Public speaking can be scarier than hairy spiders, grizzly bears, and Presidential elections. Writing something to put out there for the world to see can be just as frightening. The truth is that when it comes to all types of business communication, there’s actually a good reason to be apprehensive. Because every conversation, email, and social media update has the power to improve – or destroy – your insurance agency's image and brand.
Standardizing communication is vital to ensuring that your message is consistent, clear, powerful, and in keeping with your agency's identity. Read on for more about how and why your agents needs to make it happen.
Choose and stick with a style manual. AP, APA, and MLA are some of the most common options, and you can find all the information you need online. For free.
Insist upon adherence to your industry’s particular communication standards, or implement your own. Will you require company letterhead for all paper communications? Adopt certain formatting styles for letters (e.g. block style vs. indented)? Specify the types of greetings, closings and email signatures to be used? Whatever you decide, be sure to disseminate your policies to all stakeholders, using an accessible format.
Properly format all web documents for easy searching and indexing to make your pages simple for customers and prospects to find.
Clarify your agency’s driving message and ensure that everyone knows how to deliver it in a variety of ways through all of your company’s communication tools.
Post short films, video clips and podcasts on your website and promote them via social media. Not only is this an effective way to communicate your message to customers and potentials, but it promotes sharing so that your message goes out in a consistent format to as many people as possible.
Training staff can be costly and/or time-consuming.
Some staff members may be resistant to standardization.
You may need to hire a professional to handle websites, social media and/or other communications.
Everybody has to learn to walk the fine line between standardization and sounding/writing like robots.
Standardization of written/online communications can
improve accuracy
save time
improve your credibility
strengthen your brand
Don’t be afraid of standardizing your company’s communications. The process is nowhere near as scary than that hungry grizzly. We promise. If you're not sure how to go about it or you just don't have the time, contact the marketing and communications specialists at AgenciesOnline. We'll work with your team to ensure that your message is consistently compelling.