Executive TLDR

• Success in Primerica requires a clear strategy — not random activity.

• Social media is a tool, but branding and positioning determine results.

• Curiosity marketing works when it builds intrigue, not annoyance.

• Become an expert in a niche to elevate authority and trust.

• Power positioning beats desperation — never market from weakness.

Video Summary

Have A Game Strategy

Clarissa Mae Fleming opens by asking a powerful question:

What is your game strategy?

You cannot enter the business hoping it works. Just like in the board game Catan, you must have a strategy to win.

Business is no different.

You must know:

• Your goal

• Your positioning

• Your tools

• Your audience

Without strategy, you are just “throwing stuff around.”

Fix The Digital Reputation Problem

She references a powerful statement from Joe Ward:

Stop sending 100+ cold DMs a day.

Primerica’s home office is actively repairing the company’s digital reputation. Sending spam messages damages brand credibility.

You cannot clean one side of the house while throwing mud on the other.

In some areas, the damage is real — doors literally shut when the company name is mentioned.

If you are spamming, stop immediately.

Fishing Strategy Marketing

She uses a hunting and fishing analogy:

If you’re fishing for marlin, you need:

• The right location

• The right bait

• The right tools

You don’t fish for marlin in a farm pond.

Similarly, you cannot approach every audience the same way.

Strategy requires precision.

Branding Matters More Than You Think

People don’t hire a company.

They hire a person.

She explains that no one sells their home “with RE/MAX.” They sell it with a specific agent who happens to work there.

If you only brand Primerica, clients may look elsewhere.

If you brand yourself, they want you.

Brand you first. Company second.

Curiosity Marketing Done Right

Curiosity marketing is powerful — when done correctly.

Wrong way:

• Dodging questions

• Being vague

• Posting “Don’t ask but pray for me”

That creates annoyance.

Right way:

• Spark interest

• Offer value

• Give a reason to engage

Curiosity should invite — not frustrate.

Become The Expert

No one wants a “jack of all trades, master of none.”

She positions herself as an expert in military and government retiree planning.

Even though she serves many categories, expertise elevates perception.

Clients want someone smarter than they are in that niche.

Pick a niche:

• Teachers

• Young families

• Small business owners

• Military retirees

Authority increases trust.

Choose Platforms Strategically

Each platform has different demographics:

• LinkedIn: Highest income and education

• Facebook: Second highest, more compliance friendly

• TikTok: Lowest average income and education

Facebook offers:

• Groups

• Pages

• Posts

• Reels

• Lives

Lives and reels generate the highest engagement.

You do not need to be everywhere.
Focus beats fragmentation.

Create A Persona That Builds Trust

She explains a powerful psychology concept:

People trust what they see repeatedly.

Through consistent videos and content, people feel like they “know” you — even if they have never met you.

This shortens closing time dramatically.

She shares that her Facebook presence generates roughly $1 million in investment business per month — closing within two meetings because trust is pre-built.

Consistency since 2019 built that momentum.

This is long-term positioning — not a three-month hack.

Profile Photos Matter

Your profile photo must:

• Be you

• Be current

• Be authentic

If you use a pet, logo, or outdated glamour shot, trust decreases.

The brain looks for familiarity.

When your real face matches expectations, trust increases subconsciously.

Never Market From Weakness

At month end, never post:

• “I just need one more recruit!”

• “One more sale for promotion!”

That signals desperation.

Power positioning matters.

Operate from strength — not neediness.

Final Message

Social media is a powerful tool.

But without strategy, branding, positioning, and consistency — it fails.

Play the long game.

Build authority.

Win with strategy.

FAQs

Who delivered this training?
Clarissa Mae Fleming.

What is the core message of the talk?
Have a defined strategy before executing social media or business activity.

Why is sending cold DMs discouraged?
Because it damages digital reputation and weakens brand credibility.

Who emphasized stopping mass cold messaging?
Joe Ward.

What is curiosity marketing?
A strategy that sparks interest and invites engagement without being vague or manipulative.

What is an example of bad curiosity marketing?
Posting dramatic but unclear messages that force people to dig for context.

Why choose a niche market?
Expert positioning increases authority and trust.

What niche does she specialize in?
Military and government retirees.

Which platform has the highest income demographic?
LinkedIn.

Which platform is more compliance friendly?
Facebook.

What type of content gets the most engagement?
Live videos and reels.

Why is a profile photo important?
Trust increases when your appearance matches expectations.

How long does social media authority take to build?
Years of consistent effort — not months.

Why avoid posting desperation at month end?
It signals weakness and reduces authority.

How does repetition build trust?
The brain trusts familiar faces and voices through consistent exposure.

