look at it and say, “Hey, I know what is already.” Because the concept is really what gets people’s attention and will get them to listen to you and ultimately take action when you are marketing for insurance or any product for that matter.
And the concept really has to speak to a problem that the prospect desperately wants to solve and that product can fulfill.
Jason: Right? So, when you get into the training program, I give some examples, and there’s some other ones on my website on different concepts that we’ve used in the past marketing for insurance that you can really—I know with, when you’re using the index UL—hold on a second. Oh, okay, my phone started beeping at me there. With the—go ahead.
Keith: Okay. Oh, I was just laughing.
Jason: Oh, okay. It was beeping, so I couldn’t hear what you were saying there. With the index UL you got to deal a little bit with some compliance issues, with the language that you’re using typically. So, you know, one phraseology that we’ve run past compliance departments that always gets approved and really seems to resonate with people and you can kind of build your concept around this, is being able to participate in the upside potential of the market without having the downside risk.
Jason: So, you know, that’s something that I would use as a starting point to develop out your concept, is kind of based off that language. Because especially right now, you know, with the way things are going in the economy and around the world and stuff like that, a lot of people are really, really scared of the downside risk, you know? All their money wiped out, you know, like what happened in 2008. And a lot of people out there, a lot of prognosticators and stuff saying that that very likely could happen again.
Keith: It probably will.
Jason: Yeah, I’m in that camp with you. So I would build my concept around that and what you want to do is you want to gather as much third-party proof that you can use to back up every claim that you make, and there’s tons of it out there. So, I mean, you can use quotes from news sources, you can use articles by credible people, all of that stuff is going to be critical to backing up what you’re saying about the IUL and how it’s a solution to that problem.
Jason: All right. So once you have that concept defined, the next step that you want to go through is develop an offer. And in your offer is going to depend on what strategy you want to take with the people that are coming to your website. Some guys want to go straight for the appointment request, other people will want to take the prospect through a little bit more of an education process first, so they’ll use what we call a lead magnet, which can be like a free report, or an email mini course, or something along those lines, where you only ask for a little bit of information, like an email address, to get them to opt in, and then you use your email autoresponder system to follow up with the people and kind of answer objections and then get them to request an appointment after you’ve given them more information over time.
Keith: Right. Let me ask you something. Have you ever utilized that, I think I used to be subscribed to it, I think it was called “Prez Video?”
Jason: Um-hm. Yep. Webprez Videos.
Keith: Right. That would probably be, I was with the Insurance Mavericks, that’s how I actually got on your list, but I’m not using their stuff any more, I just kind of forward the $400 thing.
Jason: Okay. Okay. Yeah, I mean, you know, I’ve seen the Webprez Videos, I haven’t actually tested using them marketing for insurance yet. The one thing I didn’t really like about their videos is you have to pay for the service and everything’s captured within their system, so you’re really kind of, you know, you’re dependent on them, you know? I like having the flexibility and having my own websites and then putting the stuff on my own servers, you know.
Jason: That’s the way I prefer to do that. Now, the cool thing is, is within the training program of mine that you bought, have you been inside the member’s website at all yet?
Keith: Not yet, I’m going to do that tonight.
Jason: Okay. So when you get in there, one of the things that I’ve included is a whole bunch of pre-done templates in the tool section. So, you now, we’ve got pre-done website templates. There’s also Power Point presentations that have been pre-done and put in there. And some of them are for IUL, so you can actually use those presentations to create videos to, you know, get people to request an appointment with you and stuff, too. So you don’t have to build everything from scratch, which is nice.
Keith: Yes, yeah.
Jason: So really, I mean, the steps and the process with marketing for insurance, just to kind of recap, the first thing is to get that concept developed, and the second thing is to define your offer and the strategy that you want to use for that. And then from there, what you do is, you just put your websites together to fit into, you know, speaking to your concept and how you want to, you know, convey your offer to people.
Jason: And that’s really constructing a funnel.
Keith: Let me ask you something. Is there anything such as, almost like a flyer format, you know, like an 8-1/2 x 11 sheet of paper, just like a flyer that people use, is there anything of that nature on there?
