4 BROKERTALK
in association with
“
”
Talk
Speakers’ Corner: Lloyd Hanks
Making sense
of marketing
Marketing means many different things to important points like highlighting text and – it was all over the mainstream news - why not
brokers. But, whether it’s glossy brochures, boxing important information. They provided highlight where yours didn’t? Remind people
cross selling leafl ets or a website, there is me with a handy leafl et explaining the key why they purchased from you – spell out your
also a common view that marketing equals points I needed to consider and the different qualities. Do you have a leafl et extolling your
immeasurable expense. ways I could pay. There was a competition virtues and a three-step path to renewing?
encouraging me to renew early. However much I
But, there are plenty of different ways to dislike paying my road tax, the impression I was Finally, think about the words you are using.
execute it and in essence marketing is often left with was one of clarity and effi ciency. Less is always more when you communicate
about the impression conveyed. People are by the written word so make every one count.
adept at developing an opinion about you from The point I’m trying to make is they could have Making renewal notices work for you makes
how you present yourself, not necessarily from hand written it on a piece of cardboard: I would sense because no one likes receiving a bill.
how you are. I’d like to give an example linked still have had to pay it. If a state run monopoly
to private motor, but which the underlying can put in that sort of thought anyone can.
principles are the same for any class of business.
Insurance brokers are lucky to have a reason to
Renewal letters -
Recently, I received my motor renewal notice write to customers every year. Large retailers what works
from my broker. Apart from accommodating spend billions on loyalty programmes just to
compliance, it’s the same letter I’ve had for have the same opportunity. Brokers should
Winning renewal letters are:
14 years. He argues that it’s a bill and no one make the most of their renewal letters.
• Clear and concise
reads a bill: they just look at the price. It’s an Providing some thought is put into it.
• Remind customers of your values
argument I suppose, but not a very compelling
and qualities
one. Why do I stay with him? Because he gives Stuffi ng leafl ets into the envelope can be the
• Are logically laid out
a great service – second to none. But, it’s not marketing equivalent of throwing mud at a
• Have a clear call to action
the impression most people would get from his wall. Renewal letters can incorporate a wider
renewal notice. context. Car insurance is ultra competitive so
Lloyd Hanks is a director of We
play to your strengths. Remind customers that
Do The Words, which specialises
My road tax renewal came around the same well trained professionals answer your phones,
in providing marketing services to
time. There are some striking similarities. Both not complicated menu systems. Feed off wider
independent insurance brokers
are compulsory, both are unwelcome and both media stories to retain freshness.
have no days of grace: action is needed.
© we do the words
The AA recently declared that insurance
Their letter used simple techniques to display premiums would rise by 11 per cent minimum
Insurance Brokers’ Monthly February 2010
BrokerTalk 4-9 FEB.indd 1 1/2/10 13:35:24
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