"Over the years, I have often referred to Randy Murray as an 'Icon' in the life insurance industry. Randy Murray, and the marketing system he designed, has single handedly changed the way life insurance is marketed today! Oh sure, I still see life insurance marketed in the traditional way. But then again, there is a blacksmith still doing business down the road from me."
"A man once asked me, 'If you wanted to teach your child to swim, who would you send him to -your neighbor, who can't swim, or an Olympic swimmer?' If you want to make REAL money in the life insurance business, who are you going to listen to - your co-worker or the Icon?? The choice is yours!"
Michael HallmannMuskego, Wisconsin
Until 1983, the only type of advertising involving the life insurance industry was what we call brand advertising. Slogans like "Own a Piece of the Rock" or "You're in Good Hands" were the most well known. This type of advertising was a terrific way for insurance companies to achieve brand recognition, yet it did not cause one person to pick up the telephone and call an agent to buy life insurance. So, what was the agent to do?
In the small Northeast Georgia town, Toccoa, Georgia, a young licensed life agent, William Randy Murray, knew there had to be a way to advertise life insurance in a manner that people would respond...they would call him and they would buy. He was a good salesman but he had suffered enough indignities in prospecting for new clients to last him a lifetime and wanted no more of that.
So, he developed through trial and error what became known as the Affordable Life Brochure and with it an entire marketing program. It was quite simple. The brochure was colorful, simple and easy to read. It was a convenient way for people to look and make a decision to buy because the monthly rate was advertised. We all know that regardless of the reason given, the real reason a prospect does not buy is they either can't afford it or they don't want to spend the money. When you advertise the price of anything - be it jelly beans or insurance - if a person responds, they are buyers.
This advertising brochure changed the way life insurance was marketed for the past 200 years in this industry. For the first time, an agent could advertise his products and people would call him to buy.
In the beginning, for every dollar that was spent to print and distribute the brochures in the local newspapers, they got in return about four dollars in commissions. As the years went by this was increased substantially as products and underwriting improved.
In the past 15 years, more than 1,000,000 policies have been sold as a direct result of the Affordable Life Brochure being distributed in neighborhoods across America. Over one thousand agents and brokers have seen their incomes go from just barely enough to keep their family's heads above water financially, to a nice six figure income.
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Have you ever seen this brochure?
Well, over one billion of them were circulated in the
United States during the 1990's. And hundreds
of thousands of policies sold as a result of it.
While the middle American family is their prime target, people of all incomes and needs respond. Thousands of policies of $1,000,000 or more in face amount were written, tens of thousands of policies with a commission of $5,000 or more - average wage earners to multi millionaires. People of all walks of life would pick up that brochure and call or send in the postage paid return card. These prospect leads did not go through a third party. An agent is only inviting trouble when someone else gets their leads before they do.
To participate with the man that developed the Affordable Life Program.....W. Randy Murray himself...just pick up the telephone and call him..he will talk with you personally. He will show you how together, the two of you can take his successful program and design it to work for you.
Just for one minute, close your eyes, and envision yourself standing at the front of that convention hall receiving the award for being the leading life insurance agent for your company - all the people in the room rising and giving you a standing ovation. It happened to Randy Murray for sixteen straight years and many others that associated with him. Stand up and be counted. Others have and never looked back at their "average" lifestyle again.
