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... released some marvelous advertising material recently, but the material constantly refers to the agent as he. In our particular agency, the chief executive officer is a woman, and virtually all the first-line agency people are women. So the material that refers to an agent as a man does not apply to our situation. The material needs to be rewritten to fit our agency. Also, you shouldn't run pictures furnished by companies or national associations that show everyone in a suit and tie if you don't happen to wear suits and ties. LOOK FOR CREATIVE IDEAS You always want to check other advertisements for ideas. One simple creative idea can catch more attention and do more for you than all the year-round advertising you could dream up. One of the greatest ad programs was done by a Denver man who sells beach towels nationwide.The company that makes the towels sent people to see him to find out what his secret was. He simply took high-quality beach towels and printed Beech Aircraft' on them, and then invited people to come see a Beech airplane and pick up a beach towel. No one sells more beach towels than he does, and he's a thousand miles from the nearest ocean. Sometimes ideas like this can hit. If you find something that may work, capitalize on it. Look for a concept. One of the highest forms of intelligence is to take an idea and add to it. RADIO ADS When you're working with a radio station or a newspaper, they immediately try to tell you that you should advertise regularly. They of offer discounts if you do. Negotiate with them. ...

... advertise uses that particular ink; instead, they substitute various other similar' colors. Not only did the firm lose consistency in their branding, but the metallic ink increased their letterhead costs considerably. Use a competitive analysis to gain a competitive advantage. Do your research. Find out who your competition is. Learn what they look like and how they market their products and services. Learn from their mistakes. Then create a unique and compelling look and image for your business based on who you are and what you do. Keep true to what makes you unique. Own your corporate look before someone takes it. Make it a priority to trademark or copyright what is yours, now. Take the necessary steps to make sure you're protected. Illustrator Katherine Walter, doing business since 1978 as Pearl Beach, used a small shell and pearl logo on her business cards, ads, and promotional postcards. In 1998, Mattel, Inc. used the name Pearl Beach Barbie for its pool and beach' Barbie. Walter brought a suit against the toy maker, yet despite the similarity of name and sandy print with large seashell' logo, a court ruled for Mattel because Walter hadn't trademarked her business name. Pepperidge Farm, which has made gold-colored fish-shaped cheese crackers since 1962, sued Nabisco over trademark dilution and won. Apple Computer wasted no time in filing a lawsuit when personal computer manufacturer EMachines introduced the eOne computer with an iMac-inspired design. Ringling Brothers Circus' trademarked slogan The Greatest Show on Earth' was protected and won a court decision when the Utah Division of Travel used the tag ...

... advertise uses that particular ink; instead, they substitute various other similar' colors. Not only did the firm lose consistency in their branding, but the metallic ink increased their letterhead costs considerably. Use a competitive analysis to gain a competitive advantage. Do your research. Find out who your competition is. Learn what they look like and how they market their products and services. Learn from their mistakes. Then create a unique and compelling look and image for your business based on who you are and what you do. Keep true to what makes you unique. Own your corporate look before someone takes it. Make it a priority to trademark or copyright what is yours, now. Take the necessary steps to make sure you're protected. Illustrator Katherine Walter, doing business since 1978 as Pearl Beach, used a small shell and pearl logo on her business cards, ads, and promotional postcards. In 1998, Mattel, Inc. used the name Pearl Beach Barbie for its pool and beach' Barbie. Walter brought a suit against the toy maker, yet despite the similarity of name and sandy print with large seashell' logo, a court ruled for Mattel because Walter hadn't trademarked her business name. Pepperidge Farm, which has made gold-colored fish-shaped cheese crackers since 1962, sued Nabisco over trademark dilution and won. Apple Computer wasted no time in filing a lawsuit when personal computer manufacturer EMachines introduced the eOne computer with an iMac-inspired design. Ringling Brothers Circus' trademarked slogan The Greatest Show on Earth' was protected and won a court decision when the Utah Division of Travel used the tag ...

... something to "get over with." It's the bread and butter of what makes a great agency; hiring great people. Let go of the losers so you can focus on the winners As we all know, some accounts just aren't worth the time and effort. Sometimes it's because it's a one-policy account or the premium is so low; in other cases, the client needs so much hand-holding that the account is a money-losing proposition. Send these accounts to the competition, so they can lose money over there. In the same way, you have to be adamant about keeping "the right people on the right seat of the bus," as Jim Collins says in his excellent book Good to Great. I remember that Les Breedlove, the owner of Slaton Risk Management (West Palm Beach, FL) had all of his employees read Good to Great, and then gave each employee a miniature yellow bus with the Slaton logo to place on his or her desk. There was no doubt about the importance of excellence at that agency. If somebody isn't performing at your agency, the first question to ask is, "Why not?" Did you hire a misfit to begin with? Did you allow the employee to turn into a dinosaur because you didn't insist that he or she get training? Does the employee have the skill set but not the team attitude you're looking for? Here's my question, whether it's for a client or an employee: If they quit, would you be relieved or upset? If the former, then why are they still there? Do ...

