| Easy Direct Marketing Methods for Insurance | | | | selling in person, but I |
| AgenciesThis Month: Strategies for Letters, | | | | |
| Post Cards, Newsletters, | | | | assure you a lot of thought has to go into a |
| | | | printed piece to get to these |
| Testimonials, Referrals.Selling insurance is | | | | |
| tough: too many agents selling too few | | | | specific areas with just the right timing, |
| clients, and | | | | correct pace and selling |
| | | | |
| ouch - trying to show value when all you are | | | | proposition to close a sale from a flyer |
| selling is a piece of paper | | | | that you sent in the mail.Armed with the |
| | | | knowledge that it's very difficult to sell |
| that no one really thinks he needs... until | | | | anything off |
| it's too late. But you knew all | | | | |
| | | | the page, don't even think about trying to |
| that. Here's how to get more business and | | | | sell anything from your mail |
| keep the customers you | | | | |
| | | | piece. The objective of 99% of the letters, |
| have.Send a "Thank you for your business" | | | | mailers, post cards and |
| letter.I'll bet you ten bucks that I know the | | | | |
| last piece of correspondence | | | | brochures I create for clients don't sell |
| | | | anything -- the objective is simply |
| your customer received from you or your | | | | |
| providers: it was a bill. Right? | | | | to generate a phone call. My client is the |
| | | | one that does all of the selling. |
| OK - 99 out of 100 of you pay up. Break this | | | | |
| cycle of insurance bills with | | | | With your brochure, you do the selling when |
| | | | they call.Face the further fact: create |
| something refreshing. Send a bottle of | | | | letters and mailers with the sole |
| champagne. Just kidding. Send | | | | |
| | | | objective of making the phone ring. When the |
| that bottle to me, Schramsberg/NAPA is just | | | | phone rings - the piece |
| fine. To your clients and | | | | |
| | | | worked. Voila. Now we know it was |
| prospects, send a couple of refreshing | | | | successful. Then you sell the client.For an |
| "Thank you" letters.Spend the 74¢To keep | | | | article I've written on post cards, just drop |
| customers happier and longer, twice a year | | | | me a letter |
| send them a | | | | |
| | | | requesting it: Jeff Dobkin, P.O. Box 100, |
| letter simply thanking them for being a | | | | Merion Station, PA 19066. No, |
| customer. Let them know their | | | | |
| | | | an email won't work. I'd like to make sure |
| business is appreciated. Paint a picture of | | | | you really want it and an email |
| your firm on high alert 24 | | | | |
| | | | won't show me this - I don't want to get |
| hours a day: if they need you - you'll be | | | | 5,000 emails requesting stuff like |
| there. Let them know you | | | | |
| | | | the last time I offered something free on |
| appreciate their business and that you are | | | | the Internet. Ugh.OK, let's get back to more |
| eagerly waiting to serve | | | | tips about your post card mailings. |
| | | | |
| them. Your customer retention rate will | | | | Sending post cards every four to six weeks |
| soar. Your customers will be | | | | keeps your agency in "Top of |
| | | | |
| happier; therefore, your customers will be | | | | Mind" awareness of your clients.When they |
| your customers, longer. As for | | | | need new policies, or a quote... when they |
| | | | have friends |
| me, I'm still waiting for that bottle of | | | | |
| Schramsberg.Now I'm not talking about the | | | | that need insurance services -- they'll |
| pre-printed "Thank You" card you get | | | | think of you. Whoa. When they |
| | | | |
| from your accountant each Christmas. Ugh. | | | | have friends??? Can you say |
| That's close to worthless | | | | "referrals?"Referrals and TestimonialsI don't |
| | | | know about you, but I hate asking people for |
| (don't tell your accountant, I'll start | | | | referrals. So |
| getting nasty letters). I'm talking about | | | | |
| | | | here's a way to get them, and how to use |
| a real, bonafide letter. Signed personally | | | | testimonials in your marketing. |
| by you, or at least someone | | | | |
| | | | It's even tough for me to write a personal |
| who works with you who is willing to sign | | | | letter asking for a referral |
| all those letters with your | | | | |
| | | | without sounding like a bleeding heart |
| name in a blue pen. Yes - twice a year. | | | | solicitation piece I once wrote for |
| Cough it up: postage 74¢. That's | | | | |
| | | | the "Friends of Kaballah" association who |
| not much of a cost to retain a customer. Do | | | | needed money for guns, |
| you know what other | | | | |
| | | | but... a post card can serve this function |
