Can We Agree, Insurance is Boring ?...I Need a New Concept...

22 replies
Trying to tie in something the average family can relate to with my marketing...target is auto insurance prospects...the average savings for the last 500 clients has come out to $413 each. Already considered using the total savings amount in the headline but I'm wondering if something like "Local Businessman Gives Up His Profit to Help to Feed Over 500 Families" too corny ? I'm thinking I can tie into the thought that the savings I'm providing can be used to pay their grocery bill for a month?

Or...I guess I'm asking what things people can relate this amount of cash to that is more "sticky" than $413 dollar bills. Any thoughts?
#agree #boring #concept #insurance
  • Profile picture of the author ewenmack
    Hey Dan,

    What media are you thinking of using to get this message out...because that will determine how many words you can put in...Right?

    You are on the right track with it being boring and need a new concept.

    True and funny story from the pages of the Gary Halbert Letter of a TV
    cable installation guy using the concept of "This Will Get You Laid Fast And More Often" to single guys to install big screen TV's

    All the best,
    Ewen
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  • Profile picture of the author Rezbi
    Is that saving unique to you, or do they get that from anywhere?
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    • Profile picture of the author Dan Williams
      I'm thinking print ads, advertorials, and maybe even using it as a USP


      Savings "are" unique to my office, we have access to a new program not available to other area agents within 30 miles
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      • Profile picture of the author Rezbi
        Originally Posted by Dan Williams View Post

        I'm thinking print ads, advertorials, and maybe even using it as a USP


        Savings "are" unique to my office, we have access to a new program not available to other area agents within 30 miles
        Why can they make those types of savings with you, but not with others?

        Is there a story there?
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        • Profile picture of the author ewenmack
          Dan,

          Question; have you and the girls ever NOT found savings in auto insurance for your customers without losing any benefits?

          All the best,
          Ewen
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  • Profile picture of the author RickDuris
    Hi Dan,

    A couple of things come to mind. I'm not saying I have the answer quite yet. Here goes:

    1. Insurance is mandatory. In other words, it's competitive. Whatever you come with, you have to make it compelling enough for people to switch.

    2. If you say "I've saved my previous 517 Clients $413.00 a year on average. No guarantees, but I'd like the opportunity to do the same for you. Stop in today."

    You'll notice I have personalized this to you. It's intentional. People want to deal with "the guy." Sure, you can delegate 97% of the work, but you want to make yourself a celebrity in your market when it comes to insurance and getting the absolute best deal for the maximum value and protection.

    That's the strategy.

    You may be uncomfortable with that, I don't know. But it's something to ponder watching a sunset or two as you sip your margaritas.

    Given your previous posts, I think you're more than ready.

    - Rick Duris
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    • Profile picture of the author The Copy Nazi
      Banned
      Originally Posted by RickDuris View Post

      Hi Dan,

      A couple of things come to mind. I'm not saying I have the answer quite yet. Here goes:

      1. Insurance is mandatory. In other words, it's competitive. Whatever you come with, you have to make it compelling enough for people to switch.

      2. If you say "I've saved my previous 517 Clients $413.00 a year on average. No guarantees, but I'd like the opportunity to do the same for you. Stop in today."

      You'll notice I have personalized this to you. It's intentional. People want deal with "the guy." Sure, you can delegate 97% of the work, but you want to make yourself a celebrity in your market when it comes to insurance and getting the absolute best deal for the maximum value and protection.

      That's the strategy.

      You may be uncomfortable with that, I don't know. But it's something to ponder watching a sunset or two as you sip your margaritas.

      Given your previous posts, I think you're more than ready.

      - Rick Duris
      Exactly what I've been telling him - "we make you the hero".
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  • Profile picture of the author BrianMcLeod
    "What Would You Do With $413?"

    [LIST OF THINGS YOU CAN DO/BUY/HAVE]

    Computers, Gadgets, Weekend Getaways, Remodeling Project, etc.

    Insert Story about how you saved 500 _____ residents an average of $413 on their auto insurance. How you want to do the same for them, and how fast and easy you've made the process of getting a quote from you.

    To some, buying insurance feels like paying for air... but it's mandatory. You've got to have it, it's the law.

    Still, that doesn't mean you need to pay MORE for insurance than absolutely necessary. Especially in this economy, every dollar saved is a dollar earned.

    So, what will you use YOUR $413 for?
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    • Profile picture of the author Marc Rodill
      Yeah this is pretty much gold.

      Test this:

      Originally Posted by BrianMcLeod View Post

      "What Would You Do With $413?"

      [LIST OF THINGS YOU CAN DO/BUY/HAVE]

      Computers, Gadgets, Weekend Getaways, Remodeling Project, etc.

      Insert Story about how you saved 500 _____ residents an average of $413 on their auto insurance. How you want to do the same for them, and how fast and easy you've made the process of getting a quote from you.

      To some, buying insurance feels like paying for air... but it's mandatory. You've got to have it, it's the law.

      Still, that doesn't mean you need to pay MORE for insurance than absolutely necessary. Especially in this economy, every dollar saved is a dollar earned.

      So, what will you use YOUR $413 for?
      P.S. Red Herring? Lol... first of all, there's nothing wrong with that the red-herring strat. Secondly, it's not being used here. Thirdly, nothing you do as an insurance guy is really going to be successful because the fact of the matter is the economy is down because we have a black president, and now everyone is a commodity. You think that's a coincidence...?*

      Marc

      *disclaimer: this statement does not necessarily represent the views of it's author, example used for demonstration purposes only, for more information see definition of red herring fallacy and learn something new today
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  • Profile picture of the author John_S
    I suggest the "new" concept would be market segmentation. Everything else is force fitting into the old concept of there being a general family.

