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Feature Article

What Do The Top Life Producers Know That You Don't... The Real Money Is In Serving Middle Income Families!

John Jacob Aster, one of the richest man in the world in his time, said...

“Serve the classes, live with the masses.
Serve the masses, live with the classes.”

During the past 30 years, most of the major insurance companies, independent marketing organizations (IMOs), insurance agencies, sales trainers, sales system providers, industry support organizations and it seems that practically everyone in the financial services industry has shifted their focus away from serving Middle America. They are now focusing the majority of their marketing efforts and training, on attracting and serving prospects in the more affluent markets. They’ll tell you that they believe that’s where agents and advisors can make the most money, quickly and with the least amount of effort and expense. Everyone seems to want to believe that, because these people have more money and they have more discretionary dollars, they are an easier sale. If only it were true and that easy!

The Reality Of Their Decision…

To begin with, is there any question that there are a lot less prospects in the more affluent market segments? When we talk to most advisors they believe that we are talking about the top 5% to10% of the U.S. population, which if it were true, would give them an abundance of prospects to see.

However, the reality of the situation is that, only 1 in 125 Americans have more than $1 million in financial assets such as stocks, bonds, bank accounts, real estate and businesses they own. That’s based on a study published by Capgemini and Merrill Lynch & Co 2005. Only about 2.5 million Americans, or less than 1 percent of the population over age 15 are millionaires. The report did not factor in the value of people's primary residences, which obviously would increase the number of millionaires. And, because many of these millionaires have their assets tied up in their businesses and real estate, there are even less of these people who have liquid assets to invest in or purchase your products.

Think about it…

With all the insurance agents and financial advisors moving into the more affluent markets and chasing the top 0.5% - 1% of the population, is it any wonder that most of these agents, advisors and planners are struggling to make a decent living? It has gotten extremely competitive in the affluent markets. You just need to take a look in your local newspaper, on a Sunday, to get an idea of how many financial services professionals are currently offering annuity and investment seminars every month to the affluent markets! And, then to compound the problem, isn’t it where you will find the most competition from banks, attorneys, accountants, investment brokers and all the get rich quick scam artists?

Now consider…

When Tom Stanley and William Danko, the authors of The Millionaire Next Door, decided to investigate how people get wealthy, they found something extremely odd. They found that many of the people who live in the upscale neighborhoods and drive luxurious cars do not have extreme wealth. They are not millionaires. Most of them are living well above their means. They are spending more money than they are making in order to maintain the appearance of being wealthy. The truth is that, like most people today, these people are struggling every month just to make ends meet.

The Capgemini/Merrill Lynch report also broke out how these very rich people allocated their assets. These millionaires put 34 percent in equities; 27 percent in fixed-income investments; 13 percent in real estate investments; 14 percent in alternative investments like hedge funds, foreign currency and commodities; and kept 12 percent in cash or deposits.

The Spectrum Group survey found that more than 35 percent of the affluent are retired and 36 percent are business owners. The overwhelming majority, 86 percent are married, and the mean age is just under 56.

According to a report from the Economic Policy Institute, The State of Working America… “64 percent of American households have stock holdings worth $5,000 or less, or own no stock at all.”

So, Where Can You Find and Make The Most Money?

If you want to find and make more money, you’ll want to serve Middle America. We are talking about the top 50% or more of the US population, that is 50 to 100 times the amount of prospects available in the affluent markets. Obviously, that means there are a lot more prospects for you to see. And, there is a lot less competition from the other financial services professionals.

The only problem with servicing Middle America is that in order to find the money it requires you do a lot more work with the prospect. Many, if not most of these people are living above their means and they are drowning in consumer debt.

At first glance it would appear, that the majority of these people do not have any discretionary money. But, in most of the cases appearances are deceiving. They do have discretionary money! You just have to learn how to help them find it! It’s about helping Middle America to understand the problems they face today and then helping them to prioritize where they spend their money.

In most cases, you can help them to find the money ($3,000 to $12,000 per year) if you know where to look. And, you can do it all without taking additional money out of their pockets or changing their current life style. It’s simply a matter of helping them to re-allocate where they are spending their money unnecessarily.

