We all make mistakes. Don’t let these common marketing statements be one of them.
Human beings make mistakes. All you have to do is turn on the news today to know that. From Israel going commando (or, conversely, activists picking the wrong person to play chicken with) to a first base umpire reminding us we all can’t be perfect, mistakes, blunders and bad calls are a part of life and, subsequently, business. But that doesn’t mean you have to lay back and accept them. Here are some common marketing mistakes to keep an eye out for as you go about your business (and see if any of them sound familiar).
“My website is the most important part of my business.”
Well that’s just not true. You can sell insurance without a website, but your website can’t sell insurance without you. You are the most important part of your business. Having a website is very important, don’t get me wrong, but some agents tend to think their site will drive traffic to them all on its own. “Set it and forget it” Syndrome, the Fallacy of “If you build it, they will come”—whatever you want to call it, it’s dangerous to think this way. You’re one of hundreds of thousands of agents so you’re probably not going to be very high up on Google search results, and your site isn’t going to convince anyone to buy a policy (that’s your job). Your site’s job is to reinforce your credibility and serve as a functional point of contact for clients and prospects alike.
“I prefer to shoot from the hip when it comes to marketing.”
If Hollywood has taught me anything, it’s that shooting from the hip usually only happens at desperate moments, uses a lot of ammo and results in a big bloody mess. In terms of marketing, it can leave you directionless, cost a lot of money and result in inefficient time management. Developing a marketing plan will allow you to set goals and objectives to give you (and your messages) focus, help you establish and follow a budget, and improve the overall efficiency of your business.
“I don’t understand why my clients don’t understand.”
You’re an expert on insurance and, consequently, insurance jargon and mumbo-jumbo. You’re client most likely is not. Make sure you’re speaking to your client in language they can understand. If you’re talking to a 20-something year old who’s just coming off of a policy his parents have taken care of for his entire life, you need to spell everything out for him loud and clear. People can get confused by acronyms and technical terms, which can lead to them signing off on something that weren’t clear about causing problems for both of you down the road, so it’s also in your best interest to be as clear as possible.
Those are just a few examples of mistakes made all too often in the world of insurance marketing, but I’d like to hear from you on this one. Have you ever caught yourself in the midst of making a costly blunder? If you have made mistakes, how did you straighten them out?