Would you like to know the secret to writing better insurance marketing letters?
The checklist below will help you get started. If you need additional help, make sure to check out our Sales Letter Six Packs - they're inexpensive and effective!
The Better Insurance Letter Checklist:
|Is the audience clearly identified in the first few lines of the letter? Does the reader immediately know that this insurance communication is written just for her?|
|Is a strong emotional hook used to grab attention?|
|Does the insurance sales letter begin strong – with a crescendo – and then maintain urgency and interest like a great novel?|
|Is urgency established? Does the reader feel he should take action right away … or else?|
|Does the letter give more than one reason to take action? Does it appeal to a variety of motivations by presenting multiple arguments?|
|Is authority established? Does the reader think the writer is an expert?|
|Does the insurance sales letter include testimonials, statistics or third-party endorsements to boost credibility?|
|Is the insurance marketing letter packed with action words – e.g. disappear, devastate, ruin ….?|
|Is the insurance sales letter about the reader? Does the reader know for sure what’s in it for him?|
|Have the features been transformed into meaningful benefits? Is the emotional hook woven into the benefits presentation?|
|Are the words “You” and “Your” used more frequently than the words “We” and “Our?”|
|Have you eliminated insurance jargon, catchphrases and big, hard-to-understand words? Is the letter easy to read?|
|Is the insurance marketing letter personalized with the recipient’s name?|
|Did you address and overcome all potential insurance buying objections?|
|Is there a strong call to action and an offer that’s different from the standard free quote?|
|Have you made it as easy as possible for the reader to respond?|
|Does the P.S. stand alone? Will the reader get the point from the P.S. even if she never reads the letter?|
Don't Leave Empty-Handed!