If a stranger sat down next to you on the bus and tried to sell you life insurance, how likely would you be to buy it? 

On the other hand, if you bumped into an old friend on the street and he tried to sell you life insurance, how likely would you be to buy it? 

When someone tries to sell us something, we’re more likely to say no than yes; but we’re more likely to say yes to an old friend than a complete stranger. 

That’s why you need to position your business as an old friend. 

How? Through helpful marketing.

If you keep getting in front of potential customers and you offer value every time, these people will gradually like and trust you – just like they would a friend. 

At that point, they’ll be much more likely to buy your life insurance.