FYI Express - June 2017

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EXPRESS “What You Don’t Know Can’t Help You!” … Eddie K. Emmett, Editor / Publisher

Get Rich in Your Niche b. They fit the demographics and need to be made aware that you can take care of their needs.

In This Edition Get Rich in Your Niche .............. 1

You should have a webpage exclusively for each niche product.

3-Step Process to becoming an expert in your niche ................... 1 How to be on page #1 in Google Search in less than 5 minutes... 2

When folks are seeking a specific coverage, they are not really interested in every line of business you have to offer.

Consistent Client Communication: How to stay “Top of Mind” without bugging your customer ............................ 2 Full Sales Ahead: How to replace the lost income from restricted personal auto production................................... 2 How to find the Perfect Client ... 2 Tracy Payne Golf Fundraiser .... 4 How to stay Top of Mind ............ 6 Why Every Agency Should Spend at Least $1 per Day on Facebook Ads ............................. 8 “Fine” is the F-Bomb of Customer Service ..................... 10 Why should I join your organization? ............................ 12 Documenting discussions you have with your markets ........... 16 The danger in the neighborhood ................................................... 18

3-Step Process to becoming an expert in your niche 1. Read and understand the conditions, exclusions and coverages in your niche insurance product. Ask the carrier for a copy of the underwriting guidelines and sample policy language. 2. Understand the importance of each question on the application by testing the application process.

$1.00 per day Facebook ad campaigns can laser-target qualified prospects based upon the demographics of your idea client. You may wish to complete an online tutorial at https://www.facebook.com/business/.

This infographic gives you an idea of the almost endless combinations: http://www.wordstream.com/blog/w s/2016/06/27/facebook-adtargeting-options-infographic

Practice on yourself … not a real live client. 3. Create a Marketing Machine for your niche. Prospects fall into one of two major categories. a. They have an immediate need and use the Internet to find solutions.

FYI Express

Create a Facebook Ad campaign that targets prospects whose demographics fit the ideal client.

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Continued on page 2

June 2017


More Tips & “How-To” videos at www.FYIExpress.com How to be on page #1 in Google Search in less than 5 minutes

Consistent Client Communication: How to stay “Top of Mind” without bugging your customer You should remind your clients of your importance on a regular basis using valuable information without including a hard-sell message. For example, did you remind your clients that st Hurricane Season started on June 1 ? But fear not, Father’s Day is coming up and you can use that opportunity to reach out and touch.

Create a YouTube video that explains the coverage and pops up on page #1 in Google Search. One of my clients wanted to bring more folks into his office. I suggested he get a notary permit and notarize anyone, even if they are not a client, for free.

It’s easy to pull articles and tips on running any business by searching Google. Sign up for a free eNewsletter template at www.MailChimp.com. You can store up to 2,000 e-mail addresses of the principals of the businesses that fit your niche and send out up to 12,000 e-mails per month for free. You don’t have their e-mail address? Do a free search at https://findthat.email.

Here’s an example: Type into your browser these words with the quotation marks … “Free Notary in Forest Park, GA” It went to Page #1 in less than 5 minutes and is still holding that spot. You can do the same if you know the steps to take when uploading a YouTube video. Informational YouTube videos are the fastest way to get on page #1 in Local Google Search. This tutorial at https://knowhownonprofit.org/how-to/how-to-set-up-ayoutube-channel# will show you the basics.

Full Sales Ahead: How to replace the lost income from restricted personal auto production You have a goldmine in your files. Most of your customers are mono-line but it’s rare that your clients have only one need for insurance. Your clients live somewhere, either buying or renting. Do you suggest renter’s insurance when it was obvious that your last auto applicant lived in an apartment? Your clients have activities for enjoyment; motorcycles, ATVs, watercraft … you get the idea.

How to find the Perfect Client

You can make a free video at https://studio.stupeflix.com

Have you ever asked your carriers to describe what they want in a Perfect Client? When I am interviewing a new carrier, the marketing rep almost always asks, “What market do you want to serve?” My answer is always, “I want to go after the market that your company is seeking.” Google

Then I only send to them the risks that best fit their production goals.

