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
Whether you’re using email or snail mail, the insurance sales letter remains a vital piece of the insurance sales and marketing toolbox. However, it’s important to establish expectations and position your communication for success. With those goals in mind, below are three truths and techniques to get your insurance sales letters on the right track.
Topics: insurance copywriting, insurance marketing letters, insurance sales letters
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
Do you remember the first time you got a smartphone and could check email and your calendar anytime, anywhere? It was a little addicting, right?
Topics: insurance copywriter, insurance copywriting, insurance writing, executive bios, content marketing
"Clutter is the disease of American writing," says William Zinsser in his classic book, “On Writing Well.”
Topics: insurance marketing ideas, insurance marketing, insurance copywriting, insurance marketing strategy
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.”
Topics: insurance marketing, insurance copywriting, insurance communications, insurance writing
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.
Topics: insurance marketing, insurance copywriting, insurance communication, insurance writing