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You can't possibly craft a marketing message that appeals to everyone. As the old saying goes, "what's good for the goose isn't always good for the gander". Here's what I mean: everyone buys a product for a different reason. Bob might buy life insurance because his parents did and that's what he thinks is the right thing to do. Jim might buy life insurance because he wants tax advantages. Now if you tried to craft a marketing message that used the appeal of "buy life insurance because it's the right thing to do", you'd attract Bob, but you would. | 3 Hidden In Plain Sight Reasons Why Your Online Insurance Marketing Sucks. By Jason Hornung - President Jason Hornung Agency Inc. In this article you are going to discover some things about insurance marketing on the internet that you won t hear anywhere else. And you ll see exactly why these things will prevent you from ever being successful marketing for insurance online. So buckle up tight and prepare for the ride partner. This is going to radically change your business and your life forever Reason 1 Your Online Insurance Marketing Sucks The biggest issue that insurance professionals miss the boat on when it comes to developing insurance marketing strategies that actually work is understanding your ideal prospect. 99.99 of all insurance professionals think that their ideal prospect is everybody. That s a cardinal sin in marketing. You can t possibly craft a marketing message that appeals to everyone. As the old saying goes what s good for the goose isn t always good for the gander . Here s what I mean everyone buys a product for a different reason. Bob might buy life insurance because his parents did and that s what he thinks is the right thing to do. Jim might buy life insurance because he wants tax advantages. Now if you tried to craft a marketing message that used the appeal of buy life insurance because it s the right thing to do you d attract Bob but you would miss out on Jim. It s a person s personal experiences that shape the appeals you can use to market your product. That s why it absolutely crucial to clearly define who your target prospect is. Then you need to analyze your prospect s common personal experiences and beliefs to find out what the most wide ranging desperate problem is in their lives. That s how you can craft an appeal that will get the most amount of people to respond to your insurance marketing message. It will also attract in exactly the person you want because it s crafted to do that. You won t have to worry about getting unqualified
