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...nclude the following: Service clubs, such as Rotary, Optimists, Lions, Zo...groups, such as crafters guilds, card clubs, and sports teams Religious g...

... understand in a language that they don't know .. We're comfortable with what we sell, but buyers aren't comfortable with what they buy. The world is changing, but for the most part our industry hasn't. Today, the client's decision-makers often wear a skirt or are of a different color, generation, or ethnicity; and they might not be enamored with our tales of drinking beer and chasing women. We're in a conflict of interest with them: It's best for us if they buy a policy first, and best for them this purchase is the last step in their process. Although our system focuses on t transfer of physical perils, the marketplace today needs more: management of a broad range of risks (strategic, operational, geopolitical, fiscal, people, competitive marketplace, environmental ... you more, but Mr. Levitt does it far better than me. I urge you to read his article. Here's reality: Most firms in the manufacturing and distribution end of the insurance business have done and continue to do well – very well. We aren't motivated to change. For us, the good old days mean two old white guys (OWG) drinking at the City Club and doing a deal. Our system is producer defined and producer driven. We sell products that include our compensation packaged inside. These products "cover" the risk of loss from physical peril – the stuff we know and understand. Unfortunately, the product is a promise to pay in the future for losses that most buyers can't understand in a language that they don't know .. ...

... understand in a language that they don't know .. We're comfortable with what we sell, but buyers aren't comfortable with what they buy. The world is changing, but for the most part our industry hasn't. Today, the client's decision-makers often wear a skirt or are of a different color, generation, or ethnicity; and they might not be enamored with our tales of drinking beer and chasing women. We're in a conflict of interest with them: It's best for us if they buy a policy first, and best for them this purchase is the last step in their process. Although our system focuses on t transfer of physical perils, the marketplace today needs more: management of a broad range of risks (strategic, operational, geopolitical, fiscal, people, competitive marketplace, environmental ... you more, but Mr. Levitt does it far better than me. I urge you to read his article. Here's reality: Most firms in the manufacturing and distribution end of the insurance business have done and continue to do well – very well. We aren't motivated to change. For us, the good old days mean two old white guys (OWG) drinking at the City Club and doing a deal. Our system is producer defined and producer driven. We sell products that include our compensation packaged inside. These products "cover" the risk of loss from physical peril – the stuff we know and understand. Unfortunately, the product is a promise to pay in the future for losses that most buyers can't understand in a language that they don't know .. ...

... it! Where's the Banker? Get up here. Don't keep me waiting like I'm in the teller's line! ' Banker: Your honor, I'm Anne L. Retentive, a lobbyist and attorney representing the banking industry. I'm .. Judge Judy: Wait a minute, do my eyes deceive me? Did the ultimate Boy's Club send a lady to represent themselves? I bet there are more women in this courtroom today than there are on the boards of all the banks in America. Another observation: I don't see any old white guys in this room. I guess that's because they're all at bank board meetings. Let me guess-your notes start with your expressing concern about the burden of regulation. Save your breath. The only important regulation you bankers need to comply with is simply the ... and happy. But it's over-you're not in control anymore. Get over it! Where's the Banker? Get up here. Don't keep me waiting like I'm in the teller's line! ' Banker: Your honor, I'm Anne L. Retentive, a lobbyist and attorney representing the banking industry. I'm .. Judge Judy: Wait a minute, do my eyes deceive me? Did the ultimate Boy's Club send a lady to represent themselves? I bet there are more women in this courtroom today than there are on the boards of all the banks in America. Another observation: I don't see any old white guys in this room. I guess that's because they're all at bank board meetings. Let me guess-your notes start with your expressing concern about the burden of regulation. Save your breath. ...

... don't want to appear too cheap either. You don't want to use a mimeograph when everything today is photocopied or computer-printed. You need to fit whatever your market is. One of the national associations 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. ... independent agencies have little or no information available on their community. On the other hand, direct writers have this information down to the zip code. They know the number of homes in a community, the average income level, the number of cars per household, and so on. There are ways of finding out such information, so that you know to whom you are marketing your product. Clubs and franchises have economic data on the community they are serving. If you have a close friend in a service club or a community business that's a franchise (McDonald's, Montgomery Ward), have him or her get some of the data these organizations have on your area. This information might give you some insight into how another company views your community, as well as help you aim your ...