Part 6 of '3 of a Kind: same and different'

This is the sixth part of my ‘3 of a Kind: same and different’ series.

I’m writing this series because I want to show how professionals who seem to be similar – they might be colleagues, contacts or competitors – are actually very different to one another.?

Although they have something in common – in this case, a detailed understanding of risk – their routes into their industry, and how they apply their expertise, are not the same at all.?

When you delve deeper into these differences, you’ll get content that makes you stand out.?? And you can dig surprisingly deep during a short video conversation.?

At the end of this piece, there’s a link to a Starter Pack on how to ‘Get great content from your colleagues’. It gives you the wording for the sorts of questions I use when I write articles like this. If you’re new to interviewing, it’ll help you to start recording your own rich chats. Or you can pass it onto anyone else who is serious about marketing and would love an easier and more enjoyable way to create video stories.

But now, let me ask you a question

How do you feel about insurance?

Maybe you belong to the ‘peace of mind’ camp: happy to explore the ‘what ifs’ and pay what you need to, to make sure everything’s covered.

Maybe you don’t like to think about worst case scenarios. Or you wonder whether you really need to shell out for something that you might never use.

I’m a mixture: I do worry about what might happen, but I never look forward to the annual premiums. ?And I always wonder if I’ve overlooked something in the terms and conditions, which means ‘they’ won’t pay up. ?Which is unfair, because all my claims have been met over the years.

In my experience, if you have mixed feelings, brokers can help. They’re the intermediaries between you and the insurers. ?The T&C interpreters who make sense of the small print and find a policy that will work for you… should the unthinkable happen.

Because the unthinkable does happen. Imagine starting your working week like this:

Clara Boyce also works at Green Insurance Group, as an Account Executive.? What gives her the joy is educating people about what she describes as her ‘Mastermind subject’: renovation insurance.? If you’re thinking of getting work done on your home, watch this.? Because, with the best will in the world, it’s possible you’ve missed a bit:

Looking ahead on other people’s behalf runs in Christopher Williams’ family. His grandfather had served as a General during the Second World War. When he left the army, he set up a broking business in 1948. He became an expert in life insurance, pensions, investments and financial advising, as well as commercial and personal insurance.

Christopher joined the family business – RT Williams – in 1986. He later took over from his father as MD and had 36 rewarding years there.? The firm was acquired by Green Insurance Group in 2020, where Christopher now works as Management Director.?

His grandfather’s approach – to get a detailed understanding of your clients and help them to understand the complexities of insurance – is still a source of inspiration:

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Getting across the details in the documentation is a big deal – and not just for customers like me, who might miss something crucial:

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Thank you to Clara, Toby and Christopher for your time and insights. I’ll be posting more snippets from our chats over the coming weeks and months, on LinkedIn.

You can find out more about the three contributors here:

Clara Boyce, Account Executive https://www.dhirubhai.net/in/clara-boyce-acii/

?Toby Edwards, Commercial Account Executive? https://www.dhirubhai.net/in/toby-edwards-65819916/

Christopher Williams Management Director https://www.dhirubhai.net/in/christopher-williams-6b512a27/

Green Insurance Group on LinkedIn: https://www.dhirubhai.net/company/greeninsurancegroup/

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Want to have rich conversations yourself?

Here’s the link to that ‘Starter Pack’ I mentioned at the beginning: how to get great content from your colleagues, even if interviewing is new to you.

I'm on a mission to help organisations to make more impact, through the voices of their colleagues, clients and volunteers.? I want to make the whole video production thing as simple as possible, so you create content with real warmth, week in and week out.

I'm producing a range of resources to help you to lead your own rich conversations.? You'll get a feel for what I do here.

Don’t forget to reach out to me on LinkedIn, where I share regular tips and thoughts on conversational content. Speak soon.