Latest / Success Story with Scott Clary / Lessons - How One Marketing Strategy Built a Multi-Million Dollar Insurance Empire | Justin Brock - Founder of Bobby Brock Insurance

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Lessons - How One Marketing Strategy Built a Multi-Million Dollar Insurance Empire | Justin Brock - Founder of Bobby Brock Insurance · Success Story with Scott Clary

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  In this lessons episode, discover how media and smart distribution can outperform innovation
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  when scaling a business. Learn how leveraging social platforms help build a legacy business
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  in a modern way. Learn why chasing quick wins without long-term value can backfire
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  and learn how high integrity marketing creates loyal customers and lasting success.
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  It's interesting because when you look for business opportunities, most people, I just had a
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  conversation about this this morning. Most people look for technological innovation and they ride
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  away and that's how they become successful. They find something that's never been done before
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  and they try and innovate. But there's another way to be successful and it's distribution.
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  It's marketing distribution. It's media distribution. What's so interesting and what so many people
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  can learn from your story is you went into a very old school industry is basically one of the most
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  legacy old school outdated industries you can possibly find yourself in and a little bit of marketing
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  prowess. It's not like you went to school and then you were like a you know you're not like the
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  pick a marketer, a Seth Godin and Neil Patel, these guys that all they do is market all day
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  since they were like five years old. A little bit of marketing and a $70 million exit later,
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  that's fascinating. So when did you first understand that media as a form of leverage and distribution
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  was a game changer for you? So what the origin is I was I was actually driving house to house
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  doing things through old school direct mailway because you would first come in the old school,
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  the old guard if you will you know this is how you do it. So I started doing it that way and it
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  worked but it's very slow and so I was listening to productivity podcasts and I didn't again I
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  didn't know anything about marketing. I was like I'll be on these long drives from house to house
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  and so I was like I don't learn something so I started listening to you know sales training and then
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  it was you know I was like my sales are good I don't know if I'm a good salesperson but I'm closing
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  a very high percentage of these people I need more people to talk to so then it was productivity
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  and then I would listen to the productivity and it's like well yeah that's great but I still need
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  more people and so then eventually it was like you need marketing but I did it like you said I'm
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  not a I wasn't a professional marketer I I just had no idea but I did grow up in what I would
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  consider the vine era when all these people got really really famous for vine and then came you
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  know the Jake and Logan Paul's and the David Dobricks and in the you know YouTube famous and I was
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  one of those kids as a teenager making YouTube content then I joined the Marine Corps and kind of
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  quit but that um I hadn't know you know we were making it back then we didn't know
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  con like the concept of becoming famous off of content online wasn't really there for me looking
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  back I was probably 20 videos away from having some kind of breakout and being some little internet
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  celebrity but you know at the time I wasn't thinking about that but I understood seeing being a small
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  content creator as a teenager seeing you know these guys that were doing it at the same time
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  become these mega celebrities that the internet was definitely you know social media was definitely
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  the way to go and so about you know about really I'm close to 11 years ago now when I got into it
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  so about 11 years ago 10 years ago I'm going house to house I'm watching these or listen to this
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  productivity podcast and eventually I came across a guy who was in life insurance he wasn't doing
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  the same thing vertical I was but very similar and he was talking about his name is Jeff Root
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  he's a good friend of mine now and Jeff he lives in South of France has a very successful digital
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  brokerage for life and he was talking at the time about SEO for life insurance he was popping up
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  many sites where he would have very hyper specific um he had one like cell term life calm but there
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  was a lot of websites that he was creating for like diabetes or diabetics that wanted life insurance
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  like and he was hacking these these long tail or mid mid range keywords through pretty easy SEO at the
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  time um and like it's much more difficult to crack into that nail but at the time he was part of
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  that way and so I was I realized like something was going on there and then he made a recommendation
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  at one point he was talking about something Russell Brunson said so that was my intro to
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  Russell Brunson early on Russell Brunson.com secrets expert secrets I was listening to that
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  listening to the perfect webinar and that's how I kind of got into Facebook ads because Russell
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  was talking a lot back then about Facebook ads and this was early Facebook monetization
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  you know and uh in Facebook works now but back then it was like you know it was like given
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  cocaine to kids on there I mean it was it's like so so you know crazy I mean you put an ad up
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  and people didn't realize it was an ad because the entire platform had existed for years now
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  with no advertisement and so and it didn't say sponsored and so I made a page that was just just
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  in Brock so it wasn't because back then you couldn't advertise for your profile so you had to make
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  a page so I made a page but I named the page my name and then I run advertisements and then they
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  would go viral because they're getting pushed into these uh into people's feeds because they're ads
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  and people would share it and like it and comment and and I was telling them to call my cell phone
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  this is how dumb the ads were and my cell phone was ringing off the hook and all it was was a dental
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  insurance ad because in my eyes I was like what what this is probably part of Russell's
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  page is like what do people want to buy and they say sell them what they want then sell them what
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  they need well people wanted dental insurance because they wanted their teeth to look and feel good