Middle America Needs Your Help

Studies on the problems facing Middle America…

US Savings Lag - 64% of full-time U.S. workers are either behind in their retirement savings, or haven’t yet started. Widows in particular are likely to be behind - 70% are living “paycheck to paycheck.” MetLife Employee Benefits Trend Study

Americans Gripped By Fear – 95% of Americans have some financial-related concerns when it comes to retirement. 42% expressed fears related to retirement income: either that they will run out of money prematurely, or that they will have to downgrade their lifestyle in retirement.
NAVA Financial Retirement Fears Study

Americans Have Wrong priorities – 70% of Americans are most concerned with short and midterm financial spending, while placing retirement savings at a distant third priority.
Prudential Financial “Roadblocks to Retirement” Study

LIMRA Study and Comments

LIMRA 2013 Study… Life Insurance Ownership Remains Low - Less than half of middle market consumers ages 25 to 64 have individual life insurance coverage. Forty-four percent of those without life coverage say they need it, and 3 in 10 think they might buy in the next year. Generation Y consumers are the most likely to purchase life insurance.

A message from Bob Kerzner, President and CEO of LIMRA International.

"Retirement is more than simply income planning. People must also prepare for the potentially 'dangerous highway ahead' that may include outliving one's assets, health risks and long-term care needs, inflation and other pitfalls. Most Americans have not saved enough to retire as comfortably as they would like to.”

"We need to respond to their failure to save. To point out, especially to younger consumers, that the way to a great retirement is through systematic savings, not hot investments that boom today and bust tomorrow. Companies should do more to educate consumers about retirement. They need to know the risks they face or they will not be able to create that retirement paycheck, plan for long life, or rely on their personal savings for retirement.”

“ I believe those companies that start looking more at the totality of retirement are the ones that will do better. People want a lifestyle, a great retirement, not a specific product. They will buy a product only if they see how it will get them the retirement they envision."

“Serve the classes, live with the masses.
Serve the masses, live with the classes.”

John Jacob Astor

The more you learn, the more you’ll earn!

Do you remember your Mom and Dad telling you; “Study hard and you will earn more!” It’s one of those irrefutable facts of life!

Is it possible that a few simple changes in your marketing could make a big difference in your livelihood?

Special Message to Financial Advisors…

If I were forced to start over from scratch, no matter what product I was offering, whether it was investments, health insurance, P&C insurance, LTCI, DI, annuities or life insurance, I would do some research and determine how I could best help the people in my local community. What’s the biggest problem I could solve for them? Then, I would do everything I could do to position myself as the expert in that area.

Here Are The Top 5 Ways I Would Use To Generate High Quality Leads…

  1. I would start by asking my friends and family for their help. Would they allow me to practice on them and give me an honest opinion/feedback of the service I am offering?

  2. I would invite everyone I know to a Free Seminar or Educational Workshop. People feel better about coming to seminars than meeting with a salesperson face to face.

  3. I would establish a Joint Venture with a local business that caters to my ideal prospects and get them to endorse my services to their best clients.

  4. I would ask everyone I know and meet for referrals.

  5. I would send a monthly newsletter to everyone I know and meet. People buy when they are ready to buy, not when you’re ready to sell! So, if you want to sell them, you must be in front of them when they are ready to buy!

Do these lead generation strategies work?

The answer is yes! During the past decade, have helped more than a thousand insurance agents and financial advisors each year to double and triple their incomes ...even in this recession?

In fact, the top producers, we work are earning over $1,000,000 and many others who were earning $40,000-$60,000 per year, now earn $150,000-$350,000 per year. And with our life insurance  marketing, branding, leads, appointment setting and sales systems, you can do the same.

And we’ll be by your side every step of the way.


 FREE Download Advisor's Guide To Found Money Management
Download this free report now, because you will be surprised at how quickly you can be attracting a steady stream of the RIGHT life insurance prospects and be 'finding the money' to close large life insurance sales... for ‘Missed Fortune’, ‘Infinite Banking’, ‘Circle of Wealth’, ‘LEAP’ and more!


Jeremy Nason
Marketing and Sales Coach

Important Message... While most insurance companies, IMOs, agencies and brokerage firms do have the products, tools and training you need to make some quick insurance sales, once you're in front of a qualified life insurance or annuity prospect, what they don’t have are proven, transferable life insurance marketing and lead systems. Plus, they don't offer marketing, branding and lead generation programs to help you attract a steady stream of the right, high quality insurance prospects, who want and can afford what you are offering right now!

Instead, they want you to give them a list of 100 or more of your closest friends, relatives and acquaintances. And, when you're done meeting with them and the few referrals you may get, then it's 'Dialing For Dollars' time. Or, you’re forced into purchasing high cost, low quality insurance and annuity leads and using expensive, inconsistent direct mail campaigns.

So, if you really want to succeed today, then isn't it up to you to get the life insurance marketing, prospecting, appointment setting and sales systems, tools, tips and training, with personal coaching you need to consistently attract a steady stream of your 'IDEAL' prospects to you?


