Insurance folks- don’t tweet or update your status without reading this first

This is a desperate plea to all insurance agents and agencies engaged in social media- if you post one more item referencing “you’re the best agency in XYZ county” or “buy your insurance from me”, I’m going to lose my lunch.  All. Over. You.

For the love of all things deductible, PLEASE STOP.

Hard truth- your audience doesn’t care. Unless you give them a reason to. Tell them why they should do business with you. And here’s a big hint- it has to be beneficial to them. When posting, think like the consumer and ask “What’s In It For Me?”  This is basic consumer behavior and whether it’s a print ad, radio spot or a status update, if you don’t provide benefits to the consumer, they have no reason to consider you. I’m not sure why we turn our brain off to this basic fact when we go online. 

Second truth- you’re REALLY annoying your audience. The days of the hard sell are OVER. I’m sorry, you can’t just hop onto Twitter or Facebook and push your insurance products. No one wants to hear it and will get pretty ticked off when it’s all you talk about. And then you’ve lost your audience (who may also be potential customers, hint, hint).

You can agree or disagree (and please do so, I love a good discussion), but I have to speak up. You’re not doing yourself any favors, nor the industry.

I don’t care how wonderful you are, or that you represent 800 companies, or that you’ve been around since 1885. I do care that you can save me time, money, my sanity, whatever.

Establish rapport, trust and build up to slipping in the occasional mention that hey, you just happen to sell insurance products that can provide the solutions they’re looking for. Just don’t beat me over the head with it.

Thoughts?