Years ago, I heard about this Insurance man, who had a heart attack.
His doctor told him he'd need to take a year sabbatical.
So, he told his secretary, "I'm gonna take a year off, you're in charge."
So, the first thing she did was write a letter saying "George is taking a year off, but no worries, I'm the one who takes care of things around here anyway. Let me know if you need anything done."
Well some folks called her about changing this or that regarding their policy or policies.
And... before long, something came up regarding new policies or new rates or something "new" and she wrote a letter informing his clients of the changes, and some folks called and bought more insurance.
Every time something "new" came up, she dropped a letter. And folks bought more and more insurance for their needs.
After a year... George came back to work and lo and behold, his book of business was something like TEN TIMES BIGGER than when he left.
It took him a few weeks of being totally baffled as to WHY HIS BUSINESS GREW without him being around.
He finally figured out that it was all due to his secretary mailing out all those letters, keeping everyone apprised of "new" things, "new" options, or whatever she thought they should know.
Essentially she turned his insurance business into A NEWSLETTER BUSINESS.
Do you see the point here?
They are only going to buy from you for one of three reasons:
ONE: They like you.
TWO: They are convinced you've got a good deal.
THREE: They were going to buy this crap anyway, and you just showed up at the right time.
If you take your business, and put on the "newsletter" publisher mentality... you'll strike one or more of those THREE powerful selling motives sooner or later. In other words -- YOUR BUSINESS WILL GROW.
Now, don't wait until you have a heart attack to implement this strategy.
Crank out your stories. Your reasons why. What's new butter cup? What's new?
This "newsletter" mentality can be used in almost any business. Not just insurance.
Ever been to Trader Joe's? They stuff a catalog in your hands that has something like 1,000 words per page selling almond butter and coconut oil. Trader Joe's is in the "newsletter" business, with all that information 'bout their products.
Now regarding a PAID NEWSLETTER... it's based on information that's so valuable, they pay to get it and it offers the perfect excuse to SELL ON THE BACK END, over and over again.
You can send out your newsletter by old fashion snail mail, by video email, text messages, webinars, so many ways these days, but the idea is the same... keep cranking out the messages because eventually, you'll be "likeable" "convincing" or you'll show up at the right time.