Jeremy Nason, Trainer, Coach and Mentor to Financial Advisors

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“With over a dozen years in the financial services industry, I learned from Lew things that were never taught by any of the insurance company trainers that I’ve worked with in the past. Any agents or reps looking for the most exceptional training available anywhere in the financial services arena, need to call Insurance Pro Shop!” 
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CFLA (12 years)


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Expert Guest Article

What You Can Do For A Better 2015!
By Forrest Wallace Cato, RFMA, RFC

During his lifetime America’s most famous motivational writer Napoleon Hill developed many excellent rules for obtaining success.  Hill made his place in history by creating rules.  He even ghost wrote one rule for President Franklin D. Roosevelt“The only thing we have to fear is fear itself.”  This ghost written rule became President Franklin D. Roosevelt’s best known saying.  One of Napoleon Hill’s rules was, “Always deliver more than you promise.”  His best known rule is most likely, “What the mind of man conceives, and he believes, he can achieve.”  While editing the classic book How To Sell Your Way Through Life by Napoleon Hill, I realized that the essence of his wisdom was embodied in the rules this book contained.   

Throughout America’s history some prominent leaders created rules for personal achievement or living.  George Washington wrote 110 Rules for Civility.  People expect and appreciate helpful rules from leaders.  These rules derive from the unique perspectives, observations, or experiences of their authors.  These rules were used to further build the image, fame, or name recognition of every leader providing the rules.  Every major leader since the founding of America has been careful to influence, control, or manage his or her image.  Often they use a printed set of rules to help them accomplish this.

Failing To Make The Connection Means Failing 

Financial professional Brett Kramer explains, “Rules are very important.  They result because of civilization’s progress.  From The Ten Commandments, to Roberts Rules of Order (for running meetings and conferences), to the Marquis of Queensberry Rules (for boxing), rules most often exist for maintaining standards or achieving success in some area, such as investing success, box office success, small business success, corporate success, dating success, management success, debating success, etc.”   

Mehdi Fakharzadeh, RFC, the beloved MDRT hero and sales super-star adds, “Most agents and planners simply can not make the connection between being well-known in their market in a positive way (famous) and increased sales.  They can not understand this.  They know water can make you wet.  They realize that over-eating the wrong food can make you fat.  They understand that drinking too much can make you drunk.  Most are aware that smoking can give you cancer.  They understand those connections.” 

Mehdi continues, “But they just can not mange to understand the connection between fame in their market and increased sales.  Enough desired local recognition and respect and you can become the sales leader in your market.  But few agents and planners are able to understand this.  They fail to realize that they can do precisely what many famous leaders did and obtain far greater sales results.  So they do not value the efforts necessary to create, establish, and maintain an image as the leader in their market.  They do nothing significant to accomplish this.  And the existing market leader continues to capture many of their sales.” 

My most reprinted article was written in 1987 and is titled Cato’s Rules For Meeting Famous People.  The people requesting copies or asking to reprint this article are most often athletic coaches, teachers, professors, Boy Scout and Girl Scout leaders, insurance companies, sales trainers, then artists, agents and managers. 

Most rules are assumed to be success rules.  Abraham Lincoln had Rules of Conduct, Mark Twain had Rules of Writing, and there are many others.  General George S. Patton had Seven Rules of Success.  Among current famous names with rules are Steve Job’s 12 Rules for Success, the Dalai Lama’s 18 Rules for Living, General Colin Powell’s Rules for Success, Joe Girard’s 13 Rules to Success, Harvey MacKay’s Rules for Success, Zig Ziglar’s Sales Rules, and there are many more people who use rules to enhance their image.

A “set of rules” is one “tool” a leader can use to help establish and maintain a desired image.  Jeremy, Will and Lew Nason, of the award-winning Insurance Pro Shop® often distribute copies of Thomas Jefferson’s 10 Rules.  You can even use someone else’s rules to promote yourself.  Here are Thomas Jefferson’s rules:

Thomas Jefferson’s 10 Rules

1. Never put off until tomorrow what you can do today.
2. Never trouble another for what you can do yourself.
3. Never spend money before you have earned it.

