| Avoid the pratfalls of marketing that misses the target by addressing these key issues from the get go.
1. Align the components of a marketing effort with a specific purpose. Whether the overall campaign employs direct mail, newsletters, events and follow-up, or other elements, they must be tied together with a goal that is specific in its scope, execution, and measurement.
2. Customer first. Avoid the trap of creating marketing materials that are self serving or self aggrandizing. Your outgoing communications should answer this question: What’s in it for the customer?
3. For consistency’s sake. The purpose of marketing must be to raise a company’s visibility in ways that produce a positive emotional response from customers and prospects. Reinforce your message by telling the same story repeatedly, but in new and different ways to get attention. Ensure that your marketing is making the appropriate cumulative impression.
4. Align with customer values. Why should customers choose you over the competition? Instead of asking clients to buy from you explicitly, find an angle that might appeal to the collective demographic of your audience. Capture their imagination by speaking their language, and the business will follow.
5. Quality counts. Within budgetary bounds, make sure that your messages (whether direct mail, e-mail, or other means) convey a sense of quality and authority. Remember, in this instance the vehicle is the non-verbal portion of your message.
6. Humanize Your Message. A successful marketing message makes its point with a compelling story. They attract a reader’s attention. Your agency has incredible things to say, too. Don’t let them get buried under technical, esoteric minutiae. Let your stories bring your message to life for your readers.
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