NAILBA Perspectives Winter 2019 | Page 3

CONTENTS 8 COVER STORY: What is branding all about, and how can integrated marketing strategies help your business? We sought out three very different kinds of industry marketeers to find out. By Charles K. Hirsch, CLU Columns & Departments Features 4 14 Driving the hybrid LTC market CEO COLUMN It’s a new dawn, it’s a new day, and I’m feeling good! By Dan LaBert, NAILBA CEO 6 CHAIR COLUMN Digital footprint expansion supports members and their clients The Power of You, the Power of Us 43 EVENT CALENDAR FOUNDATION Honoring 2019 Grant recipients and NAILBA Foundation supporters By Robin Landers, CLU, President, NAILBA Charitable Foundation Perspectives magazine is published quarterly by NAILBA, the National Association of Independent Life Brokerage Agencies, as a resource to the insurance and financial services industry. It is distributed both in print and digitally to NAILBA members, industry professionals, and attendees of the NAILBA annual meeting. 11325 Random Hills Road, Suite 110 Fairfax, VA 22030 • (703) 884-1525 www.nailba.org NAILBA BOARD OF DIRECTORS Myra Palmer, Chair Seixas “Chad” Milner III, Chair-Elect Jason E. Lea, Secretary/Treasurer Jeffrey D. Mooers, Immediate Past Chairman John Gilbert Debbie Hannam Luke Ramsey Victoria Van Dusen-Roos James Wong 28 Go fund yourself! Will private insurance solutions finally stand up and be counted? A look at the real danger Americans face with end-of-life care. By Ronald R. Hagelman, Jr., CLTC, CSA, LTCP and Barry J. Fisher, LTCP With number of elderly Americans expected to more than double in next 40 years, learn how clients can finance long-term service costs with Medicaid-compliant annuities. By Rich Lane LIMRA Secure Retirement Institute shares research on the importance of client trust and ways to build stronger relationships. By Jafor Iqbal 24 Life lessons Sharing some real-life lessons from those on the front lines selling life and annuity products. By Sheryl J. Moore NAILBA STAFF Daniel LaBert Chief Executive Officer Pam Sheehan Senior Director, Strategic Partnerships & Media Initiatives Joangel Concepcion Director, Membership & Digital Engagement Kelly Gormley Director, Exhibits & Sponsorship Sales Katie Holder Executive Assistant Ellen Toups, CMP Director, NAILBA Charitable Foundation Shara Wells Director, Annual Meeting and Member Engagement Stop doing everything you are currently doing with social media. Follow these steps for success. By Sylvia Gordon, JD 34 Marketing’s field of dreams You will not be successful just because you build it. Key marketing strategies and straight talk for making business dreams reality. By Kim Magdalein 36 Accessing data to improve sales 22 It’s a matter of trust Reframing disability insurance for expanding sales in today’s market. By Angie Hughes 30 LinkedIn is a nut you can crack 18 Using annuities for medical costs By Diane Boyle, NAIFA 44 NAILBA CHARITABLE Years ago, traditional LTC sold more than hybrid plans. Today, roles are reversed. Ideas for holistic planning around hybrid LTC. By Michael Tessler 16 Extended Care Solutions By Myra J. Palmer, CLTC, NAILBA Chair 40 ASSOCIATION NEWS Branding and marketing Revolutionizing the way we think about insurance by analyzing data on a customer’s needs and an agent’s response. By Bryan Eshelbrenner and Mark Krantz 39 Fresh take on seminars Despite chatter to the contrary, live and virtual seminars are still an effective tool for growing your business. Suggestions for topics and ways to build your brand. By Joe Elsasser, CFP Q4 2019 Volume 12, No. 4 PERSPECTIVES TEAM EDITORIAL CONTENT AND SALES: Pam Sheehan • [email protected] LAYOUT AND DESIGN: Tim Ingersoll • [email protected] PRINTING AND DISTRIBUTION: Clare Printing • www.clareprint.com ISSN 2639-9784 (PRINT) ISSN 2639-9806 (ONLINE) Copyright is reserved throughout Perspectives. No part of this publication may be reproduced or reprinted without the expressed written consent of NAILBA. The views expressed in Perspectives are those of the authors and are not intended to represent the views of NAILBA. POSTMASTER: Please send change of address notices to Perspectives magazine, c/o NAILBA, 11325 Random Hill Road, Suite #110, Fairfax, VA 22030. AUTHORS AND INTERESTED WRITERS: Perspectives welcomes comments and feedback on articles and content. Visit NAILBA.org/ Perspectives for content submission guidelines and schedule, or to submit your article for consideration. Contact Pam Sheehan at [email protected] with further questions. ADVERTISING: Please visit NAILBA.org/ Perspectives for 2019 Media Kit, ad rates, and terms. To learn more about additional opportunities to partner with NAILBA, contact Pam Sheehan at [email protected].