If you build it, they won’t come

Without good marketing to back up your business, being approached by a new client can be akin to asking them to find a needle in a haystack

By Scott Mill, Digital Marketing Consultant

I recently spent a lazy Sunday afternoon watching Field of Dreams, the 1989 film whose tag line I’ve paraphrased for this blog’s title. In the movie, Kevin Costner’s Iowan farmer, spurred on by voices and visions of historic players, builds a baseball diamond in his corn field. Sorry for the spoiler but the film ends with a long queue of cars full of people wanting to pay to watch the games on his new field.

Unfortunately, this type of ending belongs very much in Hollywood and the imagination. In the real world, you could build a business providing great service and options to clients but, if they aren’t able to find you, there isn’t likely to be a crowd outside.

There are many instances of great work being missed at the time due to a lack of marketing and we don’t even have to move on from fields to see one of the starkest examples. Vincent Van Gogh painted dozens of pictures of wheat fields in the late 1800s and is widely regarded as one of the greatest artists of all time. Despite that acclaim, however, he’s said to have sold only a single painting in his lifetime. It was only later, when his step-sister actively marketed his life’s work, that they went on to be sold for record prices and his reputation grew further.

As an industry we need to be doing everything we can to be visible to the public and to educate them on the need for and the value of protection. It’s certainly a big challenge as our own research tells us that more than a third (36 per cent) of adults say that they don’t need life insurance.1

Lay the foundations

If you’re looking for help then our Marketing studio can provide you with material to help you be seen by clients. There’s a whole range of items, from posters and sales aids to reports that can be used to show your clients just how important having the right protection is. You can even upload your contact details and logos to generate versions of the materials that reflect your own brand.

It’s important to market your business across a number of channels to give yourself the best chance of reaching your audience and you may wish to consider social media in that mix. I covered a few things to consider in my previous blog that you may find useful.

Source: State of the Protection Nation, March 2017, Royal London. 2,000 nationally representative adults (18+) surveyed.



Nick Bamford: Contingent charging scares off clients

I received a new enquiry by email this morning. It contained a statement from the sender as follows: “I have spoken to a number of advisers but I feel they are trying to sell me products rather than give me impartial advice. What I want is some proper advice for which I can pay a fee […]


Concerns FCA protection of British Steel scheme members ‘grossly inadequate’

An influential Government committee has written to the FCA outlining its concerns that the regulator’s protection of British Steel Pension Scheme members remains ‘grossly inadequate’. In a 15 December letter to FCA supervision director Megan Butler, work and pensions committee chair Frank Field says it is apparent there are “insufficient protections” in place to prevent […]


AJ Bell reports 25% boost to AUA

AJ Bell saw assets under administration increase by 25 per cent to £39.8bn in 2017 for the 12 months ending 30 September 2017. In 2016 AUA was £31.8bn. The business also reported a 29 per cent increase in profit before tax to £21.7m (2016: £16.8m). AJ Bell says the increase in AUA was largely driven […]

A modern horror story

Every day a quick scan of the news reveals some new horror that will change the lives of those involved forever – the unlucky accident on the way to work, a tragic illness that cuts a young life short or the holiday accident that leaves more than just a scar to cope with. We barely […]


News and expert analysis straight to your inbox

Sign up


    Leave a comment