Every Word Counts

My Story

• I started my insurance career in 1976.

• My father tried to teach me the “magic” of life insurance.

• Magic or not it helped me through college.

My Story

• I got a scholarship to attend UNA to play football.

• First nickname was “Big Bird”.

My Story

• Two years and two knee surgeries later, I am ready for some football……

• Two more years and two full healthy seasons later…….

My Story

• Mickey was gone;

• New coaches, a new system, and a new hope for something better;

• Five and Five the hard way; and

• Football was over for me.

Or so I thought…

My Story

• Spring Fling and a Dallas Cowboys scout;

• Run like the Wind;

• Five hours of film and a warm “we’ll be in touch”; and

• Two months later I’m signing a contract.

My Story

• I was number 16 on a depth chart of 16;

• And the first four were….

My Story

• Some six weeks later and a bunch of hard work, I am a full-fledged Dallas Cowboy.

My Story

• SteeleHere

• FlyPaper

Superbowl Commercials

• $2.5 million for a 30 second spot;

• And a few million to produce;

• Serious money to tell people who you are and why they should consider your product.

$2.5 million for a 30 second spot

to tell

people who you are and why they should consider your product.

If were the product being sold in a Superbowl

commercial …

…what would you say?

Let’s try and few catchy phrases …“you would not mind if I quoted your group insurance would

you”“I am a benefits engineer and I can re-engineer a program to

fit your employees”

“If you would just sign the Broker of Record letter I have right here, I will start getting paid next month”

“I will give you all this stuff for free if you will just give me access to your employees, a payroll deduction slot and sell

them a bunch of stuff and do all the work necessary to make it easy for me and hard for you. Doesn’t that sound like a

plan?”

worthy of a

Superbowlcommercial?

My commercial

Every day I get a chance to tell my story to a willing audience.

So do you…

And it’s more than 30 seconds

How much time do you actually spend writing,

practicing and delivering

SuperbowlCommercial?

Your commercial

• You get about three to five minutes to tell your story.

• At the end of this time, you too will get one of two responses.

– Get out

– Or come back.

The best part is it does not cost $2.5 million to deliver.

Your commercial

• Think about your Superbowlcommercial;

• Give it in the mirror;

• Would YOU buy if you were the one being sold?

What should you be saying?

• Remember, you are speaking to 250 million different people

• They hear things differently, understand them differently, and react much differently.

• The good news is you get to adjust to who you are talking to.

A three to five minute elevator speech

• Worth the time to invest in making it good, memorable, and profitable;

• Humor works, in some cases;

• But, every word counts.

A three to five minute elevator speech

• Say what you want to say;

• In as few words as possible;

• Give your commercial often;

• Adapt your commercial to your audience; and

• Remember, every word counts.

Final Minutes

• This is business;

• Your ad budget is expensive;

• Your revenue is directly proportional to your creativity; and

• Your profit is the difference between the two.

Are you more profitable today

than you were yesterday?

Final Minutes

roper

reparation

revents

oor

erformance

Prepare as if you are playing in the Superbowl and you get to be the star of the commercials as well.

My First MDRT

“When you are green you are growing and when you are ripe you are rotting”

“We will be the same in five years as we are today except for the people we meet and the books we read”

Remember the past Embrace today

and prepare for tomorrow