February 9, 2010 at 4:59 pm
· Filed under Insurance Lead Generation, insurance selling ·Tagged commercial insurance marketing, Insurance Lead Generation, insurance marketing ideas, insurance sales marketing ideas, insurance selling, lead generation, marketing strategies for insurance agents
Imagine you’re searching Google for stainless steel mugs to give to your insurance clients. After browsing the top results, you spot a link advertising the exact stainless steel mug for which you’ve been searching. You click through to a page crammed full of everything from T-shirts to key chains. It’s hard to say where the stainless steel mugs are, but they’re definitely not on this page. What’s a well meaning searcher to do? Hit the back button and start over of course!
Now imagine a better scenario. You click the stainless steel mug link and land on a page that’s all about stainless steel mugs. You can easily understand your options and there are no distractions so you proceed with purchasing your mugs in a matter of minutes.
This is the difference between effective and ineffective insurance pay-per-click (PPC) advertising.
When a prospect clicks on a link, she expects to land on a clearly related page. But instead, many PPC links take users to non-specific Web pages and many sales are lost as a result. Dropping prospects onto the homepage of your insurance Web site is like asking them to navigate through a maze before completing the purchase. It’s like inviting a guest to dinner and then asking him to prepare the meal. It’s too much work! To make an insurance sale, you have to make the process easier-than-easy. You have to connect all the dots, answer every question and erase every ambiguity.
It’s no surprise insurance pay-per-click (PPC) campaigns are getting a lot of press these days. They can be a fast, easy way to generate sales. But beware and make sure you don’t put cart before the horse. In other words, don’t start a pay-per-click campaign without creating targeted insurance landing pages.
A good insurance landing page should include:
• A clear call to action
• Relevant copy and images
• No distractions – keep it simple, short and clear
As a rule of thumb, always create dedicated landing pages when paying for traffic with sponsor links or pay-per-click campaigns. And remember, the more specific the offer, the higher the response rate and the more qualified the prospect!
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February 2, 2010 at 9:44 pm
· Filed under Insurance Lead Generation ·Tagged case study, Insurance Lead Generation, insurance marketing, insurance marketing ideas, insurance offers, insurance selling, marketing strategies for insurance agents
Which is more effective?
A. Our web development services will optimize your online presence, generating more sales and improving your bottom line.
B. After using InsuranceCopywriting.com, we secured two new large clients within 60 days of launching our new Web site. Now, we’re on track to exceed our sales goal by 10 percent!
Example B, of course! It’s always more effective to hear about real people with real success. That’s why case studies – otherwise known as client success stories – are one of the best ways to promote your insurance services. They’re often more persuasive than brochures and traditional sales collateral.
Stories create connections. They provide a common thread, enabling us to learn more about products or services or experiences from others. A case study is a unique way to tell the tale of how you solve problems for your clients. Start by hooking your insurance prospect with a relatable problem; present the solution and close with a happy ending. Do it right and your story will be the piece they hold onto for years, hand out to colleagues and give to friends with a sincere seal of approval.
A good case study will:
• Build your brand
• Boost your credibility
• Improve client confidence
• Sell more insurance!
Case studies are versatile because they can be used and reused in so many ways – they can be turned into ads, published articles, sales sheets, tradeshow giveaways, presentations and more. People can’t resist reading them – they’re dying to know what’s working for others in their industry. And while your audience is reading, your name recognition is growing, your credibility is climbing and the road is paved for sales success – all without the natural resistance and skepticism that traditional sales methods evoke.
Ready to transform your success stories into successful insurance sales tools?
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January 26, 2010 at 2:19 am
· Filed under insurance marketing, insurance selling ·Tagged insurance marketing ideas, insurance sales letters, marketing ideas for insurance agents, sales letters
What the heck is a USP?
Unilaterally Special Purpose … Underlying Sales Power … Uncommonly Superior Price …
While these are all good guesses, the real meaning of USP is Unique Selling Proposition. It’s the most important differentiator you have – the reason you win sales and the threat that makes competitors quiver.
As an insurance professional, your company’s USP must be communicated in everything you do. When you introduce yourself, when you leave a brochure and when you deliver a sales presentation, the USP should sing loud and sing clear. You should know it without thinking about it. It should be at the top of your head, the tip of your tongue and the end of your pen.
My USP is insurance marketing expertise. There are many people with insurance expertise and many people with marketing expertise, but very few with insurance marketing expertise. Ta Da! My USP is the reason that I win most clients – most other ad agencies simply cannot compete. Now I ask you again … what’s yours? If you don’t know, consider a strategy intervention. Seriously, it’s THAT important.
