Insurance Copywriter

My blog moved!

2010-12-22T07:24:00.001-08:00

My blog has moved to my website! Please visit us at www.insurancewriter.com/blog

There you will find my latest musings on the insurance industry, as well as helpful tips to help you better manage your insurance business.

Cavalcade of Risk #105

2010-05-15T10:12:00.001-07:00

Welcome to this month's # Cavalcade of Risk. In keeping with a "train wreck" theme, I wanted to focus this month on some escalating liability trends, comp doom and gloom, then follow up with some excellent post by our Riskateers in a variety of areas from health care to liability concerns to medical management trends.

If you wonder why I use a "train wreck," theme, it may be because I find it hard to get past my sociological training. If you ever want to become seriously depressed, have dinner with academic sociologists. I don't know too many who hold much hope in improving our society. Nor do most believe much in the future, despite a bright crop of kids (one who nearly ran me off the road with a horn blast this week as he exited Brophy Preparatory School in his daddy's big black SUV) snapping up college degrees and MBAs faster than, well, SUVs driven by rich kids. I am digressing, however, from the task at hand: Hosting the 105th edition of the Risk Cav.

I want to remind you to click on your browser's "back" button to return to Cav after you surf away to read a post. Soon I move my blog to my website and hope that Wordpress can handle this better than Blogger does.

So, fasten your seat belts (do trains have seat belts?) and let us visit the top risk management blogs of the past few weeks. And now, to quote Rocky from Rocky & Bullwinkle fame, it's "On with the show."

Liability

From Lawyers USA Online, I wanted to bring you this blog covering Jury Verdict's top ten verdicts of 2009. The top-ten highest verdicts rose from an average of $112 million in 2008 to nearly $145 million in 2009. Now see why I'm slightly less than optimistic?

Nina Kallen presents a blog on the downsides of failing to purchase optional motor vehicle insurance at Insurance Coverage Law in Massachusetts. Of course, her advice is good anywhere, isn't it Hulk Hogan?

Next, Tred R. Eyerly presents an interesting look at business interruption law with a review of a recent court decision in Hawaii. And who says gambling and insurance don't have anything in common?

Surety is well-covered in Hank Stern's InsureBlog. Kevin Kaiser guest blogs and explains,with an easy to understand example, just what a surety bond will do.

In an example and succinct post, Jon Coppelman at Workers Comp Insider discusses the cost of risk transfer: how much businesses pay for workers comp depends upon the states in which they operate. In one very low-cost state, Massachusetts, politics plays a big role in deflating the cost of insurance. My editorial comment: attend your state's NCCI update this year. It's free and very informative. NCCI officials will state, in my opinion, what they said last year: Frequency down, severity up. Where else can rates go but up? Frankly, I've been preaching this for several years but no hardening has appeared. Eventually, though, the market will harden. This is when safety and e-mods will make a huge difference.

Next, I tackle the politics of workers' compensation fraud and tactics to help reduce fraud at my Allbusiness column, Risk Management for the 21st Century. I'm sure this post will exponentially increase my popularity in the fraud prevention industry.

Health Care/Medical

Jaan Sidorov asks the important question: Do physician office process improvements lead to patient quality improvement? Dr. Sidorov reviews one study showing that improvements at the individual office level do not lead to measurable improvement. It depends on the measurement unit. If the unit is a physician or clinic, it is not detectable. No wonder physicians, much like sociologists, are a dispirited lot.

How will health care actually impact the breakdown of individual versus group health insurance? That remains to be seen, according to Louise Norris at Colorado Health Care Insider. Currently, there are far more people with group coverage than with individual policies. The balance might shift a bit as health care reform takes effect, but she doubts there will be a mass exodus away from group plans in favor of individual coverage. The Norris family are so down to earth, like so many agents I have met over the years. If you've never cruised their website, take a moment to read about them.

Jenny Stowe gives us ten facts about health care reform here. I will add my own spin. I work primarily in communications with the property & casualty (P&C) industry. Here is one trend I predict yet I haven't seen explored yet in the insurance trade magazines. If health care reform is not derailed by politics and legal maneuvers, the P&C industry will be competing with the health care insurance sector for intellectual talent like a wolf pack over an elk bone. Good luck with that, with other industries far outstripping the insurance industry in pay and benefits. Take a look at the benefits Google offers its employees here.

Steven Ambrose of Claim Catcher offers a look at a tool that can find missed subrogation in health care here.

Finance

The Silicon Valley Blogger presents a depressing look (there seems to be a theme here, doesn't there?) at the European Sovereign Debt Crisis and how is might impact your investments.

The Healthcare Economist Jason Shifrin, Ph.D. compares fiscal stimulus with antidepressants, an apt topic for this Cav given the tone.

Just for Fun

I enjoy dog stories with happy endings. Finally, if you'd like to track North American earthquakes, click on this link.

That's all for another exciting Cavalcade of Risk. See you in the blogosphere!

Webinar tomorrow on claims management

2010-04-27T14:42:00.001-07:00

Be sure to join me tomorrow as I present a webinar for agents on effective claims strategies to help retain business. It's called Working with Adjusters to Get Claims Paid. See you tomorrow!

Moving my blog

2010-04-20T19:52:00.000-07:00

I am pleased to announce my Insurance Copywriter blog will be moving to my website soon, so stay tuned for the correct URL.

Have a great day!

Get ahead of the market madness

2010-04-17T11:04:00.000-07:00

This has been a busy new year for me. While I don't think the recession is over yet as the financial pundits trumpet, since the first of 2010, I have received more agent and carrier phone calls and emails asking about advertising collateral and training.

As the recession lifts, put your organization in the public eye now and get ahead of the competition. I would love to help.

Here are just a few of the projects I've either completed or have in process right now.

Website rewrite for a large Midwest independent agency.

Website rewrite for an insurance agent who sells to a highly technical market.

Helped an agent craft his biography, which he loved. We found an awesome "hook" that makes his prospective clients say, "I need to meet this guy!" Boring biographies are, well, boring. Most professionals need at least one and perhaps two bios. I would love to chat with you about building a strong bio.

Completed three seminars for Insurance Journal Academy on agency/carrier human relations management. My next seminar on April 28 is on the Agent/Carrier claims relationship. I promise, if you attend, you'll never look at claims management and service expectations again!

Writing curriculum for CPCU education.

Presented to the Arizona Claims Association about the importance of diversity in the workforce.

Assisted a large MGA with marketing collateral.

Why wait until the economy is in full swing to advertise? If I can help, please contact me at 602.870.3230.

Join my upcoming class!

2010-03-06T12:42:00.000-08:00

Isn't this just beautiful?

2010-03-06T12:40:00.001-08:00

Diversity a great topic for the insurance industry

2010-02-27T04:57:00.000-08:00

I spoke last month at the Arizona Insurance Claims Association, the premier (albeit only!) organization in Arizona dedicated to the property/casualty claims adjuster. When I last spoke there, I talked about the brain drain carriers and agents are experiencing and how Gen Xs and Ys could leverage this exodus to their advantage, but I wasn't sure diversity would go over too well. One of my blog readers asked how it went. Frankly, I was surprised by how interested the audience was in this topic.

To remain competitive in today's rapidly changing and global market, the insurance industry, like any other industry, must have top intellectual talent. And that talent lies in diversity, not just of race and gender, but in diversity of thought.

Studies have repeatedly shown that diverse groups perform better and that a certain amount of healthy conflict must occur before groups arrive at superior decisions. And because the insurance industry is becoming more and more team-driven, the need for training in areas of diversity becomes even more critical. Studies repeatedly show that diverse teams make better decisions.

If your organization would like to explore diversity or inter-generational issues, I present in these critical areas. As an instructor for Insurance Journal's Academy, you are invited to take part in my upcoming seminars or purchase my earlier seminars for your organization.

The link to the Academy is here.

Have a great, productive week.

Why consultancies need general liability coverage

2010-02-27T04:55:00.000-08:00

View my latest article in Agent & Broker here.

Where in the world is Nancy?

2010-02-11T22:40:00.001-08:00

I'll be presenting at an Insurance Journal webinar on managing personality types and team building on February 17, 2010. Register here.

Where in the world is Nancy?

2010-01-19T19:58:00.000-08:00

I'll be speaking this Thursday, January 21, 2010, at the Arizona Insurance Claims Association in Phoenix. The topic is "Leading by Managing Diversity."

To attend, visit this url: http://www.aicaonline.org/events.php

Top 10 Risk Management Lessons and Trends from 2009

2010-01-04T18:44:00.000-08:00

Here is a process to reduce your organization's losses in 2010.

Build a stronger safety culture

2009-12-28T20:49:00.000-08:00

Build a stronger safety culture in 2010. Read my most recent allbusiness.com column here.

Top Risk Management Trends/Lessons from 2009

2009-12-25T08:44:00.000-08:00

In my All Business column, I've covered the top ten risk management trends and lessons from 2009. Read the column here.

New poll should worry you!

2009-12-21T20:55:00.001-08:00

Although the economy is bad, your best employees may be on their way out your door once the economic picture improves even slightly. This poll should worry you!

Would you job hop for the right opportunity in 2010?

poll by twiigs.com

Watch for our upcoming White Paper on ways to ensure all your employees feel part of your team.

Cavalcade of Risk #93

2009-11-30T19:12:00.003-08:00

Welcome to Cavalcade of Risk #93. Perhaps because of the holiday weekend, we were light on submissions but those we did receive were interesting. As expected, the health care debate as part of risk management continues to swirl both pro and con, so we'll begin there.

Health Care

Dr. Jaan Sidorov takes a look-see at the Senate Health Reform Bill’s provision to surtax the rich. After reviewing the various arguments both for and against, this contrarian bloggist points out that insurance premiums are typically not progressive. There are implications he warns -- big implications.

Jason Shafrin explains how the House Health Reform bill will affect the number uninsured and the number with employer-provided insurance. The Healthcare Economist explains at his blog.

Louise from Colorado Health Insurance Insider brings us her opinion in her blog entry Public Opinion of a Mandate. "We can’t have it both ways," she says. "We can either continue with a “free market” health insurance system that allows carriers to use medical underwriting and also allows individuals to opt in or out of the health insurance system as they please, or we can move to a system that insures everyone, thus spreading the cost to care for the sick across the entire population. (It’s useful to keep in mind here that none of us really knows when we might be counted among the sick.) But to think that we can have a system that allows sick people to obtain care with reasonable premiums while not collecting any premiums at all from healthy people who opt out won’t be feasible."

Workers' Compensation

Tom Lynch from Workers' Comp Insider offers a plan for measuring a workers compensation program’s progress designed to get the attention of senior management. Read the comments, as well, since Frank Pennachio comments and when he does, I always listen to this work comp guru.

Finance

Wenchypoo is back this month and presents The New Money-for-Life Plan posted at Wisdom From Wenchypoo's Mental Wastebasket.

Risk Management

My blog entry this Cav centers on OSHA's new attitude. Is your organization ready?

Busted!

Finally, Bob Vineyard, CLU, presents Paging Dr. Facebook posted at InsureBlog. We just started worrying about the implications of genetic information, and now this!

Until we meet again in cyberspace, have a great week and stay safe! And don't forget, horseplay can hurt. Ask Buddy.

I'll be hosting the next Cavalcade of Risk

2009-11-24T20:20:00.000-08:00

December 2 I will be hosting the next Cavalcade of Risk. In the meantime, you can read my most recent column at allbusiness.com.

How about that Elvis stamp?

2009-10-08T09:17:00.000-07:00

One Christmas I was in a long line in the Garden Grove, California, post office. An elderly woman was in line in front of me and when she finally got to the counter, she ordered a book of stamps. After asking for the book, she qualified her statement by saying with a great deal of irritation, "And none of those darn Elvis stamps, either!" Everyone within earshot tried not to laugh out loud.

Should you use a live stamp or bulk mail for your next promotional piece? While bulk mail may save a few pennies, I always use a real stamp. In fact, I often get creative and use stamps with themes or beautiful pictures just to draw the letter opener’s eye to them.

One of my favorite marketing gurus, Mark Satterfield at his blog Gentle Rain Sales Letters, offers the same advice. “A live stamp makes the recipient pause and say to themselves, ‘I wonder if this is something important?’”

Mark’s blog offers great tips on writing sales copy and other tips for marketing. If we can help you write copy that will produce sales, contact us at 602.870.3230.

We are already helping agents throughout the US with their marketing efforts. Why not call for a free consultation? With over a quarter century in the insurance industry, we understand your business.

Insurance broker bonds: What agents need to know

2009-09-21T07:38:00.000-07:00

Occasionally we ask a guest to address insurance agents on important topics. One important topic is insurance broker bonds. Our guest columnist, Kevin Kaiser, a principal with Suretybonds.com, has graciously offered to share his insights on agent bonding with us.

Like their counterparts in the mortgage business, insurance brokers can make a significant difference in the lives of their customers. But a handful of outliers can wreak havoc and upend businesses and lives. It’s because of that potential, however infrequently this occurs, that surety bonds have become mandatory for both mortgage and insurance brokers.

