Maybe you’ve heard of the 5 Ps of marketing.
I was thinking about insurance marketing from the agent’s point of view. I decided that it should have its own quintet of power words. So I came up with the 5 Ts of insurance marketing.
You might have noticed three of the Ts in the slogan I put at the end of my blog posts.
Teach, build Trust and stay in Touch with your contacts frequently.
Teach – because agents need to teach clients and prospects about insurance. Think about it. If you interact with clients in your job, aren’t you as much an insurance educator as you are a customer service person or agent? Insurance is a complicated product. It’s often the culmination of a lot of legal, legislative and regulatory sausage making. Most people don’t understand it, so it’s your job to explain it to them.
Touch – because it takes multiple touches to stay top of mind with clients and prospects. You can do this with a variety of media: calendars, emails, newsletters, blogs, social media, sponsoring local and charitable events, broadcast media, networking, personal and phone contacts and more. Touching is also often a way to teach, by the way.
Trust – because if you teach and touch your clients and prospects regularly, you’ll gain their trust and loyalty, which is important if you want to build your business and have continuity in your client relationships.
If I could have squeezed the other two Ts in the slogan, I would have. But you can’t treat slogans like babies treat their mouths. By putting everything into them.
Traffic – because without traffic you won’t get new business. You need to drive traffic to your website, to your phone number, to your email address, to your business cards, to wherever you make contact with people you can convert to customers. Ken McCarthy in Systems Secrets says that online businesses need to be good either at traffic (monetizing eyeballs with ads) or conversions (selling products). Insurance agents need to do both.
Talent – because you need to keep learning and developing your talent or you won’t be good at any of the other Ts. You need to develop your talent as a salesperson, as a communicator and maybe even as a writer. And as you do all this, you’ll also increase your self-confidence and authority.
Ta dah. The five Ts of insurance marketing:
Agents who use client newsletters are working all five insurance marketing Ts. Have you started using a Smarts Insurance Newsletters yet? Check us out.
Teach, build Trust and keep in Touch with clients and prospects.