Think hard. Dig deep. Ask clients. And whatever you do, don’t say “service.” Service is the anti-USP. It’s what everybody says. If you truly think your USP is service, define the aspect of service that makes you different and describe it in lively, interesting terms. Challenge yourself to achieve the “unique” part of the equation.
What’s the result of a precisely targeted USP? Unusually Superb Performance of course!
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January 19, 2010 at 8:45 pm
· Filed under insurance marketing ·Tagged commercial insurance marketing, insurance sales marketing ideas, marketing ideas for insurance agents, marketing strategies for insurance agents, Specialty insurance marketing ideas
Although it seems like a good idea, your mission statement may not put your best foot forward. Why? Because most mission statements aren’t written from the customer’s point of view.
As a rule of thumb, anything said to the public should ALWAYS be written from the customer’s point of view. Most mission statements aren’t “you-oriented.” They’re about the company, not the customer. Many mission statements have one additional fault: They fail to clearly communicate the differentiating benefits that customers will experience.
If you want to incorporate your mission statement into marketing materials, make sure to rewrite it for your external audience. In fact, it’s a good idea to create an “internal” mission statement for employees and an “external” version for clients.
For example, ABC Insurance Company’s “internal” mission statement is:
To become the largest national provider of restaurant-tailored insurance products and services.
The company’s “external” version is rewritten as follows:
Count on ABC Insurance to provide your restaurant with quality insurance coverage and food industry risk management expertise.
Now, the company has an internal statement to motivate and guide employees. Employees know that the goal is to dominate restaurant-industry market share with tailored, expert products and services. Likewise, the external statement speaks to customers and can be inserted into a wide variety of marketing materials. It has a conversational, persuasive, benefits-oriented tone.
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January 13, 2010 at 10:34 pm
· Filed under insurance marketing ·Tagged commercial insurance marketing, insurance marketing ideas for insurance agents, marketing strategies for insurance agents
Mission Possible!
The new year presents the perfect time to clarify your business purpose – why your company exists, what you provide clients and what’s most important to you. One way to do this is by creating a powerful mission statement. A mission statement can give you strength, meaning and direction — providing you daily inspiration.
Your mission statement should be:
• Easily understood. Make it clear and concise. Avoid corporate jargon. Write it like you’re writing to a friend.
• Memorable. Bold is better. Both you and others will be most certain to remember it.
• Communicate your most important value proposition. Why do clients choose you?
There are benefits to having a written statement. It allows everyone to be on the same page. In addition, some companies go one step further and create a mission/values guide to clearly spell out working parameters and expected behaviors in a motivating and inspiring way.
Many leading companies have missions that are just one sentence long. Disney’s mission is simply, “To make people happy.” Mission statements are more popular than any other management tool. The reason? They’re inexpensive and they work.
Do you have a great mission statement? Share it here!
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September 17, 2009 at 11:09 pm
· Filed under insurance selling ·Tagged insurance selling
Prospective insurance brokers go through a crash course of learning and information consumption on their way to the profession. Regulations vary from state to state, but the steps toward successful completion of the licensing exam are typically marked by hard work, determination and long days.
But there’s one element of the new broker experience that often gets overlooked amid the studying, exam prep and celebration – bonding. Insurance brokers are required to obtain proper surety bonds filed with their state insurance department. Surety bonds often get confused with insurance and other forms of fiduciary guarantee, but they are a unique and all together common part of business and enterprise nationwide.
Despite that, hundreds of fledgling brokers wind up scratching their heads when the time comes to obtain an Insurance Broker Bond. Here’s an introductory primer on these specialized bonds:
What’s a surety bond?
Surety bonds are a form of credit, not insurance. Risk remains with the principal and never an insurer. Surety bonds provide financial protection for the obligee, or project/bond holder, which in this case would be the state insurance department.
How do Insurance Broker Bonds work?
A broker obtains a surety bond from a surety company or some other entity that issues bonds. The insurance broker bond gives consumers and the state financial protection in case the broker fails to follow regulations and laws related to the industry. Here are a few examples of illicit or unethical behavior that can lead to bond claims against an insurer:
=Falsifying quotes or figures to increase profit
=Telling clients to lie on applications
=Encouraging clients to lie or be dishonest about their financial health
=Encouraging clients to purchase products they don’t need
If a bond claim against a broker is deemed legitimate, surety companies have to pay damages or losses. But most bonds include an indemnity agreement that stipulates the broker ultimately reimburses the surety company for any claims paid.
