Each insurance agency offers something unique to customers, or at least, we hope that’s the case. Unfortunately, many agencies - indeed, many companies in every industry - neglect to tell prospects what that unique value is.

Take a moment and ask yourself, “What do we offer that no one else does?”

Some of the common answers that people arrive at are:

<ul style=”list-style-type:circle”; padding left=15px> <li>excellent customer service,</li> <li>attention to detail, and</li> <li>quality products.</li> </ul>

Of course, the problem with this list is that everyone claims it. Which means that none of these items can be considered terribly unique.

A truly unique value proposition should do three things quickly:

<ul style=”list-style-type:circle”; padding left=15px> <li>identify the benefit of your service or product,</li> <li>explain how your service or product solves a problem or fills a need, and</li> <li>separate you from your competitors.</li> </ul>

But there’s a hitch, and this is where many agencies miss the mark: your unique value proposition isn’t about you at all. It’s about your clients.

When you’re developing your agency’s mission statement, you should absolutely focus on your business. Your UVP, however, should focus more on your prospects and their needs.

Use these tips to develop a succinct value proposition that captures what makes your agency truly unique:

<ul style=”list-style-type:circle”; padding left=15px>

  • Get to the point. Your UVP should be descriptive but too-the-point. That is possible. It’s a matter of choosing your words carefully. </li>

  • Keep it under 100 words. Shorter if possible. If you want to note several benefits and differences, break them into short units. Keep the benefits short and to-the-point by separating them out into more bulleted lists.</li>

  • Use plain English. This isn’t for your staff. It’s for your clients. Don’t use jargon.</li>

  • Keep it simple and honest. Your UVP should be a no brainer, meaning: your prospects shouldn’t have to think about it. Give it to them in simple, straight-forward, honest terms.</li>

  • Speak to the needs and problems of your audience.</li> </ul>

    Developing a short, memorable UVP takes time and insight into your offerings. If you’d like help creating a unique value proposition that will help your prospects identify your agency as the logical choice, contact the insurance marketing experts at AgenciesOnline.