The biggest mistake I see benefit advising agencies making with marketing messages is thinking that those statements should be about the agency. Thats not what buyers want to read. Buyers are experiencing challenges maybe theyre offering benefits for the first time, they need someone with broader consulting skills, they need help with the Affordable Care Act and theyre looking for someone who can help them.
What buyers find during their online research carries significant weight in their decision-making. As such, your message must be influential to get their attention. Instead of it being about you or your agency, it should instead be about how you help them with their challenges.
