Jon Covey on goal setting, and developing and communicating your offer – MAF183

On the show this week, I talk to life and business coach, Jon Covey.

We talk about goal setting, how to come up with a proposition that’s different to everyone else’s, and how to engage with customers through communications.

Welcome to episode 182 of the Marketing and Finance Podcast.

Jon Covey on goal setting, and developing and marketing your offer - MAF183

What you’ll hear about in this episode

  • The benefits of helping others in business
  • Jon’s tips for goal setting mastery
  • How to set the right goals for you
  • How to develop your offer
  • Moving from blood red waters to clear blue oceans
  • Using social media in your marketing strategy

Who is Jon Covey?

Jon is an award-winning life and business coach, leadership trainer and entrepreneur with over two decades of experience. He dropped out of school at 14 after bosses at his summer job asked him to stay on.

Jon tried a succession of different jobs before he decided he didn’t want to be the one who everyone sacked. After landing in a sales role which allowed him to start from the bottom and learn everything he needed.

He developed the ethics and principles to set up his own businesses. His experiences mean he can identify gaps in the market and help people to get the best from their company or their life.

Summary of our chat

Jon believes that helping people is so important. We do more for others than for ourselves, and once you know how to leverage that, you can live a fulfilled life. If you can tap into that desire to do more and use it to serve other people, that’s true fulfilment.

To successfully set effective goals, you need to be really clear what you want. Goals need to be believable and something that you can act upon. They also need to be inspiring. One of the first questions Jon ask new clients is what they truly want, and that’s where they often get stuck.

Jon says it’s essential to know how goals work for you. Some people are driven by a goal that pushes them, others by being pulled. Consider if you’re introverted or extroverted and choose your goals accordingly. He encourages the people he works with to break them down to realistically assess them.

Jon has developed the ‘blue ocean’ strategy which is about moving away from a competitive space to forge new markets for yourself. It makes the competition irrelevant and allows you develop your offer and innovate it. Identifying your unique selling proposition allows you to stand out from the crowd.

All businesses can find and connect with their customers on social media. Jon believes it’s vital to segment your clients to deliver them the right marketing materials and understand their psychology. Be clear on your audience before you move into a space. Knowing how you work makes this easier.

You have to define what works best for you as an individual. Jon isn’t a fan of writing, but enjoys video and audio. It’s enabled him to build authority with his audience. However, he cautions to choose what you’re comfortable with and make sure you’re in the same places as your target customers.

A Marketing Campaign or Product Which Grabbed Attention

Jon has been impressed with Volvo’s hack of the Super Bowl in the States. It’s the most expensive time to advertise on TV, and all the other car manufacturers were spending loads of money on adverts.

What Volvo did was to start a campaign saying: “Every time you see any make of car during the Super Bowl, use the hashtag ‘#VolvoContest’ and we’ll put you into a competition to win a car for someone you love.”

Recommended business book

Jon describes himself as a sponge when it comes to books and aims to read a book a week. He says Solve for Happy by Mo Gawdat, about creating algorithms for happiness is phenomenal. He’s read it four times since he bought it a year ago and highly recommends it.

Links and contact details

If you enjoyed – Jon Covey on goal setting, and developing and marketing your offer – please leave a comment or a review on iTunes.

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Stay Active – how to keep your marketing communications simple

Do you want to keep your marketing communications simple?

All you need to do is STAY ACTIVE!

Try to avoid using the passive voice in your communications. It sounds bloated. It sound bureaucratic. It sounds, well, corporate.

But many companies use the passive voice because they think it sound more professional. Sometimes it also means they can hide who’s responsible.

In this episode of Marketing Made Simple, let’s talk about how to use the active voice and banish the passive voice unless it’s absolutely necessary.

We’ll see how to spot passive sentences by using the “by Muppets” trick. Some of you may have seen people use “by Zombies” instead. Both work.

There’s also a bit of Body Combat in here as well. Let me know your favourite examples of passive language.

Did you enjoy this video? Please subscribe to my YouTube Channel right here.

