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.
If your insurance sales letters are sputtering along with poor performance and lackluster results, maybe it’s time for a tune-up.
Want your insurance sales letters to really perform? First it's important to define insurance insurance sales letter success. There are a few industries where direct response sales letters really work. Fitness, vitamins and self improvement are good examples. Some consumers are willing to read 12-page letters about these topics, and then hand over their VISA numbers. In the insurance industry, this scenario doesn't happen very frequently. Why? It comes down to the difference between what people do when they "want to buy" versus what they do when they "need to buy." Insurance is something that most people don't want to buy. So, in most cases, they don't receive your sales letter and pull out their VISAs. They read your sales letter (if you're lucky) and then think on it for a while. When they receive another sales letter, they think a little more. And at some point in the future, they will finally buy.
Are you using POWER WORDS in your insurance marketing? If not, you should be!
What the heck is a USP?
Unilaterally Special Purpose … Underlying Sales Power … Uncommonly Superior Price …
This week’s topic is promotional sales letters, AKA the PB&J of marketing. Sales letters are great because they’re inexpensive and don’t require the extra expenses of design and printing. Below is the self-promotional letter that launched my business five years ago.
When it comes to sales letters, does size really matter? This topic has been endlessly debated. Many experts say that a sales letter needs to be as long as it takes to paint a picture, convey a promise, offer proof and push for the close. In some cases, it takes one page. In other cases, it takes 12.