| agencies call your best customers? | | | | just right.Let's say someone refers a client |
| Prospects. I personally think a letter | | | | to you, from the post card you just |
| | | | |
| is the cheapest customer retention strategy | | | | sent them with the copy on it saying, |
| you can use, and the most | | | | "Thanks for all your referrals! We |
| | | | |
| effective. Hummmm... cheapest; most | | | | appreciate our customers and friends who |
| effective.See, nice guy that I am, I started | | | | refer clients to us for our fast |
| off this article with my best tip first. | | | | |
| | | | and friendly quotes. Don't forget: we're |
| It's all downhill from here. Or is it?Don't | | | | always ready to help anyone - |
| start a Newsletter.That's right, don't. | | | | |
| You've got to be crazy to start a newsletter. | | | | whether they are our client or not - with |
| 90% | | | | any of their insurance questions |
| | | | |
| of the ones I get are terrible: no | | | | or problems. Please let your friends and |
| direction, poor copy, lousy photos... | | | | colleagues know to just give us |
| | | | |
| everyone's dressed. Nothing like that | | | | a call at 800-987-6543 - we are always happy |
| Hooter's newsletter I, er, a friend | | | | to help." You remember |
| | | | |
| of mine signed up for 2 years ago. What? | | | | that post card, don't you? So now what do |
| What do you mean you don't | | | | you do?Besides opening that nice bottle of |
| | | | champagne celebrating the new |
| think there's continually fresh and | | | | |
| interesting news from a restaurant | | | | client you just got, and then sending me a |
| | | | nice bottle of champagne for |
| chain?Most newsletters are written with no | | | | |
| clear objectives, and some just | | | | that new client you just got - you know, the |
| | | | one you already forgot to |
| ramble on in a dialog "about" and "by" the | | | | |
| president... like someone | | | | send me from the... oh never mind, you send |
| | | | the referring person a |
| cared about his babble on the new boat he | | | | |
| just bought. In reality - where | | | | thank you letter. No, a call is not the |
| | | | same. With a call, after you hang up |
| I virtually think we are - newsletters are | | | | |
| just a lot of work. They may start | | | | the phone you cease to exist. And don't even |
| | | | think about sending them |
| out with some enthusiasm, but soon become | | | | |
| the drudgery of month after | | | | that pre-printed accountant's thank-you card |
| | | | we discussed earlier - it still |
| month of hard work, eventually assigned to | | | | |
| someone as a thankless job | | | | won't work. You send them a hand typed |
| | | | letter thanking them. Right |
| no one really wants to do. Without lively | | | | |
| copy, great design, consistent | | | | from your own computer. Signed by you in |
| | | | blue ink. Same as before.Here's what we do |
| frequency and timely delivery, newsletters | | | | around here when we get a referral. We send |
| lose all effect of branding and | | | | the |
| | | | |
| building customer loyalty.Case in point: Q. | | | | referring party a nice letter, a really nice |
| The number one priority of a newsletter? A. | | | | letter, and a Cross Pen, |
| It must | | | | |
| | | | engraved with their name on it. Sure, we |
| be read. To be read it must be fascinating | | | | could have my company name |
| and interesting beyond belief. | | | | |
| | | | engraved on it, but the only person that |
| Remember, if it ain't read, it ain't | | | | would think that's great is... me. |
| working. See my article on newsletters | | | | |
| | | | That pen goes inside their desk drawer. Big |
| elsewhere on this site. Or visit for this | | | | deal. But when we |
| and other | | | | |
| | | | havetheir name engraved on a pen - well, |
| articles of marketing tips I've | | | | that pen goes in their shirt |
| written.Instead, create a series of post | | | | |
| cards.That's right, slightly oversized 5-1/2" | | | | pocket (man), in their pocketbook (woman), |
| x 8-1/2" post cards print nicely | | | | or on top of their desk |
| | | | |
| 2-out of an 8-1/2" x 11" sheet. Spend some | | | | (neutered). And you just can't buy that kind |
| time on graphics and copy to | | | | of "top-of-desk" real estate. |
| | | | |
| make them really interesting and clever. | | | | Or "top-of-mind" awareness.Don't worry, |
| Since I just mentioned | | | | they'll remember from whom they've received |
| | | | it - from |
| "newsletter," I know some readers are now | | | | |
| hell-bent on creating a | | | | the nice letter you sent them with the pen. |
| | | | You, umm, did send them a |
| newsletter, so you guys can title your post | | | | |
| card "The World's Tiniest | | | | really nice letter with the pen, didn't |
