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  • Mon, December 19, 2016 11:17 AM | Billy R. Williams, PhD. (Administrator)

    Effectively Marketing Your Small Business – The 7 Marketing Personalities

    What is your natural marketing personality? What is your company’s natural marketing personality?

    Today’s post is based on the book “How to Make Your Business a Magnet for Inbound Prospects” (Amazon Books)

    Inspire a Nation Business Mentoring (www.inspireanation.org) puts 110% of its focus, energy, and resources into mentoring small businesses on how to effectively operate and grow, but our job is often made much more difficult because of the natural marketing personality of the business leader and/or the person responsible for marketing the business.

    Each person has a dominant marketing personality. That’s not to say that you can’t or shouldn’t be good at multiple types of marketing, but there are always one or two types that you naturally prefer.

    Each business has a dominant marketing personality as well. Often the marketing in a business is influenced by factors and resources (abundant or limited) such as the marketing personality of the leadership, the technical skill set of the person or people responsible for marketing, and of course resources such as money, technology, and time.

    Each of the 7 marketing personalities has its own strengths and weaknesses, which means that relying on just one personality type or marketing campaign type will limit the overall success of marketing and advertising in your company.

    The main weaknesses that I see in marketing is using the wrong keywords (What people use to search online for your product or service) and weak calls-to-action (What you want people to do next after they come in contact with your marketing or advertising campaign). If a prospect is ready to buy right now they will look for a keyword or key phrase like: “Purchase product X in minutes with no hassle,” but instead marketers will say things like “download our free brochure for more information”, and while there is nothing wrong with giving away a free brochure, you just made a “read-to-buy” prospect into a shopper.

    My point is by using a variety of marketing and advertising campaigns and marketing personalities you will have enough variety in your marketing to catch the attention of the 3 main types of prospects:

    • ·         ready-to-buy prospects,
    • ·         prospects looking for more information, and
    • ·         impulse shoppers (prospects that had no interest in your product or service till they saw your marketing or advertising campaign or content)

    I am going to write an entire article on this topic in January 2017, so register for our newsletter (www.inspireanation.org) and be on the lookout.


    Let’s look at the 7 Marketing Personalities:

    1.       Mailers: postal mail and email
    Mailers like to consistently send postal mail and/or email to their customers and prospects. They prefer for the customer or prospect to react to the marketing and advertising campaign. They like low-hanging fruit (The customer contacts them)
    Positives: Both postal mail and email can be creative, automated, and easily tracked for response rates and ROI (Return on investment). The collection of email addresses and following up with a customer or prospect by email should be a part of every marketing campaign. Email is generally low cost.
    Negatives: Postal mail can be very expensive when the right keywords, key phrases, and calls-to-action elements are not added to the mailings. The response rates usually stay around the norm of 3% or less. Email generally has a low response rate and like postal mail, if effective keywords, key phrases and calls-to-action are not used, the email can feel spammy to the receiver.



    2.       Writers: marketing letters, emails, articles, blogs, social networking posts, books, etc.
    Writing is one of my co-dominant marketing personalities, so I intimately understand its strengths and weaknesses. Writers love to share experiences and wisdom and will willingly share their words with anyone that will take the time to read them
    Positives: Writers are great providers of information, they generally understand a topic, product, or service at depths that the average person does not. A good writer will pull you into the message and keep you engaged.
    Negatives: Writers tend to take a long time to put out a marketing or prospecting campaign, because they have to brainstorm, create, write, and proofread the message. Usually writers are perfectionist, so what would take one of the other personality types a day to create, it will take a writer a week or two. Writers tend to go overboard with the amount of information they put out, so something that should be short and sweet like a postcard, becomes a full blown tri-fold brochure. The main negative is that writers tend to turn “ready-to-buy” prospects into shoppers; (“You gave me so much information, I need to think about and get back to you”)