Your agency should claim your free online listings at https://www.google.com/business/ and add your chosen niche in the categories.

My clients are happy, my carrier is happy and I am happy to give the commission profit to my wife. That makes her happy.

Hot Lead Finder You can also use free software to search and create an Excel spreadsheet of prospects. Type “Hot Lead Finder” in your browser and download the free software from Mark Helton.

FYI Express

I call it a “Win-Win-Win-Win”. BTW … I’m teaching “Get Rich in Your Niche”, a FREE 3 hour CE plus lunch to SIU Producers on June th 15 . More Information at http://siu.eventbrite.com.

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Get Rich in Your Niche: Small Business Program Follow this 3-step process and you could quickly become the biggest local writer of whatever class of business you choose! 1. Choose a Class of Business and understand the policy conditions, exclusions, definitions and coverages Go to https://www.hiscoxinsuranceleads.com/sampledocs/ Policy Documents & Endorsements 2. Understand how to complete the application then practice at www.sunins.com Go to https://www.hiscoxinsuranceleads.com/sampledocs/ Applications (PL & GL Included) 3. Create a marketing program that laser-targets qualified prospects

Facebook $1.00 per day Facebook ad campaigns can laser-target qualified prospects based upon the demographics of your idea client. You may wish to complete an online tutorial at https://www.facebook.com/business/.

Google Your agency should claim your free online listings at https://www.google.com/business/ and add your chosen niche in the categories.

YouTube Informational YouTube videos are the fastest way to get on page #1 in Local Google Search. This tutorial at https://knowhownonprofit.org/how-to/how-to-set-up-a-youtube-channel# will show you the basics. You can make a free video at https://studio.stupeflix.com

E-mail Newsletters It’s easy to pull articles and tips on running any business by searching Google. Take the first paragraph of the article, embed the link to the topic then copy and paste into your eNewsletter. Sign up for a free eNewsletter template at www.MailChimp.com. You can store up to 2,000 e-mail addresses of the principals of the businesses that fit your niche and send out up to 12,000 e-mails per month for free. You don’t have their e-mail address? Do a free search at https://findthat.email. Hot Lead Finder You can also use free software to search and create an Excel spreadsheet of prospects. Type “Hot Lead Finder” in your browser and download the free software from Mark Helton. Get Rich in your Niche CE & Lunch All SIU Producers are invited to a free 3 hour P&C and lunch presented by Eddie K. Emmett at SIU HQ from 11:00 a.m. to 2:00 p.m. on Thursday, June 15th. Attendance and lunch is free but online registration is mandatory at http://siu.eventbrite.com to reserve your seat, refreshments and lunch.


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Tracy Payne Golf Fundraiser June 21st in Warner Robins, GA As you may already know, our friend and colleague Tracy Payne is on medical leave with Arrowhead General Agency for an extended period of time. The medical costs will probably be substantial. Thad English, Brad Bennett and Eddie Emmett were recently discussing what we could do to help out Tracy and his family during his long recovery. To that end his golf friends and coworkers would like invite his industry colleagues, Agents, Marketing Reps, and Friends to this fundraising event at Southern Landings Golf Club in Warner st Robins, GA on June 21 . We will have a shotgun start with Best Ball format at 1:00 p.m. We would like to get as many teams as possible to pre-register for the event. Fun, food and fellowship will only be $59 per individual. That covers lunch, range balls, cart, green fees, and liquid refreshments during the golf outing. Putting Contest, Raffle Tickets, Mulligans and Throws will also be available.

What's a "throw"? Picture yourself once again in the rough. Wouldn't it be great to be able to pick up the ball and throw it to a better position? Now you can!

Prizes will include: 1)

Longest ball prize,

2)

Closest to the hole prize,

3)

and Putting Contest prize

If you are unable to attend and would like to support Tracy and his family, you can choose a sponsorship which can be tax deductible by accounting it as an advertising expense through the FYI Express. You may also make a “Love Gift” if you wish. Let’s have a great day of fun and support our friend Tracy at the same time. THANK YOU BTW ... our rain backup date is the following Wednesday, June 28th. I hope we have so many players that we have to host the Tracy Payne Golf Fundraiser on both days!