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  like that's a different type of thing nobody wants health insurance until they're sick and dying and
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  then they need something to pay the bill nobody wants life insurance really you know those are
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  harder sales people need some of those things but they didn't necessarily want them but they wanted
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  dental insurance it was those the vanity product that I sold and that ad man it it changed my entire
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  philosophy on the internet because all of a sudden I'm like I can throw up an ad and spend at the
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  time maybe 25 bucks a day and just get phone call after phone call after phone call no it's not
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  quite as easy anymore but um you know everybody like if you just try a bunch of stuff eventually you
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  can find a honey hole like that and the only thing I didn't realize is that honey hole was going to
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  dry up and if I knew that I would have spent a lot more money a lot faster that hindsight's
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  always 2020 I mean but that but by the way that is like such a good lesson because I know a lot of
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  people right now are talking about for example like TikTok shop people are saying you can make a ton
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  of money on TikTok shop selling consumer goods now whatever happens in in a in a couple days when
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  when maybe it doesn't exist anymore in the US that remains to be seen but the point is yeah can
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  you build a foundation yes but then you have to be smart enough to figure out a diversify and how
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  to go into different channels how to explore new things like the the process of testing and finding
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  new like grand slam marketing it's never ending and I'm sure you've gone through a thousand different
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  versions of marketing over the course of actually building this business and even you know tomorrow
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  you're going to see lack of performance which slightly worth performance on one of the million
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  things you're trying right now and you're going to try a couple new things as just business
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  it's just business it never ends I think that you have to keep disrupting and reinvent it
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  it's kind of like you were talking before this we're talking you talk about the distribution of
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  this of your platform being on OTE well I talk about OTT all the time you know at that is a
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  medium we use right now for like OTT over the top television advertisements through different
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  streaming platforms and it's like television for targeted avatars so if I'm if I'm going out
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  and I'm able to target a range an age range and I'm in Medicare that's always great because you
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  know I don't want that are 25 looking at a Medicare ad right but OTT's been great it's like the best
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  of broadcast television but like really targeted but these are yes and I became a junkie on
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  advertising so you know I now I've done I've done and do most of these I've done radio broadcast
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  television OTT billboard campaigns lots of different social media done some on tiktok don't
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  them linked in I've done I've I will try and I still use direct mail but we use direct mail now
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  using kind of the Dan Kennedy magnetic marketing method where we're like trying to not really
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  high quality pieces that invoke an inbound response you know not a not a bait and switch spam
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  y stuff because the insurance industry is full of people marketing to look either look like a
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  government entity or using a bait and switch campaign and and I'm like if you just come up with
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  quality marketing quality messaging you don't have to do that and then you build higher lifetime
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  value customers and that's just been our approach is like let's let's get clever but not gimmicky
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  you know I mean I think that listen there's people like you that are going to come in and they
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  disrupt and obviously I mean you look at your own success so if you if you do prioritize the
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  customer if you have like a high EQ marketing strategy if you actually speak to problems they have
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  no bait and switch bullshit if somebody does that it's going to work for a while until it doesn't
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  then somebody who actually markets properly is going to come in they're going to take you know
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  they're going to take market share they're going to clean up because that's what customers want
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  customers are smart customers aren't stupid I mean it's kind of predatory if you're going after
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  old people with these bait and switch tactics for sure but even then they're smart or someone in
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  their circle of influence or their family is going to be a hey this is not exactly what it seems to be
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  but and that's what we see in our reason it's the bait and switch marketing has plummeted the
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  average lifetime value of the customer meanwhile hours range really high but they they don't
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  understand that like you know they people would come in with money into this industry and they've
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  got oh wow I can spend $200 and acquire a customer that's worth you know $1,500 that's great you
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  know and you don't get all that right away but the lifetime value of that customer right and the
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  1500 is a realistic lifetime value of the customer if you can keep them happy for a long time
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  but it's not realistic if they if they pop on a plane realize they got bamboozled and hop all
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  three months later or six months later then you're actually losing money and so we've had a lot of
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  these people come in and they think oh the customer for 1500 let me get as many of as possible but if
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  you go and do it the wrong way it's not 1500 it's 500 400 300 and so that's happened where it's
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  kind of lowered the lifetime value on average but meanwhile hours have stayed the same so
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  it's been you know honestly it's refreshing to see when you're in business and you see someone
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  come in and do something the wrong way and then and then get kind of you know capitalism
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  penalizes them for it eventually you know the free market works if you let if you let it you
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  sometimes they'll be like trying to add some regulation to fix something and I'm like if you
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  guys just wait it's gonna fix itself because these people are getting fucking hammered on the back
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  in because they're doing business the wrong way you know thanks for tuning in if you found this
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  valuable don't forget to hit that subscribe button so you never miss an episode and if you want
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  to dive deeper into this conversation check out the links in the description to watch the full
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  episode see you in the next one