Powerhouse Brochures and Print Collateral: Do Your Insurance Marketing Materials Measure Up?
Far from being obsolete, print pieces (such as brochures and sales sheets) are an economical way to expand the impact of your online marketing strategy. A polished, well-designed brochure instantly sends the message that your company is established and reputable. It will solidify your company’s merits in prospects’ minds and point them to your website for more in-depth information. Nothing can replace the power of an engaging face-to-face conversation and a printed piece becomes a tangible souvenir of your rapport at trade-shows and other events.
How long has it been since your company’s brochures and sales sheets were updated? Do your hard-copy materials act as an extension of your website and social media presence? To find out if your sales materials need a makeover, read on.
The Effective Insurance Marketing Print Collateral Checklist
- Do you have a clearly defined purpose? Determine if you want to inform or convert the reader; don’t try to do both. Pinpoint your purpose, and then plan the brochure’s design and content to achieve that end.
- Does your unique value proposition shine through? Your unique value proposition has to be clear and relevant. Talk with clients to uncover why they chose your company and why they stay. Use this input to keep your content relevant and focused on customer wants.
- Is the piece targeted or general? Rather than having one brochure “show up and throw up” everything you know, sharpen the content to achieve targeted communication goals. You may need one overview sheet and a few other detailed sales sheets on specific products and services.
- Is the content easy to understand? Avoid jargon, clichés or redundant meaning. Use short sentences and an active voice. Make sure the font is easy to read and keep it large enough for older eyes. Use bullet points to break out key benefits.
- Have you clearly outlined what’s in it for them? Avoid “all-about-us” speak. Every feature and benefit should be translated into terms that make sense for the client. For example, don’t say: “We were founded in 1946.” Instead say, “We’ve protected businesses in your industry for more than six decades. We know how to eliminate common coverage gaps and how to reduce the chance of costly risk management surprises.”
- Is there a clear call to action? Unless you direct them in clear terms, prospects will not take the next step. Tell them how to proceed though the buying cycle.
- Does the piece have enough white space? Keep it simple and relevant. Remove pictures of your office building and staff photos. Use headers to break up the content and create a natural flow of information. Keep wide margins around the text so content isn’t cut off mid-sentence by a fold or paper edge.
- Is the copy grammatically correct and error-free? Typos and misspelled words will erode your reputation on the spot. Make sure the copy is 100 percent correct by using both spell-check and grammar-check tools. At least three people should carefully proofread the brochure for errors after you consider it to be perfect.
- Is it eye-catching? Does the headline grab attention? Does the layout highlight key points of interest? Is it easy to read or overcrowded?
- Overall, does it meet AIDA criteria? Does it get Attention, keep the reader’s Interest, ignite their Desire for your products and services, and clearly compel them to take Action? Test-run a mock-up with current customers or non-sales staff, and make adjustments based on their feedback.
Creating collateral requires many hours of thoughtful planning and development before actually going to print. It might even lead to rethinking your company’s entire marketing plan. Still, the return on a well-designed marketing tool kit will be increased sales, deeper knowledge of your customer base and a stronger foothold with your targeted market.
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