Branded Content Blog

Powerful, persuasive content is essential for effective branding.

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The Branded Content Blog

5 Ways to Build a Brand and Stay Compliant

5 Ways to Build a Brand and Stay Compliant

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.

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How to find your work life soundtrack for more happiness

How to find your work life soundtrack for more happiness

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.

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How to Catch Errors in the Content Writing Process

How to Catch Errors in the Content Writing Process

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.

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Improving Car Buyer Trust with F&I Transparency

Improving Car Buyer Trust with F&I Transparency

Anyone who has ever bought a new or used vehicle from a car dealer has most likely dealt with the F&I Manager or their department. F&I or finance and insurance Managers are an essential position in an auto dealership.

Introduction to the F&I Manager Position

Unfortunately, the subjects of finance and insurance tend to complicate anything they touch. And not just in car sales. As I’ve often explained to new insurance agents and advisors over the years, “keep it simple, complexity leads to confusion and mistrust.”

The F&I department is no stranger to this issue. Which is why, after writing about it for years, I decided to create an overview on improving car buyer trust with F&I transparency along with an introduction to the F&I Manager position.

What is the F&I Department?

In the world of car sales, the F&I department plays a critical role in the successful operation of auto dealerships.

The primary function of the F&I Manager is controlling the sales process through vehicle delivery. A car salesperson handles the initial steps in the sales cycle and eventually helps a buyer pick out the type of vehicle, colors, and options, but the F&I Manager handles everything else.

Job Duties of the F&I Manager:

  • Control the Sales Process – Once a buyer commits to purchase a vehicle, the F&I Manager will step in to handle the rest of the sale.
  • Secure Financing – F&I Managers act as middlemen between the bank or financing company and the car buyer. Experienced managers will work with banks to find the best rates for their buyers based on their credit rating.
  • Add-on Products and Service Sales – The F&I Department directly influences a considerable number of departments and profit centers in a dealership. From warranty and vehicle service plans to value-added after-market products such as truck bed-liners.
  • Handle Vehicle Delivery – the F&I Manager is also responsible for the sales documentation, along with making sure the right vehicle gets delivered to the customer.

Since every car buyer eventually ends up in the F&I Manager’s office, the job they do has the potential to influence the opinion of every customer that buys from a dealership.

Industry Best Practices

F&I is an important position. So how do auto dealerships maintain impeccable standards and the use of industry best practices within the dealership F&I Department? After all, one bad day for an F&I Manager can haunt a dealership on social media for months or years.

Profit Motivations of F&I Managers

It’s no secret that F&I Managers are often the highest-paid dealership employee behind sales managers or owners.

The F&I Manager position involves hard work. But the pay level also lends additional insight into the importance of this job within the dealership operation.

According to salary and income website,, F&I Managers have the potential to earn a significant income.

Average F&I Manager Income

  • F&I Manager annual pay ranges from $33,346 to $145,461. That includes salary, bonus, profit-sharing, and commissions. (Payscale, Average F&I Manager Salary.)
  • Experience directly influences annual income ranges for F&I Managers. The national average salary increases to $83,000 annually when it factors in the amount of expertise. (Payscale, Average F&I Manager Salary.)

We’ve covered the various job duties, income, and strategic role of the F&I department. Now let’s discuss how to improve the transparency of the F&I process to help improve car buyer trust.


Fundamental Distrust

The profit motivations of F&I Managers are frequent discussion topics throughout the internet, especially in scenarios where disgruntled customers feel slighted by their buying experience.

Unfortunately, this leaves the F&I manager in a vulnerable position that could negatively impact both sales and the performance of other departments within the dealership.

If the customers of a business have a fundamental distrust of the sales process, then that business won’t survive.

Skepticism and Mistrust

Your customers need to trust that you have only their best interests in mind. Otherwise, they will find someone that does.

When that trust doesn’t exist, the relationship is adversarial. Everything you do or say meets skepticism and mistrust of your real intentions. It also removes loyalty from the sales equation.