Glossary

Curiosity Marketing
A marketing method that creates intrigue and invites engagement without misleading or frustrating the audience.

Digital Reputation
The public perception of you and your brand across online platforms.

Persona Branding
Intentionally shaping how others perceive you through consistent messaging and visuals.

Niche Positioning
Focusing on a specific market segment to build authority and expertise.

Authority Marketing
Building trust by consistently demonstrating knowledge and value.

Power Positioning
Presenting yourself from strength and confidence rather than need or desperation.

Transcript:

Hey, guys. Wow, this is a lot bigger than our stages of Virginia. So thank you guys for having me here. It’s really an honor. I really do appreciate it. But what I’m going to talk about is, what’s your game strategy?

Okay.

You can’t just come into this and say, I think I’m going to do it, and just kind of throw stuff around.

Okay.

You got to have a strategy, so you have to know what your goal is in order to play the game. So our family plays Catan. Who here knows the game? Catan? Yes. We are addicted and it gets vicious, the game of catan, especially between my eight year old and my 14 year old, it’s like they’re going to kill each other over who wins catan. But they’ve got to have a strategy. And you might not think about it. The eight year old actually has a strategy about how to play. It’s the same thing with the business. So, a side note, Joe Ward became, like, my favorite person ever yesterday when he said, stop sending 100 plus cold dms a day. Home office has an entire department for fixing our broken digital reputation.

But you cannot paint and pretty up one side of the house while throwing mud on the other side of the house. So up in northern Virginia, near where I live, the name is mud. You can’t mention the name without doors. Literally, I’ve had them literally shut in my face because of our digital reputation. So, guys, if you’re doing that, stop it, like, yesterday. All right, so let me click. Where am I pointing the thing? There we go. So social media is one thing in your toolbox. It’s something I use, really a ton, simply because I’m 2 hours from my office. I’m an hour from the nearest mall. I live in a really rural area, and I wanted to figure out a way that I didn’t have to go to target and talk to people in order to meet new people.

So with social media, you’ve got to have multiple things. So first off, you got to know what your goal is. What are you trying to do? The analogy I love is we do a lot of hunting and fishing in our area, but if you’re going fishing for Marlin, you have to know what kind of bait to use. You have to know where you’re fishing. I’m not fishing for Marlin. In the lake, on the local farm. I’m not going to find any. You got to know where to fish. You got to know what bait. You got to know you need a net or whatever. And then what tools are you using? You’re not building a house with just a hammer. You got to have multiple tools in order to build a house.

You got to have multiple tools in multiple areas in order to build something here. And then branding. How do others view you on social media? Do they see you as that salesy, annoying person? Do they see you as the person who’s always complaining about someone? Do they see you as the ultra political person? Do they see you as the argumentative person? Ask some close friends how you are perceived in social media because you might not realize how you’re coming across. And until you know that you can’t fix it, change it, adapt it, whatever, wait for it. Everyone’s going to notice in a second. So what is your goal? Everybody looks at everything in life through the perspective of the glasses of their life. This is the exact same instant one. It looks like the Prince of England is giving everyone the bird.

The others, he’s saying we’re about to win a rugby championship. Very different perspective based on how you’re looking at things. So again, how are people looking at you? And what is that branding you’re doing? There’s something called curiosity marketing. Now, curiosity marketing is very powerful. When done right, it’s annoying as heck when it’s done wrong. So when it’s done wrong, it’s when you’re dodging questions, when you’re being obtuse about how you’re answering something. The non primary example I get is, oh my gosh, don’t ask, but please pray for me. Really, what are you doing? You’re stalking their page for five minutes to try and figure out what the heck’s going on, or you’re rolling and you don’t care. That’s not good. Curiosity marketing. Curiosity marketing is where they are intrigued. They’re interested, they want to learn more.

Not you begging them to try and click in order to learn more. Give them a reason. And then the other thing is nobody wants a jack of all trades. Okay, master of none. Become an expert in something. Now, I’m not saying that’s the only thing you’re going to handle. I’m saying become a master in something. Because people want to work with an expert doesn’t mean if the expert is exactly what they’re doing, they want to work with an expert. So, for example, I market myself as an expert in military and government retirees. I have clients in every category. But you want to work with someone smarter than you, right? If you’re on the client side. So being an expert in something immediately elevates me in their eyes. Now pick whatever it is.

Maybe you’re an expert in teachers retirement accounts or you’re an expert in life insurance for young families. Pick something and get really knowledgeable on it because that’s going to help you so much in the long run. All right, next. Oh, it went back. Okay, we’re flipping. There we go. What tools are you using? So, if you’ve never heard of something called a trailer, also called a profile video, it is golden. It’s pretty much a three minute video that tells who you are, why you do what you do, and everything else. Mine I call a trailer because when you tell people you have a trailer, they’re like, wait, who are you? You have a trailer. Like, it translates. They know what a trailer is. When you say profile video, they’re like, yeah, I don’t know what in the heck that means.

