In a recent post, I discussed the opportunity for insurance industry companies to use digital channels to differentiate themselves. Here, I’m going to explore how they can do that effectively.
In a word, the key for the insurance industry – indeed, any industry that wants to stand out and engage customers and employees – is storytelling. I’m talking about conveying authentic messages in a way that people will understand and remember.
For anyone who might have seen the original TV show or reruns of “Dragnet,” Detective Sergeant Joe Friday was famous for saying, “All we want are the facts” and in later parodies, “Just the facts, ma’am.” Facts are as important to differentiating a business as they are to a police investigation. The trick is compiling and communicating those facts in a memorable way, helping your audience understand why those particular facts matter. That’s the essence of storytelling.