Service-Driven Customer Loyalty

Without customer loyalty, you are essentially turning your business into a commodity operation. Competing solely on price might work for Amazon, but car dealerships need service-driven customer loyalty to remain profitable.

So how do you fix this? You can talk all you want about how building car buyer trust is your goal, but words are cheap.

You need transparency in the dealership sales process, including F&I, before you can build trust with customers.

F&I Manager Transparency

The F&I department handles complicated finance issues for a dealership. As I mentioned above, anytime you complicate something it adds a level of mystery for customers. Unfortunately, that can also lead to a general distrust of the entire process. People don’t trust things that seem overly complicated or takes a lot of time to understand.

F&I Manager Transparency can be accomplished in several ways:

  • Utilization of new advancements in technology and equipment, such as transactional video recording.
  • Introduce customer training to focus on the needs of the customer. Servant leadership training is an excellent resource for this.
  • Management should include the F&I Manager in future discussions about incentivizing bonus and compensation plans. You might be surprised by the quality of the ideas generated.
  • Create behind the scenes videos, explanation videos, and “how things work” long-form content, similar to this article, to show customers how everything works at the dealership.
  • Put yourself in the shoes of your customer and anticipate their questions and points of confusion. Then create content to answer those questions before they even set foot in the dealership.

Focus on What Makes Money

In any sales compensation structure, employees quickly learn to focus on the activities needed to earn the most income.

Thus, if you tie your F&I Manager’s pay and future employment prospects to product sales metrics, then increased product sales is what you will get.

Protecting the F&I Manager’s Income

If the F&I Manager has nothing to gain out of a particular sale, they can easily adjust the terms. Fortunately, most F&I managers look at the bigger picture and do what’s right for both the customer and the dealership.

Motivating your employees to do what’s right for the customer is essential to your success — unfortunately, many dealerships design F&I compensation without understanding all the possible outcomes. So protecting the F&I manager’s income becomes a source of contention instead of motivation.

For example, let’s say you had a customer with bad credit that turns down every product sale offered. In this situation, the F&I Manager might be less motivated to close the deal when they consider the extra work required and the negative impact on their PVR (per vehicle retailed) ratio.

Safeguard the Integrity of the Sales Process

Many experienced F&I Managers have workarounds and other techniques to pull from to put the customer in a car without taking a hit to their income or performance numbers. Newer managers don’t have that skills set built yet. Either way, it shouldn’t be an issue in the first place.

That’s why it’s crucial to Implement various transparency steps to safeguard the integrity of the sales process. Otherwise, how would a dealership know that this was happening?


Transactional Video Recording offers dealerships an additional safeguard to protect the sales process and build employee integrity. For example, your F&I manager may have ideas for solutions that can save deals like the above example, without the negative income aspect. Video provides an additional benefit since the F&I manager can show examples of situations where their ideas would work in real-time.

F&I Manager Tips and Tactics:

  • Understand compliance requirements and be the F&I expert for the dealership.
  • Be aware of their profit goals for the dealership while also protecting the interests of the buyer.
  • Control and guide the sale through the dealership.
  • Be accessible to sales staff to answer questions that might help them close the buyer before they reach your office.


Ask your manager to practice their F&I presentation and sales process while on camera. Invite them to do this alone until they start to feel more comfortable with the process. Then you can slowly introduce other dealership staff to review videos but only allow positive feedback. A poorly executed or ill-timed joke, regardless of the intent, has the potential to destroy any progress you’ve made. Eventually, your employees should be more comfortable on camera.

Consequences of Inaction are Far Worse

Achieving real transparency in your sales and F&I process is possible only with the buy-in from every employee. That takes time to introduce and train properly. Without it, the essential trust aspect will always be missing from your organization.

The consequences of inaction are far worse than the perceived costs associated with the time and resources necessary to implement a program such as this.

Any unhappy customer can broadcast their negative opinion of your business via the public bullhorn of social media. The reputation damage can take months to fix and cost thousands of dollars in missed sales.

