Thought Leadership Branding

According to Bureau of Labor statistics, there are more than 385,000 insurance agents in the US, with an average median income of just over $67,000. Of course it’s not perfectly linear, but if we simply divided the 385,000 by 50, we would have an average of 7,700 agents per state, but it doesn’t work that way. In some states such as Florida, California and Texas, there are more than 30,000 agents.

As the numbers show, there is a great deal of competition in the industry. This is evidenced by a huge amount of white noise. So, what are prospects really hearing? Can they patiently weed through the white noise and find the answers they need?

No and No, they can’t, and so they take the simplest default position, which is tuning. It’s much easier to completely ignore the issues than fight through the white noise and confusion. Unfortunately this is our fault. The public needs the financial solutions we provide and it is imperative that we find a way to communicate these issues to provide the right solutions.

We live in the richest nation in the world, believed by many to be the richest nation in the history of human civilization. And yet we have the highest rate of financial illiteracy in the world. This difficult paradox leads to the results that 95% of all people who reach the age of 65 and older are either dead, broke or financially dependent and, worse, totally financially dependent on the government. Only 5% reach 65 years and older in a state of financial independence. We are the gatekeepers that ensure that people become financially independent. Forget about retirement and all the other buzzwords stuck in the white noise. It is and always has been about helping people create financial independence, anything else is bullshit.

Then how do you step outside the bloated mob promoting all white noise? What makes you different? How obvious is that difference and how does it connect, inform, resonate and motivate?

I submit that the most effective and efficient differentiation is the perception of authority. People seek out authorities, they trust authority. When I talk about authority, I’m not talking about a certain level of bureaucratic power, but about the sense of thought leadership. You become the recognized authority in your local community. Proper positioning then allows you to bring your essence of authority across the country.

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If this has opened your mind to this strategy, check out the next article in this series where I will create a strategic plan for creating a thought leadership brand position.