What’s the Buzz: Well-Groomed Marketing
In this episode of What’s the Buzz?, Danny sits down with Apis Productions’ Creative Director, Jason Shoy, to talk about two surprisingly connected topics: beard grooming and marketing. With humor and insight, Jason explains why having fun, showing personality, and keeping things simple are the secret ingredients to building authentic marketing that resonates with agents, advisors, and consumers alike.
Well-Groomed Marketing
Episode Notes
Marketing in the insurance world can often feel too serious, too technical, and too focused on numbers. But as Danny and Jason explore in this episode, fun is fundamental to great marketing.
Starting with Jason’s famously epic beard, they discuss how personal quirks, storytelling, and authentic personality can soften difficult conversations and make brands relatable. From Gerber Life’s baby campaigns to creative dentist commercials, Jason shows why shifting focus from fear to human connection builds loyalty.
Key Takeaways from the Conversation:
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Fun works: Even in a serious industry, lighthearted, human-centered content gets the most engagement.
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Authenticity builds loyalty: Agents can work with any BGA — personality and care are what keep them coming back.
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Simplicity wins: Don’t overcomplicate campaigns; keep it achievable and data-driven.
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Email is low-hanging fruit: Reconnecting with past agents through thoughtful campaigns is like doing a policy review for your business.
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Differentiation is personal: Products may be the same across the industry, but your team’s personality and voice make your brand unique.
Marketing doesn’t have to be stiff to be effective. As Jason reminds us, it’s about enjoying the journey, keeping things human, and never being afraid to inject personality — even if it starts with a conversation about beard wax. In a world where everyone sells the same products, the real differentiator is how your brand feels to work with. And that’s where fun, authenticity, and simplicity give you the edge.
Experts in this Episode
Danny
Business Development Director
Danny helps clients uncover their authentic voice, blending his expertise in writing, SEO, and brand marketing to craft messaging that stands out. Off the clock, he enjoys singing with his daughter, writing poetry, and hiking the quiet volcanoes of Southern Oregon.
Jason
Creative Director
With 15+ years of experience in executive marketing strategy and creative direction, Jason has founded two successful ad agencies, launched dozens of products, and helped brands of all sizes craft high-impact, results-driven campaigns. Outside of work, he’s an avid photographer, capturing everything from museum collections to concert tours and street scenes across the U.S.