Surety bonds help protect municipal agencies, businesses and individuals in the unlikely event of unethical, misguided or even illegal practices at the hands of an insurance broker. Longtime brokers and agents are likely well-versed in their knowledge of surety bonds. But for new and aspiring brokers, bonding can at times prove a complex, even frustrating experience.

Here are a few things that fledgling brokers need to know about insurance broker bonds.

What bonds protect against

These surety bonds provide a layer of security for consumers if brokers take advantage of their position and expertise. Brokers or agents who engage in any of the following tactics may end up with a bond claim against them:

Providing false quotes or inflating figures to boost profit.

Encouraging customers to engage in misrepresentation on applications.

Telling customers it is permissible to distort their financial standing on applications.

Encouraging customers to buy insurance products that are inappropriate for their needs.

How to get bonded

Surety bonds are available from a host of sources, including surety companies dedicated to providing bonding services. Insurance broker bonds are considered license and permit bonds. Like many other license and permit bonds, each state Insurance Department serves as the obligee for an insurance broker bond. In other words, the bond protects the state against loss. The bond guarantees that an individual broker will follow all applicable state and local laws and regulations. Paperwork must be filed with a broker’s state upon obtaining a surety bond. A surety bond is typically required upon application for a license or a license renewal.

How to Qualify

Currently, the market for insurance broker bonds is relatively stable. These are generally seen as low-risk bonds, especially compared to other commercial bonds within and beyond the license and permit category. Surety companies will typically look at a few key indicators when examining a bond application. These include:

• Credit score.
• Financial strength and background.
• Management structure or leadership team.

For these relatively low-risk bonds, rates won’t vary considerably among surety companies. Sureties usually determine the bond premium after examining the business’s claim history and financials.

Bad credit

Even brokers with less than stellar credit can obtain the necessary bonding. Brokers with bad credit will typically utilize a surety company that specializes in working with agents with compromised credit. Given the increased risk and greater degree of underwriting complexity, these bonds will almost always cost more.

To learn more about how to obtain a surety bond, visit http://www.suretybonds.com/ or email the author, kevin@suretybonds.com

Agents must communicate their value

2009-09-02T22:11:00.000-07:00

A recent survey of public sector risk managers showed two unsettling trends. 1) When risk managers were asked if they viewed their dealings with their carriers as “a significant, long-term relationship,” only 30 percent of the respondents answered that question in the highest category.

Almost half of the respondents anticipated changing carriers compared with only 36 percent in 2008, a difference of 12 percent. Seventeen percent of respondents reported a “strained” relationship with their insurance carrier and fully 22 percent were considering changing brokers. An additional six percent reported a “strained” relationship with their broker.

What does this survey reveal? Brokers and agents must work hard to keep today’s insurance consumer happy. Providing valuable client services and frequent, thoughtful communication helps insurance professionals retain their client base and build business. Contacting your clients only at renewal or when they make changes to their coverage will no longer suffice. Today’s knowledgeable consumer no longer settles solely for a commodity-based insurance provider relationship. They must able to clearly evaluate the value-added services your agency or brokerage provides. Are you reminding your clients of those services?

Insurance Writer helps agents communicate your message to your clients. Contact us at 602.870.3230 for more information.

Build your website quickly and easily

2009-08-10T02:18:00.000-07:00

I write website copy for agents and insurance providers. One of the biggest problems my clients find is locating a website designer who 1) is affordable and 2) is easy to work with and dependable. Especially for agents with small marketing budgets, finding the appropriate website designer is almost always a challenge.

While I rarely endorse products because I cover so many in my various columns, one website design option I think will fit many agents’ budgets is AgentMethods. In just a few minutes, agents can achieve a professional website that will help them build their business. With three options available, AgentMethods’ cost is very reasonable to establish a web presence, a must in today’s tech-savvy society. I talked with founder and CEO Aaron Kassover recently and was impressed with his straightforward attitude.

While agents will still want to incorporate customized wording and landing pages for their sites, this template is a great vehicle to build a website for countless agents without extensive computer skills.

Contact Aaron via his website. Once you have your website up and running, I’d be happy to assist you with additional advertising copy that will help drive business to you.

Cavalcade of Risk #83

2009-07-19T08:28:00.001-07:00

It is my privilege to host this week's Cavalcade of Risk. It is over 113 degrees here in Phoenix by noon on any given day, so in keeping with the weather, I have picked only the hottest posts about risk, both personal and private, and a few important blogs about the upcoming health care transition this country may expect in the coming years.

One note: my blog platform is tricky and will take you out of this blog when you click a hyperlink, so be sure to hit the "back" button to return!

Personal Risk and One Slightly Gross Dog Topic

First, I want to post a powerful post about personal risk and persevering even after adversity blows in. Toni Graybill presents tonig.net: Welcome to My World of Wealth posted at Maximize Health and Wealth.

ID Theft blogger Robert Siciliano, writing at the Blogger News Network, warns about increased risk of identity theft when using an ATM, and offers some helpful tips to mitigate it.

Since I am currently "house poor," here's a post I liked. Rohit presents 5 personal finance lessons we all should re-learn from the present financial crisis posted at eMoneyLog.

As long as we are on personal risk, I am going to include a post about dog health. Who hasn't rushed their dog into the vet and been bitten by a several hundred dollar vet bill? This post gives some general guidelines. Now, I am going to give you a tip that can literally save you hundreds of dollars. This post mentions taking your dog to the vet if diarrhea lasts more than one day. Au contraire mon frere. I have saved literally thousands of dollars during my dog-owning decades with this simple trick: a can of pumpkin.

I own German or Czech shepherds. I am a big promoter of the German shepherd dog and believe in buying imports or dogs bred here from recent European lines. Because breeding standards in Germany and the Czech Republic are much stronger than they are in the US, the health and temperament of imports is generally excellent.

From time to time, my dog Romy will open the refrigerator door and have a feast or I will succumb to human sympathies and feed the pups people food, which doesn't always agree with their digestion. When my dogs get diarrhea, I simply open a can of plain pumpkin and take them off solid food, feeding them pumpkin for a day. The second day I mix in pumpkin and a little kibble or rice, and voila, in almost every case, symptoms solved. Most dogs love the taste, so don't worry about that. If the symptom doesn't resolve in two days, I would consider trotting them off (excuse the pun) to the vet, but I can't recall a time I have had to do so in the past decade and a half since I've been using this trick. For a laugh, visit the "unindicted co-conspirators" at my website.

I believe the high costs of vet care in the US precludes families from adopting dogs, so anything I can do to keep a dog out of the vet I hope keeps more dogs out of shelters.

Risk Management

If you have been following the swirl surrounding the "United Breaks Guitars" video, my post this week reminds us of what can happen when a mega corporation forgets about the power of today's media. If you haven't seen the video, I highly recommend you watch it. It is available at the link offered above.

The folks at Workers Comp Insider looks at cost and compensability issues related to sports injuries at college and at the gym.

Finally, Tim Norris of National RE Insurance Group offers some advice on workers' compensation exposure for the real estate investor at this link.

Health Care

Okay, now that I have probably grossed you out but saved you lots of money, let's move on to health care issues. I ponder why every industrialized nation in the world has some type of universal health care and we have been unable to do so. I know we are moving forward, but I cannot help but worry that what we Americans will end up with will resemble sausage more than filet.

Of concern to many Americans is the need for long-term health care coverage and this post by Jeff Rose at Good Financial Cents offers some tips on when and what type of coverage you should buy.

John Leppard offers Congress Can't Run the Risk of Ignoring Risk posted at Healthcare Manumission.

Wenchypoo is always interesting and doesn't fail this week. We present Wenchypoo's Health Care Proposal posted at Wisdom From Wenchypoo's Mental Wastebasket.

Jason Shafrin presents Public Plan enrollment freeze posted at Healthcare Economist.

Tyler King presents You can't solve a problem that you haven't defined posted at Clarifying Health. Tyler, I couldn't have said it better myself.

Next, Henry Stern, LUTCF, CBC presents Throwing Grandma Under the Train posted at InsureBlog.

Finally, the immodest Jaan Sidorov of the Disease Management Care Blog disagrees with Paul Krugman on the viability of markets for health insurance. He provides theory and evidence that suggest that the market can work and urges Dr. Krugman to get out of the way.

Our roundup of risk is complete. Have a safe and quality week.

Your RFP response is a critical factor in winning that account

2009-07-19T08:19:00.000-07:00

More and more, large organizations seeking professional services like adjusting services, prescription benefits programs or agent / broker services turn to Requests for Proposal (RFP) to choose the best provider. For many service providers, responding to RFPs the first few times can be intimidating. A professional writer can help.

Case Study

A life and health agent in a small town of about 30,000 wanted to compete for a local organization's group health benefits coverage. The organization had gone out with an RFP for broker services the previous year and the brokerage, although submitting a proposal, failed to win the business. The hospital went out for services again last month and the brokerage turned to Insurance Writer for help in preparing the RFP.

As a former risk manager who both wrote and, as a consultant, responded to RFPs, I am in a unique position to help service providers craft excellent responses. I know what purchasing officers look for reviewing RFP responses. Today’s purchasing officer reviews, normally with a team of experienced personnel, many RFPs when attempting to procure services. Your response must stand out from the crowd.

The process we used allowed the agent to answer as many questions as he could in writing in the format of the RFP response. Then in a short series of interviews we determined his hidden strengths and where these assets could flesh out the RFP response. With our help, this agent stands a much better chance to win this bid. As an additional benefit, he can use this same RFP response and its format for future responses since so many RFPs ask for the same information again and again.

Here is the best part. The agent paid less than one percent of his potential commission in this matter to give him the edge he needs to win this important bid. Are you willing to invest a little to win? You will be surprised at how affordable our services are. Call us at 602.870.3230 if we can help.

This week's Cavalcade of Risk is now posted

2009-07-15T22:42:00.000-07:00

For a great overview of the healthcare system reforms and other risk-related matters, visit the Cav.

Safety training need not break the bank

2009-06-15T09:43:00.000-07:00

Visit my latest column outlining inexpensive training resources for business and government. A little humor may help make important reading easier.

Cavalcade of Risk

2009-06-03T21:47:00.000-07:00

The new Cavalcade of Risk is posted here. My article on the ADA and injured worker accommodation appears, but the entire issue this month is particularly interesting. Check it out!

New column on Allbusiness.com

2009-06-02T22:39:00.001-07:00

Visit this link to view my latest column on disability management.

Cut advertising costs by hiring direct

2009-04-16T23:30:00.000-07:00

Like almost every independent agent or broker I speak with across the country, you are probably trying to shrink your advertising budget yet keep your brand highly visible. Would you like to how? If you are paying your advertising agency to create your insurance or risk management copy, there is a strong possibility they are outsourcing the creation of that copy to me, or someone just like me.

That’s right, you may be paying 40-to-50 percent more for the creation of your material than you should. Don't pay overhead to agencies who either utilize in-house writers inexperienced in insurance, taking much longer to produce copy, or outsource their writing to specialists like me, then mark up those charges.

Call me today for a free consultation. With over twenty years of risk management and insurance experience, I can furnish you with copy that will make your advertising collateral shine.

Common sense risk management

2008-12-29T13:23:00.000-08:00

Just before Christmas I was searching for a gag gift for one of my friends. I was shopping with several adjusters, and adjusters and insurance professionals, generally speaking, have very twisted senses of humor. This probably arises as a coping mechanism for dealing with mutilation, foolishness and death on a daily basis. But I digress.

I found a book of postcards titled Grandma’s Dead: Breaking Bad News with Baby Animals. As we read through the postcards, and many of them were quite graphic, we laughed so heartily and for so long that other bookstore customers began to gather around to see what all the fuss was about. Let's face it, in these economic times, everyone is looking for a laugh.

In short, the book is a series of postcard pictures of beautiful baby animals with captions like “Recycling Won’t Work," "The Meteor Can't Be Stopped," or, one germane to this post, “There is no Santa Claus.” Some of the captions are in extremely poor taste, but some are downright hilarious. See a preview at http://www.amazon.com/Grandmas-Dead-Breaking-News-Animals/dp/0061673765/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1230586397&sr=8-1

As I was zooming through a slideshow last night of the people and funds that were hit in the Madoff scandal, I couldn’t help but think of the old adage that rings true especially today: “If it looks to good to be true, it probably isn’t.” One of the fund victims stated that participants questioned why they were consistently achieving about 10 percent return on investment when the global financial markets were melting down. Now they know.

What can we learn from this tragic lesson, which has rocked both charities and personal fortunes and led, so sadly, to one apparent suicide? The lesson is simple, and it is in the book Grandma’s Dead: “There is no Santa Claus.”
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Unfortunately, the impact of this crash is going to ruin many people’s holidays, probably for years to come.

If you are an agent and would like to help your commercial customers better manage their risk, refer them to my blog on AllBusiness.com at http://www.allbusiness.com/4974114-1.html. Each week I give tips to help small-to-medium sized businesses better manage their risks.

