← Success Story with Scott D. Clary
Success Story with Scott D. Clary
Lessons - How One Marketing Strategy Built a Multi-Million Dollar Insurance Empire | Justin Brock - Founder of Bobby Brock Insurance
00:12:12
Loading summary
Transcript7 lines
- [00:00]
A
HubSpot is a success Story Partner now if you're an entrepreneur, listen up because HubSpot makes impossible growth impossibly easy for their customers. If you are building a business, you need to get HubSpot. Why? Here's the perfect example. Morehouse College needed to reach new students with fresh, engaging content, a problem that every single business in the world has. But with a 900 page website, even the tiniest update took 30 minutes to publish. Now Breeze, which is HubSpot's collection of AI tools, helped them write and optimize their content in a fraction of the time. And the results? 30% more page views and visitors now spend 27% more time on their site. If you are ready for impossible growth like this, visit HubSpot. Com. Indeed is a Success Story Partner. Now say you just realized your business needed to hire someone fast. How can you find amazing candidates fast? It's easy. Just use Indeed. When it comes to hiring, Indeed is all you need. Stop struggling to get your job post seen on other job sites. Indeed Sponsored Jobs help you stand out and hire fast. And with Sponsored Jobs, your post jumps to the top of the page for your relevant candidates so you can reach the people you want faster and it makes a huge difference. According to Indeed data, Sponsored jobs posted directly on Indeed have 45% more applications than non sponsored jobs. Plus with Indeed sponsored Jobs, there's no monthly subscription, no long term contracts. You only pay for results. There's no need to wait any longer. Speed up your hiring right now with Indeed and listeners of this show will get a $75 sponsored job credit to get your jobs more visibility@indoubtedly.com Clary just go to indeed.com Clary right now and support our show by saying you heard about Indeed on this podcast. Indeed.com/clary terms and conditions apply. Hiring Indeed is all you need in this Lessons episode. Discover how media and smart distribution can outperform innovation when scaling a business. Learn how leveraging social platforms help build a legacy business in a modern way. Learn why chasing quick wins without long term value can backfire. And learn how high integrity marketing creates loyal customers and lasting success. It's interesting because when you look for like business opportunities, most people I I just had a conversation about this this morning. Most people look for techno like technological innovation and they ride a wave and that's how they become successful. They find something that's never been done before and they try and innovate. But there's another way to be successful. And it's. It's distribution. It's marketing, distribution. It's media distribution. And what's so interesting and what so many people can learn from your story is you went into a very old school. Industry is basically one of the most legacy, old school, outdated industries you can possibly find yourself in. And a little bit of marketing prowess. It's not like you went to school and you were like a, you know, you're not like the pick a marketer, a Seth Godin and Neil Patel, these guys that all they do is market all day since they were like five years old. A little bit of marketing and a $70 million exit later. That's. That's fascinating. So when, when did you first understand that media as a form of leverage and distribution was a game changer for you?
- [03:39]
B
So what the. The origin is, I was, I was actually driving house to house doing things through old school direct mailway because you would first come in the old school, the old guard, if you will. You know, this is how you do it. So I started doing it that way and it, it worked, but it's very slow. And so I was listening to productivity podcasts and I didn't, again, I didn't know anything about marketing. I was like, I'll be on these long drives from house to house. And so I was like, I gotta learn something. So started listening to, you know, sales training and then it was, you know, and I was like, my sales are, are good. I don't know if I'm a good salesperson, but I'm closing a very high percentage of these people. I need more people to talk to. So then it was productivity. And then I would listen to the productivity and it's like, well, yeah, that's great, but I still need more people. And so then eventually it was like, you need marketing. But I didn't even, like you said, I'm not a, I wasn't a professional marketer. I, I just had no idea. But I did grow up in what I would consider the vine era, when all these people got really, really famous through vine and then became, you know, the Jake and Logan Paul's and the David Dobriks and, and you know, YouTube famous. And I was one of those kids as a teenager making YouTube content. Then I joined the Marine Corps and kind of quit. But that I had no, you know, we were making it back then, we didn't know Con, like the concept of becoming famous off of content online wasn't really there for me. Looking back, I was probably 20 videos away from having some kind of breakout and being some little Internet celebrity. But you know, at the time I wasn't thinking about that, but I understood seeing being a small content creator as a teenager, seeing you know, these guys that were doing at the same time become these mega celebrities that the Internet was definitely, you know, social media was definitely the way to go. And so about, you know, about really I'm close to 11 years ago now when I got into it. So about 11 years ago, 10 years ago, I'm, I'm going house to house. I'm watching these, listening to these productivity podcasts and eventually I came across a guy who was in life insurance. He wasn't doing the same vertical I was, but very similar. And he was talking about. His name is Jeff Root. He's a good friend of mine now. And Jeff, he lives in the south of France, has a very successful digital brokerage for life. And he was talking at the time about SEO for life insurance. He was popping up many sites where he would have very hyper specific. He had1like celltermlife.com but there was a, a lot of websites that he was creating for like diabetic diabetes or diabetics that wanted life insurance. Like and