Pitfall #1: Writing without a plan of action.
All too often, insurance copywriters focus on sizzle, but they forget the steak. Advertising copy must be written with purpose. It should paint a compelling picture of the problem or solution, make a bold and differentiating promise, offer some proof and push for action. And, all this should be done with a keen understanding of the persona of the target audience. Before you write your next ad, brochure or web page, outline the key components.
Topics: insurance copywriting, B2B copywriting
Have you ever visited an insurance website that’s packed with jargon? It’s burdensome, right? You can’t breeze through and quickly glean information. You have to slow down and read slowly. Who has time for that? Do you believe the myth that affluent people routinely communicate with five-syllable words? Of course not. As a group, the “affluents” usually talk just like regular people. However, if you review financial planning websites, you’ll notice that many companies make the mistake of talking to their affluent audiences in a boring third person voice, using as many big words as possible.
Topics: insurance marketing ideas, insurance marketing, insurance copywriting, B2B copywriting
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:
Topics: insurance marketing, insurance copywriting, B2B copywriting
We’ve all seen them … television bloopers, fashion faux pas, and decorating disasters. Well guess what? We have a few embarrassments in our industry too. In fact, even the best insurance marketing professionals occasionally get caught making novice mistakes. Here are five seemingly innocent mistakes to learn and avoid!
Topics: insurance marketing ideas, insurance marketing, insurance copywriting, B2B copywriting
Do not open until Christmas!
Topics: insurance marketing ideas, insurance copywriting, B2B copywriting