The Law of Singularity 

Al Ries and Jack Trout wrote the book, The 22 Immutable Laws of Marketing, published in hardcover by HarperBusiness in 1993. The authors of the bestseller POSITIONING added a subtitle, Violate Them at Your Own Risk! 

Law 16 was called The Law of Singularity. Ries and Trout explain the law in one sentence, “In each situation, only one move will produce substantial results.”  They go on to say, “History teaches us that the only thing that works in marketing is a single, bold stroke.  Furthermore, in any given situation there is only one more that will produce substantial results.”   

The authors support their premise with an analogy: successful generals study the battleground and look for that one bold stroke that is least expected by the enemy. And they point out that finding that unexpected bold stroke is difficult. 

In a business where consumers perceive all insurance products are the same, all pricing is comparable, and all agents offer the same services, how can you differentiate yourself with a bold marketing stroke? 

Here are a couple of suggestions 

. Develop a hummable, sing-able, memorable jingle for your radio, TV spots 

. Come up with a White Knight, Mr. Clean, Gecko type of exaggerated visual  to appear in all your ads, mailers 

. Feature a well-recognized, creditable, respected spokesperson in your ads;  make sure he or she fits with an insurance message (Note: A twist: your  spokesperson could  be a high-profile risk-taker who promotes the value  of taking the right precautions!) 

. When every agent on the block is touting “lowest cost”, promote “highest  value” 

. Promote the fact that you make house calls for home-auto, in-home business  and independent contractor insurance presentations 

Come up with your one bold stroke ASAP 

Time a-wasting.  The competition is heating up.  Mergers are taking place, Group affiliations are gaining in popularity weekly.  Don’t let bold get old on your TO DOlist.  Ask your agency associates for ideas.  Put your marketing coach or agency to work on your goal.