Stay in touch with an Annual Report 

We’ve recommended this KEEP idea to dozens of independent agents whose budgets do not permit a quarterly newsletter program.  An agency annual report is a blockbuster approach---a Purple Cow idea that makes you stand out from all other follow-the-leader agencies in town.  It is easy to implement, too. 

Keep it simple, but informative 

I  recommend that you start out with short, concisely written items in a single page 8 ½”” x 11” or 8 ½ x 14” format, two colors.  You can also do a more elaborate booklet type annual report in the future. 

Distribute it to your best customers and centers 

If your budget permits, send your annual report to every customer.  If not, send it to your A and B customers…and to centers of influence in the community.  It is a powerful referral promoter. 

Feature your professional people, good happenings 

Good subject materials include the companies you represent, awards the agency has won, Trusted Choice® membership, articles about employees, articles about your full range of services, a new Web site and its contents, community involvemen,  your management team, and agency history. Sprinkle your annual report liberally with people photos and illustrations. 

Best time to send your annual report 

End of the year.  You can not only recap events of the year, but take a look ahead.  Second option: September, right Labor Day.  It is a renewal time for many of your customers; summer is closing; school is back in, etc.