    General family is a code word for everything for anybody.
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  • Profile picture of the author Snlde
    Originally Posted by Dan Williams View Post

    Trying to tie in something the average family can relate to with my marketing...target is auto insurance prospects...the average savings for the last 500 clients has come out to $413 each. Already considered using the total savings amount in the headline but I'm wondering if something like "Local Businessman Gives Up His Profit to Help to Feed Over 500 Families" too corny ? I'm thinking I can tie into the thought that the savings I'm providing can be used to pay their grocery bill for a month?

    Or...I guess I'm asking what things people can relate this amount of cash to that is more "sticky" than $413 dollar bills. Any thoughts?
    I think maybe using keywords that they are looking for might work. In this case that word is perhaps..."Affordable"?

    "Make Insurance an affordable necessity. My last 500 clients have saved $413 EACH."

    Then move on from there. Just a suggestion.
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    • Profile picture of the author ewenmack
      Hey Dan,

      I'm ready to fire when you come back to me with your answer...which I think you have.

      See my last question.

      Basic script...the reasons behind it...delivery method...it's awaiting!

      All the best,
      Ewen
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      • Profile picture of the author Dan Williams
        Sorry Ewen, travelling with a 10 and 12 year old took its toll

        There are times when we work hard to find better coverage and savings and we cannot....it is our practice to inform the prospect that we feel they are getting a very fair deal in these cases
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        • Profile picture of the author ewenmack
          Originally Posted by Dan Williams View Post

          Sorry Ewen, travelling with a 10 and 12 year old took its toll

          There are times when we work hard to find better coverage and savings and we cannot....it is our practice to inform the prospect that we feel they are getting a very fair deal in these cases
          Yes family comes first.

          I'm still refining the best strategy for you with a little help from you.

          Can you give a guestimate of the percentage of people who cannot be given a better deal by you?

          I'm talking car insurance here.

          Bye the way, do you have a checklist, for your girls, to run the customer through to see if you can get them a better deal on their other insurances?

          A paint store does this as a reminder, so that customers don't forget something.

          Sales did go up with this simple exercise.

          Speak soon Dan,
          Ewen
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          • Profile picture of the author Dan Williams
            I have exact numbers...63% are saving $200 or more with us 27% are not experiencing enough savings or added benefit to justify changing.

            Yes, my girls have a checklist for every prospect...takes approx 6 minutes to qualify them. Prospects then receive a package with quotes from the top 3 or 4 companies. We are brokers rather than plain agents...difference...our allegiance/responsibility is solely to the client rather than to the company like an agent.
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  • Profile picture of the author Mike129
    Maybe you can pay the taxes of your employee in able also to have tax return investment. That way they have their salary paid in full. And in a year around you can also benefit. Employer and employee can gain beneficial in this kind of strategy to gain a savings at the end.
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  • Profile picture of the author DavidO
    I think you're complicating this. $413 is an attractive hunk of cash and this is your benefit.

    Trying to tie it into what the customer can do with it (groceries, holiday, pay taxes, etc.) is a red herring and a DE-personalizing tactic because everyone's going to have different needs and desires. What appeals to one person may be ho-hum to another.

    I would just state the obvious:

    "I Save My Clients An Average Of $413 On Their Car Insurance. Stop In And Find Out How Much I Can Save YOU"

    It only seems boring to you. I see $413 as anything but.
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    • Profile picture of the author BrianMcLeod
      Originally Posted by DavidO View Post

      Trying to tie it into what the customer can do with it (groceries, holiday, pay taxes, etc.) is a red herring and a DE-personalizing tactic because everyone's going to have different needs and desires. What appeals to one person may be ho-hum to another.
      Establishing a real-world dollar value for the savings is a red herring?

      Gawd, I love this place sometimes.

      Brian
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      • Profile picture of the author DavidO
        Damn right it's a red herring! The first idea put forward was groceries. I could care less about buying groceries so that headline is not going to hook me or people like me.

        Computers? Gadgets?... just lost a lot of the female population.

        Whatever you tie the money to there are going to be more people who don't care than those who do.

        All I'm saying is that $413 has intrinsic value of its own... a value that 100% of prospects will share (and they'll use their imagination to connect the cash to their own desires! You don't have to spell it out for them).
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  • Profile picture of the author Mac Deyak
    I'd also recommend Brian's take on this... Find something that your market is bananas for and make the comparison to express the true value.
    e.g. an easy and simple example would be something along the lines of: "Stop wasting your money on insurance, instead take that family weekend getaway that you always wanted..."
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    • Profile picture of the author Ross Bowring
      Are people in your market more Eagles fans or Steeler fans? (There's a marketing to point to this, I promise!)

      --- Ross
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  • Profile picture of the author Dan Williams
    Well I wasn't trying to create the "red herring":rolleyes: I was looking for something most people could relate to thus the "groceries" most of my friends "eat" as do I...so I just thought....maybe other families eat and buy groceries also

    Either way "sticky" to me isn't $413 simply because every other insurance company is using the $$$ figure Maybe there is no real way to expand on the savings angle without alienating some of the target market? My gut tells me I'm not going to stop trying
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