For more information, Love Gifts, Sponsorship and Registration please go to http://www.fyiexpress.com/tracy-payne.html. FYI Express

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June 2017


$10EACHRAF F L ET I CKET Bu yasman yasr af fl et i c k e t sasy ou ’ dl i k eat t h e Gol f T ou r n ame n t oron l i n eat www. f y i e x pr e s s . c om


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How to stay Top of Mind

How many times have you gone to a great restaurant, only to never go there again just because you forgot you ever even went? How about the time you called a plumber because you had an emergency and he did a great job fixing that leak...but, the next time you needed a plumber, you completely forgot his name and number, and just called the next guy you found on the internet? It happens all the time! Do you keep the pest control guy's phone number who removed the mouse out of your basement in your cell phone? NOPE

When I visit a business and they ask me for my email address time of checkout, whether it be a restaurant or retail store, I always oblige and give them my email. Why? Because I want to see how different companies use email marketing for their respective businesses.

So just an email once a month to your customer list is enough...just to remind them who you are, what you do and how to reach you if they need you....and they will need you at some point, but will they remember you?

Get Rich in Your Niche CE & Lunch

I went to a pick up a part at Advanced Auto Parts and when I paid the bill, they asked me for my email address. I gave it up. When I got home, there was a 20% off coupon in my inbox. Guess what?

Want to learn how to create and send eNewsletters for free? Come to my seminar. I’ll also show how to get in a client’s cell phone at the th “Get Rich in Your Niche” CE & Lunch on June 15 at SIU HQ.

I now open every e-mail I get from them. You never know when a discount coupon will come in handy. It's that simple!

All SIU producers & CSRs are invited for free. Registration at http://siu.eventbrite.com.

Let me ask you a question.

FYI Express

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June 2017


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With Facebook ads, we have a totally unique opportunity. There are several things about them never before seen together: • They can reach as many people or more people as radio or TV, and in whatever country. • They have sophisticated targeting like AdWords, albeit on different criteria. •

The minimum spend is just $1 per day.

• They are the lowest cost per 1,000 impressions ad in history. They average around $0.25 per 1,000, which is only 1% of the cost of TV. Are you kidding me? Nope, it's for real. In other words, Facebook ads are mega-awareness raising, have good targeting, require very little commitment, and are unbelievably affordable. Here's the one thing I tell people about Facebook ads that usually gets through:

Why Every Agency Should Spend at Least $1 per Day on Facebook Ads For the last several years I've constantly recommended Facebook ads. I recommend them to everyone who wants to grow awareness about anything they're doing. How advertising has changed since the 20th century Before the Internet, it was unlikely that the average insurance agency would advertise other than the Yellow Pages or radio, but not all. Even in the first decade of the 21st century, only a percentage of companies used search advertising. Many found that pay-per-click was too expensive or too complicated for them. Why Facebook Ads are the biggest marketing opportunity ever FYI Express

If you just spend $1 per day on Facebook ads, you will get in front of 4,000 people that wouldn't have seen you otherwise. If you are doing that and your competitors aren't, you win the awareness game in your niche. You can't sell to someone who doesn't know you exist, and you can't sell a product or service the consumer has never heard of. If you can't spare $30 a month, perhaps you shouldn't be in business. I’ll show you how to do it at the “Get Rich in Your th Niche” CE & Lunch on June 15 at SIU HQ. Registration and more information at http://siu.eventbrite.com

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June 2017



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“Fine” is the F-Bomb of Customer Service

This all comes together in a bold statement I found while doing Internet research for this article. I found the following phrase on images, posters and funny tee shirts. I laughed out loud …

Not long ago I was interviewing Kevin Berk, founder and CEO of ServiceGuru, on Amazing Business Radio. We were talking about the word fine. He commented that it is a four letter that begins with the letter F that you never want to hear from your customer. I then joked that fine is the “F-Bomb” of customer service.

Fine is not fine! The scale goes Great, Good, Okay, Not Okay, I Hate You, Fine!