| | | | you?Thanks, Jeffrey...Thank you very much for |
| Newsletter." Then design it like a tiny | | | | your kind referral of me. I appreciate it.I |
| newsletter. Well, I hope that made | | | | don't take referrals lightly, or for granted. |
| | | | A referral means that you |
| your day. Still stuck on newsletters? Call | | | | |
| this number and complain: | | | | thought enough of my services to recommend |
| | | | me as a professional, and |
| 610-642-683. If I really cared, I'd have | | | | |
| given you the last number, which | | | | thought enough of me as a person to |
| | | | recommend me to a colleague.I appreciate your |
| is 2. It's our fax machine. Or at least the | | | | trust - and assure you I will always act well |
| fax machine of our competitor.Post cards can | | | | within |
| look good printed simply in one or two | | | | |
| colors... so | | | | the framework of fairness and good taste, |
| | | | and will strive at all times to |
| they can be inexpensive to print. While I | | | | |
| don't mind one color printing, I | | | | provide exceptional value.Thank you again |
| | | | for the privilege of your referral, the |
| do always prefer an upscale sheet of paper | | | | opportunity to |
| (like bright-white Cambric | | | | |
| | | | be of service to your associate, and your |
| Linen). Don't use glossy stock unless your | | | | trust.Kindest regards,Jeffrey DobkinA call - |
| post card is printed in 4 | | | | or an email - is not the same. You see a |
| | | | "Thank you for your |
| colors, as the post office mail sorting | | | | |
| rollers will leave black marks on it. | | | | referral" letter is a touchy, feely thing - |
| | | | kind of like that cute little red |
| Mail post cards once a month to every 6 | | | | |
| weeks for consistency, or to | | | | haired secretary you had until your wife |
| | | | found out. Don't feel too bad, my |
| maintain Top-of-Mind awareness.Write about | | | | |
| anything... as long as it's interesting. The | | | | wife won't let me go out on dates, either. |
| limitations of | | | | What the letter really says is |
| | | | |
| space ensure the brevity of copy; this | | | | that you cared enough to sit down and type a |
| generally will make sure the card | | | | personal letter, print it out, |
| | | | |
| remains interesting to a good | | | | sign it, find an envelope and a stamp, and |
| degree.Somewhere, somehow on the card, say | | | | mail it. It was an effort.Now they have a |
| "Call for a quick quote!" to | | | | permanent record of your sincere thanks that |
| | | | can |
| encourage people to call. If the objective | | | | |
| of the card is to generate a call | | | | sit on their desk for days, and if it's |
| | | | anything like my desk it probably will. |
| and it doesn't, it didn't work, did it?. | | | | |
| Supersize the phone number and | | | | I have letters from 1995 on my desk. But |
| | | | that's in another article I was |
| follow it by a longish laundry list of all | | | | |
| the types of insurance your firm | | | | going to write - about procrastination - but |
| | | | I keep putting it off.So you've just sent a |
| offers (or that you can get for your | | | | Cross Pen to a person who just referred a new |
| customers). If it's a long list - and it | | | | |
| | | | |
| should be - set the list in small type - and | | | | client to you. What do they think? They |
| print it on the lower portion of | | | | think: how nice it was, and start |
| | | | |
| the bottom of the card.Here's an example: | | | | looking around to see who else they can |
| Since you live in Nebraska, boat insurance | | | | refer. Is a new client worth the |
| | | | |
| probably isn't your main livelihood, or | | | | $25 of an engraved Cross Pen. I think |
| flood insurance either, so most of | | | | so.TestimonialsHas anyone ever said anything |
| | | | nice about you or your firm? Oh. |
| your customers probably don't know you can | | | | |
| get these kinds of | | | | Don't worry, it hasn't happened to my firm |
| | | | yet either. But when anyone |
| coverage for them along with their tractor | | | | |
| insurance. By listing all the | | | | does say anything good about you, your firm, |
| | | | or your services, tell them |
| kinds of insurance policies you sell on this | | | | |
| card, all your customers who | | | | that it's very flattering to hear, and ask |
| | | | them if they would mind if you use |
| own boats (both of them) will get the | | | | |
| message that they can call you for | | | | that as a testimonial. Wait for their |
| | | | answer. After that awkward pause, |
| a quote. Other customers and prospects will | | | | |
| see what they need also - | | | | they'll say sure. Then they're committed. |
| | | | Then you make it more formal.Youthen say, |