Jason: Like as a mailer, for example?
Keith: It could almost be similar to a landing page that, like an IUL landing page, or something of that nature?
Jason: Yeah, I mean, I don’t, yeah, we do. One of the pre-done website templates is a real basic landing page with a video on it.
Jason: And so it’s, you know, it’s got like a headline and then you put a video in there and then it’s got an opt-in form. And what we do on that page is we hide the opt-in form behind a timed-button script.
Jason: And so they’ll land on the page, they watch the video, and then at the call to action point in the video, the timed-button script opens up the opt-in form and then they can, you know, start that process over, request an appointment with you.
Keith: Gotcha, sounds great.
Jason: Yeah, all that stuff’s in there. And, I mean, with your IT background, I mean, do you do any coding of websites and stuff like that?
Keith: I did years ago, but I haven’t done any of that lately.
Jason: Okay. Okay. Because, you know, part of the bonus that, you know, you got for signing up for the promotion I was doing this week is, you know, I’ll have my team actually set up your websites and stuff for you. So you don’t have to do that. I mean, all you got to do is decide what you want for your concept, what you want to do for your offer, and then I can help you to put those into the templates that we have, really that would be kind of what we would do on the second coaching call that you get for a bonus. And then I can give the instructions to my development team, they can put everything up, and we can integrate, you know, your email autoresponder and all that stuff right in the page so you don’t have to spend any time trying to set up all that technical stuff.
Keith: Gotcha. Yeah, because I’m all about online person, I do everything online. So, that’s more my style.
Jason: Yeah. I am, too. But, you know, I mean, especially considering you got a 9 to 5 right now, you know, wasting time trying to figure that stuff out for yourself isn’t really a good use of your time right now, you know?
Keith: Wish it was a 9 to 5, it would be much easier, that’s one of the reasons why I had to navigate away from Insurance Mavericks is I got stuck with mandatory overtime and I was like, I can’t work their systems if I’m doing overtime, I need something that would basically be on autopilot.
Jason: Yep, and that’s really what this is. I mean, once we get all the funnel put in place online, there’s only two things that you really have to do at that point. One is set up your traffic campaigns to start driving visitors to the site and having it convert them into leads for you. And then you just need to spend some time watching your analytical data and applying some tweaks and optimization strategies to your ads that you’re putting out for traffic on your website to get it to convert better, so you get a better ROI and, you know, you don’t have to spend as much to get the amount of leads that you’re looking for.
And all that stuff can be done in 30 minutes a day, tops.
Keith: Now we’re talking.
Jason: Yeah. I mean, once you got it up and going, it really doesn’t take much. And, you know, the cool thing is, is in the training program, there’s a separate training for all of the top tested and proven traffic sources to use marketing for insurance and we give you pre-done ads for each of the—formatted already for each of those traffic sources, and there’s one for every type of insurance, so, including IUL.
So like the first training that we give you is how to use Facebook to drive traffic to your website, because they have an ad platform. And so we’ve got the ads that are pre-done, you **** Facebook, **** and you can have a campaign set up in like ****
So it doesn’t take much to set up and then from there, it’s just, you know, you just want to check in on your campaign and manage it. Make sure things are going well and then kind of look at how things are performing, and I show, so you get, with each traffic source you get three different videos. There’s one that shows you how to set it up, there’s one that shows you how to manage the campaign, and then there’s one that shows you how to optimize the campaign. So different things you want to look at and ways that you can make adjustments to your ad to help it perform better for you.
Keith: Okay. Sounds good. Let me see. Hope it’s not that tough.
Jason: No, it’s not. It’s actually pretty easy and when you get in there and you watch the training videos, none of them are more than like 20 minutes long, they’re all pretty short. It’s really easy. It’s just a matter, you know, you got to go in there and do it, you know?
Jason: And once you got it set up, it’s, I mean, it’s just a few minutes here and there just kind of checking in on the stuff and making sure that it’s working the way you want it to.
Keith: Sounds a little bit too easy.
