Given the typical marketing efforts we see in the insurance industry, the list could be WAY longer than two items. However, let’s just focus on a single, common denominator we tend to see in insurance agency marketing that is getting you to this point.
Probably because most insurance agencies deliver the same basic client experience, they all seem to be communicating the same marketing message, which is to claim that they are the “Best insurance agency in the world”, or at least better than the current guy.
This idea of “Best in the world” makes me think of one of my favorite scenes from one of my favorite holiday movies, “Elf”. If you’re not familiar with it, Elf (Will Ferrell) enthusiastically congratulates a hole-in-the-wall diner on having the “World’s best cup of coffee”, which is what they claim at their entrance.
Elf’s excitement at sharing the “world’s best coffee” with his date is quickly dashed as she observes, “It tastes like a crappy cup of coffee”.
Just like a diner, there’s not much variance in the insurance agency business model. You know what you’re going to get. And I’m not sure the typical agency argument is much different than the claim of the diner. See if any of this sounds familiar.
We’re the BEST option for you because . . .
- We’ve been in business longer.
- We provide unparalleled service.
- We care more.
- We are a bigger deal in the community.
- We’ll provide a free quote.
- The carriers love us more.
- We have the most free crap to give away.
Which brings us to the two reasons this message is killing you.
Reason #1 – Insurance Business America recently cited a Harris poll saying that only 7% of 2,250 surveyed adults trust their health insurance company. And insurance brokers are probably only marginally more/less trusted than the carrier.
Reason #2 – Getting people to change for a better version of what they already have is difficult at best.
For these reasons, you have to separate yourself from your competition. You must offer a value proposition that doesn’t exist, or is at least very rare, elsewhere in your market. You must also offer a compelling marketing message that creates an appetite for that value proposition.
And, don’t think the answer is to overhaul your website, at least not as a first step. You must start by evaluating your client experience and ensuring it truly delivers value not seen elsewhere in the market. And then it’s time to work on your marketing message.
When an effective marketing message leads to a truly valuable client experience, great things will happen for you.
The boldest marketing message in the world will fail if all you are delivering is the same “crappy cup of coffee” as your competitors.
Photo by nomadsoul1