    3.       Talkers: telemarketing, face-to-face meetings, vendor booths, in-office visits, live presentations, conference calls, webinars, etc.
    Talking is my co-dominant marketing personality. I say “co” because I truly love both writing and talking. At the end of the day the ability to properly explain your product and/or service and how it will improve the quality of life of your customer or prospect is what being in business is all about.
    Positives: Same positives as writing with additional positives of timeliness, (a talker will talk to anyone, at any time, pretty much about anything), and a talker doesn’t need a long marketing campaign set-up window (Give them a target prospect, a marketing list, or a geographic area and they will make it happen)
    Negatives: Talkers tend to be more focused on delivering what we want to say than in actually listening to our customers and prospects. A talkers marketing materials can be so self-focused and self-promotional that it only attracts prospects that are looking for “superman/superwoman” to save them which means you can easily find yourself dealing with clients and customers that need constant hand-holding through the entire relationship. Talkers have to control their ego or they will over-promise and under-deliver. My grandfather use to say “You can’t talk that much without some of it being pure bull**********.



    4.       Techies: SEO, internet driven traffic, marketing gadgets and tools, mobile traffic, social networking, etc.
    Techies are dominating the marketing and advertising space and are poised to do so for a long time. Listen to the following words carefully “If you don’t have a techie marketing personality, you need to make sure that someone on your team has a techie marketing personality, or that you outsource part of your marketing and advertising to a person or company that can add and manage technology to your marketing and advertising mix.”  
    Positives: By using SEO, online search results, and tools such as apps and widgets, techies can generate prospects that have an active interest in your products, services, and information; marketing results are trackable, the ROI of marketing and advertising campaigns can be easily calculated, a campaign can be easily implemented, most campaigns run on auto-pilot which means lower time commitment from everyone involved.
    Negatives: When something screws up, it really screws up! Keep your techies close by, don’t let them set up something and just walk away. Without good follow-up by talkers or writers, ready-to-buy- prospects can be easily overlooked or ignored. Often, online prospects tend to be more price focused than quality focused, your marketing campaigns MUST make the entire process easy and seamless. Often this is a big issue when a non-techie business hires a techie to generate leads, the prospect is expecting everything to be as quick and easy like their online search, but the business hasn’t updated their back end operations.



    5.       Networkers: networking events, multiple referral partners, customer referral campaigns and conversations, etc.
    Building referral networks is an awesome way to grow your business . . .  as long as you put effort and energy into maintaining your referral relationships and referral campaigns.
    Positives: Referrals tend to absorb up to 30% more price or rate with hesitation, a good group of referral partners can keep your prospect funnel humming along like a finely tuned machine, generally a referral is less stressful to deal with than a purchased or generated lead.
    Negatives: Business can easily ebb and flow if the referral networks are not maintained and contacted on a regular basis, Referrals require more hand-holding than other prospect types, referrals tend to only want to deal with the person they were referred to, if the referral relationship is built on compensation for referrals, weak cash flow can disrupt your referral funnel.



    6.       Traditional Media: television, radio, billboards, magazines, etc.
    Remember I am writing this article for small business owners, so while the use of traditional media is still an option, the cost and return on investment could far out way the benefits.
    Positives: You and your brand are put in front of a large audience of potential prospects, you can tailor your message to a specific niche or demographic, increased brand recognition is a major benefit and can lead to other branding opportunities such as newspaper interviews, guest speaking opportunities, and an increased professional network.
    Negatives: Traditional media can be very expensive, difficult to measure an immediate return on investment, difficult to track reach and results, could produce immediate results or could be a total waste of money. Small business leaders should perform a lot of research and ask a lot of questions before committing to a traditional media marketing contract, especially local or national television.



    7.       Non Marketers: They don’t perform any type of marketing, they mainly rely on current customer referrals.
    Positives: Low cost, prospects are generally pre-sold before they ever talk to you, easy to track, high ROI.
    Negatives: unpredictable, it’s difficult to predict cash flow when you don’t know when and where your next prospect is coming from.


    Often a business can get so hooked on one type of marketing that they lose focus of the various types of marketing and advertising campaigns that are available to them.

    Inspire a Nation Business Mentoring specializes in helping small business owners to effectively operate and grow their business. They have 3 niche business types they specialize in helping: (Click on the topic for more information)

    Click on one of the links above to sign up for one of our services or to do a little more research. Note: The faith-based audio classes are 100% free.