Cavalcade of Risk #67

2008-12-05T05:41:00.001-08:00

This is my first hosting of the Cavalcade of Risk, which is made up of some of the tops blog entries on risk management written in the past few weeks. Perhaps it is the economy, maybe it is the holiday, but for whatever reason, most of the submissions have leaned toward personal finance and I have weeded most of them out. Perhaps that's because many of us are currently paper paupers. I don't know about you, but with layoffs abounding in the insurance industry and beyond, I am grateful today for the security provided by this great career.

We did have some great risk management submissions, though. Because I am by trade an insurance marketing person, I read with a cautious eye Wenchypoo's entry, The Con in Lexicon, where we are told how "mere words can rob us blind." I must say, though, I agreed with the entry and even added my own suggestion: Value-Added Tax (VAT). Although I love my Irish scarf, it is not one iota more valuable because I paid my VAT.

We have several health insurance-related posts this month, including Richard Eskow at Sentinel Effect, who suggests another approach to the auto bailout: What if the government funded and managed the Big Three's health benefits instead? The Obama team could build a working model of health reform, Richard thinks.

Another health care post is one from Jaan Sidorov at Disease Management Care. In this post, physician and ex-medical director Jaan Sidorov examines how health insurers think about generic drugs and the tricks they use to promote their use and manage their trend.

Also posting this month is Jay Norris from the Colorado Health Insurance Insider, who tells us in his entry that just providing health insurance to the uninsured would still leave us with a pretty big mess. We don't have enough primary care docs, our drugs are too expensive, our hospitals are too focused on turning a profit, we spend more than any other country on our healthcare, and yet our results are mediocre at best.

Joe Paduda of Managed Care Matters gives us the gift of his insight in his blog, We Have to Deal with Costs. Clearly, the nation is at a crossroads in health coverage. The next few years will be interesting and expensive, no matter what happens.

Some companies will do anything to meet analyst and shareholder earning expectations, according to this post. Backdating contracts is one way to achieve this goal. By backdating contracts so that the revenues can be recorded for the current quarter, management is essentially recording future revenues in the current quarter. If you are considering investing, according to Qovax, take time to read both the auditor's report and the K-8s. Better yet, read this post.

In the Sun's Financial Diary, we are told the obvious: That diversification may not work in the current economic market. This article is short on answers, but what the heck, I'm in the holiday spirit.

Carson Brackney, the Personal Finance Analyst, blogs on a topic I have unfortunately experienced firsthand: a major illness sans long-term disability coverage. In Long-Term Disability Coverage Makes Sense, Brackney outlines the top reasons we need this vital coverage. In case you are wondering, I will be working much longer than I anticipated due to my lack of foresight. What are you waiting for? Call your agent.

Here's a post from the Monevator on why the riskiest assets to buy right now could be the safest: US treasuries. This article explains why.

Whenever I see the name Chris Boggs I read him because he is a strong writer and very knowledgeable. I tracked him down on My New Markets, which he edits. Boggs fills us in on Insurance for Bloggers (in three parts). Bloggers, beware!

InsureBlog gives us a really insightful post on sharia-based insurance. Is it good risk management or a cover for terror-enabling? Henry Stern takes a look at this controversial new product. I just have one question. Can women underwrite or handle the claims for the sharia-based coverage? Many interesting avenues to this post, so don't miss it.

In a timely article given that several New York workers' compensation trusts have gone belly up, Julie Ferguson of Workers Comp Insider tells us what happens to your workers' comp claim if your insurer or your employer declares bankruptcy.

In this time of economic turmoil, many of us will be either giving or receiving loans from relatives. This quick post from Bargaineering outlines some tips to help us lend without running afoul of the IRS.

This week I tackle public relations and recommend a great book in my blog Risk Management for the 21st Century. Bad PR is a killer to firms large and small, so take a gander.

To end on a humorous note, here is a great entry I found in The Employment Law Post entitled, Booze, Porn Addictions and Interventions: What a Holiday Party. I used to think I was a pretty good boss until I started watching The Office and realized I had more in common with Michael than I cared to admit. If you missed that episode of the office, see if you can find it somewhere. It's a hoot.

If you would like to post in an upcoming blog, feel free to submit to Cavalcade of Risk using our carnival submission form. Past posts and future hosts can be found on our blog carnival index page.

Have a safe and risk-averse holiday.

Five Reasons to Create Your Professional Bio

2008-10-29T20:31:00.000-07:00

Every insurance professional should develop his or her professional biography. Why a bio? Because despite our increasing reliance on electronic communications, people still want to know a little about you before they contact you. Your bio is a marketing tool that helps to build your brand. Your brand is your name, and the name of your company. When people consider insurance, you want your name to be the one that comes into their minds. This can only come through repeated branding of your name, or the name of your agency, with insurance.

Here are the top reasons to write your professional bio.

There are thousands of insurance agents for people to choose from, plus growing competition from direct writers. Therefore, it is imperative that you set yourself apart from the crowd. A professional bio quickly showcases your experience and sets you apart from the crowd.

A bio is the quickest way to say, “Insurance is not just a job; insurance is my career and I am proud to be an agent.”

A bio will introduce you to new clients and potential strategic partners. Your bio can open doors to many new opportunities.

You can use your bio to obtain speaking engagements and media appearances. Perhaps you might author an article for a local newspaper on some aspect of insurance. Maybe you could be a guest on a local radio talk show. Perhaps you may give a talk at a local service organization. The bio opens the door to all this and more to help you build your brand.

Your bio can provide a dash of personal information that helps people relate to you in some way. This builds bridges and encourages people to contact you.

Your bio should be short, so pick the key points in your personal life and your career that provide the best flavor of who you are. A bio, once written, can be used again and again, or revised as your career deepens and your expertise grows.

If you need help creating a bio that works for you, feel free to contact us at Insurancewriter.com

An example of bad business writing

2008-06-20T07:05:00.000-07:00

Sorry to dog the English since they usually do have a better command of the English language than do Americans, but here's an example of business writing at is worst.

This was recently disseminated interoffice in an insurance setting in England:

The new Bulletins system was launched on 24 March 2008. This is information regarding how HO Underwriting will utilise the system to communicate changes. Previously, communications specific to the Regions were termed Circulars andthose to Agents were Technical Bulletins. All information will now be issued via the system as Bulletins, so to differentiate between them for the purposes of explaining how the system will be used, we will refer to circulars as "regional instructions" and Technical bulletins as "general instructions".

Regions will receive advance notice of general instructions via e-mail.When published, Regions and Agents will receive the standard e-mail notification produced by the system. If you do not receive the automated e-mails that colleagues get, please contact the Service Desk to check your inclusion in the e-mail group "Networked Group Secretaries" or "UnderwritingBulletins (Advance Notice)" (or a sub-group therein). [Editorial comment: If you didn't get it, how do you know you didn't get it?]

General instructions will be made available for everyone to read and can be accessed through the Bulletin system via the (their internal intranet).(Link on the left side of the Agents page and also on the Underwriting homepage). Some bulletins may only be relevant to the Regional Underwriters (regional instructions), in which case they will be targeted at this group so that others do not receive unnecessary communications.

Therefore, if some bulletins have a limited audience, an individual's view may not include all sequencial numbers, but you will have access to bulletins relevant to yourself. Details are included in the Underwriting Procedures manual, (accessed via the Underwriting Manuals page on (their internal intranet) under: Account Management Programme / Underwriting Bulletins : Guide to issuingUnderwriting Instructions (via the Bulletins system).

Please continue to liaise with your Region regarding clarification of the detail of any bulletins, who can then liaise with HO as necessary. Any problems accessing the Bulletin system itself can be directed to the Service Desk.

Whew! I don't know about you, but I'm lost! Can you really afford to send that kind of communication to your staff? If the information is important enough to communicate, it should be right! Business communications should be crisp, clear and to the point. People can't and won't take the time to "extract" the message from the mess.

Educating insurance consumers with entertainment

2008-06-08T01:00:00.000-07:00

One of the biggest weak spots in the industry in my opinion is that the insurance industry as a whole has pretty much failed in its public relations efforts. What the industry has allowed the plaintiff's bar to do very successfully is to educate the consumer about the role insurance should play in society, which is not too accurate a depiction. The industry has done little to counter this damage but complain.

Metropolitan Life has done something I find really interesting. They are using social media to explain to people what role insurance should play in our society. Click here to see a two-minute educational video available on www.youtube.com. What do you think?

C-Level executives obtain most of their purchasing information on line

2008-05-31T12:42:00.000-07:00

If your business isn't advertising on line, you may be losing access to the key decision makers in today's businesses: C-level executives such as CEOs, CROs, CFOs, and CLOs.

Forbes recently completed a blind survey of 286 C-level executives and found they spend an average of 16 hours weekly on the Web, not including using e-mail. 64 percent of the respondents viewed eight or more Websites per month looking for business and financial information.

Compared to the time the C-execs spent on other resources,if you aren't making use of web advertising, you may be missing your audience.

Here is the time C-execs spent viewing other medium:

TV 8.6 hours per week
Magazines 6.6 hours per week
Newspapers 6.6 hours per week
Radio 5.7 hours per week

Should you rethink your advertising dollars? If so, please call to view our innovative HTML advertising campaigns or White Papers that have helped drive traffic to our clients' sites. We have helped dozens of financial services companies build a strong web presence. We would love to help you deliver a crisp, clear message that reaches your intended audience at a rate that is amazingly affordable.

Call (602) 870-3230 for a rapid response.

Upcoming speaking engagement

2008-05-18T10:43:00.001-07:00

Nancy Germond will address the Loss Executives Association's (LEA) 77th Spring Meeting and Educational Conference in Portland, Main, on June 12, 2008. Her session, "Brain Drain in the Insurance Industry," provides proactive tips for managing, retaining and training insurance industry personnel. With more than one quarter of the U.S. population eligible to retire in the next few years, this topic is critical to the strategic management of insurance organizations.

The LEA is the premier source of education and training of property claims managers nationwide.

Nancy's articles appear in industry trade journals and her weekly column, "Risk Management for the 21st Century," appears on Allbusiness.com.

Selling workers' compensation coverage

2008-05-10T12:30:00.001-07:00

Tired of competing solely on price? Then watch this video and learn:

1) An overview of experience rating
2) Nine key concepts of experience rating that employers need to understand
3) The process of using ModMaster to compute a mod
4) Interpreting ModMaster reports
5) Communicating the 9 key concepts using ModMaster reports, and
6) Taking the next step by introducing WorkCompEdge

RiskList helps businesses manage risk

2008-04-07T08:10:00.000-07:00

Do you want free advice from some of the world's top risk managers? Then join RiskList, a moderated risk management discussion forum.

Click to join RiskList

Turn your employees into headhunters

2008-03-30T15:35:00.000-07:00

Last week I attended a four-day Society of Insurance Trainers & Educators conference. The class size was small, about eight, but what was exciting was the level of young talent in the training.

If we are reading the trade journals, we know that our industry talent is disappearing, in part due to the current and pending Baby Boomer retirements, and in part because of our seeming inability as an industry to attract new candidates. When was the last time you heard a young person, when asked his or her career plans, say, "I'm planning an exciting career in insurance!"

But the reality is, the insurance industry offers exciting career opportunities. Here are just a few of the advantages I've found during my two-decade plus career:

Wonderful and supportive coworkers.
Ample training opportunities, whether at the workplace or self-directed.
Interesting dilemmas to solve, whether during my years in claims, my years working with agents and MGAs, or my years in risk management.
A fairly lucrative wage.

But as an industry, we don't convey these benefits. As I watched the younger participants at this training workshop, I kept thinking, "Some headhunter is missing a great opportunity here." I would have hired any of the participants in a heartbeat.

If you are having trouble attracting great talent, why not turn your employees into headhunters? As they attend seminars and networking events, ask them to exchange business cards with people they think would be a fit for your company.

While these attendees may not be in the job market right now and you may not even have a current opening, a year down the road, with growth, mergers and acquisitions and downsizing, the story may be entirely different.

When I talk with other young people, particularly women, I encourage them to think about insurance as a career path. You may want to do the same.

Performance appraisals can limit liablility

2008-03-17T20:26:00.000-07:00

I've been very busy with my new column in Allbusiness.com.

Click here to read the latest entry.

Public sector risk managers do more with less

2008-02-21T22:37:00.000-08:00

If you want to see risk managers who really know how to do more with less, spend a few days with public agency risk managers as I recently did in Anaheim, California. About a thousand risk managers and human resources officers, third-party administrators and those impacted by risk gathered at the Public Agency Risk Manager's Conference (PARMA) last week to discuss trends in public sector risk management.

I heard many great speakers, but the one who really stood out was Gordon Graham, a former police officer and safety consultant. He spoke about Admiral Rickover's 7 Rules of Safety Success, which I turned into a column in Risk Management for the 21st Century on http://www.allbusiness.com/. To read the column, click here.

Public sector risk managers are the unsung heroes of their agencies because they consistently figure out ways to manage the myriad problems public entities face as they try to provide services to an increasingly demanding public.

Should your organization hire a risk manager?

2008-02-14T18:52:00.000-08:00

View my latest column in Allbusiness.com.