Improving Car Buyer Trust with F&I Transparency

Trust is critical for business success in any industry. That’s why improving car buyer trust with F&I transparency is the keystone of a solid foundation of any size dealership.

Transparency is always a good thing.

And a happy customer will provide you with many years of continued business and priceless word-of-mouth advertising.

The Need for Final Expense Insurance is Already Here

The Need for Final Expense Insurance is Already Here

The Need for Final Expense Insurance is Already Here

The saying goes “two things in life are guaranteed, death and taxes.” Unfortunately, the costs to the surviving family after the death of a loved one can be a significant financial burden.

This is where savvy insurance agents and advisors can step-in to help their clients protect themselves when they need it most with final expense insurance.

What is Final Expense Insurance?

It’s a whole or permanent type life insurance policy with a smaller benefit amount, usually from $5,000 to $40,000. The lower benefit makes it more affordable for older consumers to cover end-of-life expenses like a funeral and burial related costs.

These days it’s not unusual to hear about people outliving their life insurance policies. Unfortunately, most insurance carriers won’t issue new life policies beyond age 75 or 80.

Final Expense Insurance fills this void with issuable age ranges from 40 to 90 years (or older in some cases).

Differences Between Life and Final Expense Insurance

As morbid as this subject may seem, introducing clients to final expense insurance coverage is no different than discussing standard life insurance. If anything, the need is much greater due to the age ranges of the intended audience.

The primary differences between life and final expense insurance coverages are smaller benefit amounts, a much broader consumer audience, and a more straightforward application process.

How so? Let’s review some features and benefits of final expense insurance products:

  • A simplified issue whole life policy.
  • Benefits available from $5,000 to $40,000 (or more depending on the insurance carrier).
  • Easy application process, no health exam necessary.
  • Rate and benefit locked in for the life of the policy.
  • Issuable age range from 40 to 90-years-old (or higher in some cases).
  • Affordable rates due to a smaller benefit amount.

To understand the importance of these types of insurance plans, one only needs to look at the specific reason for the smaller benefit amount — funeral costs.

Death Costs Have Spiraled Out of Control

Death in the United States is an expensive event without even considering all the legal and estate issues involved. So, let’s talk about the actual funeral by itself for a moment.

The NFDA (National Funeral Directors Association) estimates the median cost of a funeral with viewing and burial at $7,360. When you add in the burial vault, which is required in many states, the median cost of a funeral is $8,508. These statistics are current through 2016 and the most recent available when this document was published in 2019.

Please keep in mind that these median costs will also vary depending on the area of the country where you live. For example, downtown Los Angeles will have higher average funeral costs than the suburbs of Pittsburgh.

As death costs have spiraled out of control, insurance carriers saw a need for older Americans to protect themselves and their families from these end of life expenses. Unfortunately, obtaining a life insurance policy above age 65 is often cost prohibitive. Final expense insurance seeks to resolve this with smaller benefit amounts and more affordable rates.

More than one-third of adults are concerned with leaving others to pay for their funeral expenses. With many older Americans on a fixed income, the burden of these funeral costs will ultimately fall on their children or extended family. Nobody wants to be the cause of added financial stress, especially when their family is already dealing with the emotional turmoil from the death of a loved one. Final expense insurance can play a part in helping your clients protect their families from this happening.

The Final Expense Insurance Market

Clearly the need for final expense insurance is already here, but what about the market for this product?

With a target audience of older Americans, the final expense insurance market is one of the fastest growing segments of our population.

It should be no surprise to any insurance agent or advisor that the United States is an aging country. These days, it seems like everybody is talking about Baby Boomers getting older. What you don’t hear discussed very often, however, is their children, the Generation X’ers. Just like their parents, they are getting older too.

Baby Boomers

Baby Boomers is the generation name attributed to the massive increase of children born during the period after World War II.

  • Baby Boomers were born between 1946 and 1964.
  • At their peak in 1999, Baby Boomers numbered 78.8 million.
  • As of 2017, Baby Boomers range in age from 53 to 71.

