I received an email from a sales rep yesterday asking for help on some copy she had written for an independent insurance agency. The ad focused on promises – no problem with that until I read what the agency promises. Here’s an excerpt from the ad:
“The X Agency in Any Town have built their agency on a promise for 20 years … a promise to inform, educate and keep policy holders up-to-date on the constant changes in the many fields of insurance … a promise to be there for you when you have questions on coverage, liability or claims.”
Hundreds if not thousands of businesses are making similar promises in their ads every day. Unfortunately if you’re going to talk the talk you’d better walk the walk. I’m not suggesting that most businesses don’t walk the walk. I am suggesting that most businesses aren’t talking about what they really do.
What are the chances that this agency can “keep policyholders up to date on the constant changes in the many fields of insurance?” They can’t - they don’t and even if they did are consumers really all that interested in the world of insurance? So much for walking the walk.
So what can they promise? Promise to review every policy every year for coverage and price? Promise to keep in contact with their customers a set number of times? Promise to give a heads up if there’s a problem? (Imagine my surprise upon receiving a cancellation notice from my car insurer due to several indiscretions by the youngest driver in my family. It took two weeks for my ex-agency to call and say they’d look into alternate coverage. But I digress.)
After 20 years this agency probably has a huge customer base – they may not be able to promise regular contact with everyone but they must be doing something right. If they couldn’t answer questions about coverage liability and claims they probably wouldn’t be in business. Will they be there at 2:30 AM when my car is totaled by a DUI hit and run driver?
If your business doesn’t sell a proprietary product you need to examine your business for the things you do day in and day out for your customers. What are you able to deliver no matter what the circumstances? You’re walking the walk – now talk the talk and I promise your ads will be more effective. If you could use some outside advice drop us a line.