Your company isn't immune to employee theft

2008-02-09T21:57:00.000-08:00

Read my latest column in Allbusiness.com.

Are auto accidents driving your losses?

2008-02-01T22:15:00.000-08:00

Read my latest column in Allbusiness.com.

Use the rifle approach to safety

2008-01-14T22:16:00.000-08:00

View my most recent column in Allbusiness.com.

New book on risk management a must read

2008-01-13T07:56:00.000-08:00

Because I believe in insurance and risk management education, I'm posting a review from claims writer and pundit Kevin Quinley's website praising a new book by insurance professional Rick Vassar.

"Olly olly oxen free! Come out, come out, wherever you are!"

Reviewed by Kevin Quinley

Hide! Here Comes the Insurance Guy

by Rick Vassar, iUniverse, 2006, 196 pp., $17.95

Somebody once said that a New York accent was the most effective form of birth control known to man. Others might nominate as an effective contraceptive any tendency to talk about insurance… or risk management, for that matter.

Author, risk manager and consultant Rick Vassar has penned an illuminating primer on insurance and risk management in his book, "Hide! Here Comes the Insurance Guy." The title is a take-off on the notion that, for most people, meeting with an insurance person or discussing coverage is as much fun as a root canal or proctological exam. The author – a CPCU and an ARM -- lives a dual existence. By day, he is a mild-mannered risk manager for a company in the Washington D.C. area. In his spare time, he writes and consults on risk management topics (check out vassargroup). Vassar tries (successfully) to cushion the blow and counter the stereotype by presenting insurance and risk management principles in a straightforward way that can profit any business professional.

Part of his theme is that most companies have risks that are overseen by someone whose title is not "Risk Manager." Most companies do not have risk managers; you need to have a pretty big insurance budget to justify that as a full-time position. No company vies to be paying so much in insurance premium that they spotlight the problem by having a full-time individual to tend to it. Nevertheless, all companies have risks and need to manage it. For these risk managers without title or formal portfolio, Vassar's book – perhaps the best risk management book of the year even without that phrase in the title -- is an indispensable primer and guide. Reading and heeding his advice will save businesses much money, frustration and Excedrin-consumption.
Vassar divides his book into three main sections. Part I discusses business strategies to even the playing field between policyholders and insurance companies. Part II walks through the major basic forms of insurance coverage for most any business. Part III rounds out with a useful; glossary and index.

Vassar's target audience is likely not the Fortune 500 or Fortune 1000 risk pro who attends the annual RIMS Conference. There is no highfalutin discussion of enterprise risk management or views from 50,000 feet above ground level. If you are seeking information on Sarbanes-Oxley compliance or the risk management implications of global warming, look elsewhere. The storefront risk manager, though, will find a wellspring of effective tips and tricks between these covers.

Vassar's focus is practical and hands-on, leavened with a self-deprecating sense of humor. Did I say "humor"? Yes, though few comedy clubs are likely to feature an Open Mike night for insurance reps, Vassar takes the human antipathy toward insurance and turns it into a source of mirth and amusement. (Some end-of-chapter checklists would have been a nice addition to the text, but this is a minor quibble.)

So run -- but don't hide - and get your copy of "Hide! Here Comes the Insurance Guy." Get out from under the desk. Leave the closet and face your fears. Insurance and risk management may not be fun (though they are occasionally funny), but Rick Vassar has come as close to anyone in blending sharp wit with moneysaving risk management insights.

Insurance Writer relocates to Phoenix

2007-12-26T20:33:00.000-08:00

December 26, 2007

Release Date: Immediate Contact: Nancy Germond, ARM, AIC

Insurance consulting firm relocates to Phoenix

Insurance Writer, owned by Nancy Germond, ARM, AIC, a national risk management and insurance training firm, recently relocated to Phoenix, Arizona.

Insurance Writer was founded in 1997 by Nancy Germond. She has authored scores of articles on risk management, safety, personnel matters and claims management. She authors two columns, one for www.allbusiness.com and for Workers’ Comp Bottom Line, a Thomson West publication. In conjunction with Stillman Thomas, she designs advertising for some of the top MGAs and service providers in the nation. Her website is www.insurancewriter.com. Her blog’s URL is www.insurancecopywriter.blogspot.com.

Germond is a skilled and experienced consultant and presenter. Her relaxed and entertaining talks and columns focus on societal risks impacting today's risk management professional as well as tips for tightening day-to-day business operations.

If you'd like more information, please call Nancy at (602) 870.3230.
XXX

E-mail communications may shoot us in the foot

2007-12-13T07:53:00.001-08:00

For an excellent overview of the continuing problems with e-mail discovery, click here. I couldn't have said it better myself.

Insurance Writer announces new column

2007-12-07T14:30:00.000-08:00

December 6, 2007

Release Date: Immediate

Contact: Nancy Germond, ARM, AIC
573 638-3738

Insurance consulting firm launches new risk management column

Nancy Germond, ARM, AIC, President of Insurance Writer, a national risk management and insurance training firm, will debut a new column in January 2008 at allbusiness.com, which is owned by Dun & Bradstreet. Ms. Germond’s column, “Risk Management for the 21st Century,” will assist small-to-medium sized businesses in better managing their risk.

As any manager knows, risk is inherent in almost every interaction in today’s increasingly complicated workplace. Many organizations rely exclusively on their insurance agent or broker to handle risk. However, business managers should have a high level of knowledge about managing risk. This column will provide business leaders with practical, common-sense tips to improve safety, better manage risk and the purchase of insurance, and more thoroughly understand the insurance marketplace.

Insurance Writer was founded in 1997 by Nancy Germond. Click here to view here to view her blog or website.

She has authored scores of articles on risk management, safety, personnel matters and claims management. For almost a decade, she has contributed to Workers' Comp Bottom Line, a Quinlan publication. Germond is a skilled and experienced presenter, and her relaxed and entertaining talks and columns focus on societal risks impacting today's risk management professional as well as tips for tightening day-to-day claims operations.

If you'd like more information regarding this or other information, please contact Nancy.

Employers must pay for most personal protective equipment

2007-11-28T07:47:00.000-08:00

OSHA has promulgated a new personal protective safety standard which, in a nutshell and with few exceptions, requires employers to pay for all employees' personal protective equipment. For a full read, click this link.

Are you at the right venue?

2007-11-15T09:58:00.000-08:00

I recently attended the Workers Compensation Disability Conference in Chicago. There were over 200 exhibitors vying for the attention of the attendees. I tried to visit every booth to view new products and look for article ideas for my monthly column in Workers' Comp Bottom Line. Do you know what I noticed? Some exhibitors were at the wrong trade show.

That's right. They had spent thousands of dollars to buy space, transport and house personnel, furnish marketing material and burn valuable marketing time. The results? Some probably are back in their offices this week, wondering why their phones aren't ringing.

There are many vendors developing products that are ripe for an insurance industry eager, no desperate, to cut costs. But your marketing consultants may not be the best vehicle to ensure you're reaching the right portion of the industry with your message because they don't have a hands-on knowledge of the industry.

You've heard the phrase "targeted marketing." Targeting your prospects ensures your advertising dollars are reaching the audience that needs or will consider your product. The insurance industry is complex, and the consultant or ad agency you use must understand the industry to help you penetrate this complex market.

Here's one example. One young vendor was there with what appeared to be a great program that adjusters can use to dictate their reports and receive them back in just a few hours. With the amount of outsourcing carriers are now doing, this product makes sense. Unfortunately, this venue, where many attendees were Federal employees and adjusters not empowered to make purchasing decisions, probably wasn't a great show for this product. There's several other venues I recommended to this provider that would reap much stronger results.

Your advertising agency should be more than a vehicle to produce copy; it should provide a tailored marketing program that will help your product penetrate a highly competitive and increasingly technical marketplace.

Today, every advertising dollar counts. For a free consultation on your product, call me at 573 638-3738.

Are we focused on the goal

2007-11-11T08:35:00.000-08:00

to the exclusion of seeing those around us?

The Oakland Police Department recently spent hours trying to oust a gunman who had barricaded himself inside his house. After two hours of firing tear gas canisters into the house, the officers noticed the home owner standing beside them in the police line up, chanting, "Please come out and give yourself up!"

It's a great thing to set goals and feel proud of our successes, but to truly succeed in life as well in business, we should remember the others beside us, also helping us to succeed. Survey after survey shows employees feel increasingly disenfranchised from their work, which hurts productivity and creates customer service issues galore.

Take a moment today to sincerely thank those who help you to succeed.

Is your Blackberry costing you too much money?

2007-11-07T11:54:00.000-08:00

I am attending the Workers' Compensation and Disability Conference in Chicago. I've noticed a few striking changes in the audiences attending events.

Attendees (and many exhibitors) are so busy scrolling through messages on their PDAs and returning cell phone calls or reading text messages, they've stopped talking to people. And they've also, in some cases, stopped listening to speakers. Many of the audience member are terribly distracted, and the same held true in the exhibitor center.

I'm not sure what the answer is, but I do feel that one of the benefits of attending a conference is to schmooze, network, and otherwise meet people and learn about new products. If we're so preoccupied with what's going on back at the office, I'm not sure attendance benefits anyone.

Next time you send your personnel to a conference, suggest they take a break and enjoy the show. One thing I've learned the hard way, whether I'm answering my phone and reading e-mails 24/7 or not, the world spins on without me.

Thank you cards for busy execs

2007-10-30T09:45:00.000-07:00

I preach to the converted, I'm sure, about the value of cards in building business. I've discovered a great resource, a card service that allows you to manage all your cards and contacts on line, whether it's birthdays, anniversaries, thank you cards, or seasonal wishes.

For about a dollar (this includes postage), you can send a beautiful card automatically, even personalized in your own handwriting. For more information, take ten minutes and call me for more information.

I find many busy agents are doing Google searches looking for advice on writing cards. This simple program will help you manage your card commitments.

What better way to build relationships than by cards? I've kept in touch over the years with hundreds of people this way. You can, too. Call me (visit my website for contact information) and simplify your life while building your relationships. Isn't that what sales is all about?

Sum up how you serve

2007-10-28T18:52:00.000-07:00

When people ask you what work you do, do you respond, "I'm in insurance"? I've killed numerous conversations with that line at parties, or on a plane when I don't want to talk to my seatmate.

There are scores of articles advising a one-minute marketing speech that recommends that you quickly promote yourself to others. I advise a little more caution. When we meet others, we make snap-second decisions regarding whether we're even willing to learn more about them and their profession. Pushing a 30-second "canned" presentation the first few moments you meet someone that so many networking experts promote can backfire.

If you're "in insurance," how about this one-liner? "I help people protect the people they love." Or if you're an HR manager, what about "I help my organization recruit and retain the brightest people in the [fill in the blank] industry."

Build a picture of what you do with your words and open the door to a conversation where, once trust is built, you can divulge more information to others when warranted. Americans are overwhelmed by pitches and we who rely on networking must be careful that we don't come on too strong.

We can paint a picture with our words that shows our enthusiasm for what we do. If we're excited about what we do, it's easier to get others excited, too.

First Boomer applies for Social Security!

2007-10-17T10:15:00.000-07:00

On October 15, Kathleen Casey Kirschling, a former teacher, applied for Social Security benefits, according to CBS News. This makes her the first of nearly 80 million Boomers, born between 1946 and 1964, to apply for benefits.

77 million Boomers will begin to retire over the next two decades, over 1/4 of the workforce is eligible to retire in 2010. Is your organization ready?

To receive a free White Paper that details 22 steps your company can take to ensure you're ready for this exodus, click here.

Great guide for journalists

2007-10-14T07:08:00.001-07:00

When you are contacted by members of the media regarding insurance matters, here's a step you can take to ensure they better understand how insurance works. The more knowledge a journalist has regarding the insurance industry, the better his or her reporting skills and the more balanced the journalist's reporting should be (in a perfect world, at least).

The Insurance Information Institute offers a free booklet for journalists that explains frequently used terms and can be used to better educate media members. Insurance Handbook for Reporters is free to journalists and members of the media; there is a small charge for others.

If you agree to an interview, this is a great URL to send journalists prior to your discussion if you feel they may lack an understanding of the industry.

Do you need a domain name?

2007-10-13T12:29:00.000-07:00

Here's a nifty tool to help you find a domain name for your business, or for your new venture, if you are branching out. It's called Bust A Name and it's easy. Just visit the website and type words or concepts that you believe you'd like or that describe your enterprise. For example, I typed in several words relating to insurance, risk, the future, strategy and consulting. It gave me about 15 examples of domains that are available.

You can reorder them by readability, length, and can keep track of the ones you like. It also shows the price of the domain on various hosts.

All in all, it's a cool tool and it's free! Check out Bust A Name.

Write simply and clearly

2007-10-08T11:33:00.000-07:00

Because I frequently write on human resource and intellectual talent issues facing the financial services industries, I read many, many article and White Papers. Some are well written; others, not so much.

