For the first couple of years in this business, I always made it a point to leave brochures with my clients for any product that I spoke
to them about. Although this is generally a good idea, I left nothing about me or who I was, where I was from or why they should trust me. All I left about me was a little business card
that didn't even have my picture on it — just a name, address and title.
One day, when visiting a client’s home, the couple was talking about another guy they had met with prior to my visit. They talked about how he had left all this stuff, and how they just read a few lines and got so confused that they just threw it all away.
A little light came on for me. Could it be I rarely received a call back because all I was doing was leaving pretty brochures full of insurance industry jargon? Did I really believe my potential clients would read it all and just say, “Wow. That makes perfect sense. Let’s call Dennis”?
I didn't have much extra money to buy a bunch of high-end branding materials, but fortunately it was around school shopping time, so I made a trip to the office supply store. I found some very nice colored folders for 10 cents apiece, and they even held my business card. I typed up a short bio about myself, who I was, where I was from and why they should do business with me, all on a bright yellow
sheet of paper. I then cropped a picture of myself wearing a tuxedo from a wedding I had attended. The picture quality looked about as good as a picture from 1902. I put everything all together with a few more marketing
pieces, all with my company logo, address, phone number and of course, that crazy picture.
At most, I had 97 cents in each set, and I immediately started handing them out to potential clients. I included product literature explaining
whatever product I had talked about as well, just in case they actually wanted to read it. My sales skyrocketed! I more than tripled my business virtually overnight.
I still see this problem with some agents today. Over and over they gather up a boatload of brochures to hand out to clients while
continuing to see little or no business for their effort. I can tell you that since my revelation, my agency has everything branded: company folders, brochures, newsletters, fact finds and much, much more. Practically anything a client could receive from our agency includes our company story and what we have done to help clients.
Today we encourage our agents across the county to do the same thing and offer them the tools to do it. It is one of the most important
things you can do to promote yourself
and your practice. If you’re just starting out, don’t worry. You don't have to break the bank to make sure people know who you are and how you can help.