Sometimes the best way to explain marketing is with a good story.
In this episode, I chatted with Ryan Ross, head of marketing at BrokersBloc and author of the novel Benefits with Friends. The book follows a very unlikely hero, Al Dente, a pasta manufacturer who suddenly inherits his father’s benefits brokerage. As Al tries to figure out how to grow the business, he learns some very real marketing lessons along the way.
Ryan wrapped those lessons in humor, food puns, and a cast of memorable characters, but the marketing advice is solid and surprisingly practical.
Here are a few ideas that really stuck with me.
• Pick a niche before you pick a tactic
Al starts with nearly a hundred clients but no clear direction. His mentor pushes him to choose a specific audience instead of trying to serve everyone. Because of his background, he understands manufacturing. Once he focuses there, everything else becomes easier. The message is clearer, the prospects make sense, and the marketing finally has direction.
• Borrow credibility while you build it
Al is still learning the benefits business, so he builds authority by creating content and connecting with Experts. Speaking at industry events, hosting conversations, and sharing what he learns helps him build visibility faster than waiting until he feels like an expert. Teaching and learning at the same time can be a powerful combination.
• Turn Education into a marketing tool
One of the smartest strategies Ryan shared was creating continuing education content for licensed professionals. If your audience needs CE credits to keep their license, offering approved educational sessions can dramatically increase participation. Even better, those sessions position you as a trusted resource while you help your audience solve a real problem.
At the heart of Ryan’s story is a simple reminder. Marketing works best when you know who you want to help, show up where they gather, and share something useful.
Turns out the recipe for good marketing is not that different from good pasta. Start with the right ingredients and keep it simple.
About Ryan
Ryan Ross has is head of marketing at BrokersBloc, a GA for independent benefits brokers. He is the author of Benefits with Friends, a fictional book about a benefits broker, Al Dente, as he navigates reviving his father’s benefits brokerage. Ryan spent 10 years in marketing and sales at Dow Jones, the Financial Times, and BrightTALK. He has completed 3 Ironman triathlons.