Here's an example of confounded writing from an article in this month's Chief Learning Officer's online magazine (which I recommend) that discussed "practice communities." Practice communities are groups of people who meet to share knowledge and which I discussed in my recent White Paper (available on my website), "Brain Drain."

Processes that facilitate structured knowledge sharing ensure the white space between process owners is not missed. And when the community formalizes its knowledge into standard work processes, tacit knowledge becomes explicit and is no longer subject to loss when someone leaves the organization.

I would rewrite the paragraph for more clarity because I think the article would provide excellent knowledge, but I don't have a clue what "white space between process owners" is. If you do, I'd love to know.

There is a wide body of literature available about improving business practices. Today's executives don't have time to wade through obtuse writing that leaves them uncertain about what they've read and unable to implement suggestions from it into their businesses. There's just so little time and so much information from which to choose.

People often have great ideas, but it helps to have an editor who can provide unbiased input into your topic. If we can help your business, please contact us.

Press release

2007-10-06T21:48:00.000-07:00

October 6, 2007

Release Date: Immediate Contact: Nancy Germond, ARM, AIC

Insurance Writer offers new advertising concepts—entertaining ads capture business consumers.

Recent Adweek Magazine survey reveals 80 percent of responders like
“smart, entertaining” advertising.

A recent Adweek Magazine survey of Americans’ opinions of advertising showed that 72 percent of those surveyed “…get tired of people trying to grab my attention to sell me stuff.” A full 84 percent say “Too many things are over-hyped now….” Yet 80 percent of responders admit they like “smart, entertaining” ads. This poll illustrates that most consumers are tired of advertising, yet potential buyers’ attention can be captured with humor. With a hint of wit, venders can generate both click-throughs and branding. Buyers of your service are more inclined to remember your name if you capture their attention with humor.

Nancy Germond of Insurance Writer, in conjunction with Stillman Thomas of the Stillman Group, develops advertising for some of the top insurance brokers, MGAs and insurance service providers in the nation. To view an example of one of their branding ads to promote the independent insurance agent, visit this link.

Today’s consumers are bombarded with advertisements, printed, on-line and in e-mail. Consumers, whether agents, brokers or industry service providers, are also assailed with media trying to sell a product. It is imperative that advertising dollars are spent on ad vehicles that are “sticky,” that remain in people’s minds long after they have viewed your ad or perhaps clicked through to your website.

Nancy Germond, ARM, AIC, President of Insurance Writer, develops advertising and provides consulting services for a variety of insurance-related organizations. Stillman Thomas develops advertising and provides website design and computer consulting.

For more information regarding the services they provide, please e-mail her at insurancewriter@earthlink.net or call her at (573) 638-3738.

Form letters often in poor form

2007-10-05T20:08:00.000-07:00

Most agency or claims management systems have standard form letters that the user can send to clients and insureds. I've viewed more than my share of the letters as a Lloyd's auditor, and frankly, they leave a lot to be desired.

Here's a typical "your premium came in high" letter I found on one agency management system:

Dear First Name:

Your auto insurance has been issued with a premium higher than we quoted. The result is a higher $74 for an additional ticket you failed to disclose. A notice of cancellation will result ... and may result in the loss of your license.

Okay, many of your are saying. We don't even want to write people who lie to us. I don't blame you. However, in a non-cancellation state, you're married to the insured for the foreseeable future. In addition, First Name may have cousins, brothers, a mom or dad, who don't lie. How you treat First Name in every interaction makes a difference.

Consider, instead of that form letter, this quickly customized form letter:

Dear Mr. Last Name:

Unfortunately, an additional speeding citation you received on August 13, 2006, still appears on your motor vehicle record. Therefore, your policy, which we originally quoted at $700 annually for liability only on your 1998 Nissan truck, will now cost $29 additionally annually. The company has billed you for this additional premium. If you did not receive the bill, please call us immediately so that we can make arrangements to assist you.

Thank you for trusting us with one of the most important decisions you can make--your insurance. If we can assist you or someone you know, we would love to help.

Most systems allow you to input your own letters or customize their form letters. Why not take a few moments and customize your letters?

Each contact you have with your clients is a chance to do one of two things--turn them into a more loyal customer or alienate them. There isn't much middle ground, is there?

Client churn can often be attributed directly to customer service and in today's competitive marketplace, people still value the personal touch. Even those with convenient memories.

New study shows women-loaded boards performed higher

2007-10-02T09:20:00.000-07:00

An interesting new study by Catalyst, a consulting firm, found that companies with more females on their board enjoyed 53 percent higher equity returns than those with few women on their boards.

As the insurance industry talent gap widens as Boomers retire or change careers, companies should examine their hiring and promotion practices to ensure they don't overlook their brightest talent.

To read a synopsis of this study, click here.

White Paper now available

2007-09-28T20:46:00.000-07:00

The White Paper "Brain Drain--Twenty Two Steps to Reduce the Impact of Retirement and Increase Employee Retention is now available on my website here.

To read the full press release, click this link.

This White Paper offers solid solutions to the coming loss of intellectual capital companies face with the impending retirement of Baby Boomers, historically brief job stays, and the difficulties of managing an increasingly multigenerational workforce.

My wonderful mother

2007-09-26T08:28:00.000-07:00

Marge and my father Andy, married in 1940, founded two insurance agencies, but more importantly, taught their four children strong values. My brothers and I miss them daily.

My most awesome father

2007-09-18T13:18:00.000-07:00

Here he is (left) introducing Barry Goldwater at his Rotary Club.

Everything I learned about how to treat people (and most of what I learned about insurance), I learned from my father and my mother.

May they rest in peace.

E-mail ads that work

2007-09-16T08:18:00.000-07:00

This is a very interesting article about the development of different typefaces and the logo changes that The Nature Conservancy has undergone in its history. While we aren't type designers, we do develop e-mail advertising for some of the top MGAs in the country, so choosing a type that fits with your corporate image is always part of our design.

How do we design an ad for you? First, we spent quite a bit of time on your website and review any written communications you send out about your program. For example, if you're writing habitational products, we'll look at promotional material you send about your offerings or any links on your website such as where your agency agreements reside to determine the look of your website.

From there, we pick a theme. If our client allows, we try to think outside the insurance box. For example, we developed a hilarious and highly successful e-mail campaign for an insurance education provider. The theme: "I have to take another insurance class?" Then we found a picture of a young man sleeping in his coffee cup.

That particular campaign really generated click-throughs, which is the point. You want to drive people to your website. Even if they don't buy then, they know who you are and, perhaps with some repetition (another ad, because research shows it takes at least seven contacts before someone actually buys from you), they'll make a purchase.

People want to buy from people; not a nameless corporation. So it's vital that we learn a little bit about how you operate so that we can pitch your personality in our ad. We really enjoy designing email ads that help make our customers more successful.

E-mail ads must be expensive, you might think. They are very inexpensive when you consider you're getting thousands of people to see your ad, versus static advertising like an ad in a trade journal, which is not interactive and is often simply branding your corporate identity. As we've discussed before, branding is vital long-term. But if you need to make a sale this week, then e-mail is the best way to achieve that sale.

If you want to read an excellent article on typeface design, click here. And if we can help you, call anytime at 573.638.3738. I'm a writer; I work weird hours.

Google earth

2007-09-09T07:00:00.000-07:00

If you want to see some beautiful pictures of the earth and sky, visit http://www.earth.google.com/ and download Google earth. Here's where I'm located, just in case you want to drop by. ;-)
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As technology improves with lightning speed and makes distances seem to disappear, it's good for those of us in customer service (and who isn't in customer service) to remember: The Golden Rule is never outdated in business or personal relationships.
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Thanks for visiting Insurance Writer!

Is it time for your case study?

2007-08-17T11:08:00.001-07:00

Case studies are an increasingly popular marketing tool. A case study is a customer success story. For example, your company may have helped a company save money or time by using your product. With that company's permission, you can write a case study that outlines that company's problem and how you helped that company solve their problem.

Case studies are usually short, about 1,000 words maximum. Once a case study is written, it can be posted to information portals that publish management pieces, sent to your potential clients, or posted prominently on your website.

Because of their brevity, case studies generally aren't expensive. The case study is an effective method to carry your message to potential clients or to remind past customers that you can assist them with future problems.

Brain drain

2007-08-13T22:02:00.000-07:00

I'm about to release a White Paper on managing the coming information crunch from Brain Drain in the insurance industry. During the process of researching this article, I've talked to a great many insurance professionals to discover ways insurance companies are dealing with the impending talent crunch.

By and large, I've found that few companies are strategically tackling this problem. One company that has impressed me with its efforts to develop a mentoring program to address this issue (among other employment issues they face) is Aon Services Corporation. I spoke at length today to one of their senior managers, who spent almost an hour to assist me by describing steps her company is taking to address important employment issues such as talent loss and inter-generational management concerns.

If you know of any other insurance organizations that are working proactively to address intellectual capital losses whether from retirement or other issues such as downsizing, please let me know. My contact information is found on my website at Insurance Writer.

While not all experts agree that a talent crunch is coming, demographics show with startling clarity what our industry should expect in the next decade. Once I publish the paper, I'll either let you know where to find it or post it on my website.

How to write a thank you

2007-08-03T10:58:00.000-07:00

I am a big believer in "thank you" notes. It's the way my mother raised me and it stuck. I have noticed in business that many people don't seem to know when it is appropriate to thank people.

Ann Marie Sabath in her book Business Etiquette offers a great rule of thumb. If someone does something for you that takes longer than 15 minutes of his or her time, a written "thank you" is appropriate. She also counsels against sending an e-mail thanks, except when the effort the other expended on your behalf is minimal.

Some experts argue that a typed letter is more appropriate in business settings. However, I usually send handwritten notes. I keep several boxes of professional looking thank you cards on hand and even if I'm a little late, I still send them.

Write legibly! Many of us write so infrequently now that our handwriting may be difficult to decipher.

Here are some of the reasons I find to send notes.

When a colleague refers business to me. Many people will not refer business again to colleagues who don't say thanks, at least via e-mail.
When a client retains your services, especially for the first time.
When a client pays me for larger projects and from time to time, just to say "thanks" for their continued patronage.
When a potential client takes time out of his or her busy day to listen to me pitch my services.
When a colleague provides input or advice beyond casual assistance.

Always keep the tone professional. If you don't think your recipient has your business card, enclose one, otherwise, you can omit your card. Don't enclose more than one card because it may appear that you're looking for more referrals.

If the referral is a major one, a gift may be appropriate such as candy, flowers or a gift card. This varies by company and its corporate policy, so be sure you send something they can accept.

People like to help, but most appreciate being acknowledged for their assistance. It only takes a few moments to write the note, but it is often the right thing to do.

Writing a strong executive summary

2007-07-26T13:05:00.000-07:00

Whether you’re writing a proposal or preparing a white paper, an executive summary is an integral part of any lengthy or complex report. An executive summary allows the reader to quickly understand the scope of the report, your major finding and your conclusions. It is a succinct wrap-up of the report or proposal’s contents. Because time is such a precious commodity, people who should read an entire report may only skim it. The executive summary allows the readers to know, in one or two paragraphs, what to expect in the report.

The executive summary should be near the beginning of your document and clearly delineated by a heading and formatting. If you know your presentation will be read by many employees, for example if you’re responding to a Request for Proposal (RFP) for broker services, write the executive summary to the highest ranking person who will read your report.

The executive summary should avoid the nuts and bolts of how to implement a project, but it should give an overview of the problems being addressed, what action to take, and what the benefits of taking that action are.

Your executive summary should be a call to action. Use action phrases such as “We recommend” or “The problems you have faced in prior data conversations can be avoided by utilizing our project management experts.”

Broadly speaking, an executive summary should do the following:

1. Tell your readers what your report contains or what it evaluates.
2. Explain any method of analysis you may have used.
3. Summarize your findings.
4. Succinctly state your recommendations.
5. Briefly state any limitations you encountered that might have impacted the thoroughness of your report.

It may be a good idea to write your executive summary after you have written your report. When you have completed your report or proposal, use a voice recorder and summarize each section of your report. For example, in a white paper, you may have headings such as “problems of integrating technology,” “what to look for in a claims management system,” and “what to expect during data conversion.” Briefly describe the findings of each major section in your white paper, with a strong emphasis in your executive summary of the conclusions that, of course, your company is best positioned to solve. Keep your summary brief—an executive summary should probably be fewer than 1,000 words.

If you’re pitching to a large organization, the executive summary may be the only part of the presentation that the decision makers read. Your report may be passed to lower-level managers to determine whether your proposal has merit. In other words, your executive summary can mean the difference between winning that new account or losing it to your competitor. The extra efforts you apply to develop this summary can reap huge rewards.

Does your client need a risk manager?

2007-07-22T21:23:00.000-07:00

In today’s turbulent business client, can your organization afford to ignore risk management? Every organization must consider risks seriously, whether you are a two-person shop or a major corporation reporting to stockholders. Who in your organization performs this function?

Many organizations have an employee who wears many hats, and usually, organizations place insurance, safety and risk management responsibilities with either a finance person or, in larger organizations, a personnel director. That decision may work if you have a small organization, but as your business grows, the greater are your assets at risk and your exposures to loss.

