Get started smart

Like any great book or movie, a good insurance sales letter should always start with a strong hook. You want to instantly engage the reader in your letter and entice them to continue reading. To help you, here are some guidelines to follow:

  • Use the person’s name on the letter. Personalized correspondence has been shown to always outperform generic form letters.
  • Use a subject line or Johnson box. Like newspaper headlines, they summarize the letter and express the key point. Take the time to develop them and apply these rules:
    • It evokes the core emotions of the reader.
    • Communicate the end benefits to the reader.
    • Focus on the reader, not you.
    • Share with the reader, whether it’s an offer, a news update, or a unique insurance story.
    • Highlight your offer.
  • Use the first paragraph to paint a picture. Succinctly, it should represent your reader’s pain point or desired solution. You want to make a connection with the reader right away. Try to use metaphors so that the reader can relate to what you are expressing.

Stay the course

After the strong hook, now is the time to make a compelling promise: what it does and how it differs. This is not an insurance sales pitch, but rather a solution to one of the reader’s problems. Remember, insurance consumers don’t want to spend their hard-earned income, they want resolutions for their pain points.

Show the facts

Now you must prove your promise to keep. Use insurance testimonials, statistics, and case studies to back up your claims. Make the reader believe that you can solve their problems and improve your business. To add visual interest to your letter, try adding a sidebar or pull-out quote that highlights key elements.

Finish strong

The sales letter persuades readers to enter your insurance sales cycle. The letter should convince readers to respond to your offer. Once they respond, you can communicate on an ongoing basis, which is the secret to closing insurance sales.

Close with a PS

Because it is short and offset from other text, the PS is often the first thing people read. Use this fact to your advantage. If the reader could take only one thing from your letter, what should it be? Use the answer to that question as your PS Clue to your solution and your offer. Keep it short and sweet. The ideal is a length of two sentences.

Open the lines of communication

Be sure to include an email address, your insurance website, a phone number, a fax number, and a response card. Different people respond in different ways, it attracts everyone.

Leave a Reply

Your email address will not be published. Required fields are marked *