AIMS Society Blog
Blog Home All Blogs
The AIMS Society blog is designed to provide practical, timely ideas to help insurance agencies improve results from their marketing and sales efforts. Wishing you much success!!! For even more, consider joining the AIMS Society and you'll have access to a powerful network of agents and carrier personnel focused on excellence in sales!

 

Search all posts for:   

 

Top tags: AIMS Society  insurance marketing and sales  self-improvement  Leadership  teamwork  Networking  productivity  efficiency  Social Media  Professional Development  CPIA designation  Agency Management  Technology  agency value  business value  Insurance Education  time management  sellability  PRO-to-PRO  Risk Management  Branding  Insurance Journal  producer compensation  Relax  vacation  agency sale  email marketing  Paradiso Presents  Friends  Cyber Attacks 

The Secret to Inspiring Others & Selling Smart Ideas

Posted By Donna M. Gray, Friday, June 28, 2019

The Secret to Inspiring Others & Selling Smart Ideas

“Ideas are the true currency of the 21st Century,” writes public speaking coach and author Carmine Gallo in his book, Talk Like Ted. “So in order to succeed, you need to be able to sell your ideas and yourself persuasively. That ability is the greatest skill that will help you accomplish your dreams.”

To provide the tools to create strong presentations and deliver winning talks, Gallo studied hundreds of TED Talks and interviewed the most popular TED presenters and top researchers in psychology, communications and neuroscience. The result is expert advice on creating and delivering engaging and memorable presentations. Below are Gallo’s tips for inspiring any audience.

  1. Let Loose. Passion is contagious, but you can’t inspire others unless you are inspired. It is vital to express your enthusiasm and passion for your ideas. Identify your connection to the topic, and inspire listeners with this meaningful connection.

  2. Master the Art of Storytelling. Because stories stimulate and engage the human brain, storytellers must tell stories that touch the hearts and minds of listeners, as well as express passion and inspire.

    For an  example, listen to public-interest lawyer Bryan Stevenson deliver the 2012 Ted Talk, entitled, “We Need to Talk about an Injustice.” Stevenson’s passion for his topic generated the longest standing ovation in TED Talk history. Not only did he spend a majority of his speech sharing stories, but he also welcomed his grandmother and Rosa Parks onstage to share their personal stories, too.

  3. Have a Conversation. Only after creating an emotional connection, building rapport and gaining trust, can you practice true persuasion. In order to achieve this, your presentation should feel relaxed, similar to having a discussion with a friend. Consistent practice and internalizing the content are two ways to create this conversation.

  4. Stick to the 18-Minute Rule. Nobody likes a long, overloaded and meandering presentation. Instead, you need to inform, while also holding people’s attention. So what’s the best length? Only 18 minutes.

    TED Talks curator Chris Anderson says, “Eighteen minutes is short enough to hold people’s attention … [and if you make points precisely] … it’s also long enough to say something that matters.”

  5.  Lighten Up. Research from the Mayo Clinic shows that laughter relieves stress and increases endorphins, but improves the immune system, relieves pain and enhances mood. And humor can help charm your listeners because it makes you more likable, which in turn, makes others more willing to do business with you.

Ideas can change the direction of your life and potentially change the world. “You don’t need luck to be an inspiring speaker,” Gallo writes. “You need courage — the courage to follow your passion, articulate your ideas simply and express what makes your heart sing.”

Tags:  AIMS Society  Branding  efficiency  insurance marketing and sales  Leadership  Networking  productivity  Professional Development  sellability  time management 

PermalinkComments (1)
 

Insights on Marketing an 'Unsexy' Business

Posted By Donna M. Gray, Friday, May 24, 2019

Insights on Marketing an 'Unsexy' Business

It was 1947 when entrepreneur Abraham Levitt and his sons, William and Alfred, founded a planned community in Long Island, New York. The Levitts converted rural farmland into a suburban community, named Levittown, and attracted droves of World War II veterans and their families.

For the next few years, the Levitts built more than 17,000 homes — each with its own yard. In fact, the community had specific rules requiring that all lawns be trimmed weekly and shrubs be kept shorter than four feet.

A shrewd businessman, the elder Levitt viewed a good lawn as a form of “neighborhood stabilization.” On adding lawns to each and every home, Levitt said: “No single feature of a suburban residential community contributes as much to the charm and beauty of the individual home and the locality as well-kept lawns.”

The modern history of lawns and lawn care began in 1947 with the building of Levittown — and still continues today. Homeowners across America endlessly obsess over lawn maintenance, including tackling weeds, fertilizer, grubs, mowing, watering, drought and aeration.

And nobody knows that more than Ryan Farley, cofounder of LawnStarter. Since the company’s launch in 2013, Farley and his team have raised more than $7 million in funding and have grown the online lawn care business into a trusted brand across the country.

Lawn care is definitely not an innovative, sexy business, Farley admits. But “being scrappy” is the way to propel an unexciting business into success, he says.

“Find ways to gain more reach by spending more time than money, and focus on achieving growth with what you have. Success doesn’t come from frills, perks, and expensive office spaces. It comes from attitude, being passionate, and growth hacking with a limited tool set until you can start scaling.”