Generation X

The children of Baby Boomers make up the majority of Generation X. They are sometimes also called the “Baby Bust” due to their much lower birth numbers or the “Forgotten Generation” from living in the shadow of their Baby Boomer parents.

  • Generation X children were born between 1965 and 1980.
  • There are 65.8 million “Gen X’ers,” but they are expected to be a larger population group than the Baby Boomers by 2028.
  • As of 2017, Generation X’ers range in age from 37 to 52.

An Incredible Opportunity

Together these two generations make up a huge population group of nearly 145 million people. This represents an incredible opportunity for insurance agents and advisors to help these families protect themselves from the burden of end of life expenses. The perfect products to handle this are life insurance and final expense insurance plans.

What about Millennials? We keep hearing everybody talking about them. Isn’t our country getting younger? Unfortunately, no. According to the US Census Bureau, “older population” is considered anybody above the age of 65. Back in 1970, that was 9.8% of our population. In 2010, the older Americans group increased to 13.7%. Now it’s growing at a much faster rate. By 2030 older Americans will make up 20.3% of the US population. And 2050 will have an estimated 83.7 million people older than 65.

Annual Death Numbers are Increasing

Sadly, as more people get older, their annual death numbers are increasing. In 2017, there were 2,813,503 deaths in the United States (the latest year stats are available). An increase of 69,255 deaths over 2016. Deaths result in funerals. And funerals cause the end of life expenses that many families need help paying.

The market and the need for final expense insurance is already here. It represents a unique opportunity for the right financial advisors and insurance agents.

Your Focus is Local

The potential market numbers for final expense insurance might sound massive and overwhelming when taken as a whole. But your focus is local and regional customers that are your part of this broader market. Your backyard is filled with consumers that need your insurance expertise.

Even in 2019, it’s relatively rare for insurance agents and financial advisors to be licensed in all fifty states and operate a colossal website serving a national customer base. If this is your goal, great. But you need to start somewhere. So focus on the untapped market in your local community.

The Need for Final Expense Insurance is Already Here

A quick refresher on insurance market statistics from LIMRA’s 2018 Insurance Report:

  • People Need Information: Half of all adults visited a life insurance company website for information on life insurance in 2017. How many of these consumers would have preferred dealing with a local insurance agent or advisor?
  • Online is Popular: 1 in 3 adults either purchased or attempted to purchase life insurance online in 2017.
  • People Don’t Have Enough Insurance: Among the adults with life insurance, about 1 in 5 say they don’t have enough.
  • Insurance Costs are Still a Mystery: Nearly everyone thinks life insurance is much more expensive than the actual cost — especially younger generations. Millennials overestimate the cost of life insurance at FIVE TIMES the actual amount.
  • Most People Don’t Like Needles: Surprise! Those visits by paramed nurses at home or work are still not popular with consumers. Half of all adults say they are more likely to purchase life insurance if it’s priced without a physical examination. Which means most of the consumers you talk to are going to like the simplified underwriting aspects of final expense insurance plans.

The market and the need for final expense insurance is already here. It represents a unique opportunity for the right financial advisors and insurance agents.

Federal Law Prohibits Insuring Marijuana Farms Burning in California Wildfires

Federal Law Prohibits Insuring Marijuana Farms Burning in California Wildfires

Federal Law Prohibits Insuring Marijuana Farms Burning in California Wildfires

This is a sad example of what happens when State Law runs smack into the brick wall of Federal Law. Current Federal law prohibits insuring marijuana farms burning in California Wildfires.

It’s a particularly challenging situation for the approx 15,000 marijuana farms in California. Their crop, marijuana, is listed as a Schedule I controlled substance by the DEA (US Drug Enforcement Agency). So, technically, it doesn’t matter than states like California have legalized it. Because the Federal Government won’t recognize the state law making it legal, anything that is regulated by the Feds becomes a problem for these businesses.