    Interested in the book “How to Make Your Business a Magnet for Inbound Prospects”?

    Read the first chapter at www.inspireanation.org


  • Sun, December 11, 2016 2:22 PM | Billy R. Williams, PhD. (Administrator)

    The 7 Key Elements of a Business Card – Billy R. Williams, PhD. 

    In a small business your business card is not only a salesperson, but an important part of your marketing department. 

    Make sure your business card contains these 7 key elements:

    1. Name: Your name should be prominent and easily read. Avoid overly fancy fonts and styles. 

    2. Phone Number(s): Show all of the key phone numbers people can use to contact you. Most people use some type of scanning software for business cards, so don’t get carried away with fancy fonts, and don’t bury your phone numbers in colored backgrounds. If your phone number is text message capable, make sure you point that out. Example: Call or text message me ???-???-????. 

    3. Email Address and Website: Most people research you and your company to get a better idea of the products and services you provide. Make it easy for them to locate your website. 

    4. Logo or Photo: If you are branding yourself, you need a photo of you on your business card. That photo should be up to date, not a glamour shot photo from 10 years ago. If you are not using a photo then you should put your company logo on your card. Copyright 2016, Inspire a Nation Business Mentoring – www.inspireanation.org 

    5. Company Tagline that clearly states a problem you solve: Have you ever received a business card and still had no clue what the person actually did professionally? The best business taglines tell a reader a problem your company solves or a benefit you offer. Examples: “We make financing your new home a breeze”, We provide over 200 models of cars to choose from” We make sure you have enough money to retire on your terms” We make choosing the right auto insurance easy and affordable” 

    6. Physical Address: Whether you use your physical address or not is up to you. If you operate an in-home business or an online business, use your website address instead of your physical address 

    7. Don’t Forget the Back The back of your business card is prime real estate, don’t waste it. List a few problems your company solves or a few products and services you offer. If it doesn’t clutter your card too much you can also provide your LinkedIn profile link, or your Facebook profile link, or, your fan page address. 

    What you need to remember is that your business card is contact tool. It’s meant to quickly tell people what you do and how they can contact you. 

    The two main mistakes when it comes to business cards are: 

    1. Using too fancy of a font. Your font should easily allow a person to scan your information using today’s business card scanning software. Most people will not take the time to type a business card into their data management system. 

    2. Too much information on a card. It’s a business card, not a brochure. Keep the area of the card that contains your contact information as clean and clutter free as possible, especially avoid dark letters with dark background colors.

  • Thu, December 01, 2016 9:44 AM | Billy R. Williams, PhD. (Administrator)

    We put out so much value focused information, educational sessions, general wisdom, and experience that it is easy for people to overlook the fact that we are a membership based organization.

    We know our competitors are bombarding you with special deals and offers, so here is a quick reminder of what we bring to the table.

    Below is a summary of our benefits, membership levels, and prices


    What benefits will I see if I properly utilize your Insurance Agency Mentoring Service?

    • An Increase in Effective Marketing Activities
    • An Increase in Monthly: Item, Policy, and Premium Production
    • An Increase in Customer Satisfaction and Retention
    • A Reduced Number of Premium Decrease Endorsements
    • An Increase in the  Number of Premium Increase Endorsements
    • A Reduced Number of Broker of Record Request to Leave the Agency
    • An Increased Number of Broker of Record Request to Join the Agency
    • An Increase in Referrals
    • An Increase in Testimonials
    • A More Accurate and Sanitized Customer and Contact Database
    • More Efficient and Effective Use of the Agency's Technology
    • An Effective Process for Interviewing, Hiring, Training, and Accountability of Agency Staff
    • A More Profitable and Successful Agency

     

