Know-How Exchange : Taglines/Names

Catherine,

when you get a generic motto like "We help producers sell LTC Insurance" sets the alarm bells ringing in the marketing world. Unless, of course, you are out to hammer that brand with hundreds of thousands of dollars. If you are, I am sure that Mr. Goodman will step up to the plate for you.

What you need to do is target a specific customer. Now to someone selling a commodity - which is what LTC insurance is, or in this case any Tom Dick or Harry selling the stuff - this sounds crazy. Believe me, it is not. You and your company will have a way of doing things that some people will appreciate and others not. This is an inescapable human fact.

Either that, or you are super-human.

Focus on that client, your very best client. What they like, what they don't like, the baseball teams they support and the name of their family and pets. Everything. Your advertising will be more effective too as advertising to your best client will also speak to everybody. They wouldn't notice if you spoke to them or not, and your best efforts to target them would be no better just because you target them. So target the ones who are receptive.

We also need to know WHY an insurance salesman would choose you over any number of different organizations that offer what you do.

Could you give us a link to the website as it presently stands, please?

Having a members only area is great, only to my mind it is one place where you could do with a better name. This again will appeal to those customers who are your best customers. There is no reason not to have a super-upgrade from this that has super-special features that your super-special clients would appreciate. Getting the kind of people who sign up for this group will be those who appreciate your services most, and will also gain the most from what you can teach them. What is more, it is this group who would feel like a VIP too.

Believe me when I say that there are people in this world who get the Rolls-Royce/red carpet/champagne treatment and then ask why there aren't any roses and the forecourt to the hotel wasn't heated. What is more, when you have sorted all this at great expense, they give you a negative review and are late in paying their invoices. These are clients you should happily send to your competition.

Moriarty

There are a few things in your description of the business that are concerning.

First, the slogan, ""We help producers sell LTC Insurance" is weak. The word "help" suggests you don't want to be held accountable for actually delivering a benefit.

Second, the list of things you call "benefits" is really a list of features. You need to identify the important end-benefit someone will get if/when they become a member and take full advantage of all the features. In a simple sentence you need to answer the question, "How will a member be better off when they join?" What's in it for them?

Aside to Moriarty:

You wrote, "... Unless, of course, you are out to hammer that brand with hundreds of thousands of dollars. If you are, I am sure that Mr. Goodman will step up to the plate for you."

What does that mean?

While some of my clients have been large companies, most are not. In fact, "hundreds of thousands of dollars" only makes sense for a company when they've proven that they're getting an attractive return on their investment, regardless of what their going-in budget might be.

The trick is to learn from the big companies' experiences, and translate the lessons to a smaller scale. That way you don't have to discover everything from scratch. And you don't have to spend big bucks learning.

Thank you everyone for your feedback. I appreciate it. ALthough I value the feedback on the slogan for LTC Connection- "We help producers sell LTC insurance" it is the LTC Inner Circle that I am looking for feedback or ideas on a slogan.
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LTC Inner Circle is not live yet so I don't have a URL to send you to.
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"How will a member be better off when they join?" What's in it for them? This is a good question.

The transformation that I am looking for that a member will receive is that we make it super easy for them to write LTC insurance. We take all the guesswork, frustration, and minimize the errors for them. WE make them look good in front of their client. They are not experts on the topic (most of them sell life insurance/annuities) and only sell LTC insurance a few times a year so we get them up to speed quickly and increase their confidence. I hope this answers the question.

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I like some of Jay's ideas. Does anyone else have some slogan ideas for me?
Thanks in advance for your help. I really appreciate it.
Catherine

If the benefit is that "we make it super easy for them to write LTC insurance," then you're assuming the reason they don't write more of it is that it's too difficult. Is that the reason? If it were easier, would they write more LTC? Do they WANT to write more LTC policies? Is that what's important to them?

Is LTC more profitable for an agent than, say, life insurance? Does it generate greater earnings for them per hour spent selling?

It seems to me the benefit is really that they'll make more money, or they'll have greater client loyalty. And if they won't, then "easier" won't be a very compelling benefit.

Thank you mgoodman,
If the benefit is that "we make it super easy for them to write LTC insurance," then you're assuming the reason they don't write more of it is that it's too difficult. Is that the reason? If it were easier, would they write more LTC? Do they WANT to write more LTC policies? Is that what's important to them?- Yes it is too difficult for them. It is not the focus of their business. However their clients NEED it and they know it, but they shy away as they don't want to make a mistake or risk losing the relationship. Usually their clients ask them about it and then they panic and try to figure out how to write it.

Is LTC more profitable for an agent than, say, life insurance? Does it generate greater earnings for them per hour spent selling?- It is not as profitiable, at all. But if they don't address it then someone else will, and steal their client. Or their client needs LTC and they are at risk for a law suit if they didn't recommend it as part of the overall financial plan.

It seems to me the benefit is really that they'll make more money, or they'll have greater client loyalty. And if they won't, then "easier" won't be a very compelling benefit.- Greater client loyalty.

Thanks!


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LTC Elite

Thank you to everyone that helped me with this. I learned a lot.