MYTH #2:
EVERYONE SHOULD LOVE YOUR AGENCY AS MUCH AS YOU DO

M

This is the second part of a four part series: “Four Myths That Will Ruin Your Brand
Read part one here: Myth #1: Anyone Can Market

Myth #2:
Everyone Should Love Your Agency As Much As You Do

You are your agency’s biggest fan. You need to realize that.

You may ask yourself, “Why don’t my Facebook posts get shared?” “Why don’t we get more calls?” “Why didn’t that funny video with the over-sized hat go viral?”

You could boil it down to this question: “Why don’t more people interact with us?”

To answer that question, you can’t start from your own perspective; you must begin with your customer’s point-of-view.

Your Customer’s First Hour of the Day

He (or she) wakes up from an incredibly comfortable sleep in his Tempur-pedic bed. He slaps the top of his Sony alarm clock that woke him via one of his Spotify playlists (“Rise and Shinedown”).

Downstairs, Starbucks coffee begins percolating through his Chemex Ottomatica.

Bleary-eyed, he grabs his iPhone and checks his Gmail and Carrot weather app, after which he proceeds to the shower where Dove body soap and Revitalize shampoo await. Clean and dry, he dresses in a Calvin Klein suit.

Outside, he tosses his Samsonite briefcase onto the passenger seat of his Lexus RC-F as he sets the home security system with his Nest app.

Light meditative music plays through his Infinity speakers thanks to his XM Radio subscription. Google Maps navigation guides him toward his first client.

Still wondering why he doesn’t care about your brand as much as you do?

Seriously, that was 17 brands in just the first hour of your customer’s day!

Nobody Loves Your Baby More Than You

We live in a brand-shaped world. From the moment we wake up until the second we drift into unconsciousness, we are inundated by brands. Even when we’re killing time on social media, brands are wishing us happy holidays, commenting on the Super Bowl, and forcing videos into our feeds. They’re ubiquitous.

If you’re a parent, you may know what it’s like for your child to come home from preschool with something she finger-painted that day. As you look at it, you think, There’s serious promise here!

Then, when your friends come over, they laugh a bit. In front of you. You protest, “Don’t you think that’s amazing?” They’re forced to lie to you, saying nice things, but the reality is that it looks like a five-year-old finger-painted it.

You can apply the same thinking to your agency. If your business is your baby, you’re at a terrible starting point. If you make decisions on behalf of our agency as its mother or father, you need to take off the rose-colored glasses and get some external help.

Boasting through Facebook about your company’s greatness won’t cut through the noise that perpetually surrounds your customer. Why? Because it’s just noise! Pepsi can say they’re the best, and it’s pure noise, but they’ve also got a multi-million dollar marketing budget and Cardi B for a spokesperson.

You don’t. You’ve got…you…with an over-sized hat. That’s totally fine, as long as that’s part of your brand. If you want to present your agency as self-effacing, humorous, and light-hearted, then such a homespun video on your iPhone is appropriate.

But don’t expect too much.

If you can be more sensual than the Tempur-pedic bed, more gratifying than the Starbucks coffee, more luxurious than the Lexus, then you will get your customer’s attention. You have to earn the right to become part of their day. It won’t happen simply because you love your baby.

That’s one of the hardest realities to accept: people may buy insurance from you, but that doesn’t necessarily mean they want you in the feed of their daily lives. You’re the finger-painting by a five-year-old that won’t get much more than a disinterested glance. They don’t know how much you’ve sweat and toiled to build your agency…and they don’t care. It’s insurance!

Now, when they have to make a claim, then they will be intensely interested in your agency. They’ll eagerly seek you out. That’s when your brand will have the opportunity to shine—through your excellent customer service, attention to detail, and devotion to your client’s satisfaction.

Then maybe, just maybe, they’ll sing your praises to their friends, neighbors, co-workers, and anyone else who brings up insurance. Believe me, that’s more effective than any quirky social media gambit you want to try.

Putting It into Action

If you want to take steps toward being less biased about your brand:

  • Remember: your customers interact with dozens of brands throughout their day. Those brands often put physical products in their hands. Insurance, while valuable, doesn’t work that way.
  • You have to earn the right to become part of your customer’s day by transcending their experience of other brands.
  • Remember that nobody loves your baby more than you. That’s okay, as long as you don’t expect otherwise.

The Third Myth: Marketing Is The Only Team Responsible For The Brand

About the author

Matt Oatley

Matt Oatley is an experienced designer, developer, and entrepreneur. Matt is happiest when meeting a friend for coffee spontaneously morphs into a new idea for a business. He always knows the best available product or service on the market, whether pen, table saw, software, camera, or server. Self-employed since launching a creative agency in 2001, Matt also owns Upkeep, a highly praised app-driven lawn care service, and has created a SaaS product for beginner guitar players called First Frets.

By Matt Oatley

About us

Agent Refined is an insurance marketing agency comprised of Christian Moore, an industry-leading insurance agent and Matt Oatley, an award-winning designer and developer.

Christian is running one of the fastest-growing insurance agencies in the country. He is focused on culture and technology.

Matt has 20-years experience in custom building websites. He's an expert in branding and focuses on creating unique user experiences.

Agent Refined is a branding and marketing agency that helps agency owners create the best brand experience for their clients and teams. We happen to create beautiful, custom-built websites that convert and amaze.