he was hacking these, these long tail or mid, mid range keywords through pretty easy SEO at the time. And like it's much more difficult to, to crack into that now. But at the time he was part of that way. And so I was, I realized like something was going on there. And then he made a recommendation at one point he was talking about something Russell Brunson said. So that was my intro to Russell Brunson early on. Russell Brunson.com Secrets expert secrets. I was listening to that, listening to the perfect webinar. And that's how I kind of got into Facebook ads. Because Russell was talking a lot back then about Facebook ads. And this was early Facebook monetization, you know, and Facebook works now. But back then it was like, you know, it was like giving cocaine to kids on there. I mean it was, it's like so, so, you know, crazy. I mean you put an ad up and people didn't realize it was an ad because the entire platform had existed for years now with no advertisement. And so, and it didn't say sponsored. And so I made a page that was just Justin Brock. So it wasn't because back then you couldn't advertise from your profile, so you had to make a page. So I made a page, but I named the page my name. And then I'd run advertisements and then they would go viral because they're getting pushed into these, into people's feeds because they're ads. And people would share it and like it and comment and. And I was telling them to call my cell phone. This is how dumb the ads were. And my cell phone was ringing off the hook and all it was was a dental insurance ad. Because in my eyes, I was like, what? What? This is probably part of Russell's pitch is like, what do people want to buy? And they say, sell them what they want, then sell them what they need. Well, people wanted dental insurance because they wanted their teeth to look and feel good. Like, that's a different type of thing. Nobody wants health insurance until they're sick and dying, and then they need something to pay the bill. Nobody wants life insurance, really. You know, those are harder sales. People need some of those things, but they didn't necessarily want them, but they wanted dental insurance. It was always the vanity product that I sold. And that ad, man, it changed my entire philosophy on the Internet. Because all of a sudden I'm like, I can throw up an ad and spend at the time maybe 25 bucks a day and just get phone call after phone call after phone call. Now it's not quite as easy anymore, but you know everybody. Like, if you just try a bunch of stuff, eventually you can find a honey hole like that. And the only thing I didn't realize is that honey hole was going to dry up. And if I knew that, I would have spent a lot more money a lot faster.
- [08:57]
A
The HubSpot Podcast Network is a success story partner. Now, if you like Success Story, you're going to love other podcasts in the HubSpot Podcast Network. One of my personal favorites is is I Digress. Hosted by my boy, Troy Sandich. With shows under 30 minutes, I digress helps eliminate complexity, complications and confusion in your business with frameworks and strategies to achieve true, scalable and sustainable success. If you are an entrepreneur building anything you need to listen to I Digress. This is one of the most useful business podcasts you're ever going to subscribe to. Listen to I Digress. Wherever you get your podcasts, the Superhero Leadership Podcast is a success story partner. Now, what does it take to lead like a superhero? You're going to find out on the Superhero Leadership Podcast. It's hosted by Marvel's former CEO and legendary turnaround expert, Peter Cunho. Each week, Peter is joined by top performers from business, media and beyond. Leaders who have mastered the art of impact, resilience and vision. Together, they explore Peter's 32 leadership essentials, revealing what it really takes to rise, inspire, and lead with purpose. If you want to level up your leadership, this is your blueprint search for superhero leadership. Wherever you get your podcasts, I have to take a second and thank Northwest Registered Agent for supporting today's episode. Now listen. I know a lot of entrepreneurs listen to this show. If you're an entrepreneur, if you're building a business, you have to listen if you want to get more. When you're launching your next big idea, Northwest Registered Agent lets you establish your entire business identity in just 10 clicks and 10 minutes. For nearly 30 years, they've been the secret weapon for entrepreneurs who want to move fast while getting expert guidance. For just $39 plus state fees, they'll handle your formation, create a custom website and establish your local presence wherever your business takes you. As an entrepreneur myself, what I value most is their one stop business solution. You get everything from formation paperwork to custom domains to trademark registration all in one easy to use account. No more juggling multiple services or wasting time figuring out the legal stuff. So don't wait. Protect your privacy, build your brand and set up your business in just 10 clicks and 10 minutes. Visit northwestregistered agent.com success and start building something amazing. Get more with Northwest registered agent@northwestregisteredagent.com success. Hindsight's always 20 20. I mean, but that, but by the way, that is like such a good lesson because I know a lot of people right now are talking about, for example, like TikTok shop. People are saying you can make a ton of money on TikTok shop selling consumer goods. Now whatever happens in, in a, in a couple days when, when maybe it doesn't exist anymore in the US that remains to be seen. But the point is. Yeah, can you build a foundation? Yes. But then you have to be smart enough to figure out how to diversify and how to go into different channels, how to explore new things like the, the process of testing and finding new, like grand slam marketing. It's never ending. And I'm sure you've gone through a thousand different versions of marketing over the course of actually building this business. And even you know, tomorrow you're going to see lack of performance or slightly worse performance on one of the million things you're trying right now. And you're going to try a couple new things. That's just business. It's just business. It never ends. I think that you have to keep disrupting and reinventing.
