Please Think

Insurance Agents Can Partner With The Media To Gain Client Credibility

“Media professionals face a variety of different challenges, requiring that they work under strict and stressful deadlines,” suggests Rene Lacape, Marketing Manager for eQuote Life Insurance. “They are generally required to cover a variety of topics, including those that they may not know anything about. And they are continually receiving criticism from professionals, politicians and the public as whole despite all of their greatest efforts.”

At the same time, larger audiences are hearing their voices, and their power is serving as a direct liaison to the ears and the eyes of the public, and this power cannot be disputed. When it comes to financial professionals, this means that you can grow your business practice with the power of the media no matter how many years you have been in the industry. The shortcomings of the media can actually be used to the same advantage on a professional level.

Some of the biggest competitors in this business are not insurance agents, financial planners, financial professionals, stockbrokers or other investment advisors who are actively working with the public. Instead, the biggest competition is actually the media, which is interesting to say the least. Many people concern themselves with what they view to be their competition, other financial advisors in the industry, but really there is much business out there waiting to be had, and the real challenge should be getting real information to the public despite the media’s best attempts to steer the public astray.

How has it become so obvious that the media has gained so much power? “I have experienced a variety of examples of successful partnering with the media,” says Rene Lacape. “Reading something in print, or seeing it come up on a television show only makes everything seem more important or more valuable.”

Think about reality television as an example. People believe that their own realities are too boring, so they turn to the television where the media makes other people’s lives seem multitudes more important. Obviously there is more to appealing to the public through the media than simply fun and games, as there is a high level of credibility that comes along with committing one’s words into print because of an inherent level of accountability.

The recognition that comes with recognizing a face on the television builds a much more significant level of trust and expectation,” explains Rene Lacape. So why is the media so powerful? This isn’t the question that you should be asking. Instead, consider how you could possibly capitalize on it.

Here are 8 outstanding ways that you can earn some credibility through working with the media.

1 – Write an opinion position paper, or a short piece on a topic that you are passionate about, or one that is often talked about within your practice. Print the paper in the form of a newsletter, or put a cover letter on the front. Then your opinion is ready for your clients, should they happen to ask you for it. Your paper is a lot more credible than simply telling your clients what you feel.

2 – Write a quarterly or a monthly newsletter, printing it and mailing it or sending it out over the Internet to all of the contacts and clients in your address book.

3 – Send a letter to the editor of one of the newspapers that you read, or one of the trade journals that you know your clients are reading. These are the perfect places for you to send letters or comments that could allow for you to be published in an upcoming issue.

4 – Write letters to other writers, especially when you find an article that you find particularly interesting. Make comments on their article, and then offer yourself up as a resource for future resources on the topic or similar topics.

5 – Write a column for a company’s newsletter, the local newspaper, a bulletin at your church, a trade journal or any other publication where potential clients may be found. Offer to write something regularly, as editors are always on the look out for talented writers.

6 – Turn yourself into an expert, by letting local journalists know that you are an expert on a particular subject matter, or several similar subject matters. Many websites are specifically on the hunt for potential interviewees to build quality content. Next time someone is doing a story on something that you specialize in, they may likely remember who you are.

7 – Write a book, because nothing builds more quick credibility than becoming a published author. You can always hire a ghostwriter if you do not have the time or motivation to write on your own.

8 – Finance your own program on television, radio or through a blog, which in most cases can be cost effective and convenient.

When something is written or viewed on television, it demonstrates that you are an authority or an expert, as well as your willingness to take out the necessary time to inform the public. Media exposure is excellent at displaying the fact that you are a credible professional. “Even if you employ a few of these strategies it is sure to develop your credibility over the long term, concludes Rene Lacape.

Jonathan Carlson is a veteran freelance writer covering the a Jonathan Carlson is a veteran freelance writer covering the life insurance industry.

This entry was posted on Monday, March 31st, 2008 at 8:15 pm and is filed under Business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.