So, for example, in this situation none of these farms can buy insurance to protect themselves. They can insure their buildings and their homes, but not their crops, which is by far their largest investment.

Wait a minute, if the state has legalized marijuana to be grown and sold, then why does the Federal Government have anything to do with this? Why can’t they buy insurance? Because financial institutions like banks and insurance companies have Federal oversight and can’t operate in violation of Federal law.

Another problem that marijuana farms and business are experiencing is with banking. Similar to the insurance problem, these businesses are having issues because most banks won’t accept their cash and deposits. Trying to run a business without a bank checking account is extremely difficult.

These are just a few examples of the many problems these businesses are experiencing. Regardless of your views about marijuana, it makes sense to level the playing field as far as businesses are concerned.

Federal law prohibits insuring marijuana farms burning in California Wildfires, so now these farm owners are watching their business and life savings being wiped out by fire. It doesn’t have to be that way. If states are legalizing marijuana, then the DEA and Congress should be allowing these businesses to also be in compliance with Federal laws.

This could be an easy solution. All it takes is the DEA and Congress changing marijuana from a Schedule I controlled substance. It has been listed as a Schedule I drug since President Richard Nixon signed the Controlled Substances act back in 1970. The Nixon administration didn’t know where it should put marijuana on the substance list. So it added it as a Schedule I.

It’s time to change or at least update this nearly 50-year-old law.

Federal Law Prohibits Insuring Marijuana Farms Burning in California Wildfires“Nobody has insurance:” California wildfires burning up marijuana farms | MENDOCINO COUNTY, California — Deadly wildfires in Northern California are burning up marijuana farms in the so-called Emerald Triangle.

Blazes have destroyed a number of farms in Mendocino County right before legal recreational sales begin in California.

Cannabis business owners who lose their crops have little reprieve.

“Nobody right now has insurance,” said Nikki Lastreto, secretary of the Mendocino Cannabis Industry Association. “They might have insurance on their house, but not on their crop.”

Cannabis cultivators cannot insure their businesses because federal law prohibits marijuana, which means that financial institutions can’t go near it.

Derek Peterson, CEO of Terra Tech, which grows and sells marijuana in California, estimates that farmers typically invest upward of $5 million in their facilities and as much as $3 million on growing the crop itself.

“If their facilities burn down, a lot of these people won’t be able to get any economic relief for them from an insurance claim,” Peterson said. “There’s no mechanism for recovery to repay them for their loss. It’s a tremendous risk for these people.”

Josh Drayton, spokesman for the California Cannabis Industry Association, said it’s too early to tell just how many of the state’s estimated 10,000 to 15,000 marijuana farms have burned down.

The 22 wildfires currently raging through California have killed 23 people, with hundreds missing, and burned 170,000 acres along with thousands of homes and businesses. The seasonal wildfires have gotten worse in California in recent years, and this isn’t the first time pot farms have gone up in smoke.

Medical marijuana has been legal in California since 1996, and recreational marijuana was approved by referendum in 2016. The retail market for recreational marijuana opens on January 2018, and state officials are still working on how it will be regulated and taxed.

Sales totaled $2.8 billion last year, based on medical marijuana alone, according to New Frontier Data.

6 in 10 People Share Social Media Posts Without Reading

6 in 10 People Share Social Media Posts Without Reading

6 in 10 People Share Social Media Posts Without Reading

How do you share content? Do you click on it first, read it, then share if you like it? That’s what you want people to think, but is it what you do?

Only you know the answer to this. The rest of the world’s online behavior as a group, however, is something that can be analyzed.

6 in 10 People Share Social Media Posts Without Reading

According to a 2016 study of social media sharing by computer scientists at Columbia University and the French National Institute, 6 in 10 people share social media posts without reading. These statistics are from data on 2.8 million shares.

The simple fact that you clicked on a link to read this puts you in a small crowd.

Which begs the obvious question; do people understand what they’re sharing? For most, the answer is no.

