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.
Continue reading “The power of the press release”
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. They are also great to hand out at a trade show booth or a local networking event.
One of the best uses of a White Paper is to announce its publication with a press release distributed through Business Wire or some other news service agency. A White Paper may simply serve as a reminder to clients who haven’t used your services in a long while or to those who’ve considered you in the past. It’s one way of saying, “We’re still eager to work with you.”
White papers generate short-term “buzz” and create a long-lasting testimonial that builds your brand.
Insurance white papers abound. Some insurance-related white papers we’ve written include “Computer Modeling Tames Super-Cat Hurricane Risk,” “Growing Wildland Urban Interface Increases Wildfire Risk,” and “Supply Chain Risk: Hidden Exposures for Your Company.
To non-insurance readers, these topics sound pretty dull. Okay, to insurance geeks, they still sound kind of dull. That’s why, if you’re considering a white paper to promote your business or technology, finding a writer with knowledge of the insurance industry and enthusiasm for the project is imperative. I can help.
Feel free to contact me at via my website at www.insurancewriter.com for more information or call me (602) 870-3230.