Like lawn care, insurance service and products don’t carry an innate market appeal. And selling an “ordinary” product can be challenging.

The Forbes Agency Council is an invitation-only organization for owners and executives of public relations, media strategy, creative and advertising agencies. Council members offer their suggestions on marketing and selling products that lack sex appeal:

Share a compelling story. “The best marketing — for sexy products or not — happens when there is a genuine, compelling story told … Any product can have an interesting story and that is what drives people to action and keeps them coming back.” — Vinny La Barbera, CEO of imFORZA, an Internet marketing agency

Pull the emotional trigger. “No matter how ‘unsexy’ the product, there is still an emotional reason behind its purchase … Find that emotional reason and play it back to your consumers at every touchpoint possible.” — Jess Cook, executive creative director of branding agency TMV Group

Remember the fundamentals of marketing. “We're selling to a human with an emotion and a desire to fulfill a need … The fundamentals of marketing are the most important things to keep in mind. The product is secondary.” — Jordon Meyer, president of Granular, a digital marketing agency

Differentiation is the key. “Selling benefits will certainly speak to the customer, but how does your product stand out in the pack? … If you can identify and capitalize on your brand or product's strengths over the competition, you'll entice your customers with an important and strong advantage.”  — Carm Lyman, president of the Lyman Agency, a PR and communications firm

Educate users and help them engage. “There are always users that need to know more to help them engage with a product, so market it like you're educating someone and provide insight. — Lee Salisbury, founder and CEO of design agency UnitOneNine.

While your insurance agency may not sell an exciting or unique product, it’s still extremely important and valuable. Challenge yourself to be creative when designing your sales and marketing strategy. And always remember the wise words of the lawn king, Ryan Farley: “Success comes from attitude, being passionate and growth hacking.”

Tags:  AIMS Society  Branding  email marketing  insurance marketing and sales  Networking  Personal Brand  productivity  Professional Development  Social Media  Technology 

PermalinkComments (0)
 

Why & How You Should Define Your Brand Voice

Posted By AIMS Society, Friday, April 19, 2019

Why & How You Should Define Your Brand Voice

Every blog, social media post, advertisement and mailer is a vehicle for your brand voice.

Your overall voice and messaging are key to how consumers (both old and new) see you, how your company is perceived and how recognizable you are among your competitors.

But when your marketing department is small or dispersed, this is often one of the first things that’s overlooked. It shouldn’t be.

Why does a brand voice matter? A strategic and consistent voice gives you credibility and recognition. It’s also an opportunity to reinforce your brand’s beliefs. When you dial in on the right tone of voice, your content will become more effective as it creates a parallel experience between company values and brand messaging.

If you don’t know what your brand voice is, we recommend going through this process:

Since you’ve already shared, created and used content, consider gathering a solid sample of what you have from a variety of platforms. Sort through them and find what worked well, what your audience reacted to, and what you enjoyed writing. It will eventually become a collection of pieces that embodies the brand voice you want.

The next step? Define your brand voice in a few words. Talk about common themes within your best pieces. The Content Marketing Institute asks, if your brand were a person, how would you describe its personality to someone? How do your brand’s personality traits make you different? Take your audience into consideration here, too: What will resonate with them?

Some examples include:

  • Authoritative
  • Caring
  • Casual
  • Professional
  • Quirky
  • Warm
  • Witty
  • Trustworthy

Next, write some do’s and don’ts based on these adjectives. For example, if you’re going to be casual, do be playful but don’t use jargon. This list will help your team maintain uniformity when writing copy for everything from social media posts to email blasts. When you start to document your brand voice guidelines, you will identify opportunities and gaps, ensure consistency and maintain a uniform tone in your content.

Tags:  AIMS Society  Branding  insurance marketing and sales  Networking  productivity  Social Media 

PermalinkComments (0)
 

Top 10 Productivity Tools for Sales & Marketing Professionals

Posted By AIMS Society, Friday, November 16, 2018

Top 10 Productivity Tools for Sales & Marketing Professionals

Orchestrating a team can be challenging. Whether you have a team of five or 20, every member has a unique personality and preferences. You also may have a host of processes and systems that you're using in the office.

When was the last time you looked at how you're getting work done? Are you being as productive as possible?

When you use the right productivity tools, your team's efficiency and collaboration will increase — resulting in more sales and better organization. there are a host of technologies, apps and systems out there that are designed to improve workflow.

Here are the top resources for insurance professionals:

  1. DocuSign: Incredibly popular in the insurance industry, DocuSign is an e-signature service that helps reduce inefficient paper processes and email contracts in record time.

  2. Slack: If your team is wasting time with inefficient communication processes, consider using Slack. It’s one of the most effective ways to instantly communicate and message your team members — and it works on both desktop and mobile. You can create “Channels” for specific purposes like marketing and only invite those on the marketing team.

  3. Google Docs: This is one of the most user-friendly tools out there for document collaboration. Think of it as a free online version of Microsoft Office. You can create and share word, spreadsheet, forms and presentation files (like proposals, pitches and sales letters) with other team members in real time.

