Unusual Ads.Critique, Advertising

[1manshow]

I've tried to stress "different" in my ad copy in the past year with some pretty good results. FYI, I have a P & C agency and I'm thinking of giving my billboard a facelift and maybe even adding a tagline to some other ads. I'm struggling with coming up with something that won't be the same ole crap every other agency has.... our policy is saving you money....we handle all types of insurance... generic crap that doesn't sell any benefits. On all our cards under the agency name we have "A trusted name since 1986" I like the implied credibility but I need a perceived benefit as well. Would something as simple as "Just Insurance, but from Much nicer people" be a pull ? Trying to think outside the norm here. Actually trying my darndest to NOT be like any other agent's advertising. Any suggestions?

"Not always the cheapest......But we try harder"

"We're nicer than the other guys"

"You need Insurance anyways, we just make it easier"

 

[jdgeddie]

Re: Unusual Ads.... Critique, Advertising

Why don't you poll your current clients? Create a client roundtable that you can bounce ideas off.

 

[Guest]

Re: Unusual Ads.... Critique, Advertising

I've tried to stress "different" in my ad copy in the past year with some pretty good results. FYI, I have a P & C agency and I'm thinking of giving my billboard a facelift and maybe even adding a tagline to some other ads. I'm struggling with coming up with something that won't be the same ole crap every other agency has.... our policy is saving you money....we handle all types of insurance... generic crap that doesn't sell any benefits. On all our cards under the agency name we have "A trusted name since 1986" I like the implied credibility but I need a perceived benefit as well. Would something as simple as "Just Insurance, but from Much nicer people" be a pull ? Trying to think outside the norm here. Actually trying my darndest to NOT be like any other agent's advertising. Any suggestions?

"Not always the cheapest......But we try harder"

"We're nicer than the other guys"

"You need Insurance anyways, we just make it easier"

1man - It sounds like you're looking for a new USP. Easy to recognize... hard to come up with sometimes. The one's you've mentioned:

Not always the cheapest - Starts with a negative - not good, also uses "cheapest" - that's how people will perceive it whether you intend it or not.
But we try harder - Hertz or Avis was there first.
We're nicer than the other guys - So? What can you do for ME!
You need Insurance anyways, we just make it easier - How!. What do you do that no one else does? And that's the key.

Find a particular/specific subject/category and own it i.e. fastest, smallest, largest, biggest, friendliest, etc. Last week's Celebrity Apprentice was a perfect example. The CEO of Zappos.com was the guest celebrity. He wants to own the simple, generic category of "Customer Service" for online sales of consumer products. That's his USP, "Customer Service". Nothing fancy, pretty generic, but it's part of the corporate culture he's developed.

 

[saieddie]

Re: Unusual Ads.... Critique, Advertising

Call us for a quote or we'll kill this puppy.

 

[souldeux]

"Wreck your car, not your finances."

"Need fast cash? Get a five gallon gas can with the purchase of a fire policy."

"1ManShow Insurance: Because your sister's brother's cousin's roommate's third best friend's insurance license does NOT mean he knows what he's doing."

"You can buy insurance, or you can hire an expert. Same price, different worlds."

"1ManShow Insurance: Because you're a person, not a gecko or a caveman."

 

[1manshow]

possibly incorporate our money back guarantee ??

 

[SoCalBroker]

Have you watched the FREE Webinar on my site from Referral Marketing Guru David Frey?

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Have you seen the 5 minute video on ...

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Yellow Pages ... Billboard ...Might as well just light Ben Franklins on Fire in your lobby!
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[1manshow]

No offense So Cal but I have a very systematic approach to referrals. We announce our referral program and the names of everyone who referred someone in each newsletter. We feature the names as the $10 gas card winners, we also list the monthly $50 gift card winners from the referral program. Every new client is mailed a free gift w/several cards at the 30 day point in the relationship and an outline of the referral program. Each referral gets a personal handwritten note from myself with their gas card when they've referred someone. We do not ask for referrals, we simply thank the heck out of people for sending them and they send more.

AS for burning money....my YP ad is a +100%ROI, I'll keep it. My Billboard paid for itself in the first six months and that was six years ago,I'll keep it. But thanks for the advice.



Here's a few the gals in my office came up with

"Like GEICO....only honest"

"Like State Farm.....only Better"

Friendliest agents in town, Guaranteed

Obviously,their not carrying my liability insurance.

 

[bobson]

No offense So Cal but I have a very systematic approach to referrals. We announce our referral program and the names of everyone who referred someone in each newsletter. We feature the names as the $10 gas card winners, we also list the monthly $50 gift card winners from the referral program. Every new client is mailed a free gift w/several cards at the 30 day point in the relationship and an outline of the referral program. Each referral gets a personal handwritten note from myself with their gas card when they've referred someone. We do not ask for referrals, we simply thank the heck out of people for sending them and they send more.

AS for burning money....my YP ad is a +100%ROI, I'll keep it. My Billboard paid for itself in the first six months and that was six years ago,I'll keep it. But thanks for the advice.



Here's a few the gals in my office came up with

"Like GEICO....only honest"

"Like State Farm.....only Better"

Friendliest agents in town, Guaranteed

Obviously,their not carrying my liability insurance.

Free Asian Massage with each policy?

 

[SoCalBroker]

Here's a few the gals in my office came up with

"Like GEICO....only honest"

"Like State Farm.....only Better"

Friendliest agents in town, Guaranteed

Obviously,their not carrying my liability insurance.

No Offense Taken.

If they are working so well ... then why change them?

I speak with very few agents that can make the claims you just did, so kudos. Good Work. Its rare to hear.

98% of the YP leads we get out here in SO Cal are ultra price sensitive and leave for $25 savings. JUNK. Not sure how you're calc'ing your ROI. We ditched YP expense yrs ago. CA Billboard pricing is astronomical so - ROI out here might not be so hot.

I suspect you might have a copyright / trademark issue on your hands if using GEICO and State farm in your marketing materials.

You asked for stuff ... Out of The Box. Yellow pages and Billboards - out of the box?
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We do not ask for referrals, we simply thank the heck out of people for sending them and they send more.

Excellent Strategy. I couldnt agree with you more there.

Here's a few the gals in my office came up with

"Like GEICO....only honest"

"Like State Farm.....only Better"

Friendliest agents in town, Guaranteed

Obviously,their not carrying my liability insurance.

No Offense Taken.

If they are working so well ... then why change them?

I speak with very few agents that can make the claims you just did, so kudos. Good Work. Its rare to hear.

98% of the YP leads we get out here in SO Cal are ultra price sensitive and leave for $25 savings. JUNK. Not sure how you're calc'ing your ROI. We ditched YP expense yrs ago. CA Billboard pricing is astronomical so - ROI out here might not be so hot.

I suspect you might have a copyright / trademark issue on your hands if using GEICO and State farm in your marketing materials.

You asked for stuff ... Out of The Box. Yellow pages and Billboards - out of the box?

All the best,

Steve