Over the course of my 24-year-long career in the insurance and financial industry, I’ve certainly seen a lot. But one thing that continues to irk me is how poorly we continue to market as an industry. When I started InsuranceNewsNet, I aimed to change that, but I’m sad to report that today I still see financial companies trying 20-year-old marketing tactics that didn’t work then and won’t work today.
It’s understandable. Comfort zones are… comfortable. Plus there’s that old expression “If it ain’t broke, don’t fix it,” but I have to tell you, folks, they’re broke.
Ever wonder how a company, armed with basically the same products, seems to rise to a different level in what is clearly a crowded and homogenized market? While the core of their business might be the same as everyone else’s and they ebb and flow with the same economic winds and conditions, their business grows while others struggle.
In the past 5 years, we have seen many new marketing organizations and carriers rise from obscurity to the top of the production scoreboards, while their competitors seemed to idly stand by.
Jim Rohn, one of my favorite quotable speakers of all time, said, “It’s not the blowing of the wind that determines your destination. It is the set of the sail. The same wind blows on us all: The wind of disaster, the wind of opportunity, the wind of change, the favorable wind and the unfavorable wind. The difference of where you will arrive in 1 year, 2 years or even 5 is not the blowing of the wind; it is the set of the sail.”