How to Obtain Surety Bonds
Brokers can get surety insurance from surety companies and other professional sources that either specialize in bonding or offer bonds as part of their book of business. These are license and permit bonds. Each state’s insurance department, which acts as the obligee, requires paperwork and official documentation related to bonding.
Bonding Eligibility
Insurance Broker Bonds are relatively low-risk ventures. Surety companies will typically look at a prospective broker’s credit history, financial health and overall background before making a decision about bonding. Rates vary little from surety to surety for these bonds, but brokers with less than perfect credit will likely have to find a surety that specializes in issuing high-risk bonds. Rates for those riskier surety bonds will likely be higher.
To learn more about how to obtain a surety bond visit www.SuretyBonds.com, or email the author, kevin@suretybonds.com
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September 8, 2009 at 11:10 pm
· Filed under insurance marketing ·Tagged insurance marketing, insurance marketing ideas, insurance selling
1. Share testimonials and success stories using print and video – Let someone else toot your horn.
2. Compile statistics and fact sheets – Allow the numbers to speak for themselves.
3. Facilitate competitive challenges so buyers can test drive your product/service and easily compare it to other options.
4. Create brand preference and loyalty through social marketing channels, such as blogs and Facebook postings.
5. Build personal trust through thoughtful relationships – Lack of trust kills countless deals; don’t let it kill yours.
6. Give something valuable away – Share a white paper, analysis or case study. If it’s relatable, it might close the sale.
7. Publish articles in industry magazines – It will boost your expertise and your credibility.
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August 19, 2009 at 9:49 pm
· Filed under Insurance Lead Generation ·Tagged insurance marketing, insurance selling
In business school, we all learned the four Ps of marketing: product, price, promotion and place. But, how about the four Ps of copywriting? Are they the same? Not at all. The American Writers and Artists Institue (AWAI) prescribes the following 4P formula for writing persuasively:
1. Paint a Picture – Use metaphors, analogies and stories to bring problems and solutions to life.
2. Make a Promise – Tell the reader what your product or service will do for him. Communicate your unique value proposition (UVP).
3. Offer Proof – Give your promise credibility by supporting it with facts, statistics, case studies and testimonials.
4. Push for Response – Create a highly desirable offer and make it irresistible.
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August 5, 2009 at 9:44 pm
· Filed under Uncategorized
When defining your target market, consider the long-standing principal of supply and demand. Do you want to go broad and target a large audience with stiff competition? Or, do you want to target a small audience with very little competition?
Small businesses and start-ups often use the shotgun approach, trying to target everyone. However, selecting narrower niche markets is often more lucrative, offering a rich source for ready-to-buy prospects.
If you’re interested in seeing supply and demand in action, check out Google’s free keyword tool at https://adwords.google.com/select/KeywordToolExternal.
By using this tool, you can easily gauge the online supply and demand for any potential product or service. Here’s how:
Enter a keyword or phrase (your product or service) to see the search volume online each month. The search columns reflect the demand, showing the number of search queries in Google matching each keyword result.
The competition column is a good indicator of supply, showing the number of advertisers bidding on each keyword relative to all keywords across Google. For example, the keyword “Marketing” generates very high search volume and very high advertiser competition. With the term “insurance sales marketing,” the demand is considerably less and so is the advertising competition.
By evaluating supply and demand before defining your audience, you’ll avoid expensive mistakes. Once you identify a high demand/low supply segment, you can easily craft a tailored, differentiated offering that attracts leads.
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June 24, 2009 at 3:41 pm
· Filed under Insurance Lead Generation ·Tagged insurance marketing, insurance marketing ideas, insurance sales letters
This week’s topic is promotional sales letters, AKA the PB&J of marketing. Sales letters are great because they’re inexpensive and don’t require the extra expenses of design and printing. Below is the self-promotional letter that launched my business five years ago.
Here are a few features that you’ll want to replicate in your own letters:
1. Ultra-specific headline that precisely targets the intended audience
2. Photo to add personalization and build trust
3. Offer prominently displayed on the first page
4. The copy focuses on selling the offer more than it focuses on selling my services. Remember, we just need the prospect to step into the sales cycle by making a small request.
5. Lengthy PS – just in case nothing else is read.
You’ll discover a few additional tips about promotional letter writing in this week’s issue of “Insurance Marketing News.” Not yet an Insurance Marketing News subscriber? Sign up today at www.insurancecopywriting.com.
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