NAILBA Perspectives - November/December 2014 - (Page 22)
with Seth Godin
NAILBA 33 will feature a Closing General Session on Friday, November 21 with
renowned marketer, blogger and author Seth Godin. In advance of the meeting,
Perspectives magazine sat down with Seth to glean a few BGA-speciﬁc insights for
our subscribers and the NAILBA 33 audience.
: The current regulatory and legislative environment for our business model
places a significant burden for compliance and due diligence on both the producers who work with us
to sell products, as well as the carriers who provide them, and our own small businesses. Further to
that conundrum, we have become a very homogenized group of business people: we all use the same
or very similar back-end support to service our clients (the producers). Finally, we face significant
restrictions on allowable incentives-"the prize inside" has to pass any number of compliance
reviews. How can we effectively differentiate ourselves as a marketer in this environment?
SETH GODIN: I start with this: the regulatory restrictions that each consumer-facing agency in this
industry faces are a fabulous constraint, something that enables you to focus on what actually matters.
The Free Prize Inside of most marketing isn't a tangible, measurable, buyable bonus (like the toy inside
a box of Cheerios.) No, it's the soft tissue, the human connections, the stories we tell ourselves.
As wholesalers and distributors, the opportunity is to
build a bridge, a bridge between the actuaries and underYOU'RE NOT GOING TO GROW
writers and accounting-wonks who ﬁgure out how to make
YOU R BUSINES S BY BEING
insurance work, and the feet on the street, the men and
CHE A PER T H A N T HE NE X T
women who sell a story, not a spreadsheet.
GU Y. YOU'RE GOING TO GROW
What's missing from most conversations about life
BY FIGU RING OU T HOW TO
insurance is humanity. Too much focus on the details, on
LIV E ( A ND T ELL) A STORY
premiums and details distracts us from what's actually being
A BOU T T HE U NIQU E WORK YOU
discussed-we're going to die, and the thing we're buying
DO TO GENER AT E PE ACE OF
MIND A ND CONNECTION TO
generally doesn't come into play until after we do.
T HE COMMU NIT Y.
The challenge, of course, is that people don't like talking
about death. They don't like making a will, they don't like
having frank discussions about money, either. So, the
opportunity is to make your free prize the fact that you can teach your customers how
to be the person we can talk to about these issues.
You're not going to grow your business by being cheaper than the next guy. You're
going to grow by ﬁguring out how to live (and tell) a story about the unique work you
do to generate peace of mind and connection to the community. I know that's old
school, but that's what is going to work. The person who ﬁgures out how to get people to talk about
these issues is the person who will grow their agency, and if you are helping them do that, you win.
: Storytelling is key in our
business environment: life insurance is bought,
not sold. We (the BGAs) aren't the storytellers-
the stories are being told by producers, to
consumers. How do we get our story told (the
value of working with an independent agent, via
a BGA) to consumers if the value proposition
isn't being shared to the end user?
SETH GODIN: I'm afraid that you don't have
nearly enough leverage to get your story in front
of end consumers. Even in the highly leveraged
media world of the internet, that's just too
hard to pull off. What seems possible to me,
though, is to engage in long-term education of
the producers to get them to the place where
they can convert ﬁve or ten or ﬁfty people a day,
and even more important, to create stories that
spread from one person to another.
This organization is in the storytelling
business. The right story changes everything.
PL AN TO JOIN US AT THE CLOSING
GENER AL SESSION IN HOLLY WOOD,
FLORIDA TO HE AR MORE FROM SE TH !
: Finally, your observation: "A vote is a statement about the voter, not the
candidate" is a perspective especially fitting for us. How do we increase awareness, involvement,
and engagement with a group of small business owners fighting to succeed in this challenging
environment, many of whom are competing with one another for the same clients?
SETH GODIN: I think the work the members of your organization does is a sterling example of what
happens when people within an industry work together. It seems clear to me that when competitors
are engaged in a race to the bottom, there's no real reason for them to engage with each other in
service. But if the conversation can be turned upside down, and people see how much bigger the pie
is when the race goes to the top, the entire environment changes, doesn't it?
22 perspectives NOVEMBER/DECEMBER 2014
Table of Contents for the Digital Edition of NAILBA Perspectives - November/December 2014
NAILBA Perspectives - November/December 2014
A Conversation with Seth Godin
NAILBA 33 Preview
NAILBA Charitable Foundation
Intern Programs as Sources for Recruiting New Producers
Agency Successor Networking Group
So Many Choices, So Much Confusion
Calendar of Events
Index of Advertisers
NAILBA Perspectives - November/December 2014