"Clutter is the disease of American writing," says William Zinsser in his classic book, “On Writing Well.”
Did you know that every time you send out a letter, proposal, marketing brochure, or other business communication, your reader is judging you? It may not be fair, but people make assumptions about your intelligence, your education, your professionalism, and your capabilities by the words you use.
Of all the business documents you produce as an insurance professional, the business letter is one of the most crucial staples in your communications arsenal. Despite all of the talk about a “paperless society” back when computers first arrived on the scene, not even the Internet, email, social media, or smartphones have been able to knock this trusty tool out of the lineup. And with the U.S. Post Office handling several hundred million business letters every day, this mode of communication isn’t going out of style anytime soon.
Many insurance professionals invest in technology and expect it to be a magic pill, only to be disappointed by continued lackluster results with their communications. If you have to write often and your insurance communications aren’t achieving results, it might be time to upgrade your writing skills – your brain’s “writing software.”
It’s that back-to-school time of year again. Teachers are busy preparing their classrooms, kids and parents are out shopping for supplies, and summer fun will soon give way to tests and homework.
Back in the pre-Internet days of selling, insurance marketing departments fed leads to sales teams, and then sat back and waited for feedback about the quality of those leads. Buyers usually had to engage with a salesperson, and the best salespeople were those that could close the deal by reading the buyers’ body language to determine whether the prospect was interested, resistant to the message, or ready to buy.
In the insurance marketing business, the road to success is paved with solid relationships. After all, you’re in the business of trust, and people naturally want to do business with people they know, like, and trust.
Any good marketer will tell you that the follow-up stage is a crucial part of the sales process. And if you want real longevity in business, you need to have a consistent system for following up on leads.
It’s the very lifeblood of what you do as an insurance professional. Without it, prospects won’t call, relationships won’t develop, customers won’t stick around or send referrals your way, and you’ll have a hard time growing your agency in this tough market. And if you’re shooting for any kind of sustainable competitive advantage, you’ll need plenty of it.
If your insurance sales letters are sputtering along with poor performance and lackluster results, maybe it’s time for a tune-up.