We’ve talked about where you focus your attention – on your business or on competitive businesses. We've challenged you to ask yourself if you’re trying to stay ahead of the competition, or if you’re thinking about how to fill your clients’ needs regardless of what the competition is doing.
This idea goes beyond just the business model.
Let’s also do a similar comparison on marketing activities.
As you define and develop your marketing programs, are you looking at what your competitors are doing for your inspiration? Are you watching their websites and programs for a comparison of what you need to create, or maybe even what you don’t need to create because of what they are or are not doing?
If you are looking to them for your inspiration, I believe you are completely missing the boat on creating the most compelling marketing program to attract clients. For example, if you have the mindset that you don’t need to blog or tweet because your competitors aren’t, then you don’t recognize that your clients and prospective clients want to know what you have to offer – not that you are offering the same thing as the other guys.
Instead of looking at competitive insurance agencies, you should look to your clients and prospects themselves for inspiration – specifically your best clients and your ideal prospects. Carefully review their business models, websites, and marketing programs. See what they value. Ask them what they want in a business partner. And then create your marketing activities and website to reflect what they want and value.
Think about it – you’re not trying to attract other agencies to do business with you. You’re trying to attract clients. If you look just like the other brokers, what competitive advantage have you given yourself? The more you watch the competition, the more similar you risk being.
Instead, focus obsessively on your clients, and create the tools and resources to help them build a better business.
- How can you help them improve the flow of information for more effective communication and improved operations?
- How can you help them reduce the numerous risks that all businesses face in order for them to stay competitive and attractive?
- What ideas do you have for helping them improve their value offering to be a divergent offering from their competitors?
If you spend your marketing efforts answering questions in order to help your clients achieve these kinds of improvements in their organizations, you will be a complete stand-out from your competition. You will not look like the other guys, and you’ll reinforce your position with your clients that you are, in fact, not just another insurance agency.
Photo by cesar bojorquez.