Live by Price....Die by Price

Hi Dan,

Do you have any car dealers in your small town
that you can do a deal with?

You are getting the insurance buyer when they want it the most.

All the best,
Ewen

WHO would (or should) know the answers to these questions better than YOU?

Why do you need to determine the appeal NOW, after two years? Where do your old customers come from? How do they find you?

What is your best selling policy?

I don't know who your TARGET is, you do, right? With the kind of insurance you are selling, isn't it almost always (at this time) about PRICE?

What you dismiss as yada, yada are probably some of the best tools you can use to help people make a decision. As I recall from prior posts, it has been suggested you might create separate landing pages for the types of insurance.

I guess, what I'd like to know, is what have you done to test in the past two years and why you don't know your TARGET better than you have presented?

Do you know anyone who LOVES to buy insurance? And who pays more than they have too? These questions may provide clues to how you appeal to your target market.

gjabiz

Convenience...

Online.

Personal attention.

Red carpet service.

I've never met my car insurance agent in California. But his people are smart as a tack and every time I call or stop in, they make me feel like a king.

I like the personal attention. I like the red carpet, velvet rope treatment. (I realize this may not be your demographic Dan, but you should definitely consider yourself and company "trusted.")

"Trusted" may be an angle too, especially with the testimonials. Sounds kinda boring and maybe overused but it is true.

I also like that somebody is looking out for me and my best interests. Insurance is not my strong point.

"You're in good hands..." type of thing. But maybe with a 21st century twist.

I hate to say it, but in today's slang "We got your back..."

Just thinking off the wall...

- Rick Duris

Make yourself the "hero". I once did a radio campaign for a suburban Australian pub - part of a large hotel chain. There was nothing special about the place - just another pub - although it did have a restaurant attached. I sat down and drank beer with the Publican and asked him "What's unique about this place - what are you proud of?"

He thought for a bit and said "Well our takeaway beer is bloody cold".

I was nonplussed. "But don't all pubs sell cold beer?"

"Well there's cold and there's cold" the Publican replied.

"Our takeaway beer is really cold".

"And that's important is it?" I replied.

"It is if you're a Queensland* beer drinker" he said.

(*Queensland, Australia - where it gets bloody hot. 40° C days not uncommon)

"Our beer is put into a refrigerated container when it's first delivered. That pulls the temperature right down before we move it into the cellars. So its pretty cold by the time the guy pulls up in his car wanting a cold slab* to drink after a hard day's work." (*24 cans of beer)

I thought about this and decided "really cold takeaway beer" was the hook and the Publican was the hero of the campaign. He was already very well known around town. So I based the campaign on the clients name and called him "The Cold man". Like this -

"Smitty O'Brien is a cold man. His Anglers Arms at 24 Main Street sells the coldest takeaway beer in captivity. Smitty goes to a lot of trouble to make sure the beer is kept at XX degrees and properly cared for in the cellars by fully-qualified beer-keepers who monitor the temperature around the clock. So by the time you drive up tonguing for a slab of really cold Forex they're ready and waiting for you.

The Anglers Arms has the coldest beer in captivity - brought to you by The Cold Man, Smitty O'Brien."

The campaign went on to be legend and sold a lot of beer - and steak when we started pushing the restaurant with the same "cold" theme - except we turned it around and said the steaks were guaranteed to be served hot.

So yeah - make yourself the hero Dan.

I'm ready when you are. I accept PayPal and Western Union.

Something that this topic brings to mind for me is the shocking elasticity of price.

I've sold something briskly at $2499 that later would sell slowly at $1499.

The buying context is what really matters.