I was driving into work the other day listening to my favorite talk show host, when I saw a billboard that drew my attention.

AUTO INSURANCE FROM $150.00

CALL JOE BLOW INSURANCE  XXX-XXX-XXXX

I am an insurance agent. I have owned my own agency for 20 yrs. I know what insurance costs.  I know that there are many variables that go into the pricing of insurance.  Can an insurance policy be had for a paltry $150.00?  Sure, if the stars are aligned, you have A-1 perfect credit, you live in the lowest risk area of town, and you pick the barest of minimums for coverage. 

So, why bring this up?  I do so because I feel this type of advertising is akin to lying.  It is bait and switch all the way.  Progressive insurance avertises that we can “name or own price”, but what do you really get? Do you really protect your investment? Do you really protect your family?  Do you really get protection?  No! No! and Hell No!  You get what you pay for and that is that.

You must be saying “What gives?  This is a blog for Internet marketing.”  Well, true that!  But this story cuts to the core of all advertising.  Flash is just flash.  Style over substance can work in the short term, but long term, substance will ALWAYS win out.  I am very impressed by cool websites, but I am more impressed by the professional behind the scenes.  You may pay thousands of dollars to develop your site, but if you can’t back it up with the same level of customer service, it is all for naught.  At the same time, remember that you need to not be pennywise and pound foolish.  A cheap website with no bells or whistles to enable ease and convenience for your customer is worthless.

Further, you need to be active in the design of your site.  Look at the competition.  What can you do to imitate their ideas (don’t steal ideas – imitate), while at the same time improving on what has been done?

You do not need to have bright lights and dancing girls.  You need a solid product or service and you need to convey to the world their need to see you about it. 

Substance and style do matter when they work together, but misleading people only leads to failure.