Unscrupulous marketers are getting very clever. They know most people are not reading past the title of posts shared on social media. And they are taking advantage of this. It’s not unusual to see spam advertising in the body of posts that have nothing to do with the title and description.

Not convinced yet? Here are a few real-life examples for you to consider.

70% of Facebook Users Only Read the Headline

To prove this theory, The Science Post, a satirical science news site, conducted its own study. Yes, it is a satire site, but the people who run it are Ph.D.’s and professors. There is some validity to the point they are making, which is that people simply don’t read posts before sharing.

The headline of their fake news post was straight forward, ‘Study: 70% of Facebook Users Only Read the Headline of Science Stories Before Commenting.’ The readers that clicked on the link found a post filled with ‘lorem ipsum’ gibberish. The entire post was nothing.

The scary part? The post is still there and still getting shares. Since February 2017, this fake post has generated 58,700 shares.

In fact, people are sharing it so much that the article is ranking on Google. Search “percentage share content without reading, ” and their fake news post will appear at #5 on the first page.

The people at The Science Post made their point.

Marijuana Contains “Alien DNA”

Here’s another notable example. wanted to experiment on their own to test this theory. So, they created a completely fake article to see how many shares it could get with nothing but an outrageous headline.

They published Marijuana Contains “Alien DNA” From Outside of Our Solar System, NASA Confirms. In the article, they wrote, “We here at IFLS noticed long ago that many of our followers will happily like, share, and offer an opinion on an article – all without ever reading it.”

As of today, this article has 167,000 thousand shares.

Did You Actually Read This?

Consider this. How many times do you look at comments on a popular or controversial post or article and see somebody ask, ‘did you actually read this?’

It’s an important question because many of the people sharing and not reading are also commenting on these posts. Their comments are based on self-perceived ‘expertise’ instead of the actual contents of the post.

So that guy arguing with you about something you share? He might be right if you didn’t bother to read it first.

Manipulate the Headline to Increase Shares

Here is the more significant issue, at least as far as I see it. This practice isn’t only limited to spam advertisers. Let’s say your goal is to convince somebody to share your post with a certain target audience. If you manipulate the headline to increase shares, then you can fill the post with whatever content you want.

Imagine the embarrassment of sharing a political post that supports a highly controversial view opposite of your own. People will only believe the ‘my account got hacked’ lie a few times before they begin to wonder.

Just because you agree with the title of a social media post, doesn’t mean the content is the same. People need to stop being lazy and click to read before sharing.

Porn and Other Taboo Subjects

And let’s not forget about porn and other taboo subjects.

A buddy of mine recently told me a story about how his wife had shared an ‘interesting’ post without reading it first.

I asked what he meant by ‘interesting.’

He said, ‘well, the post was shared with most of her friends before somebody bothered to click on it. It was filled with ads for hardcore porn.’

I asked why nobody noticed and he said, ‘the post subject was ‘modern family planning techniques,’ and several of her friends had fertility issues. So, they thought they were passing on helpful info.’

Helpful info, indeed.

The Only Way to Fix This Problem

The only way to fix this problem is to stop it at the source. So how do we do that?

  • Before you share anything, simply click and read it first.
  • Don’t assume a post is safe to share by looking at the title and description. Both are easily faked.
  • If a friend or family member shares a post that includes fake news or worse, privately call them out on it. Most people want to know if they are sharing anything that is ‘bad’ or ‘fake’ with the people they know. Don’t embarrass them publicly. Give them a chance to fix it.
  • Look at the source. Be suspicious of any ‘news’ site that you’ve never heard of before or that isn’t considered a mainstream or major media news organization.
  • If the source is not a major news organization, then your chances of sharing fake information are much higher.
  • For example, regardless of what politician is attacking them this week, news organizations like The Wall Street Journal, CNN, New York Times, Washington Post, and Fox News all work hard to be accurate in their reporting. Sharing something from these sites is safe.
  • Some former click-bait websites like Buzzfeed are also working hard to clean-up their image. Many people don’t realize that they’ve built an actual news division and filled it with veteran reporters. They are far from perfect, but much better than they used to be.
  • If you are unsure about the accuracy of something you’re reading, there’s a good chance that has reviewed it for accuracy.
  • If you need some more help, also has a video that can help you spot fake news.