    Q. How does Inspire a Nation accomplish the benefits you mentioned above?

     A. By providing the agency and all team members of the agency:

    • The Inspire a Nation Video and Document Library. This is the most comprehensive and complete library of processes, step-by-step job-aids, marketing tools, and mentoring resources available in the insurance industry specific to operating a P&C insurance agency. If it happens in a P&C insurance agency, it's in the video and document library!
    • Private web mentoring session(s) for your agency team members with an Inspire a Nation process implementation specialist. We will train and role play the processes with your staff that is needed to help grow your agency.
    • Step by step: job-aids, scripts, screen captures, letter and email templates, automation and technology setup instructions, and process workflows that make it easy for you and your team to implement processes in your insurance agency,
    • A unique recommended process implementation plan focused on marketing, sales, service, and retention specific to your agency.
    • Help desk support by phone and email from the Inspire a Nation support team
    • (Special Note - We also provide the option to have an Inspire a Nation Mentor spend up to 3 days in your agency and provide hands-on training and mentoring to your agency team members.


    What are the different levels of membership and prices?

    Level 1: Small Agency Membership $129.00/month OR $1290.00 annual

    To qualify for the Level 1 Small Agency Membership the agency must have a total of 10 or less team members that are affiliated with the agency.

     

    Level 2: Medium Agency/Group Membership $299.00/month OR $2990.00 annual

    To qualify for the Level 2 Medium Agency Membership the agency or group must have a minimum of 11 and no more than 30 team members that are affiliated with the organization.

     

    Level 3: Large Agency/Group Membership $12,000.00 and up (Annual Membership Only!)

    To qualify for the Level 3 Large Agency Group Membership the agency or group should have 30+ team members or sub agencies that are affiliated with the agency or group. The actual membership rate will be negotiated based on the total size of the group.

    This is the perfect membership for agency clusters, aggregators, insurance companies, and insurance organizations

    Questions on signing up for the Level 3 Membership ?Please contact our corporate offices at info@inspireanation.orgor 682-200-1808

     

     AGENCY MANAGEMENT MEMBERSHIP

    ($349/month – Limited Availability)

     (The agency must have 10 staff members or less)


    The purpose of this membership level is to teach the agency principal how to operate an effective and efficient agency.

     

    This membership level is for agents/agencies that need to outsource operational management of the agency for a short term in order to make sure training, key tasks, processes, and accountability occur in the agency.

    Our team becomes the part-time office manager that most agents/agencies wish they had in place.


    Benefits include:

    • A weekly mentoring and accountability web meeting or phone meeting with the agency principal(s)
    • A biweekly production review/forecast/role play web meeting with the agency staff members. (2 web meetings per month)
    • Our team helps with the set-up of automation such as drip email, text messaging, dial technology tools, and use of your social networking tools such as Facebook, LinkedIn, and Twitter.
    • We help you maximize the use of your website, Google Analytics, email collection processes, local online directories, SEO, YouTube, and other online tools.
    • We also help you create and effectively use traditional marketing campaigns such as postal mail, telemarketing, group presentations, and referral campaigns.

    Note: We do not create websites, or social networking profiles, but we do help you maximize their use!

    The agency principal is responsible for all purchases and payments related to using recommended automation, tools, and marketing campaigns.

     

    CLICK HERE TO COMPLETE MEMBERSHIP REGISTRATION


  • Mon, November 28, 2016 6:45 PM | Billy R. Williams, PhD. (Administrator)

    Tonight's ICECREAM lessons are centered around 

    Relationships

    Philippians 2:3

    Do nothing from rivalry or conceit, but in humility count others more significant than yourselves.


    Education

    Proverbs 18:15

    An intelligent heart acquires knowledge, and the ear of the wise seeks knowledge. 

    Please leave a comment!


  • Mon, November 14, 2016 2:47 PM | Billy R. Williams, PhD. (Administrator)

    The ICECREAM conference call for faith based business leaders is tonight at 8PM Eastern, 7PM Central, 6 PM Mountain and 5PM Pacific

    If you already registered, great!

