Marketing is an expense if it doesn’t produce a profitable response. Otherwise, it’s an investment and your goal should always be to create the most compelling copy to gain the highest response. Here are the 11 motivators I use in all of my insurance marketing copy that can help you get the greatest response.
1. Stories – use a story to connect with your prospect or customer. Great opening lines include: “I stumbled across something unusual recently…” and “Last month I was sitting on a plane…”
2. Reason why – if you want to promote something, give people a reason for it, the more personal the better. Examples include (Holidays, my dog’s birthday, birth of a child, an accident, etc.)
3. Specificity – be specific about what your product or service can do for your customer. (identity theft– help them repair their credit, pays for attorneys fees etc.)
4. The Truth – Make a damaging admission; it completely disarms your prospect. If you’ll tell them the truth about that, you must be telling the truth about the everything else.
5. Curiosity – Appeal to their curiosity with articles or reports like “What never to eat on an airplane.”
6. Authority – Use endorsements, get recommendations. Use facts from associations or celebrities to support your statements. Local celebrities can be very effective too.
7. Scarcity – People are more motivated by the fear of loss than by gaining something. Give deadlines or a limited number of special gifts. Offer a limited number of accident kits for the first to send you a testimonial.
8. Social proof – testimonials, blogs with many comments, videos of people testifying to your product and services’ value. The majority is a powerful force, especially when your prospect is in unfamiliar situations.
9. Contrast principle – Sell the high ticket item first, then add on the lower price offerings. Sell the car insurance policy then add the homeowners, the umbrella, the identity protection.
10. Reciprocation – quid pro quo. Give free samples, provides a feeling of being in debt to you. Then ask them for the referral.
11. Commitment and Consistency – The more public the commitment, the more powerful this principle takes hold. A public declaration is a very powerful commitment.
UAN Members- For more tips on writing compelling copy, see Module Twelve, Lesson One in the Ultimate Agency Formula. If you are not a UAN member, go to www.UltimateAgencyFormula.com to learn how you can grow your agency faster in the next 12 months than ever before!