Professional Insurance Agents/January 2012 23
The Insurance Goddess: Howshe created her own brand
By Ted Janusz
is a professional speaker, author and marketing consultant. Formore information,visit www.januspre- sentations.com.
“The average consumer thinks that all insuranceis the same,” says Carrie Reynolds, co-owner o AlanGalvez Insurance o Belleontaine, Ohio. “And let’sace it, we’ve done it to ourselves. The industry hasbasically stated that there is no dierence in coverageexcept or price—so we sell on price.”“How does the average insurance proessionalseparate him or hersel rom the pack?” asks Carrie.“By developing a personal brand.”And that is exactly what Carrie did, by creatingthe personal brand o the Insurance Goddess. TedJanusz, who has spoken on social media or PIAo Ohio, caught up with Carrie Reynolds.
Ted: How did the Insurance Goddesscome about?
It all started with social media. I hadheard those words, but I didn’t know what it was allabout, so I took a class at the local career center. Ilearned a tremendous amount, but learning is uselessunless you do something with it. At that point, Icould both be scared and not do anything, or I could jump right in. Many people are so araid o socialmedia. They don’t want to do it wrong. But youwon’t understand social media unless you experienceit hands on. I just saw social media as a naturalextension o what we insurance agents already do.It is just another way o developing relationshipsand connecting with people.
Ted: What happened next?Carrie:
Since I like writing, I started a blog. ButI needed a title that would interest people so that theywould want to read urther, so I thought: let’s make itintriguing. That’s how ‘Conessions o an InsuranceGoddess’ came about.I was writing or about a year when my agency,Alan Galvez Insurance, co-hosted a neighborhoodnetworking event. A riend o mine said to me, ‘Youreally need to build on your blog’s name—perhapsdevelop a character.’ So I asked the seamstress nextdoor to the ofce, ‘I I fnd a pattern and somematerial, could you help me bring this character tolie?’ She said okay, and I debuted the outft thatevening. I also made cookies and placed them intoplastic bags with an insert that read, ‘Ahh, nothing likecookies, milk and reading a good … blog???????’ Igave the cookies out that evening. I was surprised tofnd that people were so receptive!Here’s how I’ve developed the character since:
customers) and posing or pictures
business and writing a blog post about my experience
a $1 donation in exchange or a picture
Halloween Ring o Lights where I give out ree trick-
All o these activities help to promote thecommunity, local businesses
my business. Rightnow, I’m doing a ‘Where’s the Insurance Goddess?’contest. I post clues on our agency Facebook page andpeople submit their guesses. We have prizes to awardat the end o the contest.
Carrie Reynolds, co-owner o Alan Galvez Insurance inBelleontaine, in her Insurance Goddess costume aterbeing a panelist at PIA’s 2011 Agency Managementand Proftability Conerence.
—Reprinted with permission from PIA Management Services, Inc.—