This is the third in a new series of videos under the “Marketing: Made Simple” banner. I’ve been doing marketing tips videos for a while but putting them out under the title, Marketing and Finance TV. Whilst this title works for my podcast, I rarely talk about finance subjects in my videos. So it makes sense to focus on keeping marketing simple. Fighting the BS and the complexity. Marketing: Made Simple!

If you enjoyed this episode: Stay Active – how to keep your marketing communications simple  – please share it with your friends and colleagues. You can use the social media share buttons just below.

Stay Active - how to keep your marketing communications simple

Paul Avis, Natalie Summerson and Bill Eddolls on improving customer experience with underwriting technology – MAF182

This week, I’m welcoming back Paul Avis to the show for the fifth time along with his colleagues Natalie Summerson and Bill Eddolls.

We talk about how technology has transformed the once lengthy and complex underwriting process into something more customer friendly.

It’s a deep dive into the world of financial services and protection insurance.

Welcome to episode 182 of the Marketing and Finance Podcast.

Paul Avis, Natalie Summerson and Bill Eddolls on improving customer experience with underwriting technology - MAF182

What you’ll hear about in this episode

  • How the underwriting process has changed over the years, from simple in the 1980s to complex in the 2000s
  • The three main reasons customers drop out of applying for protection insurance
  • Fixing the frustrations of long waits for General Practitioners Reports
  • Cutting back on questions to make shorter, more understandable applications forms
  • Pints and glasses not “units” – Talking the customer’s language
  • Putting the customer at the heart of the journey, not the Actuary

Who Paul, Natalie and Bill?

Paul Avis is Marketing Director at Canada Life Group Insurance. A keen sportsman, Paul notes his interests as Bath Rugby, Somerset Cricket, Swindon Town Football, Diving, and Skiing.

Natalie Summerson is National Sales Manager for Canada Life Individual Protection. As well as being passionate about protection insurance, Natalie enjoys keeping fit and entertaining her friends and family.

Bill Eddolls is a Development Underwriter at Canada Life Individual Protection. A father of three, Bill’s hobbies include walking the dog and supporting his children’s sporting interests: hockey, kickboxing and playing football for Bristol City Academy.

Summary of our chat

Back in the 1980s underwriting was simple. Application forms were short. Over the last 30 years companies have added many pages of questions. And they’ve made the process longer. Getting General Practitioner’s reports can still take longer than 30 days.

Also when people get a quote for protection insurance, they are often disappointed to find they end up paying more after underwriting. This all adds up to a process that frustrates the customer rather than engages them.

Canada Life are at the forefront of changing customer experience using underwriting technology. Back in 2002 they introduced the CLASS (Canada Life Application Self Service) system for group protection insurance. In 2014, with the rest of Canada Life focussing on Pensions Freedoms, the Group team lent their expertise to individual protection underwriting.

Their research found there were three reasons why customers drop out of applying for a protection product:

  • Question sets are too long. At over 32 pages (and that’s on paper, online might appear more) people get fed up with intrusive questions
  • The price they got from a “Quick Quote” system is not the same as they end up paying after they apply. One in three people find the price goes up after underwriting
  • Processing can take many weeks, often over a month if the insurance company needs a GP report.

Natalie and Bill talk about how Canada Life have tried to solve these problems. They’ve cut the number of questions by 40% and introduced simpler language. For example whilst most companies ask people how many “units of alcohol” they drink, Canada Life talk about pints and glasses. When was the last time you went into the pub and asked fro 2 units of alcohol?

They’ve brought in tele-interviews instead of GP reports and now 80% of their applications go on risk within 20 minutes.

Insurance companies have in the past resisted cutting questions or dumping the GP report for fear of putting up the price of cover. But Paul say, “We’ve put the customer at the heart of what we do, not the actuary.”

Links and contact details

If you enjoyed – Paul Avis, Natalie Summerson and Bill Eddolls on improving customer experience with underwriting technology – please leave a comment or a review on iTunes.

And if you know anyone who would enjoy the show – please share it with them. You can use the buttons below to share on social media.

Don’t miss an episode of the MAF Podcast – subscribe now.

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Sign up for Marketing and Finance bulletins and get your free Business Writing Tips eBook right here!