Articles by Peter van Aartrijk

Peter van Aartrijk is CEO of Aartrijk (www.Aartrijk.com), a boutique branding firm serving insurance-related firms. He is a frequent speaker on issues of branding and marketing and is co-author of Zoom, a step-by-step branding guide. He can be reached at peter@Aartrijk.com.

Break Your Marketing Paralysis

Insurance organizations have had three reactions to the pandemic with their marketing communications programs. In my book, only one of them is acceptable. One reaction is comprehensive corporate paralysis. I can imagine the narrative on the April 1 video conference: …

Summer Vacation Is Over, So Let’s Talk Camp

IJAM welcomes guest blogger Peter van Aartrijk, CEO of Aartrijk branding firm. At this time of year, maybe you recall the fun you had at those summer camps. Okay, the mosquitoes in the tent and the Hamburger Helper in the …

Choose customers and golf buddies wisely

I figure my life is about half over, Lord willing. The first half was nice. I missed the ‘Nam draft, yet was old enough to appreciate The Beatles and some truly original rock ‘n roll. Despite the dearth of, ahem, …

Trusted Choice and the Independent Agent Brand

Stan Davis with the Ernst & Young think-tank has authored several excellent books, including Blur: The Speed of Change in the Connected Economy. In Blur, Davis paints a picture of a successful business that continues to add customers and build …

Message to Agents: Be Proactive on Privacy

If you’re like most consumers, you get lots of mail from banks—banks that already call you a customer and those that consider you a prospect. “Hey, for a low rate of 2.9 percent, you can go into even deeper debt …

Message to Agents: Be Proactive on Privacy

If you’re like most consumers, you get lots of mail from banks—banks that already call you a customer and those that consider you a prospect. “Hey, for a low rate of 2.9 percent, you can go into even deeper debt …

Tech Providers Are Scoping Out the Online MGA Market

Electronic communications between agents and carriers have received much attention over the years, as the struggle goes on for better technology, single entry of data and lower-cost delivery. But what if you’re a key player along the way between 200 …

What the Heck Is XML’

A persistent problem in delivering the insurance product quickly and accurately to the consumer is that there is no uniform way for all the players behind the scenes to communicate. There are way too many human touches and reentry of …

What the Heck is XML’

A persistent problem in delivering the insurance product quickly and accurately to the consumer is that there is no uniform way for all the players behind the scenes to communicate. There are way too many human touches and reentry of …

How To Sell Umbrellas to Everybody

Selling personal umbrellas is a nuisance, yes? Some agents say, “Forget the $15 or $20 commission; it’s the perception of value-added service to the client. It helps round accounts and keep accounts. And a lot more people probably ought to …