As a final note, the folks over at (The International Federation of Library Associations and Institutions) put together this handy infographic to help spot fake news.

5 Ways to Build a Brand and Stay Compliant

5 Ways to Build a Brand and Stay Compliant

5 Ways to Build a Brand and Stay Compliant

5 Ways to Build a Brand and Stay Compliant

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. As such you are required to be aware of, understand and comply with rules and regulations of state insurance departments and the insurance carriers that you represent.

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.

Here are 5 Ways to Build a Brand and Stay Compliant

Tip #1:    Understand Rule and Regulations: As a licensed insurance agent, you need always to be aware of regulations that affect your online activities. That includes rules and regulations for both the carriers that you represent and the state insurance departments in all states where you do business.

Tip #2:    Avoid Vague Unverifiable Public Statements: You may think a simple statement like “my agency represents XYZ Carrier, and their products are the best choice for…” That is a no-no without verifiable proof that XYZ carrier is in fact “the best” at whatever you are saying they are. Both the carrier and your state insurance department could take issue with these statements.

Tip #3:    Never Go Negative Online: On the flip side of this issue is the idea of “going negative.” Never, never, never, never go negative. At best, it makes you look unprofessional and childish. At worst, you could lose your insurance carrier appointments or state insurance license for unethical or unprofessional behavior. The best idea is to simply never to do this. Negative statements are hard to prove. It’s also a violation of most insurance regulations to make negative public statements about other insurance carriers, agents, and their products. Look, there are plenty of trolls out there who love nothing better than to pull random people into fights with them online. Do not do this. The world can see all your activities online and the things you say and do never go away. Ever. So, the next time you are contemplating doing something negative, imagine yourself having to defend your behavior in front of an insurance department licensing panel that is deciding whether or not to let you keep your license. Don’t put yourself in this situation.

Tip #4:    Focus on You: I’ve listed all these things you should not be doing. So, what CAN you do? Stay positive, talk about you, your business and the reasons people should work with you. Your goal with your online branding efforts is to establish you as the expert in your local area. If you want to discuss industry news or events, do so without mentioning carriers, their specific products, other agents or providing specific advice that would normally be discussed privately with a client.

For example, you can talk about all the ways that disability insurance can help people without mentioning specific carriers or product names. You can also mention vague generalities related to pricing as long as you add disclaimers. Better yet, leave that to carrier quoting systems or tell your readers to call or email you for a no obligation, no pressure quote.

Tip #5:    Get Yourself Online:    It’s hard to build an online presence if you aren’t online. You don’t have to be everywhere to accomplish this. Create a free Facebook page for your business. I have one you can check out if you like, it’s @Copybrander on Facebook. Twitter is another free account that you should have. I have one for @Copybrander and another for me @LanceGurganus. LinkedIn is another great resource, especially if you work in the B2B (business to business) market. My username on LinkedIn is simply “Gurganus.” Do you have a website? You should. Do you own your domain? You should. Domains and websites will start to cost you a little money, but it’s so worth it for building your brand online. Just remember, you are building YOUR brand, not insurance carriers. Don’t ever mention any part of an insurance carrier’s name in your online accounts. That’s a sure-fire way to get your account shut down and possibly lose your appointment with the carrier.

Regardless of how you get started online, the important part is just to get started. If an insurance buyer is looking for an agent, how can they find you if you aren’t online? And I’m not talking about having some free listing on the website of one the carriers you represent. Then you get lumped together with all the other people that carrier has contracted with in your area. The idea here is to separate yourself from the pack. Developing your online brand is important. You should never leave that to a cookie cutter website that lumps you in with thousands of other agents.

Start today. Get social media. Get a website. Buy a domain. All of these steps are important, but the most important one is just getting started. Do it now!

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