What can professional middlemen and women, like real estate agents, mortgage brokers, financial advisors, and insurance brokers learn from passionate retailers?
It's a good question. Let us see...
This week I was invited to give a futurist perspective on the future of the insurance broking industry. In an industry upended by internet, portal sites, and the digitisation of everything, the only way forward for insurance brokers is to communicate their timeless wisdom, their craftsmanship, and to market their deep thought leadership in their industry.
They need to do so in a way that is both analogue and digital - digilogue - to best provide value to clients' digital minds, and to connect with their analogue hearts.
The thing that comparison websites can never accomplish is to provide the human touch, the curation of insights, the facilitation of foresight. Thus, insurance professionals, and any intermediate middleman/woman, need to identify their timeless wisdom and expertise, and highlight it in a way that is digilogue. They must do so in a way that highlights their passion and craftsmanship.
Future-minded insurance brokers could learn a lot from retailers who combine the best of old school with the best of new school. In recent blogs we have highlighted some examples, like the old school / new school barbers, FSC Barbers, in New York, and recently I came across this video from the Cool Hunter, based on a denim designer who passion and attention to detail can never be replaced by the digitisation of everything.
As you watch this video, ask yourself:
- How can I best communicate my analogue craft via digital media?
- What is the story that I take for granted, that my clients would love to know about?
- Is there a process that I think is mundane, that someone else might find fascinating?
- How do I best go digilogue in my marketing efforts?
Check and out the video and let me know via Disqus below what you thinque...
Cool Hunting Video Presents: Roy Denim from Cool Hunting on Vimeo.
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