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| WHY SHOULD YOU ADVERTISE IN THE FYI: INSURANCE Views & News? |
WHY
SHOULD YOU ADVERTISE IN THE FYI: INSURANCE
Views & News? During
Mark Twain’s days as a newspaperman, he was editor of a small Missouri
paper. One day he received a letter from a subscriber, stating that he
had found a spider in his paper, and asking if this was an omen of good
or bad luck. Twain
replied: “Finding a spider in your paper is neither good luck nor bad.
The spider was merely looking over our paper to see which merchant was
not advertising so that he could go to the store, spin his web across
the door and lead a life of undisturbed peace ever afterward.” “The best advertising our company does is the good service we perform.” This statement has been made by scores of companies’ leaders in every state in the Union. These leaders are erroneously considering the normal courtesies they extend to the agents as “advertising.” Not so. This “personal service” on which so many good companies are founded is merely part of what the company is trying to merchandise, and the best advertising program in the world could not be a substitute for it. The prime function of advertising is to get new business on the books and retain old business. “Word of mouth” advertising generated by the service rendered, plus satisfaction with the company, will ultimately determine how long that business will remain on the books. BUT
WHY ADVERTISE IN THE FYI: INSURANCE
VIEWS AND NEWS? There
are five basic reasons why advertising for the Independent Insurance
System is important. From time to time you will want to come back to
these five premises and see if your advertising program is doing the job
that it should: 1.
Contacting your prospects ... Advertising in the FYI:
Insurance Views and News contacts many more agencies, and much
faster, than you could contact personally, and it is far less costly. 2.
Arouses interest ... Advertising in the FYI: Insurance Views
and News alerts your prospects to their agency’s needs, and
creates a desire for your service. 3.
Creates a preference ... Advertising in the FYI: Insurance
Views and News singles out your company as the right one for the
agency to represent. It keeps your name before the agency personnel, and
makes your company the first one they will remember when they quote the
services that you offer. 4.
Closes the sale ... Advertising in the FYI: Insurance Views
and News, properly designed and executed, will close many sales
with just minimal assistance from your marketing representatives. 5. Keeps the agencies sold ... Advertising in the FYI: Insurance Views and News reminds your agency force of satisfaction, builds professional standing, maintains confidence, and encourages new and renewal business. The
better a person knows you, the more sympathetically he or she will
listen to your sales talk. Likewise, the more familiar people are with
your advertising, the more likely they are to read and believe in what
you are saying. For this reason, then, advertising has a “cumulative
effect”. Many
agents have very short memories, so, in general, advertising should be
featured frequently, even if it means that you have to sacrifice size
for the sake of that frequency. Obviously the size of your ad budget
will determine how often you can advertise, but remember that more
agents are going to see your ad the more times it appears in the FYI:
Insurance Views and News. There
are five basic reasons for repetitive advertising. They are: 1.
Few readers give ads enough concentrated attention to be sold or
convinced after one, or even a series of exposures. 2.
No advertising medium, no matter how big an audience it claims, ever
reaches more than a portion of the total agency force. Infrequent usage
of advertising will not penetrate deeply. 3.
Agency composition changes often. To reach the different readers of the FYI:
Insurance Views and News, it is necessary to advertise to them
frequently. 4.
A continuous customer flow goes in three directions. There is the loyal
group that keeps using your services. There is the new agency or
prospective agency group, and there is the lost agency group. Consistent
advertising helps hold the loyal agencies, wins back at least some of
the lost agencies, and helps win the rightful share of new customers. 5. People are forgetful. |
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