We need to market ourselves every day to get what we want. Our resumes, work samples, and interview answers are simple marketing techniques used to convince the person on the other side of the desk to hire us for a new job. Our demeanor is meant to market our attractive qualities to potential mates, as well as to befriend new allies, contacts, and sources.
All day long, every day, we market ourselves. We may not do it well, but we do it automatically.
So why is it so difficult to market consciously when forced to, when not doing so could result in the deafening silence of phones not ringing and sales not being made?
Many agents may simply not know where to begin. Or, they may move the wrong way, spending far too much money to plaster their name everywhere in front of everybody, regardless of whether they're the target audience or not. They may put themselves in the wrong places at the wrong time or use media that simply do not carry their particular message very well.
But there's no reason to have to figure this all out on your own. The Agent's Sales Journal's annual Producer's Guide to Marketing takes you step by step through the marketing workflow, from understanding the basics to building a better brand, determining and attracting your audience to finding the best media through which to broadcast your message.
It's essential to cover each of these steps -- without a brand, your message is useless no matter where you place it, and if you don't understand the basics of marketing, you won't do a very good job of marketing yourself to your target audience, regardless of how well defined that audience is.
The Guide starts on page 15 and opens with Susan Friedmann's article, "How Marketing Can Transform You from the Invisible Agent to the Expert of Choice." Also check out Dan O'Day's Web exclusive piece, "How Your Local Radio Station Can Position You as 'The Insurance Expert'," at www.AgentsSalesJournal.com/radio.
Special risks roundtable
All insurance products are subject to underwriting, whether it's medical or financial, touching health insurance, life settlements, disability, long term care insurance, and more. It can be tough for an agent to get a case through if it involves substandard health or a low insurable interest, however. It's in your best interest to obtain the speediest issue and most affordable rate for your client -- and, ideally, to get the case issued in the first place. Without knowing what to keep in mind, however, and what potential problems to head off from the beginning when submitting special risk cases, it's difficult to do this essential step correctly.
This year, we asked five experts from across the industry what agents need to keep in mind when submitting special risk cases to their wholesaler, marketing organization, or carriers.
Association profiles
There are scores of insurance industry organizations waiting for members -- but not all of them fit your business. Many are P&C groups, and others do not accept independent or captive agents. But joining at least one group of interest, and ideally up to three, can be an important way to stay abreast of industry developments; learn important marketing, prospecting, and selling techniques; and network with other professionals with whom you can share referrals and help build your business.
A simple Internet search will reveal dozens of such groups, but how do you know which you're qualified for and which you're interested in? We've gathered 24 of the biggest insurance industry organizations for life and health-licensed insurance agents, offering you their phone numbers and Web site addresses for more information. Call just one a day for the next month or so, request some informational material, and in no time you'll be a member of the groups that will determine the future of your business.
Sincerely,
Christina Pellett
Managing Editor