It’s not something in their language, in their database. So a trailer is very easy to translate. And then figuring out which platforms to use. Remember that jackfall trades. If you’re trying to be on every platform all at once. First off, you’re going to feel like you’re spending your entire day on social media, which is back to what was just mentioned full time instead of full time. Don’t waste your time like that. But you’ve also got to know where you’re looking. So, as you can imagine, there are analytics on everything. Different platforms have different average income levels and different average education levels. The highest is LinkedIn. The highest average education, highest average income. The lowest is TikTok.

Okay.

The second highest is Facebook. Facebook is also really friendly to not getting yelled at by compliance compared to LinkedIn. It’s also got a lot of ways you can market in that. You can use groups, you can use posts, you can do pages, all these things. I highly recommend you do groups if you’re not doing it, but then using tools inside that. So profile videos, landing pages, groups, lives and reels actually get you the most views for everything you do. It’s a live and a reel. So if you don’t know what that is, Google it. YouTube will have 5 billion things in order to tell you about it. All right, how are you branding you? No one sells their home with remax. They sell it with Janet Smith, who just happens to work for remax.

But you can’t really remember what company she’s with until you see the sign out in front of your house. You have to brand you. Because if I’m just going to brand Primerica and I want someone who’s investment. And I’ve got a client who wants my investment advice. They’re going to call Howard Lashner. If they just want the random primerica person who’s the best out there, they’re not going to contact me.

Okay?

You’ve got to make them want you, not just the company. Otherwise, who’s to say they’re going to stick with you? If they move, they might find somebody that’s closer by, all that kind of thing. You got to figure out someone that is you. All right? The next thing to think about, and I’m going to make you think for a second, everyone in your head, who is your favorite? Actor, actress, singer. All right? Does everybody have somebody in their head? Okay, now imagine the headline is tomorrow is they just committed a heinous crime and, like, killed 20 children. They wouldn’t do that. They’re not that kind of person. How in the heck do you know what kind of person they are? You have no idea. You know the Persona that they created through their marketing, through their videos, their movies, and their audio clips?

You have to create a Persona of yourself that people feel like they know who you are when they have never met you. And that’s what you do with social media. It’s not by randomly sending a message, because you’re creating a Persona there. It’s just not a very good one, but by using videos and reels. So the brain is a tricky thing. The brain really works well in repetition. So the more time they see your face and hear your voice, the more they trust you, even if they’ve never met you. This is going to close down, shorten the amount of times you have to meet with somebody before you do business with them. Give you an idea. My Facebook, on average, brings me a million dollars of investment business a month without me having to call anyone. And here’s what it is.

I close that business within two meetings, because by the time they contact me, they know they want me. They already know who I am. They know my kids. They know Rusty’s my husband. Rusty will go out in public, and they’ll be like, oh, hey, Rusty. And he’s like, who the heck is this person? Oh, you must be on my wife’s Facebook page. We are in a small town, but still, that’s the kind of aura you can create if you use social media right now. It doesn’t happen in three months. It doesn’t happen in six months. I’ve been working very hard at this marketing since December of 2019, right prior to Covid. Okay, but you can do it.

So there’s a couple of other key things, and I know I’ve got just a minute left, but one is, your photos have to be of you, and they have to be current. No 1994 glamour shots.

Okay?

And here’s why. It’s not even just that, okay? You look silly. People trust you less if you don’t look like what they expect. There is a huge trust deficit if you don’t have a picture of you. So if you have your cat or you have your kid or whatever is your profile pic, they will automatically think you’re hiding something. You must be less trustworthy.

Okay.

It has to be a current photo. Now, of course, we all want to have great photos, but you can have other ones, too. Like, that’s me just staring at a cell phone. I use this for marketing. Why? It’s a real picture of me. We don’t always look the best in real life. Okay, so have pictures of you that look like you. So, again, that brain work that’s going on subconsciously in their head can trigger, I know this person. This person is legit. I like them. That’s what you’ve got to do with social media. So everyone go out, do their best on social media. But here’s one thing I always tell everybody in my hierarchy. Month end is what, Tuesday, Monday? Sorry, whichever day it is, we’re securities world. We don’t care as much.

Do not be that person that says, I just need one more recruit for my promotion. I need one more life sale. You’re putting yourself at a position of weakness in everybody’s eyes on social media, and you do not. You need to be in a position of power, which means you’re not wanting to beg people.

Okay?

So I hope that helps somebody out. If you have any questions, hit me up later.