Andy NearyI help insurance professionals turn brand awareness into business growth.

Why most insurance marketing sucks…

21 Mar 2024 · 1 min

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Andy Neary explains that most insurance marketing performs poorly because agencies don't know their ideal prospects and treat all prospects as equally valuable. He argues marketing messages are targeted to the wrong people and distribution tactics are outdated—producers still rely heavily on cold calling, sometimes as their sole prospecting method.

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When I look at the marketing across the insurance landscape today, most of it sucks. Why? Because most agencies have no clue who their ideal prospect is. Because they believe all prospects are good prospects. When it comes to delivering a marketing message, they're actually talking about the wrong person themselves. And then when it comes to distributing that message, they're still deploying tactics that are not as effective as they used to be. Most producers today still have cold calling as their number one prospecting activity. And in some cases, they're only prospecting activity.