A Little Disconnection Goes A Long Way


A group of 5 independent insurance agencies pooled their marketing funds and were in the process of coordinating their advertising.  They all represent the same national insurance company but they had decided to brand themselves as “5 Star Insurance Team.”  They purchased the back cover of the phone book – “5 Star Insurance Team” prominently displayed along with a map, addresses and phone numbers of the individual offices.

They asked me what I thought.

“How do you answer you phones?”
“Thanks for calling (Brand Name) Insurance Mary Smith.”
“How often do people hang up on you?”
“How did you know we have people hanging up on us?”
“When did you start noticing the hang ups?”
“When the new phone book came out.  Why?”
“Because the ad on the yellow pages says 5 Star Insurance Team.  When I call and your receptionist says ‘(Brand Name) Insurance,’  I think I’ve dialed the wrong number.  I want to talk to the ‘5 Star Insurance Team’ not (Brand Name) Insurance – click.”
“Uh oh.”
“Uh oh, indeed.  How about something like, ‘Thanks for calling The 5 Star Insurance Team – Mary Smith (Brand Name)?’”
Hmm…

Make it easy for your customers to find you and do business with you.  If you call yourself one thing in your advertising on Monday, something else on the phone on Tuesday and I’ll be too confused to call you back on Wednesday.

About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.
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