Many years ago, when I first ran an agency, I did what most agents do when they want to grow their agency. Look around. See what other agents are doing. And copy. Of course, when you’ve got five kids, your bank account can hungry as a black bear in April. And I wasn’t getting the kind of results I was looking for from the “copy other agents” method. Turns out, most of them were as clueless as I was. Growth rates of 7-10% just didn’t cut it for me.

And I ended up getting the answers I was looking for OUTSIDE the industry. And a few years later, I realized that teaching and training was my passion, sold the agency, made a bundle – and about 16, 17 years ago, started Insurance Profit Systems.

Over those years, we’ve seen several critical “phase changes” in marketing. Our first observation was simple:

* Most agents were chasing business. They didn’t have the skill set or training to position their agency to get prospects to CHASE them.

* The old fashioned methods NEVER worked very well. And they were KILLING agencies even 15 years ago. (Cold calling, passive marketing, “networking” at the Rotary, etc.)

* Almost everyone was clueless about direct mail. If they tried it, it didn’t work – and they concluded that (WRONGLY) that “direct mail doesn’t work.”

So, over the years and with thousands of clients, we tested, perfected and innovated our way into a new generation of agencies. And over the years, we’ve seen media come and go, offering huge opportunities for agencies to make money. And watching one force or another – government regulation or “media fatigue” – take them away.

* Years ago, I faxed 30,000 faxes per week as a lead generator. Made tons. Government took it away.

* Not too many years ago, I ran the most successful e-blast advertising company in the insurance industry. (Our clients routinely complained about getting TOO many leads – something they never experience before.) Between the CAN-SPAM law and “media fatigue,” we sold the assets and moved on.

* Voice broadcast laws have changed – though we still use this media with great results.

* Some of my clients lost a marketing weapon when the “Do Not Call” lists went into effect.

* Yellow pages is in hospice care. Order flowers for the funeral now.

* I’ll ALWAYS believe in direct mail, but a handful of states are (stupidly) considering restrictive laws. (Stupid any time. Completely insane during the worst recession since the 1930’s.)

BUT WE’VE NEVER SEEN ANYTHING LIKE WHAT IS HAPPENING RIGHT NOW. The massive drift of the consumer base to Internet research, Internet comfort and Internet PURCHASING poses the biggest threat to the insurance AGENT (not the industry) – as well as the biggest OPPORTUNITY, that we’ve seen in decades.

The internet-based purchasing of insurance is predicted to double by 2011 (CELENT Research). Of the182 million Internet sites world wide, GEICO ranks in the top 4000 for frequency of visits. Progressive and Esurance in the top 25,000. (Remember, it wasn’t long ago that you’d call your friendly travel agent to buy an airplane ticket. What’s that travel agent doing today?) Facebook is adding 10 million users every 23 days(!). Twitter grew 800%(!) last year. LinkedIn is adding 59,000 users per day.

My prediction: that agents HAVE NO CHOICE but to embrace and master the principles of High Impact Internet Marketing. Or get buried with the dinosaurs and let their clients turn into the diamonds that more progressive agencies mine.

Up to you. My job: make it easy for you. Give you the tools. And expose you to the top experts, strategies and techniques that the most successful agents are using to make millions.

My first Internet Marketing Webinar is Thursday, February 19th, 11 AM (Pacific). I’ve reserved 500 lines – sounds like a lot but our active audience is over 10,000 agents. To reserve a “seat” – free – please click here: http://www.internetmarketing4agents.com/

I’ve recruited the TOP Google Analytics expert, Marc Bujold and the TOP Internet Search Engine Expert, Brett Smith, to join us. As always, if you have any questions, call us at The Institute of Insurance Marketing: (800)606-0477, in Bend, Oregon.

Dominate Your Marketplace!

Michael

PS: How fast is this world changing? The word “Facebook” is not in spell check – and I have the latest version. The train is rolling down the track.

PPS: One last thought. I’ve always believed that the agency principal must “own” their marketing. After all, it is marketing that attracts, converts, upsells and retains clients. Why would anyone EVER give that away. That means that the more you MASTER the principles of High Impact Marketing, the more control you’ll have over the people and vendors you hire to execute what you want. I’ve seen the temptation for agents to “delegate” Internet marketing to outsiders, often very expensive and assume “they know more” so they must know what they’re doing. At a minimum, YOU must be in charge and YOU must understand the underlying principles. Beware what you give away. I do NOT want you to turn into a “programmer” or an Internet technician. I DO want you to UNDERSTAND. From understanding comes control. And from control comes money.