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