  4. CamScanner: Download this app to easily scan any document and save it as a PDF. It will even enhance the scanned images and lift out important pieces of information like dates, titles and prices. You can also add notes and drawings to your scanned images.

    Note: If you have the Google Drive app on your phone, you can not only access your Google Docs but scan receipts and documents. You can share files immediately and access them later.

  5.  Trello: This collaboration tool helps you organize and prioritize projects and tasks. You can see who’s working on what, where something is in a process and what the next steps are for each prospect. Trello is great for delegating tasks, creating automatic to-do lists and keeping things transparent.

  6. CRM: You’re in a customer-centric business, so it makes sense to have an effective customer relationship management (CRM) system. It’s essential for growing your agency and managing leads and customers every step of the way. HubSpot has a free CRM, but if you’re looking for something personalized, consider Salesforce, Insightly, Zoho and Infusionsoft.

  7. SignOn Once by ID Federation: If you struggle with maintaining passwords and IDs, you’re not alone. It’s one of the biggest pain points among carriers and agencies. SignOn Once enables one identity to replace multiple logins for insurance system users. That way, you can spend less time resetting passwords and more time focused on serving prospects and clients.

  8. Evernote: This is the system for someone who loves sticky notes and keeps infinite tabs open in their browser. With Evernote you can take pictures, save websites and write to-do lists. It’s like your very own digital notebook. You can create different sections for different areas of focus and tag each document or idea — keeping everything you may need in one spot.

  9. Voice-to-Text: You may not think this would be helpful, but have you ever thought about how much time you spend typing something instead of saying it? Or have you ever had a great idea while waiting and didn’t have time to type a note? Voice recognition software has been around for a while, but the technology is finally advanced enough for the translation to be correct instead of jumbled. Consider a robust software like Dragon or start with a free app like Cortana.

  10. Zapier: If you have plenty of leads coming in but are getting bogged down with the follow-up process, consider an automation process. For example, if you get an email with an attachment, you can set up a “trigger” that copies the attachment into your Google Drive and then alerts you in Slack. You can integrate all of your systems like email, social media, email marketing and so much more.

Tags:  AIMS Society  Branding  business value  efficiency  email marketing  insurance marketing and sales  Leadership  Networking  productivity  Professional Development  self-improvement  sellability  Social Media  teamwork 

PermalinkComments (1)
 

Why You Should Use Humor in Your Marketing

Posted By AIMS Society, Friday, June 22, 2018

Why You Should Use Humor in Your Marketing

Even after you've forgotten the content of a joke, you remember the fact that it made you laugh. Humor is a tricky little devil, extremely difficult to nail, but powerful when done right. Out of all the stories you hear throughout your week, you are most likely to share the ones that make you laugh. After all, who doesn't want to make people laugh?

Unfortunately, humor is fairly subjective. So if using humor is risky, why bother with it at all?

In a recent article for the Atlantic, Nigel Hollis writes, "The first trick of advertising is to make people pay attention. Funny ads attract attention."

Insurance is not perhaps the most intriguing of topics, and that's putting it lightly. Your brand must connect with people on an emotional level to succeed, and that's where humor has its value. This is especially true for everyday brands that might otherwise go unnoticed by the average consumer. 

Writing for Hubspot, Kim Speier states "Humor is a way to sell your brand without outwardly selling something." When you appeal to a consumer's emotions, she says, "you're able to engage them and make them remember you." And that, my friends, is half the battle.

Even if a customer may not remember the exact details of a product or the message of the ad, you've just built brand recognition.

However, that positive association is lost if the messaging isn't consistent or recognizable. Speier cautions that without brand awareness — a distinct knowledge of their consumer base and persona — marketers' attempts at humor can seem inauthentic or even offensive. Know what your brand stands for and who your target audience is before attempting to reel in laughs, and customers.

But that doesn't mean your brand can't be funny, in addition to being serious and trustworthy. Consider a few of the examples Speier provides in her blog post, ones that she chose precisely because the products are considered dull. Dollar Shave Club razors. Charmin toilet paper. State Farm insurance. Old Spice deodorant. Allstate insurance. Clorox bleach. Wonderful Pistachio's...well, pistachios of course.

Chances are you recognize most, if not all, of these names. There's a reason for that — their ads managed to tickle your funny bone.

It's easy to entertain people by marketing a cool or exciting product, as Speier says. "But the real gift is with those who can take something that people don't typically enjoy shopping for and make it an experience they will actually look forward to."

So whether your joke elicits a full-on belly laugh, a wheezing-you-can-barely-breath-laugh, a reluctant snort, a quick chuckle, or even a smile, you're on the right track.

"If there's one thing for sure, it's that people love to laugh," Speier concludes. "We could all afford to smile and laugh a little more in our lives, and if you're a brand that can make us do that, we're going to appreciate it. So keep the laughs coming!"

Tags:  agency value  Branding  business value  Goals  insurance marketing and sales  Leadership  Networking  Personal Brand  Professional Development  self-improvement  sellability  teamwork 

PermalinkComments (0)
 
Page 1 of 2
1  |  2

America's only Insurance Sales and Marketing Education Organization & Designation