A risk manager analyzes an organization’s core business functions to determine insurance coverage needs and to reduce risk. To analyze coverage, the risk manager must examine the organization’s current and impending activities to determine if those endeavors are covered adequately under its current insurance policies.

For example, a few months ago I heard from a frantic North Carolina business owner. He assumed that, although he had two corporations, all his employees were covered for workers’ compensation. When one of his employees was injured, he found out the hard way that employees under the second corporation were not covered under his workers’ compensation coverage. With thorough risk management and an experienced independent insurance agent, this loss could have been prevented.

The risk manager often becomes to “go-to” person in each organization when employees see trouble on the horizon. “Can we do this?” is a question the risk manager must answer frequently. A risk manager’s job is rarely to say “no.” Instead, the job often requires imagination and innovation to answer the question “How can we do this?”

A risk manager’s job may involve working with line supervisors to ensure employees are following safety procedures. If you have no written personnel or safety procedures, a risk manager will work with peers to develop them for your organization. Personnel issues such as sexual harassment or potential dismissals may, in conjunction with human resource officers, involve the risk manager.

Training, such as supervisor safety training, will probably fall to a risk manager. Safety inspections and adherence to safety policies are a regular part of the risk management function, as well.

Managing claims is an integral part of the insurance function. The risk manager works with other managers to ensure all losses, whether injury or property damage, are reported timely to insurance carriers. Developing a reporting procedure for all claims to guaranty prompt claims reporting is critical to accident management.

Educational backgrounds vary among risk managers. While most hold at least a bachelor’s degree and professional accreditations such as the Associate in Risk Management developed by the Insurance Institute of America, the major issue to consider is the ability to think creatively to either embrace where appropriate or avoid risk. While a risk manager must be able to interact with senior managers and board members, he or she must also be comfortable with line employees, where safety problems occur most frequently. If you must choice, choose excellent communication skills and good common sense over technical training.

When is it time to consider either hiring a risk manager? First, there are “rent-a-risk managers” who will consult with your organization for a monthly or annual fee. However, if the potential savings a risk manager offers your organization exceeds his or her salary, given an acceptable rate-of-return, your organization should strongly consider hiring a risk manager.

How not to talk to a journalist

2007-07-12T08:57:00.000-07:00

Because I have no shame, I am going to share my most embarrassing interviewing mistake. I was a new cub freelancer, still green behind the ears, to mix a metaphor. I had read an interesting article in a trade journal that made me realize I could expand on that topic by delving into it more deeply. I really thought one of the insurance executives who was quoted had an astute insight into the issue. This was a bit before Google, so I tracked him down through a couple phone calls.

He agreed to talk to me, making clear he had only a moment for me, and said abruptly, "So, what's your question." I froze. I absolutely could not get one word out of my mouth.

After a couple of seconds, I managed to stutter something like, "Well, I loved what you said in the article in National Underwriter and I wondering if you could elaborate on that."

The fact that I didn't have a specific set of questions for him was my mistake, born of inexperience. But what happened next was his mistake. Instead of taking a moment to ask me to remind him of what he said, or to somehow lead me along a bit (remember, I was new at this and it showed!), he snapped, "I don't have time for this. Either ask a question or get off the phone."

I thanked him for his time and hung up. That was 15 years ago, and guess what? I'll never bother him again and I remember his name. So what's the lesson?

Most reporters have never owned a business, been subject to a profit motive, and except for the few that specialize in insurance and work for the trade journals, don't understand insurance all that well. As your own public relations band, it's your role to become an orchestra leader. You must guide the interviewer when needed. And always, no matter how busy you are, be gracious. People remember jerks.

I have provided a link to an interesting article about how to talk to journalists written by a journalist.

Proofreading

2007-07-06T09:29:00.000-07:00

Editing documents is my business, so I have a particular routine down. First, I write the article, often stream of conscious, not worrying about spelling (I use auto correct for the simple errors). Then, on screen, I go back over the document a few times to ensure I've caught the most flagrant errors.
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Next, I print, always double spaced. Then I edit, usually away from my desk, in another room, away from where I created the document, normally using my German shepherd as a footstool. I use a red Precise Rolling Ball red pen, which I buy in bulk. I use standard editing marks, which you can find here.
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Then, I return to the computer and make changes, reread on line again, then print. I often print and edit an article four or five or six or more times before I'm ready to consider it a finished product. In the interest of recycling, for new rough drafts I reuse paper.
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Here's the most important tip of all. If your document is important (and I maintain every one is except the most mundane e-mail to a pal), then lay the document aside overnight and reread it the next morning with a fresh eye. Here is my guarantee--if you do this, your communications will improve a great deal.
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The eye finds many, many errors more errors when you print your document rather than if you edit on-line.
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My favorite spell check error occurred when I was a public sector risk manager. I was on the board of PRIMA-AZ Chapter, and the President that year was the former State of Arizona's Attorney General, and a wonderful, high-profile woman. As president, it was her role to put out the Chapter's newsletter. She apparently relied a little too heavily on spell check, because when I read the newsletter after it arrived in the mail, on the front page in big letters was the word "Public" spelled without the letter 'l'.
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She had a great sense of decorum, but a better sense of humor, so I lost not one minute calling her to crow about her error. There was dead silence on the phone for a moment, then she said flatly, "I'm blaming YOU!"
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We both laughed and learned how to take "public" without the 'l' out of our spellchecks. Come back soon and I'll tell you how to remove words from your on-line dictionary. It may save you some embarrassment.

P.S. One of my sharp-eyed friends just emailed me to point out a typo, which I fixed. That shows Stillman's comment is true: someone else needs to proof your document, too!

A beautiful website

2007-07-02T08:21:00.001-07:00

Need a breather from your day? Planning a vacation soon? Then visit my brother's website and visit the "Arizona" link. As you scroll over the various sites, a pop-up will appear of that destination. Of course I'm biased, but I've traveled all over the United States and then some and to me, Arizona is one of the most beautiful places on earth. For diversity, there is no state more varied.

If you reside in the Phoenix metropolitan area and need insurance, give Carol M. Kahn a call at 623-931-5343. Northwest Insurance puts its clients first.

And for another shameless promotion, one of my other brothers, Stillman Thomas, designed both my website and the Northwest Insurance website. You can contact him here or through me (he works with me from time-to-time on technical projects). Isn't he a great designer?

This month's Rough Notes magazine had an article about husband-and-wife insurance teams. Give it a read. If you're tired of struggling to find good employees, why not shake your family tree?

On a mission

2007-06-29T10:34:00.001-07:00

I heard a great slogan the other day that speaks to the heart of what makes a good salesperson. "I'm on a mission--not on commission," this salesperson said. To be truly successful in the long run, I believe, sales people must look beyond the immediate profit to what is best for the client.

The agency I worked with recently in Arizona has done just that. Over the years, they have always put their clients' needs ahead of their need for profit. They have had to turn business away to brokers with more markets or who were better suited to help their insureds. They always did so with grace and good humor. They wished their clients well who left them, even if it was only for a hundred or so dollars in premium savings. "If we can help you in the future, just let us know," they would always say. Inevitably, some of that business came back to them. They have lived the slogan "We're on a mission--not just commission."

I wonder how many people in the insurance industry still put their client's well-being ahead of their organization's need for profit? I know some do.

Do you need a slogan?

2007-06-27T09:02:00.000-07:00

Many organizations have slogans. Insurance Writer has two: "Where Insurance is an Art," and "Making you successful makes me successful." I've used the first one for years; the second one is to brand my blog. No matter the size of your company, a catchy slogan is critical to your branding efforts. After all, where would Allstate be without its "You're in good hands" slogan?

Developing a slogan is a process of trial and error. To develop a slogan, you'll need to define the benefits your organization provides that others in your niche may not. For the agent I was working with last week in Arizona, they are family owned and have been in business in that area for 45 years. They have a slogan they've used for years, but on the agent's business card whose business we are building we put, "The Personal Insurance Specialist." That says, in four words, exactly what she does and differentiates her from the agent pack.

To develop your slogan, and recall that you may have two or three different slogans for various uses, devise a list of ten or twenty possible slogans and solicit feedback from long-time customers, friends and trusted colleagues. You can also use a method from poetry, the "cut-up" method. Take key words like "service," "trusted," "home-town," or other ones you might use. Put them in various combinations to find a phrase you like.

A copywriter can help you develop slogans for your company. Considering that a good catchphrase can boost your business greatly, you'll reap a big return on investment.

Are you a Chamber member?

2007-06-24T08:53:00.000-07:00

If you are, are you taking advantage of your local Chamber of Commerce? Last week I worked with an agency's personal lines manager to assist them in developing and implementing a marketing plan. Their phones weren't ringing as much as they'd have liked, partially due to the competition from direct writers.

First, I learned this agency's sales goal, which is readily achievable, especially given the exponential growth in this region. Next, we looked at a big problem this agency faces: It doesn't have a physical location in that area.

This agency belongs to three or four Chambers but hasn't attended regulary. So we took the proverbial bull by the horns and went to two Chamber mixers at the same Chamber. (We're not going to spread ourselves too thin; this Chamber has over 1100 members and is booming. Next month, we may hit the other Chambers, but there's plenty of work to be done here first.)

The first meeting we went to was a marketing committee meeting where we volunteered our services to help get ready for the Chamber's annual dinner. There we met a realtor, a loan officer in a bank (my client's bank, by the way), and an Avon lady, to name a few. All of these people can help her and she can help them. These are informal strategic alliances.

How can an Avon lady help an insurance agent, you might ask? First, this isn't just any Avon lady. She's a retired pit boss in a Las Vegas casino, we learned when we chatted as we worked, so she has to be sharp. And, she's going to be in about every home in that area, we could tell just from her demeanor--she's a go getter. Next, she's in the the age range of this agent and that can be very important. Generally speaking, we like to work with people of our own generation. We laugh at the same jokes, we often hold similar values and we feel more comfortable with people in our own age range.

Before we left the marketing meeting, I made an appointment for us to chat with the Chamber's executive director. The next day, we returned for a morning mixer where attendees had a few minutes to talk about their product and we introduced our agency. After the meeting, we met with the Chamber's director, and picked her brain.

She had a few good ideas. She told us that each member can obtain a mailing list annually (1100 members, remember?) of all Chamber members for the cost of the labels. We also confirmed that there was office space available if my client needed to meet a client in the area. This will be a great help until they build business enough to open an office there.

Next, we stopped by a local realtor's office to determine where some of the local realtor groups met and found we could leave flyers for the Realtors. It was that simple.

Finally, we went back to the office to devise our flyer and postcard campaign. How long did this take? It took us about three days total and we're ready to enter Phase I of this agency's growth plan.

As I told my client, you cannot send only one mailing and expect that your business will grow. You have to continue with mailing, Chamber attendance, Chamber sponsorship, flyers, and advertising, because it can take from to four to eight contacts to potential clients, keeping your name before people or organizations, before they think of your company when they need insurance. You have to be patient and persistent to see your marketing efforts take root.

Using Microsoft Publisher, we're able to do all the flyers we need using one or two templates. Using an online publishing company, we ordered new business cards with more "eye appeal" and postcards for the Chamber mailings.

Marketing doesn't have to be expensive to pay off; it must be look professional and you must be persistent. And you must follow up. I met with a retired agent friend of mine while in town and she told me a great story. She worked for an agent who did a big mailing and received over sixty responses. He never returned one phone call to any of these prospects. This, she said, is the norm for the agencies where she has worked, not the exception.

This is probably the number one rule of a successful salesperson. Follow up. If you obtain an expiration date, call. Why spend money on advertising if you aren't going to follow through? Why join a Chamber if you're going to attend just once or twice a year? After all, there are many agents out there who will. That's why their successful.

Are you killing them with PowerPoint?

2007-06-14T08:46:00.000-07:00

Use humor to convey your message

I like PowerPoint, don't get me wrong. I've been using it for a number of years. However, it seems that everyone is now using PowerPoint and many users aren't too successful.

Whether you are building your brand and your professional reputation or just trying to train your troops, from time to time you'll be forced to make presentations. It's important to get your audience's attention when you present but it's also just as important to keep their attention.

Here are a few PowerPoint tips.

Don't start with PowerPoint, start with a pen and paper. Develop what's known as a "storyboard."
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Your storyboard shouldn't be just text, it should be conceptual. Think in ideas that can be created visually. For example, if you're talking about safety, how about a great photo of a repair person on a metal ladder in a swimming pool (complete with water) changing an electrical switch? Hilarious photos to illustrate your point abound on the Internet. Just Google; you'll find them. (Don't violate any copyrights to do so!)
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Consider your audience. Presenting to human resource professionals is much different than presenting to police chiefs or line supervisors.
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Use some humor, especially when opening. It may be a photo or a relevant joke, but remember that certain jokes will fall flat on certain audiences.
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The eye likes white space. Keep text, bullet points and paragraphs short. Use the notes page to add comments. No one wants to read your every thought (they're too scary).
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Don't data dump. You may revel in statistics, most audience, however, do not. Pick key statistics like "Texas has the highest rate of population with no health insurance. 30 percent of its population has no coverage." Then talk about this statistic and its impact.
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If there is a lot of data you feel the audience needs, hand out those statistics in a separate piece after your talk.
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Audiences generally prefer a faster pace to a slower pace. Don't spend more than four minutes per slide. Some presenters go as quickly as four slides per minute. Figure out your pace before you present.
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Know your technology. If you fumble around with the presentation, it's hard to then get your audience to take you seriously.
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Read your audience comments. (I know, sometimes it hurts.) It's a gift that enables you to polish your next presentation.