4. Never buy what you don’t want because it is cheap.

5. Pride cost more than hunger, thirst and cold.

6. We seldom repent of having eaten too little.

7. Nothing is troublesome that we do willingly.

8. How much pain have the evils cost us that never happened.

9. Take things always by the smooth handle.

10. When angry, count ten before you speak; when very angry, count to a hundred.

IARFC and financial planning hero Harold Franklin Chorney, RFC, was named after Ben Frankklin and has researched the ancestry of this founding father. Hal keeps a copy of Benjamin Franklin’s 12 Rules on his office wall.   Hal has also framed and displays one rule by the great sales legend Mehdi Fakharzadeh, RFC: “The impossible takes a little longer.”  Benjamin Franklin’s rules are as follows:

Benjamin Franklin’s 12 Rules

1. Finish better than your beginnings.

2. All education is self-education.

3. Seek first to manage yourself, then to manage others.

4. Influence is more important than victory.

5. Work hard and watch your costs.

6. Everybody wants to appear reasonable.

7. Create your own set of values to guide your actions.

8. Incentive is everything.

9. Create solutions for seeming impossible problems.

10. Become a revolutionary for experimentation and change.

11. Sometimes it is better do 1,001 small things right than only one large thing right.

12. Deliberately cultivate your reputation and legacy.

Because my writings have been published in many parts of the world, my list titled Cato’s 20 “Always” Rules has appeared in many countries, again-and-again.  This list has been translated into twenty-two languages.  These are my basic rules for achieving more in your endeavors. My rules are very elementary and often involve basic communication skills and positive image projection. 

Cato’s 20 “Always” Rules are all based on common sense.  I compiled these during thirty years of speaking to financial professionals about improving their image.  I noticed that many of those in my audiences needed these simple reminders.  Your mother should have taught you these basics.  Amazingly, today most people in any profession do not realize the importance of these “obvious” rules and most people do not practice them.  Show me a person who practices all of my rules and you will be showing me a winner.  It is impossible for a person to practice these simple rules and be a failure.   My simple, but essential rules are:

Forrest Wallace Cato’s 20 “Always” Rules

1.  Always look directly into people’s eyes.
2.  Always hold your shoulders back.
3.  Always speak-up, speak correctly, and convey sincerity.
4.  Always be relaxed and non-threatening.
5.  Always project confidence and authority.
6.  Always know absolutely what you are talking about.
7.  Always be on time and properly dressed.
8.  Always wear shined shoes and have a proper hair cut.
9. Always avoid presuming to have an immediate answer for everything.
10.  Always encourage the other person to speak.
11.  Always ask logical and intelligent questions.
12.  Always listen attentively.
13.  Always work an honest compliment into your conversation.
14.  Always be encouraging.
15.  Always be reassuring.
16.  Always acknowledge the other person’s input.
17.  Always practice productive “success” habits.
18.  Always pay attention to your desired image.
19.  Always do your research or homework and then deliver.
20.  Always make the other person look good or feel good.

Create Your Own Set of Rules And Use Them In 2015

Norman G. Levine, RFC, the man who built more insurance agencies on both coasts than any other person in history, says, “The secret to your sales success is your continuing intelligent efforts to promote the image of yourself in your market area as the local leader.  Many agents and planners, possibly most, never understand this during their entire sales careers.”

Since you are the leading financial advisor in your market area, or you are becoming the leader in your market area, therefore you are a prominent, important, and respected professional.  So if you can make the connection (between local market status and increased sales) why don’t you create your own rules?  That’s right, create your own rules and merchandise them to help spread awareness (in your market area) of your fame and knowledge. Don’t copy from Hill, Jefferson, Franklin, Cato, or etc., but create your own rules that relate to what is unique, special, and precious about you or your situation. 

Use Your Own Set of Rules To Help Promote You

Once created you can use the page of paper containing your printed rules as a tool for many years!  Your rules can be on parchment on plain bond paper.  Your rules can have your photo and signature and address and slogan and a few other lines in small print.  Add your rules to your arsenal of items that promote you.  Make this an impressive and classy piece.  You might consider often working your rules into many of your talks, appearance, and presentations.  

There is no reason why you should not have and frequently use your own rules.  Doing this enhances your desired image.  If your rules are original then this becomes a very impressive item you can use with prospects, clients, associates, students, Boy Scouts, business groups, market targets, etc.  You can base your rules around your family history, your personal experiences, your work, your philosophy, etc.  Merchandise your rules.  As with most anything they are useless if not used.  You can make your rules available to groups for no cost, have them published in the local newspaper, reprinted in volume for local associations or influence centers, provide them to hospitals and colleges, place them on your Media CD, in your Press Kit, use in your mailing, post on your web site, send out a news release offering a copy of your rules on parchment, etc.

Forrest Wallace Cato

"All of the top achievers I know are life-long learners. Looking for new skills, insights, and ideas. If they're not learning, they're not growing... not moving toward excellence."
Denis Waitley

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