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