People may shop with logic, but they always buy with emotion. Those same people will always buy from somebody they know versus a complete stranger. This is basic sales psychology 101.
To build a relationship, you need your customers to engage. Customers won’t engage if they can’t relate to you. How do they relate? By learning your story through branded content.
Content is a brand’s story. There is simply no better way to engage your customers than through the use of branded content. Make your story interesting and people will want to learn more about you and your business.
My name is Lance Gurganus and I’m an insurance and benefits content writer. I create unique, engaging branded content for insurance businesses, agents and advisors in the United States and Canada.
Insurance and Benefits Content is a Highly Specialized Niche
I create unique, engaging and compliant content for insurance, benefits and related business sectors. I understand your needs because over 20 years of my career was spent working within the insurance industry. Insurance and benefits content is a highly specialized niche market. One that I work in every day.
Your Content Must Be In Compliance
Compliance with State, Federal and Insurance Carrier regulations is critically important, yet often overlooked by the average non-professional insurance and benefits content writer. Some claims or statements made by writers unfamiliar with the insurance and benefits industry can potentially create serious issues for your business. Put simply; your content must be in compliance.
Upgrade to a Professional Insurance and Benefits Content Writer
Is your content barely meeting your expectations? Or worse? Perhaps it’s time for an upgrade to a professional insurance and benefits content writer that truly understands your business.
Your Insurance and Benefits Content Writer
As an insurance agent, it is vitally important to build your online brand. Unfortunately, insurance agents have very few things going for them when they decide to do online branding of their business. It may not sound fair, but the reality of the situation is you are a licensed insurance professional. The best way to stay compliant? Simply focus on you and your insurance business. And limit your online activity to only positive behavior that promotes you and your brand.read more
For as long as I can remember I have listened to music when I did anything like work, study, read or even just doing chores around the house. Music adds a soundtrack to life. It just seems to make everything… Well, more fun. The perfect song can make anybody feel like a hero with their own theme music. What about work? Does music hurt your productivity while you work? Or enhance it? Personally, I believe the right music makes me many times more productive.read more
I have come to the realization that I notice errors in writing more often than most people. Maybe it’s because I am so critical of my own work, but I find it difficult not to hold it against writers who make amateur mistakes in their final work. Lately, it seems like the errors are becoming more prevalent. To be honest, if you consider yourself a “professional” in the business of writing, then errors just make you look bad. So, I thought I would share some of my ideas on how to catch errors in the content writing process.read more
This article, 2017 Marketing Budget Trends by Channel, should be of interest to anybody in the content marketing business. Marketers are in the midst of impressive spending hikes in 2017 of 56% for social media marketing and 55% for content marketing. This is on top of already impressive hikes in previous years.read more
According to the statistics from the Social Security Administration (SSA), your odds of avoiding a disability actually get worse as you get older. Most people believe their odds improve, but one of the glaring Myths about Disabilities is that most are caused by injuries. This simply isn’t true. Most disability claims are a result of chronic diseases and illness, which afflicts us more as we age. Thus, the increase in disabilities as we get older.read more
I would never, in a million years, attempt to minimize the hard work that it takes to become a billionaire. I get it. Most people in business work hard and self-made billionaires are obviously no exception to that rule. Unfortunately, I believe Forbes is stretching the term Self-Made with their latest Women Billionaires List. It’s almost as if they wanted to pad the list to make it appear larger. Clearly this is just my opinion. But doesn’t it take away from the Sara Blakely’s of the world when you add Marian Illitch to the same list?read more
Ultimately an insurance policy is made up of the definitions, clauses, exclusions and benefits that an insurance carrier decides to build into the policy that eventually gets sold to policyholders. The better carriers are very specific about coverage and they focus on those specifics with the agents that sell their policies. One of the more important definitions in a disability policy is how the carrier defines the definition of work that you will return to after you have recovered from a disability. This is referred to as “own occupation vs any occupation disability definition”. What does this mean? It’s basically the meaning of how the carrier classifies the work that you can return to.read more
I’m going to come right out and say it. 1099 contractors are almost always employees. Almost always is probably shooting low because as far as detail shops and similar businesses, you fail the IRS criteria test probably over 90% of the time. I know this may surprise some of you reading this, but if you didn’t think this was the case you probably wouldn’t be here reading this. I wrote 5 reasons your 1099 contractor is actually your employee to highlight this important compliance subject for small businesses.read more
Regardless of how you look at it you can’t run a business without insurance. This is what I call a ‘business narrative’. It’s the message that you promote to the world that makes you different from the competition. You need to control your narrative to succeed in business. So how did I control the insurance narrative? By promoting the simple concept that there are too many variables if you don’t have downside protection. Protection is important. ‘Normal’ businesses protect their customers. That’s how I have always used it.read more
Lately it seems like everybody keeps talking about the enormous potential numbers in the content marketing and online advertising world. I even read recently how our market is potentially worth $50 Billion by 2021. While it’s nice thinking about the huge potential numbers, it’s unfortunately built on the back of a broken $50 Billion content advertising business model. Keep in mind that it was just a few years ago, that content marketing was still a relatively open market. Content writers could still be successful if you were relatively talented, could write good copy and understood the basics of both SEO (search engine optimization) and SMM (social media marketing). Today much of that has changed.read more
As ridiculous as this sounds, yes, cursive handwriting is being eliminated throughout the country. Why? Blame the US Department of Education. Back in 2010 when the Common Core Standards were established, 43 states adopted the new standards set by the US Department of Education. Pennsylvania, where I live, was one of those 43 states.read more
Many small businesses have big problems classifying their employees correctly. Why? Because some business owners go out of their way to save a few bucks on the taxes paid for employees. They think they can pull a fast one and pay their employees cash under the table. Even worse, some business owners will tell their workers that they are “independent contractors” and just cut them a check each week. Either way, both methods are illegal. This behavior is the reason there are so many looming IRS problems for small businesses in this country. The IRS has targeted many of the industries that abuse this practice.read more
I had an opportunity to read an article this weekend titled “The 7 Traits of Successful Content Marketers”. It just happens to be by Joe Pulizzi, one of my favorite content marketing experts and writers. He’s also the founder of the Content Marketing Institute. I highlighted a few of my favorite passages from his article below along with a link to read the rest. I would have never thought I would write something titled “The Content Marketing Genius of Napoleon Hill,” but here I am doing so now.read more
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