If you want to attract affluent and intelligent annuity buyers, here's how to do it.
Get Interviewed in the Newspaper
Many advisors forget how newspapers work. The people working for newspapers are journalists. They don’t have a financial background. So where do they get the information to write articles in the business section? They interview people like you! So why shouldn’t it be you? You have opinions and ideas just like the next agent. There's s much misinformation about annuities, journalists really need people who can explain the straight story and the exposure will lead to annuity sales for you.
But how do you get them to interview you? You get attention from the press by sending them a continuous stream of your ideas in the form of articles or press releases. “I’m not a writer,” you say. You don’t even have to write a single word. It is possible to have others to do the writing for you and many writers are set up to provide this service to advisors (place free ads at www.guru.com, www.elance.com, www.freelancewriting.com). You provide the idea and they do the writing.
Once you have the article or press release written, send it to the business editor. Sometimes you get a response immediately but don’t panic if you don’t. Most reporters will file your annuity article for future reference. Keep sending new ideas at regular intervals and eventually, the editor will realize that you may have some useful ideas and will call you for an interview or request an article from you.
One mention in the newspaper won’t make you rich. In fact, hardly anyone will see your name mentioned on page 16 that particular afternoon. The true power of getting published is that when you send prospects and clients copies, they quickly deduce that you must be the local annuity expert because your name is in print. Prospects will wonder why their current advisor has never been mentioned in the paper and you're immediately perceived as the superior annuity agent.
Send copies to senior groups and associations as this may help to get you invited to be a speaker. Go ahead and send your article to a rented list of affluent seniors in your community (every library has a copy of SRDS list source for any list you ever need). You will get calls as many seniors seek someone they can trust, and fewer people in the financial services industry seem worthy of their trust these days.
Write a Book (or annuity booklet)
An even better way to establish yourself as the trusted annuity expert is to write a book. In America, authors are the ultimate experts. You can accomplish this without writing a single word. Just as you can hire someone to express your ideas in a written article, you can also hire a writer to put them into book form. In fact, as little as 8 hours of dictating your ideas into an audio recorder can supply a financial writer with enough content to write your book. That’s basically how all busy people write books. Do you think Donald Trump or Hillary Rodham took months off to write their books themselves?
Send your annuity book to the CPAs and estate attorneys in town and to the press. Then follow up with your monthly annuity newsletter. Before long, you will get unsolicited referrals from these professionals and calls form the press for interviews.
Get your annuity book into Barnes and Noble and then call each Barnes and Noble location area and offer to do a talk in the local store. For each date you have a talk scheduled, rent a list of wealthy seniors in the nearby zip codes and invite them (enclose an order form to purchase your book in case they cannot attend). You now have an interested audience of great prospects who get the chance to check you out in a non-threatening environment.