TARGETING THE ETHNIC CONSUMER by Jack Burke In the marketing field, the debate continues as to which is better, a well-aimed shot with a 22-caliber rifle or a broad spray of buckshot fr...

Even though marketing is a well-established concept in business, committing...

THE 10 MOST COMMON INSURANCE AGENCY MARKETING MISTAKES: I by John Graham ...

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.

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.

THE ART OF CONVERSATION: LISTEN UP! by Ellen Lubin-Sherman I often receive phone calls from clients who want to improve their communication skills. Theyre worried that they might b...

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...

When it comes to marketing, the insurance industry can face a lot of challenges. The landscape of the insurance business has undergone several changes in the past couple of decades. These changes are mostly due to the rise in internet startups selling insurance.

THE CONCEPT OF SHARING IN MENTORING AND MARKETING by Jack Burke When writing an article for IMMS subscribers, I often feel like I'm preaching to the choir. ...

THE CREATIVITY FACTOR by Jack Burke Every so often, theres a breath of fresh air in a marketing or customer service technique. Every so often, someone somewhere does somethi...