According to Labor Office statistics, there are more than 385,000 insurance sales agents in the U.S., with a median median income of just over $ 67,000. Of course, it is not perfectly linear, but if we simply divided the 385,000 by 50 we would have an average average of 7,700 agents per state, but that is not how it works. In some states like 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. That is evidenced by a large amount of white noise. So what do prospects really listen to? Can you patiently eliminate the white noise and find the answers you need?
No and No, they can’t, so they take the simplest default position: disconnect. It’s much easier to totally ignore problems than it is to grapple with 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 in order to provide the appropriate solutions.
We live in the richest nation in the world, many say that it is the richest nation in the history of human civilization. And yet we suffer the highest rate of financial illiteracy in the world. This difficult paradox leads to outcomes such as 95% of all those who reach age 65 or older are dead, bankrupt or economically dependent and, worse still, totally economically dependent on the government. Only 5% reach 65 years or more in a state of financial independence. We are the responsible gatekeepers to helping people achieve financial independence. Forget about retirement and all the other phrases drawn to white noise. It is about and always has been simply helping people create financial independence, everything else is bullshit.
So how will you get out of the bloated crowd that promotes all the white noise? What makes you different? How evident is that difference and does it connect, inform, resonate and motivate?
I present to you that the most effective and efficient differentiation is the perception of authority. People seek authority, trust authority. When I speak of authority I am not speaking of some level of bureaucratic power, I am speaking of the sense of intellectual leadership. You become the recognized authority in your local community. With proper positioning, you can take your essence of authority across the country.
If this has opened your mind to this strategy, look for the next article in this series, where I will lay out a strategic plan on how to create a thought leadership brand position.