    If you did not register: Here is the website link: http://www.inspireanation.org/ICECREAM


    Please download the session one  training handout by clicking here or on the picture below. Please leave your comments about the session in the comments area



    Today’s two Main Topics: Income/Money and Covering Your Weaknesses


    Tonight’s Conference Call Outline:


    • I.                    God’s 5 main purposes for a business

    a)      Passion: Gives you an outlet to do the things that God has placed in your heart to love

    b)      Product: God wants us to create and deliver goods and services that solves problems for other people

    c)       Philanthropy: God wants us to give spiritually, physically, and financially to our religious organizations and our communities

    d)      Profits: Without profits the business can’t sustain the prior 3 main purposes that God has for a business

    e)      Personification: To be a role model of God’s teachings and principles


    • II.                  God’s Expectation of a Faith Based Business Leader

    III.                The 10 items it takes to run a successful faith based business


    IV.                Why A Board of Advisors is part of God’s plan for your business?


    V.                  Why “Lack of Discipline” is the most expensive item you will ever own?


    Click here to register http://www.inspireanation.org/ICECREAM


    “Don’t Let Your I.C.E.C.R.E.A.M. Get Messy!”

    (Lessons Most Faith Based Business Leaders Learn the Hard Way)

    I – INCOME/MONEY

    C – COVER YOUR WEAKNESSES

    E – EGO/EMOTION/EXPECTATIONS

    C – COMMUNICATION

    R – RELATIONSHIPS

    E – EDUCATION (PERSONAL – PROFESSIONAL - SPIRITUAL)

    A – ASKING QUESTIONS

    M - MENTORS

    Deuteronomy 8:18 You shall remember the Lord your God, for it is he who gives you power to get wealth, that he may confirm his covenant that he swore to your fathers, as it is this day.

     

    Click here to register: http://www.inspireanation.org/ICECREAM


  • Sat, November 12, 2016 9:53 AM | Billy R. Williams, PhD. (Administrator)

    Watch and Listen as Tom Shriver exposes the dirty little secrets that ruined internet leads for insurance agents and other professions


  • Mon, November 07, 2016 12:34 PM | Billy R. Williams, PhD. (Administrator)

    Don't Let Your ICECREAM Get Messy

    Business lessons most faith based business leaders learn the hard way!

    4 session conference call


    Deuteronomy 8:18 You shall remember the Lord your God, for it is he who gives you power to get wealth, that he may confirm his covenant that he swore to your fathers, as it is this day.


    Join us starting Monday November 14,, 2016 at 7 PM Central (8 PM Eastern, 6 PM Mountain, and 5 PM Pacific) for a (free) 4 session conference call course that is specifically for current or want-to-be faith based entrepreneurs, business owners, and business leaders.

    To register: http://bit.ly/icecreamconfcall


    This 4 session course is for all business leaders that want to operate a faith-based business in today’s secular business environment. Based on biblical principles and WWJD (What would Jesus do?) teachings, this course is unlike any course you will ever attend in your professional career.

    Throughout the course you will receive hands-on, real-world guidance in money management, marketing and advertising, business relationships you must have in place to maximize your business, staffing, and other areas that a faith-based entrepreneur must understand and manage on a daily basis.

    We have a power packed line up of faith-based guest presenters and thought leaders

                  And more! 

    Moderated by Billy R. Williams, PhD


    At the end of the course you will not only walk away prepared to be a better faith-based business leader, but a better business person that can compete with any business (big or small) within your chosen niche.


    Often faith-based entrepreneurs make business and life mistakes simply because no one took the time to teach them what they were doing wrong and how their actions and thoughts did not align with biblical principles.

    ICECREAM is an acronym that stands for Income/Money, Covering your Weaknesses, Ego/Emotions/Expectations, Communication, Relationships, Education, Asking Questions, and Mentors.

    These 8 areas when managed with passion and discipline can be a road to wealth and success. However when the areas are mismanaged they can lead to problems, sleepless nights, criminal charges, and outright financial failure. In other words most entrepreneurs can make enough money to get into trouble, but not enough to get out of trouble!

    This course is taught by Billy R. Williams, PhD, President – Inspire a Nation Business Mentoring and the Williams Family Agency Investment Group. www.inspireanation.org

    Dr. Williams began his business career with a start-up insurance agency in 2004 and has built it into a group of business partners from different industries that generate over $600 Million a year in new and renewal sales.

