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The preceding article examined five common agency marketing mistakes, together with remedies for these errors. This second in a two-part series by John Graham provides a list of five more mistakes and the reality checks that can overcome them.
Mistake #6. Failure to base decisions on fact. Marketing isn't about what you want to sell; it's about what someone wants to buy.
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We've all heard that the essence of marketing is to find a need and fill it. Well, unless you have deep pockets or know exactly what the world needs, your marketing efforts will yield a better response if you follow this formula instead: Find a want and fill it.
Most of us have enough food, shelter, clothing, and transportation-we don't need much more. But we want more. We need food, but we want fast foods, diet foods, or gourmet foods. Most of us don't need a 2 1/2-bath home or expensive designer clothes, but we want them. We may need a car, but we want a Lexus or a BMW.
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Although the reasons to plan are as endless as the individual needs of each agency, there are a number of common factors. Jack Fries reviews the importance of planning to your agency's success.
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THE ART OF DISCLOSURE by Jack Burke Disclosure in the insurance industry is a reality. Everybodys going to have to do it. Jack Burke recommends that you take a deep breath and start di...
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THE ART OF LISTENING by Jack Burke Picture yourself at your desk shuffling through some new paperwork you've just received from one of your companies. Propped to your ear is the telephon...
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THE BENEFITS OF CROSS-SELLING EMPLOYEE BENEFITS by Rob Ekern Adding Employee Benefits offers a great way to strengthen relationships with Commercial Lines accounts, while d...
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THE BENEFITS OF FORMING YOUR OWN PREMIUM FINANCE COMPANY by Chris Farfaras Creating an in-house finance company allows ag...
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The old marketplace selection process is futile. There simply aren’t enough carriers to go around, it’s not in the client’s best interests, and it doesn’t allow a firm to differentiate itself. To make matters worse, the average hit ratio is a whopping 15%! Rob Ekern recommends (and explains) the Brokerage Selection Process for developing and retaining revenue.
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THE CAJUN COYOTE: FROM PREY TO PREDATOR By Mike Manes With your competition evolving from day to day, so must your approach to marketing. WARNING: READ AT YOUR OWN RISK! Thi...
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THE CARDINAL RULE OF E-MAIL NEWSLETTER MARKETING: DON'T BE RUDE by Patricia Czech Focus on your e-message and its relevance to your readers when reaching out to them. The ...