PowerPoint is a tool, but a tool that, used poorly, can pinch. With a few tips, your next presentation can be powerful.

Making the phones ring

2007-06-12T10:15:00.001-07:00

Next week I'm heading back to Arizona to help an insurance agency there with a marketing plan. Competing against direct writers in today's market isn't easy, especially in personal lines. Marketing your agency is easy, but to do so, you have to spend some money.

One great marketing tool I use is Vista Prints. They have a stockpile of templates for mailings. They have a simple-to-use website that allows you to design postcards, business cards, or brochures. For a little over 50 cents including postage, you can design and mail a custom postcard to any number of prospects.

Check out Vista Prints. (I don't gain financially from this post, I'm just letting you know that I've relied on them for awhile with good results.) And remember to track your returns on your direct mailing projects. It doesn't do any good to spend money on advertising or mailings if you don't know how much revenue they produce.

How to get your press release noticed

2007-06-01T07:05:00.000-07:00

I spent some time with marketing personnel from Business Wire and PR Newswire recently, and learned a few tips for getting your press release read and helping to brand your company.

First, most who read press releases read only the headline to determine if they want to read further, so your release's headline must pack as much information into it as possible. Second, always "build your brand" by putting your company name in the headline. Remember, the more times your name is bandied about as a solution to a problem or as the name to go to for a commodity or service, the stronger your bottom line.

Even though it looked a bit long when I wrote it, here's the most recent press release headline I wrote for one of my great clients, Proxix.

Skittish insurance industry skirts hurricane-prone coastal areas;
Proxix Solution’s CATUM tames storm-surge risk
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Another tip for getting more mileage from your press release involves "click-throughs." These are hyperlinks such as the Proxix link above where readers can click directly to your home page or a page on your website containing specific information.
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The White Paper we had just assisted Proxix with was a click-through in their press release so that anyone interested in their computer model can click through directly to their White Paper.
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Implementing just these two tips will get more mileage from your press release. I didn't promise it, but these two companies did, and they, after all, are the experts.

Top 12 tips we like

2007-05-28T19:52:00.000-07:00

In a recent blog entry in "What About Clients," which is geared to law firms, I found an excellent blog entry on customer service.

Rather than paraphrase it here, I'm going to let the entry speak for itself (click on the blue link).

I couldn't agree more wholeheartedly with this entry. The client is number one. Deliver more than he or she expects and you'll keep clients for a long while.

Reaching out to the media

2007-05-27T08:27:00.000-07:00

Last week I spent three days with the nation's top business journalists and editors. I came away with a few thoughts.

In one seminar I attended, the speaker asked the room of about 100 journalists how many of them had ever owned a business. Less than 10 percent raised their hands. Yes, they cover business, but I'm not sure that, even with many years of watching various industries, and there were many industry-specific experts there from finance to housing, most journalists really understand what it takes day in and day out to run a business successfully. So perhaps it's no surprise when they interview you and either miss the mark or focus on the negative.

What can insurance executives do to ensure better media coverage? There's several things.

Let's start by looking at the recent Greensburg, Kansas tornado. I noticed a Yahoo headline that said "Insurance industry performs well after tornado." Finally, I thought, the industry gets some faint praise. When I clicked on the article, however, go figure: It was written by an insurance industry trade group.

Why isn't local or national media covering how well the industry performs, instead focusing on how certain carriers drop the ball after catastrophes? Even if industry groups and insurance carriers put out press releases to say "Hey, we did a great job here," journalists rarely read press releases. And if they did, they're going to take a jaundiced eye at companies promoting themselves.

What's the answer? The seminar leader said that it is imperative that insurance companies build relationships with journalists before problems arise. That way, when companies want to get their message to the media, whether it's after a disaster or when the company does something good, you can simply pick up the phone and, perhaps, get some favorable coverage for a change.

The speaker at this seminar also emphasized it was important to be forthcoming even if mistakes are made. If your company ends up with a public relations nightmare, wouldn't it be great to be able to pick up the phone, call journalists by name because you've already built relationships, and tell them your side of the story?

Perhaps starting at the local level would help. Why not reach out to your local newspaper and talk with your business journalist? Don't focus on what he or she can do for you; focus on what you can do for them. Perhaps offer to clarify questions they might have when they arise. Maybe they'd visit your company where they see the various departments to learn what an underwriter does or how your claims department works.

Don't expect a reporter to understand your business. The onus is on you to build media relations before you need them. It will pay off.

Make the most of your training

2007-05-16T19:05:00.000-07:00

I participated in a teleconference today sponsored by the Society of Insurance Trainers and Editors and hosted by the Insurance Institute. Much of what was discussed was the issue of training younger generations, who, as one participant put it, leave school in a state of "permanent partial attention."

This is the first true television and Internet generation and they live, he remarked, in a state of perpetual multi-tasking. (He then joked that some of us on the teleconference were probably multi-tasking. Yes, I was guilty of it, I was checking my e-mail at the time.)

In addition, he believes some members of this generation learn only what they need to learn then discard the knowledge, bringing their test-cram college mentality into the workforce. What can trainers do to help Gen Xers and Ys retain knowledge? One good tip was to set some training ground rules. Insist students to turn off cell phones, PDAs, and yes, their laptops if they have access to wireless Internet.

Next, since class participants often leave classes using 25 percent of what they learn, one trainer asserted that you can improve that rate to 90 percent if you involve supervisors who will reinforce, coach, reward, and encourage trainees in their newly learned skills. Supervisors must reinforce what is taught in the classroom or, no matter how sophisticated the training, it will fail.

Training, they insisted, must come from trainers who understand the cultures, the practices, and the processes of the insurance industry. Real-world examples are critical to learners, because if they cannot contextualize what they hear, no matter how smartly packaged the information, it is virtually useless.

It's also useful to provide access to experts in the subject whom students, post training, can email or call for additional help when they need it. This allows students to put their knowledge into practice with the help of an expert mentor and without fear of ridicule for asking questions.

Finally, they believe, you must instill in insurance students that their insurance education is lifelong to ensure their success. I know when I earned my professional designations I was making a statement: That insurance wasn't my job, it was my career.

Top 10 reasons to hire Insurance Writer

2007-05-14T22:29:00.000-07:00

Not many writers are enthusiastic about insurance. I am! An enthusiastic copywriter delivers great copy on time.
Few writers understand insurance and risk management. As a second-generation insurance professional with over two decades of experience, I do.
I have almost two decades of copywriting experience.
I have strong grammatical and writing skills.
I am dependable and a “solution" to your marketing problems.
I work well under tight deadlines.
Because my overhead is low, my rates are affordable.
I make your life easier by taking writing out of your busy schedule so you can concentrate on your bottom line.
I understand your business, which means working with me takes less time.
We never have to meet if you don’t want to. 90 percent of my work is completed by phone and electronic mail.

Society of American Business Editors and Writers

2007-05-12T07:55:00.000-07:00

I'm pleased to say that I recently won a scholarship to attend the Society of American Business Editors and Writers annual conference in Anaheim. There were only four scholarships awarded throughout the nation and I was the only freelancer selected.

I've been blessed throughout my life to win quite a few scholarships, in fact, most of my college education was paid for by various academic scholarships.

Each step I've taken to improve my training and my professional education has paid big dividends. If you've never considered obtaining a professional designation like the Associate in Claims or the Associate in Reinsurance available through IIA, I'd encourage you to consider it. You feel great the day you can put those initials after your name.

What better investment is there than to invest in our own education?

Risk management at its finest

2007-05-07T13:55:00.000-07:00

The elk here have their own crossing. This is the turnoff from Banff to the Highway 1 near Calgary, I'm told. This was a natural elk crossing, and with so many accidents, they finally built the animals (these may actually be caribou, I'm not sure) their own access.
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It's a great idea and as insurance carriers wrestle with deer and other claims resulting from animal strikes, perhaps they'd want to chip in. Or not.

Writing coaches

2007-05-03T19:00:00.000-07:00

An interesting editorial in Business' Insurance's April Industry Focus touched on an issue I'd blogged about a few weeks ago. Big changes are heading our way as Generation Ys enter the workforce.

Editor Ronn Zolkos (he's obviously a Gen Xer; notice the spelling of his first name!) commented on a problem discussed at the Finance and Insurance Workforce Summit recently in Chicago. That problem is the poor writing ability of Gen Ys.

Apparently, constant instant messaging and e-mailing has enabled a generation to skip grammar almost entirely. Although highly competent technically, members of this generation may lack even rudimentary writing skills.

Zolkos recommends hiring writing coaches for the Yers who struggle with writing' write. He called hiring a writing coach a "perk." Others managers may, as they struggle with this critical issue, call it a "necessity."

Speaking --------- like a native

2007-04-30T00:10:00.000-07:00

I spent last week in Phoenix, the city where I was raised, and was able to talk with my brother, who owns Northwest Insurance Agency. The agency was started by my parents and has been in business for 33 years. I'm very proud of the legacy my parents left us and proud of my brother's achievements since taking over. (Why aren't I an agent, you might ask? Because my mother warned me never to go into claims, so of course, I did.)

When we moved to Phoenix in 1957, the population, he estimates, was about 100,000. Today the population of Maricopa County only, according to the 2005 census, was 3.9 million. Of that number, 1.3 million are Hispanic. The demographics speak loudly. Mainly in Spanish.

Arizona isn't the only state with this trend. However, working with non-English speaking clients is fraught with liability for any insurance agent. While translators generally, according to linguists, operate on a "good-faith basis" and usually don't carry errors & omissions insurance, agents who work with clients who speak other than the agent's native language must be extremely careful when servicing populations speaking languages other than English.

Topic sentences

2007-04-19T10:24:00.000-07:00

Remember the power of topic sentences? Usually the first sentence in a paragraph, the topic sentence tells readers what you are going to tell them.

Here's an example of a topic sentence.

With computers in most homes in America, consumers are much more sophisticated buyers than they were.

The topic sentence should be the skeleton on which hangs your paragraph. The rest of this paragraph, each sentence, should relate back to that topic sentence.

Does the topic sentence always have to be the first sentence in a paragraph? Not necessarily. Take this example.

They crash; errors mysteriously appear and reappear; data is lost; hours are wasted finding bugs for which there are no clear-cut cures. That is why I hate computers.
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The topic sentence, of course, is "That is why I hate computers." The balance of the paragraph, at least if I wrote it, would be a gripe session.
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You can easily edit your writing by reading each paragraph, ensuring you have a clear topic sentence, then confirming that each sentence in the paragraph relates to that topic sentence. If it doesn't, simply circle it then look for another paragraph that the information in that stray sentence better relates, or delete it.
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Good writing takes more than the putting pen to paper. Strong writing takes as much time to edit as it does to write, sometimes more. One good place to start honing your writing is ensuring your topic sentences act like organizers for each paragraph.

Spend a little to make a lot!

2007-04-16T14:41:00.000-07:00

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The eye likes white space

2007-04-16T11:11:00.000-07:00

With information coming in at warp speed, people often glance at incoming mail and instantly decide whether they'll read more or discard it. Therefore, copy design is as important in good advertising as ad copy, because dense copy overwhelms most readers.

No one likes clutter, even if it's in their own house. The eye likes white space, so don't bury your message. Your copy must be easy to read or you'll quickly lose your readers, and with it your advertising dollars.

There's more to writing copy that sells than the words. Good advertising thinks big picture, including ad design and knowing when to follow the rules and when you'll get more mileage by breaking them.

White space management is critical in good advertising, whether it's an ad in your local newspaper or a direct mail piece. Why write copy your target audience won't read because it overwhelms the eye?

While it may seem cost prohibitive to hire an agency to produce and lay out your copy, the results will normally be far better than you'll get yourself. In the long run, it will be money well spent.

Sell the sizzle, not the steak

2007-04-10T08:47:00.000-07:00

You've probably heard the saw, "Sell the sizzle, not the steak." What this means is that most consumers buy a product not because of what the product is, but what the product will mean in their lives. People don't buy insurance, they buy its benefits such as freedom from economic ruin and peace of mind.

There are a few exceptions to this rule, like when you're selling to experts. For example, if you're pitching a commercial auto policy to commercial dry cleaners with a small van fleet, describing trailer interchange coverage may not be necessary. But if you're pitching a trucking firm, experts at switching trailers, the trailer interchange coverage becomes a policy benefit and you'd better be able to talk about "dead-heading," "pigs," and "gross vehicle weight."

