The Radio Ad That Bombed

On a local radio show recently, an advertisement for an insurance agency was broadcasted in an interview format with the radio host asking questions to the agent. I've heard this ad several times, so I know they spent good money on promoting their business. Moreover, this interview format made the ad stand out from all the other advertising you usually hear. However, with the answer to the first question, I realized they had lost a great opportunity and wasted much money.

The first question was brilliant. What makes you different? I thought, yes! This is what people want to know when they're shopping around for insurance. "Why you?"

The reply, "We have excellent customer service, and we answer our phones when you call."

Seriously? Everyone says they have "excellent customer service" (and just because you say so, doesn't mean it is so) so that statement is meaningless. And I would hope the agents answer the phone! I would expect that every insurance company with an office in a small community would answer their phones – that does not make you stand out or answer the "why you" question.

The second question quickly followed: "How do you stand out from others in your industry" and again, the first time I heard this ad I thought okay...they could make a comeback here. The agent's answer: "It's not about rates; it's about coverage."

The rest of the interview/ad continued this way, giving no real insight into the company or why I should call them to get a quote. They lost a huge opportunity.

When it comes to standing out from your competition, sharing a customer story can make your product or service feel real and come alive in the minds of your listeners, readers, or the people you are speaking with. Uncover what your ideal customers want to hear – what is their most significant concerns – and share a story that "shows" what it's like to work with you.

For example, when it comes to insurance, one of the biggest concerns a prospective buyer has is how they are looked after when they need to make a claim. So if they're in a car accident or have a house fire, how quickly and efficiently are they serviced?

Sharing a customer story to "show" how a homeowner was treated and how quickly the problem was fixed will go a long way in helping a prospective buyer know how it "feels" to work with the company. And that's what it all comes down to – the emotions – how does it make you feel to know you will be looked after, or not.

Ditch the platitudes and over-used clichés that everyone else in your industry is using, such as great customer service, on-time delivery, best prices, or we answer our phones and get to the heart of what you do differently from everyone else.

If you're not sure what that is, ask your current customers why they chose you. You may be surprised at the answers you get and end up with great content for your next marketing campaign.