    His ability to teach this course is not only based on his successes in business, but his failures, lack of discipline in key areas of business, and the multitude of mistakes he has made throughout his business career. Yet, with God’s grace and mercy, he has managed to grow the company, increase the earnings and quality of life of 1000’s of business owners, their staff members, and the families that depend on them.

    Along with Dr. Williams there will be awesome guest presenters that will share their faith based business successes and failures and how by keeping their biblical principles in the forefront of everything they do in business, they are able to compete and win in the business world.

    .

    Have your bibles, laptops, tablets, and notepads ready as we will have real world, hands-on set up of free business and marketing processes to help you grow your faith-based business.


    To register: http://bit.ly/icecreamconfcall

    What: ICECREAM Business Lessons Faith Based Business Leaders Tend to Learn the Hard Way, 4 Part Conference Call Series - http://bit.ly/icecreamconfcall

     

    When: Monday Evenings from 7:00 PM - 8:30 PM Central Time Zone (8 PM Eastern, 6 PM Mountain, 5 PM Pacific) - http://bit.ly/icecreamconfcall

    Starting Monday 11/14/2016 - Last Session: Monday 12/5/2016 - http://bit.ly/icecreamconfcall

     

    Who should attend? Both faith based and non-faith based business leaders that want to learn how to follow ethical, time-tested, bible based principles that will allow them to not only compete, but win in their chosen niche and/or profession. http://bit.ly/icecreamconfcall

     

    The sessions are moderated by Billy R. Williams, PhD., President - Inspire a Nation Business Mentoring (www.inspireanation.org), and each session will have featured guest speakers sharing their faith based business experiences, wisdom, and expertise. http://bit.ly/icecreamconfcall

     


  • Fri, October 07, 2016 6:41 AM | Billy R. Williams, PhD. (Administrator)

    Watch this short video on text messaging

    https://youtu.be/wErk-6n-qds


  • Wed, September 21, 2016 10:46 AM | Billy R. Williams, PhD. (Administrator)

    From Dr. Billy R. Williams, President – Williams Family Investment Group & Inspire a Nation Business Mentoring:

    “As an insurance agent mentor and coach I am asked the same two questions everyday . . . What can I do to generate more leads and how do I properly pay and bonus my staff to get the best production out of them?”

    According to Jim Collins, “The purpose of a compensation plan is not to get the “wrong” people doing the right things, but to help you get the “right” people on the bus and keep them there.”

    Insurance agencies have changed every way they do business to compete in today’s marketplace, except the one that costs the most – Compensation.  Hourly and Salary wages entitle staff to get their full pay whether or not they do their job; then they expect a raise every year – regardless of the agency’s profitability. 

    Bonuses are offered to hopefully motivate staff but become either an entitlement or “request” to raise performance standards if staff wants the extra money, and as many agents have learned the hard way, unmotivated staff are rarely influenced by bonus money.

    Join me and my special guest Tom Baker of Catalyst Insurance Systems on a web meeting Monday September 26, 2016 at 3 PM Eastern ( 2 PM Central, 1 PM Mountain and 12 PM Pacific) as we give you real answers to real questions.

    Registration URL: https://attendee.gotowebinar.com/register/6129079512431742722

    Tom Baker, Insurance Systems Architect, and the team at Catalyst Insurance Systems, deliver to their agency clients – a completely customizable compensation program that is based on staff performance. Their Performance-Based Compensation Plan is designed to attract, maintain, and motivate staff while giving them an opportunity to earn more and have a vested interested in the agency’s growth and profitability. 


  • Wed, September 21, 2016 10:45 AM | Billy R. Williams, PhD. (Administrator)

    Free, Downloadable, Excel Training Course w/ Screen Captures!

    The ability to understand and use the functionality of a spreadsheet is quickly becoming a lost art. Because of this, many businesses are spending a lot of unnecessary money to rent prospect and customer contact lists and information that already resides in their company database; they just don’t know how to get it out (export it), properly format it to work with other technology tools such as their email and phone systems (format the spreadsheet), and use it to help grow their business.

    Click Here to download the free course


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