10 blog posts an insurance broker should write

Blogging is a great way for insurance brokers to build search engine optimized traffic and connect with their target market. If you are an insurance broker, here are 10 blog posts that you should write: Write about the different kinds of insurance you offer, but do so in an educational way. Don’t just try to […]

How insurance brokers can cultivate loyalty in their customers

If you drive down the average street of the average city in North America, you’re going to pass several insurance broker offices, each offering basically the same service to the same clientele at the same price. True, a broker might be able to identify a few key areas where their business offered insurance products that […]

How an insurance broker can piss off its customers in 4 short paragraphs

It’s that time of year again… when the broker that handles my house insurance pisses me off by sending me a letter reminding me of what bad customer service is. The letter reads: Dear Aaron: Re: Policy xxxxxxxxxxxx I am pleased to offer renewal of your policy which presently expires on April 15, 2011. The […]

Linking value to usage: Innovation in the auto insurance industry

One of my clients is an automotive insurance company. The other day, while a few of us were working on a positioning document, one of my contacts at the company observed that their company seemed to be held up to higher scrutiny than other organizations (like the power company or water utility). They were right […]

Content solutions for selling insurance

Insurance is a tough sell. (I know, I used to sell it). Insurance salespeople have two major issues working against them: People usually underestimate their need for it until it’s too late There is little perceived differentiation between insurance offerings Since people don’t feel they need the product, and since the common person can’t tell […]