Ask someone how their experience with your company is. If they say, “Fine,” and you dig a little deeper, you may find out things really aren’t so fine. I Googled the word fine and found that the word is an adjective that means “high quality.” That may be true if you’re talking about a “fine-looking haircut.” However, as just mentioned, that may not always be the case, especially when it comes to business and customer service. “How’s the food?” “Fine.” “How’s the service?” “Fine.” “How’s your experience? “Fine.” If you owned a restaurant and asked your customer those questions, and their answer was, “Fine,” how would you feel? You would know that there was a problem! You would need to ask a deeper question to understand how the customer really felt. So, does fine really mean fine? NO! Consider that the word fine is really an acronym that stands for: •

F: Faking a smile

I: Insincere response

N: Never coming back

E: Emotionless FYI Express

So, maybe that is a slight exaggeration, but it makes the point. Fine does not always mean fine! In customer service, fine means okay at best – average, trite, mundane and unimpressive. I think you get the idea. If you hear a customer say it is fine, it is time to move into service and relationship recovery mode. I compare this to the concept of a “satisfied customer.” This is the customer that doesn’t complain, but doesn’t praise you either. This is the customer that will seldom, if ever, refer business to you. This is the customer that may not come back. But, we thought they were happy. Why? Because they didn’t complain. If they had, we could have made things right. But, that doesn’t mean the experience was great. Maybe things weren’t all that bad. Maybe there was nothing at all to complain about. Maybe things weren’t wrong, but they weren’t really right, either. Maybe they were just … fine.

Shep Hyken is a customer service expert, keynote speaker and New York Times bestselling business author. Follow on Twitter: @Hyken Shep Hyken, CSP, CPAE is a customer service expert, hall-of-fame speaker and New York Times and Wall Street Journal bestselling author. He works with organizations to build loyal relationships with their customers and employees. He is also the creator of The Customer Focus, a customer service training program that helps organizations develop a customer service culture and loyalty mindset. For more information contact (314) 692-2200 or www.Hyken.com

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June 2017


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We have created the only Virtual Insurance Agent Organization. Our benefits are designed to help agencies in every aspect of their operation and all of it is done on the Internet. It is delivered in a combination of “How-To” videos, interactive quizzes and breaking-news. Just last month I created the “Complete CSR Training” program. Enjoy learning for a change. Next month I’ll be rolling out the “Complete Insurance Agency Owner Training” program. We already have a library of “How-To” booklets on a wide range of agency topics. Want to create a YouTube channel or Facebook for your agency. We have a booklet that takes you by the hand.

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Want to set realistic goals for your CSRs and Producers? It’s in the library.

Membership in an agent’s organization used to mean something.

Want to know how to evaluate, buy & sell a “Mom & Pop” insurance agency? I wrote the book based upon my decades of ownership experience.

You need to check out other options before you join or renew your membership. Better yet, call them up and ask “Why should I join your organization?” Don’t be surprised if you get a rambling answer with no real benefits that directly impact your bottom line.

We have a better idea. Join www.Georgia-Agents.com.

FYI Express

All agency staff members are included for one low fee of $99.00 per year. No hidden fees, no discounted programs. Just to show you how strongly I believe we offer more value for less money, I challenge everyone to dare to compare, dollar for dollar, our benefits against any other organization. If you can prove to me that some other organization has better benefits, I’ll give you a free year’s membership in our organization.

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June 2017


More Than Just a Pen: An Identity. Make Your Mark. Every time you reach for a pen, take a sip from your coffee mug, or make a note in your calendar, remember that 89% of consumers can tell you the name of the brand on a promotional product that they have received in the past 24 months. Investing as little as 23¢ cents per pen, with your logo on it, will make a lasting impression for your brand. How do you and your business stand out? Are you inadvertently missing the mark? The main use for promotional products is to increase brand recognition. With the rise of visual marketing, businesses are learning to show, not just tell. But why stop there? By giving your business a personal touch, your clients can carry your branded product, along with the memory of your quality of service. It’s time your clients have your brand in hand! Pbay Promo can give you a hand with your brand by offering your company, or campaign, the utmost attention it deserves, and the expertise you need to make your promotions stand out, from start to finish. Committed to offering clients an unmatched level of excellence in our products and services, Pbay Promo is focused on providing an exceptional customer experience, for your every promotional need. We meet or beat competitor’s prices, and provide knowledgeable support to ensure your order suits your needs perfectly. If you have a brand identity, we will bring you brand mobility.