... x No Thanks Loading.. Unleash the Power of Radio Advertising 3/13/2018 by CompleteMarkets Editor , Henry Stimpson This content has not been rated yet. It's amazing to think that the first commercial radio station didn't go on the air until 1920- KDKA in Pittsburgh for trivia buffs. From that modest beginning, radio has grown to be a ubiquitous presence in our lives. It wakes you up in the morning and gives you the news. You get in the car, and you probably turn on the radio. It goes to the beach, the ballpark, and the office. It gives everything from "heavy metal" to talk shows to Bach. For all the talk about television and its power, many people spend far more time listening to radio than watching TV. Unlike TV, radio lets you do other things while tuning in. Radio sets are cheap, light, and portable. You can even listen while jogging. A study done several years ago by R.H. Bruskin Associates shows the huge reach of radio. The study revealed that radio reaches a whopping 65% of all Americans older than 12 years old between 6 a.m. and noon on an average weekday, compared to 36% for newspapers and 29% for television. From noon to 6 p.m., radio is less dominant and reaches 50% of the populace, still outstripping television by 6% . After 6 p.m., television dominates, reaching 74% . Radio is king during the day; television rules the evenings. That makes radio a natural for independent agents because radio ads ...

...tropical rain forests, are dying. Beaches are fouled by oil spills and wastes....

... The Economist/PwC report, in the overall scheme of things it's not very big. I regard it as sort of the exception that proves the rule. The Economist/PwC report and National Underwriter story missed the real part of the agency business that's in decline: The role played by many traditional carriers (headed by many of the very people, presumably, to whom the researchers sent the questionnaire) who've been in denial about what's really happening or who are unable to shift their entrenched cultures in response. This was a novel and provocative observation a few years ago, but it has now become obvious. People who don't know the insurance business very well look at the Property/Casualty marketplace and conclude that agents and brokers are in decline. It reminds me of a child watching a beach erode and concluding that there's no more sand, unaware that it's just moved elsewhere and formed a new beach. I don't mean to imply that insurance agencies and brokerages are rising in unison and marching in some victory parade. Many agencies are in retreat, and there are big changes afoot, along with some failures, heartbreak, and lots of consolidation. Firms that are focused on the customer, willing to learn continuously, and building capital to invest in people and systems can ignore our clucking friends. The sky is not falling. Login or Register (for FREE) to gain access to thousands of other great articles. Need more reasons to join? Need insurance for you, your business or your family? Get quality appointments - Save yourself a whole lot of time & money when ...

... from #21, This is disgusting and you're the one to fix it, ' because You're in trouble' is a direct accusation of existing involvement instead of a command for post-trouble involvement. You're in trouble' or You and I are in trouble' is loaded with dynamite, and that should be a caution as well as a challenge. The driver of a dynamite truck usually gets a bonus for safe delivery . . . and a funeral for steering into an accident. As you undoubtedly already concluded, this opening explodes with force when used for fund raising and politics. The first sentence should include the word your' or our. A fund-raising letter should begin: Right now, our oceans are in serious trouble. Coral reefs, the marine equivalent of tropical rain forests, are dying. Beaches are fouled by oil spills and wastes. Fisheries are in decline. Many species of sea mammals are in danger of extinction. Is this an example of opening #27? Partly. In my opinion the writer decided to soften the opening; in my opinion softening also softens personal impact; in my opinion, softening personal impact reduces response, and that's the way we keep score. You or I might have opened the letter this way: We're in trouble, you and I. Our oceans are dying. Yes, dying. Look at any beach. Chances are it's fouled by oil spills and wastes. Fish can't even breed. Sea mammals? Take a good look while you can, because a few years from now they might be added to the melancholy list of extinct species ...

... : Last name: Email: Are you sure you want to deactivate your CompleteMarkets Company Profile Deactivate Cancel Loading.. About Us Services Jobs PR Newsletters Employees Articles Blog Photos Group Connections Reviews Member Content Member Content - Content Package Categories Popular Recent All Back Unleash the Power of Radio Advertising 3/13/2018 12:00:00 AM by CompleteMarkets Editor , Henry Stimpson This content has not been rated yet. It's amazing to think that the first commercial radio station didn't go on the air until 1920- KDKA in Pittsburgh for trivia buffs. From that modest beginning, radio has grown to be a ubiquitous presence in our lives. It wakes you up in the morning and gives you the news. You get in the car, and you probably turn on the radio. It goes to the beach, the ballpark, and the office. It gives everything from "heavy metal" to talk shows to Bach. For all the talk about television and its power, many people spend far more time listening to radio than watching TV. Unlike TV, radio lets you do other things while tuning in. Radio sets are cheap, light, and portable. You can even listen while jogging. A study done several years ago by R.H. Bruskin Associates shows the huge reach of radio. The study revealed that radio reaches a whopping 65% of all Americans older than 12 years old between 6 a.m. and noon on an average weekday, compared to 36% for newspapers and 29% for television. From noon to 6 p.m., radio is less dominant and reaches 50% ...

... padded room, let's define "infomercial."An infomercial is an advertisement for a product or service that has been expanded with information, entertainment, or both to retain the attention of the audience. All Articles by CompleteMarkets Editor Comments (0 ) Unleash the Power of Radio Advertising This content has not been rated yet. CompleteMarkets Editor , Henry Stimpson 3/13/2018 12:00:00 AM It's amazing to think that the first commercial radio station didn't go on the air until 1920- KDKA in Pittsburgh for trivia buffs. From that modest beginning, radio has grown to be a ubiquitous presence in our lives. It wakes you up in the morning and gives you the news. You get in the car, and you probably turn on the radio. It goes to the beach, the ballpark, and the office. It gives everything from "heavy metal" to talk shows to Bach. All Articles by CompleteMarkets Editor Comments (0 ) x No Thanks Loading.. Loading.. x No Thanks Loading.. ...