- [12:19]
B
It's kind of like you were talking before this. You talking about the distribution of this, of your platform being on otp. Well, I talk about OTT all the time. You know, that is a medium we use right now for like ott over the top television advertisements through different streaming platforms. And it's like television for targeted avatars. So if I'm, if I'm going out and I'm able to target a range, an age range and I'm in Medicare, that's always great because you know, I don't want people that are 25 looking at a Medicare ad. Right. Um, but OTT has been great. It's like the best of broadcast television, but like really targeted. But these are. Yes. And I became a junkie on advertising. So, you know, I now I've, I've done, I've done and do most of these. I've done radio, broadcast television, ott, billboard campaigns, lots of different social media, done some on TikTok, done them on LinkedIn. I done, I've, I will try and still use direct mail, but we use direct mail now using kind of the Dan Kennedy magnetic marketing method where we're like trying to send out really high quality pieces that invoke an inbound response. You know, not a, not a bait and switch spammy stuff because the insurance industry is full of people marketing to look, either look like a government entity or using a bait and switch campaign. And, and I'm like, if you just come up with quality marketing, quality messaging, you don't have to do that and then you build higher lifetime value customers. And that's just been, our approach is like, let's, let's get clever but not gimmicky.
- [13:57]
A
You know, I mean, I think that, listen, there's people like you that are going to come in and they disrupt and obviously, I mean you look at your own success. So if you, if you do prioritize the customer, if you have like a high EQ marketing strategy, if you actually speak to problems, they have no bait and switch. If somebody does that, it's going to work for a while until it doesn't, then somebody who actually markets properly is going to come in. They're going to take, you know, they're going to take market share, they're going to clean up because that's what customers want. Customers are smart. Customers aren't stupid. I mean, it's kind of predatory if you're going after old people with these bait and switch tactics for sure, but even then they're smart or someone in their circle of influence or their family is going to be like, hey, this is, this is not exactly what it seems to be.
- [14:41]
B
But and that's what we've seen in Iron Greece. It's the bait and switch. Marketing has plummeted the average lifetime value of the customer. Meanwhile, ours remained really high. But they, they don't understand that like, you know, that people would come in with money into this industry and they'd be like, oh, wow, I can spend 200 and acquire a customer that's worth, you know, 1500. That's great, you know, and it doesn't, you don't get all that right away, but the, the lifetime value of that customer, right? And the 1500 is a realistic lifetime value of the customer if you can keep them happy for a long time. But it's not realistic if they, if they pop on a plan, realize they got bamboozled and hop off three months later or six months later, then you're actually losing money. And so we've had a lot of these people come in and they think, oh, the customer's worth 1500, let me get as many of them as possible. But if 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 kind of lowered the lifetime value on average. But meanwhile, ours has stayed the same. So it's been it all. Honestly, it's refreshing to see when you're in business and you see someone come in and do something the wrong way and then, and then get kind of, you know, capitalism penalizes them for it eventually. You know, the free market works if you let, if you let it. You know, sometimes they'll be like trying to add some regulation to fix something. And I'm like, if you guys just wait, it's going to fix itself because these people are getting hammered on the back end because they're doing business the wrong way.
- [16:14]
A
You know, thanks for tuning in. If you found this valuable, don't forget to hit that subscribe button so you never miss an episode. And if you want to dive deeper into this conversation, check out the links in the description to watch the full episode. See you in the next one. Netsuite is a success story, partner. Now, what does the future hold for business? If you ask nine experts, you're going to get 10 answers. Bull market, Bear market. Rates will rise, rates will fall. Honestly, I just wish somebody could invent a crystal ball. But until then, over 41,000 businesses have future proofed their business to with NetSuite by Oracle. The number one Cloud ERP, bringing accounting, financial management, inventory and HR into one fluid platform. With real time insights and forecasting. You're peering into the future with actionable data. And when you're closing the books in days, not weeks, you're spending less time looking backwards and more time on what's next. If I had needed this product, this is what I'd use. Whether your company is earning millions or even hundreds of millions, NetSuite helps you respond to immediate challenges and seize your biggest opportunities. And speaking of opportunity, download the CFO's Guide to AI and Machine Learning at netsuite.com Scott Clary the guide is free to you at netsuite.com Scott clary netsuite.com Scott Cl Cary.