Insurance Marketing: Write Your Way to Better Relationships and More Sales

20 June, 2013

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.

But earning that trust takes time, and your writing plays a crucial role in how those relationships develop … and ultimately, whether people will do business with you.

Here are five ways to write your way to better relationships and more sales:

1.  Dig deeper into your readers’ needs. First impressions are critical, and it’s especially important to laser focus on your prospects’ needs early on when you’re making those first contacts. Don’t just throw everything you’ve got at them and hope something sticks. Take time to learn their specific needs, desires, fears, and concerns, and then craft your insurance marketing messages accordingly.

2.  Demonstrate value. Most consumers want the best overall buying experience, not just the lowest price. Find ways to create extra value in everything you do – from initial contact to servicing their account as a policyholder – and stress that value in your sales messages. Be seen as a partner in their success, not just another insurance company trying to make a profit.

3.  Write in reader-centered language. If your insurance marketing messages are filled with phrases such as “our products,” “we specialize in,” or “our company,” that can easily sound like generic bragging. Your readers have heard it all before. Always keep your writing focused on your audience and demonstrate that you understand their point of view. Use the word “you” often.

4.  Be empathetic and warm, but authentic. Striking the right tone in your writing can be a balancing act. You don’t want to address your prospects and customers like they’re best friends (unless they are, of course) because you haven’t earned that right. But if you try too hard to sound intelligent or formal, your writing can easily become stiff and uninviting, even confusing or offensive. Write in a personable, conversational, but professional style. And most of all, be yourself!

5.  Make the introduction count. According to sales expert Jill Konrath, you have 2.7 seconds to capture your reader’s attention. Whether it’s email, direct mail, or some other insurance marketing message, make sure your subject line, headline and first few sentences entice the reading to continue on.

The next time you place your fingers on the keyboard, take a moment to infuse your writing with purpose and personality. It will go a long way toward building deeper relationships with your prospects and customers. In return, they’ll reward you with their trust – and their business. And those are the ultimate measures of all great insurance marketing!

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