Internet Marketing

One of the tried-and-tested ways of catching your attention is to announce that something is “cheap”. The trouble with this word is that it changes its meaning. Our experience tells us you get what you pay for. So, if you only pay a low price that usually means you get low quality. Although luck may be on your side and you find an inexpensive bargain, more often than not the result is bad value for money. Borrowing an example from across the pond, there once was an entrepreneur called Gerald Ratner who sold cheap jewelry. In 1991, he made a speech in which he spoke the literal truth, intending no more than a humorous take on what should have been obvious to anyone. Talking about some sherry glasses and a decanter for sale in his stores, he asked the question, “How can you sell this for such a low price?” and answered it, “Because it’s total crap.” He also described some earrings as, “…cheaper than a prawn sandwich”. The following day, £500 million was wiped off the stock market valuation and his company was forced into bankruptcy. It does not do to speak the truth about the real value of your products. You must always allow your customers to deceive themselves into buying what you offer.

Today, conventional wisdom says you can find cheap insurance online. These words are intended to encourage you to look at what’s on offer. There is, of course, never any obligation to buy. But, if no-one looks, there is no chance for the insurance company to make a sale. The marketers have to say something to provoke you into looking. So, when you see the word “cheap” applied to policies for sale through a website operated by a single insurer, read on with caution. This is an old sales technique and it fools only those who never shop around and find out what the competition quotes. Read the rest of this entry »

Often, California has been in the lead when it comes to legislating for fairness. When a service industry is acting in an arbitrary way and damaging the interests of consumers, you can usually rely on Sacramento to do something about it. So, for example, the Insurance Commissioner instructed auto insurance companies not to rely on ZIP codes when writing policies. The real basis on which to assess risk should always be the individual driver. It’s fair to look at the person’s experience, driving record, how far he or she drives every year, etc. That way you reward the good drivers with lower premiums and hit the bad drivers with higher premiums. This ends the discriminations of higher premiums for people living in predominantly black or Latino communities.

It would be great if we could see this change sweeping across the US, not just in auto insurance, but for all classes of insurance. Unfortunately, the insurance industry has fought the change tooth and nail wherever it has been proposed. Lobbyists with deep pockets have been able to keep the legislators at bay. The ZIP code approach remains the norm.

The most recent piece of research comes out of Chicago and relates to health plans. It seems it’s cheaper to live in the suburbs. The research used just over 3,000 ZIP codes in the Chicago area and, when analysing the rates charged, found that people living in the blue-collar suburbs west and south of Chicago paid almost 25% less for their insurance than those living in the downtown areas. Similarly, the residents of the northern suburbs paid about 15% less. Spread the net more widely and it turns out that everyone living between 15 and 25 miles from the downtown area pays an average of 13.5% less, while those who have moved 25 to 40 miles out of the city pay an average 25% less. Read the rest of this entry »

There’s a school of thought that says, “the number don’t lie”. The assumption is that numbers are facts and facts are always true. So if someone counts the number of times something happens, this gives you a basis from which to estimate the probability of the same thing happening across a population. This is the basis of underwriting for insurance purposes. Teams of highly trained people called actuaries count how many traffic accidents there are. They break it down into the age, make and model of car, the age, gender and profession of the driver, the time of day, the weather conditions, and so on. We happily accept information that, in the first half of 2009, only 16,626 people were killed in crashes, a 7% drop as against the same period last year. We are not surprised when we read this proves that there are 1.15 deaths per 100 million miles driven. The facts are facts and must be true. Read the rest of this entry »