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Insurance Marketing

The power of the press release

A press release does several things for your business. A news release announces a recent accomplishment you have achieved. For example, it could be a class you completed; a professional designation you earned; a civic award; your appointment to a board or charity; an educational goal you may have attained; a new program you are rolling out; an office expansion; or any noteworthy event that keeps your name in the public arena. One caveat: Don’t fall into the trap of the “I feel good” press release. Find the hook in the accomplishment, which means that the accomplishment also helps your clients, not just you. A press release announces a new program roll out or personnel change. Maybe you have partnered with a new carrier or formed a new strategic alliance. Perhaps you’ve lured a new hire with impressive credentials. Maybe you’ve grown so much that you’re opening a new location..

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White Papers keep your business in your prospects’ minds

More and more insurance industry organizations turn to White Papers to spread their message. What is a white paper? A white paper is usually a “thought leadership” paper of about five-to-12 pages that highlights one or more of the benefits of your business. Insurance organizations use white papers to educate the public by delineating a problem or a challenge then posing a solution, usually highlighting your services. Here are some of the key elements of a white paper: Cover page Executive summary Description of the problem or issue the paper addresses A solution to the problem An action step (how readers can take action utilizing your product to solve their dilemma) Charts and graphs, if needed Footnotes, if needed A conclusion Information about your company Once written, organizations distribute their papers either electronically to sites your potential clients visit, to sites that warehouse business data, or to their customer list..

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