Don Jackson

Don Jackson
Insurance Marketing - Changing Focus (1,584 words)

by Don Jackson The date: Nov. 10, 1999. The time: 16:52 Eastern Standard Time. The headline: "Allstate Announces New Business Approach Including Direct and Internet Sales." Now in the world of insurance marketing, and insurance direct marketing specifically, this qualifies as a momentous strategic initiative. After all, Allstate Corp. is the nation's largest publicly held personal lines insurance company. With the exception of State Farm Mutual Insurance Co., it writes more property and casualty (P&C) business than any other company in the United States. Allstate is number two, and apparently it is going to "try harder." "Try harder" to capture an increased

Selling Life Insurance by Mail (1,175 words)

by Don Jackson It's odd. The creative for insurance direct marketing is not known for winning awards. It is seldom pretty. It operates on different principles than, say, the publishing industry or traditional continuity programs. It is regulated, and specific words and phrases are prohibited or subject to interpretation by lawyers. All in all, it's an uphill battle for those designers and writers specializing in this field. You see, unlike The DMA's Echo Awards, insurance direct marketing creative does not answer to the standard of "response." In fact, response, per se, is irrelevant. The only measure of success is if the paid response