Your direct mail attempts to the general public must focus on benefits. There are several ways to do this creatively and good direct mail copywriters can help you through the process. If you aren't specific about what benefits you offer in your copy, you'll end up with "puffery." Puffery is overblown phrases like "We provide the best customer service" or "We offer the fastest claims service." Wikipedia offers a great definition of puffery.

Puffery is a waste of copy space. It's always better to state a specific benefit. "Because of our outstanding customer service, last year, 95 percent of our customers renewed with us," speaks to readers more than phrases like "the best customer service."

Top direct-mail copywriters agree: The best direct mail copy is written by writers familiar with the product you are trying to sell. I'd love to help you with your direct mail projects. Contact me via my website, Insurance Writer.

Generations require different training approaches

2007-04-09T00:18:00.001-07:00

When designing and presenting training, it would be great if a one-size-fits-all approach worked every time. In today's drive-through world, cookie-cutter training just won't work. Younger workers often enter the workforce with sophisticated computer skills and a healthy dose of skepticism. Training a forty-year old with two kids and a mortgage is very different from training a young employee who may work only to finance that next trip to South America.

To keep younger trainees' interest, training must be innovative, with less reliance on lecture and more reliance on computer-based approaches and trainee interaction. The younger generations, our Gen Xers (roughly 1965 to 1976) and the Gen Yers (roughly 1977 - 2002) require more interactive learning and the opportunity to shape the direction of the training module. These generations grew up with computer, the Internet and sound bites. They turn you off quickly if you don't catch their interest early.

The more technology used in training for Xers and Yers, the better. Including visuals and letting learners voice their problems to seek solutions will increase the interest of the younger generation. Awards and prizes, even if they're token, increase interest and participation and hence, retention. A break every hour is good advice for any class, but imperative for Xers and Yers.

While one training module may be applicable to all generations, for example in customer service training, it's important the trainer understands his or her audience. Use examples that will reach the target audience. If you refer to Ozzie and Harriet, for example, you'll get a blank look and eye rolls from the under-50 crowd.

Working across generations complicates training. When developing training, make sure you tailor material to the generations you are trying to reach.

For example

2007-04-05T09:29:00.000-07:00

Many writers use the Latin abbreviations "i.e." and "e.g." incorrectly. "I.e." means "that is," and is used when the example you are citing is the only example that will work for what you are describing.

For example (and here you could use "e.g." because there are many examples we could use), if you say "Your dog, i.e., a chow, is specifically excluded from coverage if it bites someone because the company excludes all chows," "i.e." is correct.

Use "e.g." when you could say "for example." For instance, suppose you were describing the types of liability losses a client's homeowners policy covers. "Your homeowners policy covers many types of liability, e.g., if your dog bites someone or if your child breaks the neighbor's window." In this case use "e.g." because there are more than one type of loss excluded under the homeowners policy.

After using "i.e." and "e.g." in writing, use a period after each letter and always use a comma after the final period. If using either "i.e." or "e.g." in the middle of a sentence, use a comma before and after them.

While this sounds like a lot of information to digest, the correct use of "i.e." and "e.g." can add formality to your writing.

Reading the Business Auto Policy exhausts even the smartest dog

2007-04-02T11:49:00.000-07:00

All things to all people

2007-03-27T08:44:00.000-07:00

I'm developing a coverage training program for agents in PowerPoint using a master slide that the carrier designed, which they are going to put into their own computer-based program once I've completed it. I ran across a technical problem with the master that I couldn't solve. When I have technical problems, I call my website designer, who is not a PowerPoint pro, and he couldn't solve it, either.

"Call the client," he said. "Describe the problem you're having and ask for their help. They're paying you to write, not to be a techno-geek."

I ultimately solved the glitch, paying what I call a "stupid tax," because the solution was so simple that I complicated it too much to see it. But here's the point. I can't be all things to all people and there's no shame, when I can't do something, to admit it.

I taught ARM and AIC classes for a few years and I learned a valuable lesson from the instructors who'd taught me when I was earning my designations. If they didn't know the answer to a student's question, they'd take a note, promise to get back to the student, and the next week they followed through.

There is no shame in not knowing the answer to a question. The shame is bluffing your way through. In today's instant society, we want answers now. Don't fall prey to pressure from clients who want answers you don't have. When we answer questions without thinking them through, quote prices off the top of our heads because we're pressured, guesstimate the cost of coverage, say "you've got coverage for that loss," or assume because the underwriter liked flooring contractors last month they still like them this month, we're heading "up fool's hill," as my grandmother used to remark as she watched her 16-year old grandkids drive off in cars.

It's better to say "Let me do some checking and get back to you with an answer" than to proffer an answer you're going to be forced to defend.

BNet a great resource

2007-03-27T08:17:00.000-07:00

I preview a lot of business blogs to make my blog sharper. Let's face it, today, blogs proliferate, many with little content. One that I am impressed with is BNet.

BNet bills itself as "the go-to place for management." You can either surf the site or sign up for newsletters, which I prefer since the day usually evaporates before I have time to search the sites I enjoy. You can manage the types of newsletters you want to receive, such as marketing, enterprise spotlight, or the BNet report. The marketing blog is one I highly recommend.

BNet's marketing blog just had an article called the Marketing ROI Calculator. It's an Excel spreadsheet that you can download that allows you to plan your marketing campaign by quarter, calculate your response rate, which can be adjusted each quarter after you track how your leads are discovering you, and then calculate the return on investment projected or received from your advertising efforts.

Here's the link to the marketing calculator: http://jobfunctions.bnet.com/download.aspx?docid=78530

As we all know, it's imperative that we track our advertising efforts so we can figure out how to best spend our advertising budget. You'd be surprised how many advertisers fail to do just that. Even a simple check sheet that asks potential clients where they found you provided to all employees who deal with the public is a start toward managing your advertising efforts.

If you're interested in BNet, spend a few minutes searching the site by topic or just cruising through its many articles. I'm not easily impressed and BNet impresses me.

Dry humor still works

2007-03-26T12:57:00.000-07:00

One of my favorite newspapers is the pink Financial Times (FT), a British-based daily that often has articles that often are buried by American media and are often very funny. British humor is usually pretty dry and the article I read from the weekend edition of the Times was no exception. (See www.ft.com)

The article was titled "Merkel heals rift with Prague on EU celebration" and covered the divisions that occurred between the Czech Republic and Germany preceding this weekend's festivities set to mark the 50th anniversary of the EU. These divisions were apparently based on what Czech president Vaclav Klaus thought was unilateral wording regarding the establishment of a constitution in the Berlin Declaration.

The FT's article went on to characterize the high points of the Berlin Declaration with the FT's own counterpoints. Here were a few that I found very funny.

Berlin Declaration: "We are united in our aim of placing the European Union on a renewed common basis before the European parliament elections in 2009."

What it really means, according to FT: "We have to save something from the wreckage of the EU constitution by then."

Berlin Declaration: "This European model combines economic success and social responsibility."

What it really means, according to the FT: "We can have it all: economic liberalism, job security, social benefits and long holidays."

Berlin Declaration: "The European Union will continue to promote democracy, stability and prosperity beyond its borders."

What it really means, according to the FT: "But don't count on ever being allowed to join if you're Turkey, Ukraine, Belarus or Moldova."

Good writing can be humorous, witty and even slightly mocking to be effective, but of course, you must be careful. The British press is much braver than the American press in this regard, but the effective use of humor can help ensure your readers finish your latest article, commercial or advertising.

Musings on the insurance industry . . .

2007-03-21T10:47:00.000-07:00

Before my mother died, I called my insurance agent to ask if I could endorse workers’ compensation coverage onto my homeowner’s policy when my mother required in-home care. My agent was out of the office, but one of the other agents in his office gamely offered to help. He said he would research my question and get back to me.

A few days later, he called. “No,” he told me, “[the carrier] doesn’t offer an endorsement to add workers’ compensation coverage to your homeowner’s policy. But you don’t need it,” he counseled me.

“Why is that?” I asked.

“Well,” he said, “you have medical payments coverage on your policy that is no fault and liability coverage in case you’re negligible.”

“Negligent,” I said.

“Right, negligible,” he responded.

I didn’t correct him again. Maybe, I thought, after working in this industry for twenty years, I am negligible.

My father was the first independent agent in Sun City, Arizona. When he opened his agency, my mother soon began working there, earning her license. As a child, I believed being an insurance agent’s kid was a special kind of torture. Not only was insurance the scintillating topic at the dinner table most nights, my mother’s “you’re going to get us sued” lament seems to be permanently embedded in my brain.

Dad carried extra shingles in his car, and after windstorms he would climb onto his clients’ roofs to inspect them. He was never without his “bag of tricks,” as he called his tool pouch. His clients depended on him and appreciated him and his family dearly.

Our phone rang in the middle of the night. One of his insureds called my dad and told dad that his house was on fire.

“Have you called the fire department?” my dad asked.

“No,” was the panicked reply.

“Hang up the phone and call the fire department.” My father got up and went to his client’s house to help him.

I can’t count the times, late Sunday afternoons, my father would take me with him to see his insureds. We’d glide down the street in his Ford to the sounds of Lawrence Welk drifting out the open windows. I recall how their faces would light up when they opened their door to him. His clients were more than their premiums, most were his friends.

I learned what a sideswipe and a binder were before I knew how babies were made. It wasn’t so much that I chose this industry, but I knew the vernacular and I took my first job in an agency, never dreaming that I’d be in this business twenty years later. But my father instilled in both my brother and me, who now owns my parents’ agency, if not his love of this industry, at least a deep appreciation and respect for it.

The industry he knew was built on relationships. You knew your underwriters and you flew to the home office of the carriers you represented to meet the employees there. You interacted with your carrier’s claims adjusters, who were still in the field meeting with insureds and claimants and who—gasp—had undergone months of training both by the company and by older adjusters who mentored and taught them.

You supported industry associations like the Blue Goose and the Big I, and took pride in your reputation, built on honesty. It went without saying that my parents conducted themselves ethically both with their insureds and with the carriers, even when it meant losing business.

My father loved this industry because of the relationships he built, both with other industry people and with his clients. Even when he could barely see, his eyes blinded by macular degeneration, Dad was still writing business.

“This isn’t the industry it used to be,” he’d tell me with a sigh as we sat behind his barn, his place to unwind. It wasn’t until I was much older that I understood why he came home so many nights and didn’t want to talk. I began to feel that way now, too, not long before I opened my own business.

A few years before she retired, my mother submitted a homeowners’ application to one of her carriers. The application was turned down.

“I was really puzzled,” she told me, “because it was a really clean risk. (She knew because my father had visited the home and photographed it before he submitted the risk.)

“I decided to call the underwriter, whom I’d never met, to find out why he declined the risk,” my mother told me. “When I finally got him on the phone,” she said, “I asked him why he wouldn’t write the business.”

“Well,” he told her with irritation, “The roof has a two-ton air conditioner on it and it could come crashing through the roof at any moment!”

My mother, one of the kindest people I’ve ever met, patiently explained to him that a two-ton unit didn’t mean it weighed two tons. After she slowly described the risk to him, the underwriter agreed to write the policy.

My colleagues and I laugh about the stupidity we encounter in today’s industry, the lack of training, the lost work ethic, the unethical actions of some insurers that give the rest of the insurance professionals a bad reputation. But it’s a gallows humor. Mainly, they agree they're counting the days to retirement.

Maybe I’m wrong to be so negative. Perhaps the next generation of agents and underwriters, even the insurance MBAs and CEOs who now run the industry, will be the caliber of people my parents were. Perhaps, like a pendulum, the industry will eventually swing back toward common sense, professionalism, fairness and solid relationships.

But just when I despair that our industry is the only one gone mad, I see that we’re not alone with our problems. One of the adjusters who used to work for me talked to a plaintiff attorney about his client, who allegedly had fallen into a manhole due to a faulty cover. The adjuster was chortling over the attorney’s mangling of the phrase “res ipsa loquitor,” which the attorney pronounced “res ipsa loquashitor.”

Laughing, I suggested he call the attorney back to tell him we had completed our investigation and were denying the claim because we weren’t negligible.

If nothing else, this industry is still good for a laugh.

Customer service is king in Charleston

2007-03-19T06:51:00.000-07:00

I just spent a week in beautiful Charleston, South Carolina. I had ample time there to wander around Charleston and in and out of the shops and restaurants. One thing that struck me is the extreme friendliness of the people who served us.

The shop owners, the waitstaff and even the tour guides went that extra mile to learn a little bit about me and why I was in Charleston. They recommended sites to see, good restaurants and in short tried to make me feel important. At one restaurant when we asked about a particular dish, the waiter recommended a competitor's dish over her restaurant's version. When was the last time you recommended a competitor?

Customer service seems like a lost art to me and lately I've been frustrated plenty with poor service I've received. I have little control over my customer experience in a store or with a company; what I do have control over is where I open my wallet!

It pays to nurture your customers. Just one bad service experience may mean you not only lose that customer, but that madder-than-a-wet-hen customer spreads his or her service experience to many, many others, often years after the experience.

Stepping into Charleston reaffirmed my belief that customer service is still king.