How to Think Like a Client

The web is awash with articles devoted to risk management inside baseball, drenched in jargon like “D&O” and “p-c.” Some of it’s insightful, but here’s the problem: This content is geared toward consumers and business owners who don’t know D&O from B&O Railroad—and don’t want to know, because they’re too busy focusing on what really matters to them.

Most consumers don’t care to read about business interruption insurance, errors & omissions or cyber liability. They rely on their agents to be up to speed on these items and other insurance-related topics. Before you gasp in horror, I’m not suggesting removing all insurance topics from your lexicon. You need them, and a few folks will read the text you so painstakingly craft. But you need to think more like your client: Focus on what matters to them outside the realm of insurance.

Great content in today’s digital world is easily digestible, interesting and relevant to the reader—who should be able to read it in five minutes or less, which means it has a maximum of 500 words.

Business owners care about the economy, revenues, regulatory compliance, taxes, business culture and hiring the best team possible. Weaving some of these topics into your content mix will not only boost your open rates and clickthroughs while creating smile-inducing Google Analytics reports, but also let your readers—prospects, customers and referral sources—know you “get them.” You understand their business, you are one of them and that makes you a trusted risk manager and thought leader.

On the consumer side, consider creating articles about saving for retirement, financing a child’s education, vacation tips, community events or anything that makes life easier.

Overall, remember to think like the consumer, not the agent; create content that’s short, sweet and mobile friendly [see sidebar]; and touch your customers consistently with new and interesting words of wisdom. One and done doesn’t work in our information-drenched world.

There are no shortcuts here. In order to develop helpful content, you must immerse yourself in your ­client’s universe of concerns. This time well spent will pay real dividends for your business.

Cindy Donaldson is an IA contributor.