Genuine vs. the Algorithm

Marketing should supplement and promote genuine value not disguise the lack of.

Right now it seems that way, but somewhere in my reading and listening, I again heard what I already have known for a while now; You do not need to adapt to AI, and similar data ideas, but the agents/brokers/companies that do will survive and thrive and those that don’t, won’t.

So combine that with the following things stuck in my head from various reading and listening;

  • Sending out a birthday card is awesome and there are services that do this
  • Who is killing it on YouTube?

Awesome marketing opportunity

But it is in disguise.  See, everything can be classified as marketing or in it’s subcategory branding.  This post, even this post from November 2011 updated in 2015  

I could use words to rewrite the same things today and it would be valid, and also useless.  So, let us use words differently and simply make a different point based on the same thing.

  • Your rate increases allow us to build our brand stronger while weakening yours
  • Your rate increases prove that you have no faith in your actuaries and your distribution methods.  Could even say a lack of faith in your capital investment strategy

Paragraph rants, what if

Attempted to use some voice to text stuff and it produced some really odd paragraphs.  Reinterpreting them a bit below;

  1. Is your marketing plan simply to produce enough content aka noise, so that one or more algorithms will help people “find” you?  I am not sure that, as a strategy, this is much more than hedging your fear of not knowing where the next deal is coming from.  Hope is not a strategy, nor is relying on things you do not have control of, like algorithms.

Marketing pieces are valid….just not yours

This was the basis for two postcards I had done in 2012.  I liked them, still do. I like most things that hold up over time and the things on here do.

Then the next blurb I wrote was called “What does your agent have” this is a post I can probably write weekly if not every other week.  The same format of a solicitation keeps coming.

In my opinion, and there is a bit of data to support this, mailing campaigns still work.  Period.  We have done several this year and they have all produced several results.  Why?

Buying should be easy

Period. Full Stop.  “buying is the new black” or whatever clever line you can insert.  The original post is here  http://theinsurancebill.com/?p=197

You can insert your own example of my microwave/hood combo.  This week it was a charitable thing that has yet to put an easy PayPal link on their website.  I’m not against paying you, but I need a way to do it and YOU NEED TO ASK.

It has been six years and I have yet to hear anyone say ” Please sell me insurance…” yet unfortunately many are still trying to do it, still.  Sad, but on the other hand, those of us that are helping people buy are likely as busy as us.

What if they made a baby

So I was in a moment of frustration and tweeted this out;

if & should produce an offspring So I can have company of my dreams

And I meant it.  Let me elaborate.  I read Tony Hsieh’s Delivering Happiness and really, really, enjoyed it.  I also realized that many of the things they were doing, I already was successfully using as well.  People really liked being treated good.  They liked the lack of pressure.  They liked the random but thoughtful gifts.  Honestly, I have never even ordered from them and my wife has only used them a couple of times.  But the fact is we really like them and if they had the products we needed we would buy from them.

Timing is important

Sat in on a webinar a week or so ago.  The title of it intrigued me since I could not figure out why it was setting such a low expectation for a certain metric.  Then I gave them an hour of my life and they basically explained why.

Some people don’t think big enough  

Kind of reinforced me to not pay much attention to consultants who are paid for time not necessarily results.  Anyhow, Lots of goofy ideas where talked about but two stood out;

  1. The times you should be cross selling a current customer/client

Rethinking claims and the causes

***Working thought, from an idea via a longtime friend***

So the scenario is quite common, friend calls and says they want to have some tree work done on their property.  Pretty common.  You can also insert, new roof, new furnace, upgrade to electric panel, drainage dug, fire alarm installed, etc.  Think of it as any proactive, likely preventive measure that can reduce the likelihood and at worse the severity of a claim.

“Bill, is there an extra discount for cutting down the trees?  Will they(the insurance company) pay for it?  ”    No and No.

Dear State Farm,

One thing that seems to continually bother me is when the wealthiest people and companies choose not to really do the world some good.  When they choose profits over people.  When they are genuinely in a position to change an industry for the better which will increase their profits and genuinely help the American public and they choose not to.  Baffled by it.

Why write today?

  • Because every time I receive another letter from you I wonder why another tree branch had to die.
  • Because I wonder why a huge company allows their product to be so diluted by advertising.