The White Knight Strategy
Welcome to the new online series I am developing specifically for you titled: SUCCESS in Action.
This series will feature actual ideas and strategies proven successful by the CEOs and business owners I mentor through my private HIGH-PERFORMANCE FORUM (HPF).
Now you can now take a peak into how these CEOs are producing their big breakthrough results. Enjoy!
The White Knight Strategy
In the FORUM, I teach a framework for how to be an absolute game-changer in your industry.
One component of that framework is called “The White Knight Strategy.”
This strategy helps you literally change the game in your marketplace.
Instead of being a sales solicitor who continually has to pursue clients, you become the hero of your marketplace endlessly attracting clients to you.
How? Let me give you just one example.
For my HPF members, I open up Nike’s playbook and revealed exactly how they “just do it,” step by step.
I ask members the same question I’ll ask you:
Question: What does Nike sell?
Shoes, athletic apparel, you say?
No. That’s what their competition sells.
Want to know what Nike sells? Watch this video.
While the competition is selling shoes, Nike changed the game and their messaging to sell self-esteem, confidence, and hope, which then (they argue) leads to the prevention of breast cancer, depression and abuse.
As Nike founder Phil Knight revealed to Oprah, “Sometime we hit it. That one hit it.”
You see, it’s no accident. Nike knows exactly what it’s doing strategically.
Question: What do you sell?
What would make your marketing message so inspiring that Oprah would invite you on her network to talk about it (and show your commercial)?
Here’s how Lynne Wallace, President of VANTREO and one of my HPF members, used the exact Nike framework to reposition her insurance agency’s messaging into one of a White Knight.
Watch this video.
While most insurance agencies are selling discounts and other “me-too” sales messages, Vantreo is the protector of your children and your family’s legacy.
In Lynne’s words:
“With all the advertising about ‘discounts’ in insurance, we came at it from a completely different perspective. We refocused the message to ‘protection.’ Nike doesn’t advertise the best price for athletic shoes…they open people’s minds to the greatness in what their product makes possible. That was the concept I learned at HPF and through the Nike commercial. It had direct applicability for VANTREO.”
Lynne’s new White Knight commercial is now playing in movie theatres across her marketplace in Northern California. It is being seen 125 times a day, 875 times per week, about 3,500 times per month, and over six months will run about 21,000 times.
Lynne says the recognition and praise pouring in from business leaders (prospective clients) across her marketplace is driving her competition crazy. She’s changed the game on them!
Ready to become the White Knight of your industry?
If you want to ask Lynne a question or give her kudos—please do so in the comments section below.
About Lynne Wallace:
Lynne Wallace is President of $6M VANTREO Insurance Brokerage (managing $75M in insurance premium annually), which serves the commercial, health, and personal insurance needs of people and businesses operating both nationally and internationally. VANTREO is located in Santa Rosa, CA. Have insurance needs?
difference. Go to www.vantreo.com.
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