Jason: Well, yeah, I mean, you know, we try to make it as very plug-and-play and simple as possible, because it can be, it can be extremely complicated and difficult, but it doesn’t have to be.
Jason: I mean, you got a leg up, too, because you know, you’re technologically savvy, so going in on the websites and, you know, doing the few things you got to do to set it up and manage it, you know, you’ll have a better learning curve than most people do.
Keith: Gotcha. I’m hoping!
Jason: So yeah, I mean, that’s how you get everything set up. What other questions did you have right out of the gate?
Keith: Okay, let’s say to run a good campaign where, you know, I don’t know if the campaigns are CTAs or SEOs basically, but to run a good campaign, what would you be looking at cost-wise, to run a real good campaign?
Jason: Sure. I mean, what you want to consider when you’re setting everything initially, you got to look at it as a test and so you want to really constrain the test as much as possible. Because you’re developing a concept from scratch so you don’t know until you start sending traffic to the site—
Jason: —if that concept’s going to resonate with people and it’s going to get the conversion that you want.
The other thing you got to play into that is each traffic source that you use is going to have a little bit of a different cost to it and it’s also going to, the traffic’s going to convert a little bit differently. So you got to use that, those different factors in your determination.
But typically what you’re looking at is to get any kind of statistically valid test, you’re going to need to do about $500-1,000 worth of spend on the advertising marketing for insurance.
Keith: Oh, okay.
Jason: And that should give you a statistically valid test. So, I mean, you know, the ROI that you get is going to depend on how well the website converts and then how well you convert your leads into sales and, you know, the size of premium and stuff that you’re writing.
Jason: And then from that point, I mean, how much you spend really is dependent on, you know, what you’re comfortable with and how well things are converting on the back end. Because if you’re pulling in a lot of leads and you’re selling a lot of policies, you know, I always tell people, spend as much money as you can. You know, get to the point where—
Keith: I **** yeah.
Jason: —you can’t handle it any more, you know? But some people just, you know, they get like a number in their mind and they, you know, they say, “I don’t want to spend more than 1,000 bucks a month.
Jason: And I mean, that’s fine, you’ve got total control over how much you spend.
Jason: You know, all the methods that I show for the main traffic sources are all on a cost-per-click basis, so you’re bidding against other advertisers and then you say, “Well, I’m going to pay a certain amount per click,” and then you never, you know, they don’t charge you anything more than that. And most of them are typically in the dollar to two dollar a click range.
Keith: Oh, okay.
Jason: So, you know, 500 bucks, you’re going to get anywhere from, you know, 250-500 clicks to your website, depending on how much you’re paying per click.
Keith: Right. Yeah, I’m pretty familiar with that, I was just trying to get some ballpark figure.
Jason: Yeah. I wouldn’t spend any less than 500 bucks on trying to test things out because you’re not going to get enough traffic coming to your site.
Jason: To really validate the numbers that you’re getting for conversions.
Keith: Makes sense. Now—you still there?
Jason: Yeah, go ahead.
Keith: Oh, okay. Sometimes it, I guess because of the system, sometimes it goes sour.
Keith: And I’m not a fluent talker like you are. But when you’re, like in the program, there’s pretty decent landing pages, correct?
Jason: Yeah, that’s correct. Like there’s several landing page templates that we’ve used in the past, that you can take and, you know, we can modify them however you want, when we do the technical set up for you. So, you know, if you want to change the headline or you want to change some of the elements on the page, you know, we can certainly do that for you.
And then another thing that I show you how to do in there, you know, because if the templates don’t fit with what you’re trying to accomplish, one of the modules, I show you how I actually design websites on Microsoft Word and I have a graphic designer in the Philippines that I pay $2 an hour for, and I send him this Microsoft Word document and then he’ll build the websites that I have off of that.
So, I mean, you’ve been on my websites, they’re pretty nice looking things and so, I mean, you can get real creative and design your own using that formula and, you know, put those out to people, have other people do it for you for 2 bucks an hour, too, if, you know, the templates don’t work for what you want to do.
