A wise man once told me: “If you try to be everything to everybody, you probably won’t be anything to anybody.”
Attempting to develop deep expertise in many areas is a very challenging and often futile objective. How likely is it that the best pitcher is also the best hitter, or that the best quarterback is also the best linebacker? This logic also applies to insurance sales – particularly when creating a marketing campaign.
For example, I previously worked with agents who specialized in unique niche markets such as car washes or fire departments. In each case, the agent knew nearly everything about the risk – not just from an insurance perspective, but from a business perspective. If you can discuss car wash equipment or ladder trucks intelligently prior to taking applications, you present a distinct and highly marketable advantage.
A message of value was created as a result of a clearly defined target prospect profile. In these examples, the profile was defined by industry – but size, location or product could also be key characteristics of an ideal prospect. This tip is a crucial first step to the development of an effective insurance agency marketing campaign.
Originally Posted on June 10, 2013 by John Scranton