In nearly every field and line of work, professionals are bound to come across the occasional insistence that someone has stumbled upon the “secret” of the trade. Whether it’s in the form of hearsay, or it’s loud and large in a major book or seminar, the promise of discovering a secret to better, more effective, and more successful work can be especially tempting. When it comes to insurance, a field in which closing high numbers of sometimes difficult sales can mean the difference between great riches and personal fulfillment and having to fold on one’s efforts, the allure of a secret can be even greater. Advertising is a key component of any successful modern insurance agent or group’s strategy, and as most insurance agents don’t happen to also be advertising professionals, the idea that there’s an elusive trick to the trade is a prevalent one. In fact, many companies and individuals may promise to divulge such a secret -all for a fee, of course. The truth is, however, that if there is indeed any secret to advertising for insurance agents, it’s all in the individual ability to work with creativity and bring one’s own ideas to established methodologies.
Advertising for insurance agents isn’t especially far removed from advertising for other professionals in a wide array of fields. Understanding the basics of advertising as a concept will go a long way towards helping an individual agent create a successful campaign, even if they’ve never worked with their own advertising in the past. Brushing up on the basics of demographics, message targeting, and ideas about proper placement and context are all helpful ways to ensure that a campaign is as effective as possible, and a simple study of insurance advertising over the past few years will help create a visual and mental landscape in which a modern insurance agent can forge their own advertising identity.
With a strong foundation of classical advertising theory and ideas, insurance agents can move on to work with individual ideas and insights. While some agents and agencies may rely on standard insurance advertising fare in their work, creating a campaign that is clearly recognizable for its sense of belonging with other such advertisements is bound only to help an audience identify an agent or agency as being a part of the local insurance collective. The ability to distinguish an insurance outfit from local competition is one that is highly coveted among insurace salespeople, but which is often needlessly over-complicated. By simply taking the time to think about an agent or group’s individual talents, background, and angle, a unique campaign can be created that truly sets the service apart from others.
Looking for an easy and instantaneous way to break into the world of advertising for insurance agents is likely to lead only to disappointment. As most insurance agents are well aware, exceptional work often takes exceptional talent, and when that talent is in the process of being kindled and developed, a great deal of effort and diligence is necessary to launch a task or effort. Investing time and professional motivation to advertising for insurance agents is a worthwhile pursuit, and can have rewards that extend well into the final days of an insurance career. Through approaching advertising itself with curiosity and a willingness to learn, while keeping individual ideas and particularities alive, agents can excel at advertising, no matter their line of insurance, nor the size of the audience they wish to reach.
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