Keith: Okay. Yeah, that seems to be the going thing these days, when you do things online, is outsource to those guys in the Philippines.
Jason: Yeah, 2 bucks an hour there, that’s actually upper-middle class wage, believe it or not, because it’s a 45:1 exchange on the dollar.
Keith: Yeah, I believe it. As a matter of fact, my brother just **** not two, about two months ago married a Philippine, so I believe you.
Jason: Okay. Yeah, all that stuff’s in there and then we show you how to do it, you know, I lay everything **** you know, if you run into any **** in there or **** comment section, **** you go up in there and **** my team members will, you know, get back to you promptly with answers. Because, you know, there’s a lot of different pieces to it and we want to make sure that, you know, you’re successful and able to generate the leads that you want to get.
Keith: Sounds great. I need to get started.
Jason: So did you have any other questions that you wanted to address on this call?
Keith: No, sir. Oh, yeah, let me ask you last one.
Keith: It doesn’t, there’s no—how do I put this? There’s probably no CRM set up within the program, is there?
Jason: No, there’s not. We make some recommendations for any, you know, autoresponder service. If you’re looking more for a full CRM that also integrates an email autoresponder, I’d recommend Infusion Soft for that.
Keith: Okay, Infusion Soft, yeah.
Jason: You’re looking at about 299 bucks a month for their basic package, though. So, you know, it adds to your expenses.
Keith: Right, right. Okay. I guess I’ll do it myself until I start making some money.
Jason: Yeah, because what we recommend for the email autoresponder is using Aweber.
Jason: Because you can get started for 19 bucks a month, yeah, it’s really cheap, and it’s real easy to set up.
Keith: Okay. That makes a lot of sense.
Jason: Cool. Any other questions you wanted to address here?
Keith: No, sir. I think you answered most of my questions. You got back with me so quick, I didn’t have time to think of many.
Jason: Well, you know, what I recommend you do is get in the member’s website, take a look around at the training and stuff, go through the steps we outlined here today, and then what I’d like you to do is shoot me an email and let me know when you’re ready to have that next call so we can refine, you know, your marketing for insurance concept. I’ll help you refine that. What I’ll also do is help you refine your **** strategy and then we can have my technical team get it all set up for you.
So before we do that, you kind of need to go through the member’s website and get an idea of what direction you want to go in in those areas. And then also, get all of your technical accounts set up. So, you know, if you don’t have website hosting, you got to get that. If you don’t have Aweber set up, you want to get that set up. You know, so you got those things in place.
Keith: Right. I knew I had something to ask, now you done jog my memory. I’m actually taking a memory of the month course, but anyway, in the email that I received, the link does not work, that’s why I haven’t been able to get on the site.
Jason: Oh, you know what? Yeah, we did have a broken link on that welcome email.
Jason: So what it says is it’s like http://www, you got to remove the www, that’s the problem.
Keith: Okay. Let’s see if that works.
Jason: Yeah, remove the www dot and then it’ll take you to the log-in page.
Keith: Okay, we’re in business now. I knew there was something, I was like, I didn’t know if it was designed not to work with Chrome, Google Chrome, that’s why I was going to wait until I tried on Internet Explorer, but it’s working just fine.
Jason: Okay, cool. And did you get the separate email that has your password and everything on it?
Keith: This just let me into it.
Jason: What you’ll want to do is click on the “forgot password” link and then enter your email on the next page, and the system will send you out an message that has your password attached to it. Make sure to check your spam folder, because a lot of times it gets dumped into there.
Keith: Okay. Hello?
Jason: Yeah, I’m here. Yep.
Keith: Okay. Okay. I’m good. I just did what you just told me, so I should be good.
Jason: Okay, excellent. So, yeah, go through those steps and then shoot me an email and we’ll get that second call scheduled and we’ll keep moving you forward and get your stuff set up, all right, Keith?
Keith: I appreciate it, sir.
Jason: Great. Well, thanks for joining and you have a good rest of the evening.
Keith: You, too.
Jason: All right. Take care. Bye bye.
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