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... to schedule a visit with us. They'd been on the verge of signing one of our competitors for this area; but after listening to our story, they wanted to talk to us first. Companies apparently love to hear about the many resources we provide the clients and how much the clients love us. Whether you hire a public relations firm, invest in specialty marketing programs, or simply make a concerted and intensified effort to better market yourself and your agency, the name of the game is recognition in your markets. Maybe this is a good time to sit down and objectively evaluate how well known you really are. Jack Burke is the president of Sound Marketing, Inc. You can reach him at (800) 451-8273, e-mail [email protected] , or visit www.soundmarketing.com . Login or ... you are. Jack Burke offers advice for putting your name in front of those who matter in this document. Recently my good friend David Brady, a television/movie producer from , called to tell me that a publishing house absolutely loved a manuscript of a book that he'd recently finished. Unfortunately they weren't willing to sign a deal because he has no public name recognition, which creates problems in promoting the book. I could go down the list of movies and television shows he's produced, the many awards he has won, but the fact is that he's unknown outside of his industry. As a result, David hired a publicity firm to begin marketing his name. We tend to have tunnel vision about our own identities. We get accolades and bonuses from the companies we represent. We ...

...e tasting. Idea #12: Sponsor a concert. It’s no secret that music is a pow...t can be motivated by music. Because concerts bring people together in a way ...

...keting programs, or simply make a concerted and intensified effort to better m...

... themselves, then keep notes for the future. Treat others as you'd like to be treated. Offer to reciprocate the word-of-mouth advertising favor. Get involved in local community organizations. But civic clubs are beneficial only when you are active in the group's endeavors. Plan to commit time to group efforts. CONCLUSION Leverage selling means networking: Getting other people to help your agency achieve its goals. Make a concerted effort to friends and acquaintances to promote the agency. Try it — you'll like it! This article is adapted from a videotaped training program from Summit Learning Systems, Nashville, TN. 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 ... another list of 50 people you want to know who might help if they only knew what you wanted. Compile one more list of 10 people you respect who will help if asked. Devise and maintain a system for staying in touch with these people. Let others know how they can assist. At least three days each week, schedule mealtime meetings with people who can or might be willing to promote your agency to others. Take a sincere interest in others. Listen for the little clues people reveal about themselves, then keep notes for the future. Treat others as you'd like to be treated. Offer to reciprocate the word-of-mouth advertising favor. Get involved in local community organizations. But civic clubs are beneficial only when you are active in the group's endeavors. Plan to commit time to group ...

... agency achieve its goals. Make a concerted effort to friends and acquaintance...

... the list, and (if you're a big company) at the top. Ranking creates the anxiety that motivates action and funds budgets. Who wins? The ranking services conduct studies and make recommendations. Then consulting groups receive contracts to bring the sites up to high-rank specs. Or carrier Web site departments find themselves with substantially higher budgets. And CEOs can tell their boards about their high rankings or concerted efforts to achieve them. Everyone wins - well, not everyone. The stockholders lose because the corporation is betting resources on the wrong horse. Agents lose because their carrier partners are working to weaken agents' local brands. Consumers lose because carrier-centered Web strategies will make their lives more complicated, not more convenient. It's all too easy to get caught up in this system. When reality intrudes ... ' key distribution arm. Why do site-ranking groups use faulty criteria? Why do carriers embrace these useless rankings? THE PROBLEM: COMPANY-CENTERED SITES It's possible that ranking services don't understand the realities of the insurance business - the psychology of insurance buying, the necessary flexibility of the market, the complex role of the independent agent, and so on. They don't realize that carriers' best strategy isn't to promote themselves and their connection with the insured, but to help agents strengthen their relationship with the customer. Of course, if carrier Web sites truly weren't that important, how would ranking sites develop their brands? By ranking agency sites? Who would care? Ranking creates a need to be high on the list, and (if you're a big company) at the top. Ranking creates the ...

...e attention to an ad about a free concert than one selling insurance. Firema...

... has gone on to produce two major concerts each year to generate additional re...

...ards about their high rankings or concerted efforts to achieve them. Everyone...

... all of the trimmings. The agency found that these tastings are one of the most popular ways to make sure that the contractors feel special. What's more, a sizable percentage of these contractors decide to trust their protection needs to this creative group of insurance professionals. Don't limit yourself to Contractors: Almost any client or prospect will enjoy a wine and cheese tasting. Idea #12: Sponsor a concert. It's no secret that music is a powerful force in the lives of teens. But teens aren't the only group that can be motivated by music. Because concerts bring people together in a way that stirs both the imagination and emotions, associating your agency with these emotions can help create a powerful bond with potential clients and existing friends. Check to see if you have a community theater in ... have to do is contact the winner with your congratulations. Make sure you get the full benefit from your association with this successful business owner by featuring the award and announcement on your Web site and sending a press release to local newspapers. Idea # 10: Write press releases for the entire community. Press releases are a highly effective marketing tool that costs absolutely nothing. You can use them to promote an endless number of benefits for doing business with your agency. Potential topics for a press release include new carrier appointments, new staff, staff certifications, and an upgrade to your agency Web site. Press releases can also help you establish and grow a relationship with your local newspaper, opening the door to even more marketing opportunities. Idea # 11: Host a wine and cheese tasting event ...