| and call for quotes, too.The list of | | | | "Can I write down what you said and send it |
| services is not the main message in the card, | | | | to you in a |
| but it lets | | | | |
| | | | letter, have you look it over, and if it's |
| clients know that you offer a full depth of | | | | OK would you approve it. If not, |
| different products, and they can | | | | |
| | | | just let me know - that's OK, too." Most |
| get all their insurance quoted and placed by | | | | people, seeing that it won't be a |
| a quick phone call to your | | | | |
| | | | lot of work for themselves, will say sure.So |
| office. Remember, if you don't get calls | | | | you can now write down pretty much what they |
| from your post cards, and thus | | | | said - and you |
| | | | |
| additional business - they didn't work. Then | | | | can take some liberties here, they won't |
| let me guess: Your mailings | | | | remember exactly what they |
| | | | |
| went into your "we tried direct mail and it | | | | said - send it to them in a well constructed |
| didn't work" file. How | | | | letter and have them sign it. |
| | | | |
| unfortunate. Know who's getting those phone | | | | You'll get a letter with a great testimonial |
| calls if you're not? Your | | | | (because you wrote it) that |
| | | | |
| competitors. Their post cards went into | | | | someone has signed-off on without causing |
| their "Holy Cow! Look how much | | | | them to do any work. They'll |
| | | | |
| money we made from this little post card | | | | be happy. You'll be happy.Also, here's a big |
| mailing!" file.Why are phone calls so | | | | plus: your testimonial letter will be free of |
| important?All your business starts with a | | | | any |
| phone | | | | |
| | | | spelling errors or typos that my own |
| call.Any time you can make the phone ring - | | | | client's letters always seem to have. |
| especially for a quote, you | | | | |
| | | | You know, that's why letters and articles |
| have the opportunity to generate a sale, or | | | | I've written always have a few |
| perform a service for your | | | | |
| | | | typos and spelling errors in them - so |
| customer. Either way, if you look at this | | | | clients (and editors) won't feel |
| more closely as an opportunity, | | | | |
| | | | embarrassed that they're the only ones who |
| you'll find a phone conversation is a great | | | | make those errors. And I'm |
| way to increase a client's | | | | |
| | | | a-stickin' to that story. Anyhow, never |
| loyalty and endear them even more deeply to | | | | trust a man who only has one |
| you and your company.If you can get the phone | | | | |
| to ring from a mailed piece, the piece is a | | | | spelling for any given word.When pitching to |
| | | | a new client, tell them the difference |
| total success, even if you didn't get any | | | | between your |
| business at that exact moment. | | | | |
| | | | agency and others is service, and bring out |
| Here's why I say this: I've been in direct | | | | a really big book of recent |
| marketing for... OH MY GOD | | | | |
| | | | testimonials. It's probably the most |
| AM I THAT OLD ALREADY!. Anyhow, it's tough | | | | convincing sales tactic you can use.©2003 |
| to sell something from a | | | | Jeffrey DobkinJeffrey Dobkin, author of the |
| | | | books, How To Market A Product For Under |
| sheet of paper, especially insurance, which | | | | |
| is sometimes tough to sell | | | | $500!, and Uncommon Marketing Techniques, is |
| | | | a specialist in direct |
| anywhere, even in a stuck elevator for 12 | | | | |
| hours with 6 doctors whose | | | | response writing. He writes powerful, |
| | | | response-driven sales letters, TV |
| medical malpractice policies have an ex-date | | | | |
| of tomorrow. Come to | | | | commercials and scripts; persuasive catalog |
| | | | copy; and exceptionally |
| think of it, if you want a business decision | | | | |
| from a doctor you'll have to | | | | hard-hitting direct mail packages and blah, |
| | | | blah, blah... if it needs to be |
| ask his office manager or his wife. Either | | | | |
| way, a "yes" answer will take a | | | | written, give him a call. He also analyzes |
| | | | direct marketing packages, |
| month.By trying to sell something directly | | | | |
| from a sheet of paper, you get no | | | | ads, catalogs, and campaigns. Mr. Dobkin is |
| | | | an exciting and humorous |
| feedback, no buying signals. You can't tell | | | | |
| where the hot buttons of your | | | | speaker and a more serious direct marketing |
| | | | consultant. Call him |
| clients are. When do you back off? When do | | | | |
| you press for a close? All | | | | directly at 610-642-1000 for free samples of |
| | | | his work. |
| this may come subconsciously when you're | | | | |