Archives for advertising

For decades yellow pages ads were the leading source of new customers for most insurance agencies.

How many times in the past twelve months have you picked up a yellow pages to look up who to call? The same goes for your prospects. Searching on the internet has replaced yellow page usage for those prospects, so it’s critical that you are found when they do that search.

Being found in the yellow pages was relatively straightforward – you paid to be found. The more you paid, usually, the more likely you were to be found.

Being found on the internet works in much the same way

No, there’s not an “internet salesperson” who’ll let you pay them more to be found more easily, but the more you “pay” in terms of time and effort, the more easily prospects will find you when they search online.

The better the content on your website, the more content you have on your website, the more unique the content on your website, the more likely yours will be the listing near the top of the page when they search.

There’s obviously a lot to learn and do to maximize all of that, but there’s ONE really easy, straightforward step that you can take TODAY.

Complete your Google Places listing

Go to google.com and search for your city name plus the word insurance. What do you see? Here’s the result for “Wichita Falls insurance”.
Google results for "Wichita Falls Insurance"

The top 3 listings and the ones under the map on the right are companies that have paid Google to appear in those spots. Their ranking in the display is determined by how much they offer Google multiplied by how often people click when they see that ad, so you need both money and skill in ad writing to do well with those.

That map, though, and the agencies that show right under the paid ads – those are Google Places results, and you can have that for FREE and with only a little effort. That Google Places listing is the second most important ad for your agency (the first is your web site).

Simply go to Google Places and click on the link under “Get your business found on Google”.
Get your business found on Google
You’ll need a Google account, but that’s free and easy to create if you don’t already have one.

Getting listed in Google Places takes only a few minutes’ effort and will pay off for years. Please, if you have not already done so, complete/claim your listing – you’ll be glad you did.

Every business needs a “hook” . A great hook is something worth talking about. Better yet, it’s something worth driving out of your way to get.

Snuffer’s restaurant in Dallas has a hook. It’s their cheese fries. In my case it’s their cheese fries topped with bacon, chives and jalapenos.

For $8 or less they’ve come up with a dish that is truly noteworthy. It’s special. It’s unique. It made Snuffers our choice for lunch over the thirty other choices we had within 5 miles that day. It’s remarkable in the sense that it’s worth remarking about.

What’s your agency’s hook? What’s the one really unique thing you give/offer/do for your customers? What makes doing business with you special?

At iMGA our hook is that we go crazy making things easy for agents. To do a homeowners, vacant, rental or mobile home quote with us takes well under 2 minutes. We look up the protection class for you. When possible we look up the square footage, construction type and year of construction for you. We don’t ask a single question or require a single piece of paper we don’t have to. We keep our focus on easy in the application and underwriting processes also.

Our goal is to be so easy that it’s noteworthy. We’re obsessive about it because we know it’s our hook. We’re not the biggest or oldest market you have – those spots are taken. But we know we can be the easiest – and we’re determined to be – and as a result agents are telling their friends about us.

How about you? What’s the thing that makes your clients tell their friends about your agency? Please tell us about it in the comments so we can help you spread the word.

The news this week was full of coverage of the rescue of 33 Chilean miners who had been trapped 2,000 feet underground for 69 days.Photo of an unknown Chilean miner - NOT one of those rescued.

According to one article on the rescue,

Many agencies and companies around the world contributed expertise or products related to the rescue, from a high-calorie liquid diet, donated by NASA, to suppress motion sickness in the miners as they ascended; to iPods donated by Apple, which the miners were to receive when they emerged. Gifts for their families donated by unions, companies and individuals have ranged from food and clothing to sexy lingerie, wine, toys and children’s Halloween costumes.

The gift that has received the most attention, though, has been the Oakley Radar sunglasses that were donated to help the miners’ eyes during the period of readjustment to light levels on the surface.

Did Oakley make the donation (valued at $6300) out of the goodness of their heart or purely in a gambit to get media attention?

Bottom line – it doesn’t matter. Regardless of the reason Oakley made the donation, the miners got something that will help them at no cost to them. No laws were broken and no one had to be forced to make it happen.

Capitalism leads to better things for all – those in need and those looking to fill a need. It’s nice to see that this time it was noticed, but there are millions of times each year that similar things happen that don’t get reported on by the Associated Press.

That’s okay, but keep it in mind the next time you hear some talking head or politician promoting the need to take more from businesses by taxation or regulation. Good businesses already do a lot. Bad ones will ultimately go out of business. The market (you, me, our friends and neighbors making purchasing decisions every day) does sort these things out over time.

As insurance professionals it’s pretty clear what needs our businesses meet. Every time our customers have a claim, need to get a mortgage, or just want to sleep well knowing they’re protected in case something happens we’re there for them. Remember that – and be proud of it – the next time someone asks what you do or attacks businesses in general.

This display at the side of the road definitely caught my eye.

A photo of a wrecked plane with the saying, 'There's no such thing as a perfectly good airplane' at a skydiving business in Texas.

My initial reaction was, “Why in the world would a skydiving company show a picture of a wrecked plane? Why would they remind people of the danger that exists even before you jump out of the plane?”

Looking more closely at what they said, it becomes very obvious why they did it.

Clearly they’ve heard too many times the old saying, “Why would anyone be crazy enough to jump out of a perfectly good airplane?”

In fact, they probably realize that this joke was costing them a significant amount of business. More importantly this joke – like most good humor – included an element of truth and was revealing a more basic, more serious limiting factor to their business: fear.

To them this was not just a joke and it most certainly was not funny. It was a meaningful limiting factor on their business’ potential. So they attacked it head-on. They didn’t go halfway. They made a statement that is impossible to miss – one that’s worth remarking about.

What about you?
What is keeping your prospects from using your service?
What does “everyone” “know” in your market?
Are you willing to attack it head-on? If not, it may forever be a limiting factor.

If you are willing to tackle it, though, you may not only make it over the hurdle – you may become remarkable in the bargain.

It’s worth thinking about.

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