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June 2017


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Documenting discussions you have with your markets When the subject of documentation comes up, typically the mindset involves documentation of discussions with your prospects / clients, etc. A good documentation policy in an agency would certainly address these circumstances. However, for some reason, documentation of discussions with your carriers / wholesalers, etc. is often not perceived to be of the same level of importance. It appears that the thinking is that if there is a problem, the carrier will back you up. While one would hope that this occurs, it is definitely not a given. During a normal business day, there are a host of situations where the agency is going to be contacting the carrier. They include:

In my expert witness work, I have seen situations where the agent required the underwriter to provide the explanation in writing and even though the assessment was incorrect, the carrier stood behind their underwriter and honored the situation. If the carrier underwriter does not put their explanation in writing then you, as the agent, should. Once again, sending that to the underwriter with a statement that if your understanding is not correct, for the underwriter to please let you know as soon as possible. As with any type of documentation, the documentation should be handled promptly and accurately. The documentation should not only reside in the agent system but should also include some form of written communication to the carrier.

An exception to the underwriting guideline. Agents are provided underwriting guidelines on risk that you have the authority to bind. If the risk is not a perfect fit, typically the agent will contact the carrier underwriter and ask for an exception. If the exception is granted, this should be documented not only on the agency system but also with an e-mail back to the carrier underwriter memorializing the conversation. At the time of a problem, this level of documentation is going to be critical. There is the definite possibility that the carrier underwriter that you spoke with is now no longer with the carrier.

www.FYIExpress.com

Questions on how coverage would apply. For as long as I can remember, agents have relied upon the carriers for assistance in understanding how certain coverage would apply (whether that is a good thing to do is debatable). What if the carrier underwriter provided you with an incorrect explanation of a specific coverage and you relied on that underwriter’s assessment and a problem developed?

FYI Express

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June 2017


Â

Go to www.EandOQuote.com for more information


More Tips & “How-To” videos at www.FYIExpress.com Asking the questions

First, clearly identify the problem. Then move forward in finding the solution The Producer Online IN ACTION is a monthly reminder of how you can turn the knowledge gained from The Producer Online into powerful sales opportunities.

Once you have identified contractors you would like to pursue, contact is essential. The good news is that you can provide a survey of their operations to help the two of you design a complete insurance program. Click here for a Business Building Letter you could mail to potential clients.

The danger in the neighborhood Delores Kaczor was enjoying her apartment while Pacific Restorations was working on the apartment building owned by Roy Street. What Delores didn’t know at the time was that fumes from a toxic ingredient in the deck-waterproofing treatment were wafting into her apartment and into her lungs. The fumes aggravated her pre-existing pulmonary disease. After she was hospitalized she sued both Pacific and the apartment owners, Roy Street Associates, for her injury. The insurance companies for Pacific and Roy Street Associates refused to defend or indemnify because their policies contained pollution exclusions. Click here to see how the courts ruled. What is the pollution exclusion?

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The pollution exclusion is a part of almost every General Liability policy and coverage form. It is also one of the most litigated exclusion. The standard exclusion has many important exceptions but some carriers insist on attaching endorsements that eliminate even those exceptions.

Questions? Contact Eddie K. Emmett at eddie@fyiexpress.com or (770) 312-2342. HU

UH

Click here to read the PF&M discussion of the pollution exclusion and the various endorsements that are available to amend it. This article also contains a number of pollution-related court cases. Insuring contractors Pacific Restorations made a mistake in the way they applied the waterproofing treatment which led to a serious injury. Contractors may believe they are experts and will never have a loss because of the care they take but we all know that accidents and mistakes can happen. Are you interested in writing a book of casual or artisan contractor business? Pacific Restorations is a landscape contractor.

www.FYIExpress.com

Click here to review the Landscape Contractors Narrative in the Risk Survey Commercial to research the exposures and consider coverages to offer.

FYI Express

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June 2017


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