Insurance Newsletter is a Silent Salesman for You
by bobrichards ~ March 7th, 2009. Filed under: drip marketing.(watch video–turn speakers on)
Please read my earlier post about the importance of using an insurance newsletter to convert prospects to clients.
If you just send a newsletter with some interesting information but the article does not call the reader to action (e.g., “send back the coupon for more information”), your insurance newsletter will be a waste of your money. You must get the reader to RESPOND!
“I have received seven phone calls and set appointments with five qualified, ready-to act prospects. In all, I will probably close about $500k of new annuity/investment business (not to mention a few LTC policies). This is all business that I probably would have never seen if not for sending out the newsletter.” C. Meeks, MD
Many professionals have no idea how to use their insurance newsletter to make them money. These
professionals think that somehow they will profit by sending a nice four-page newsletter with their
picture and articles unrelated to their clients’ and prospects’ concerns that quickly gets tossed in the
trash. Want to know the secret to making a newsletter profitable?
Three Secrets of a Profitable Newsletter
1. The articles must make a recommendation. You can’t simply educate people. If you do, you
will never earn more than a school teacher.
2. Each article must leave the reader hungry: “Where can I find out more about this?” Each article
in the SeniorFinances Insurance Newsletter leaves ‘em wanting more, and each article ends offering a free
report, a free analysis, a free something to get them to respond (we tell you where to get every
one of the items offered for free from the Internet, or from an insurance company or a B/D, etc).
3. A reply coupon must accompany your insurance newsletter. The coupon urges your prospect to mail back
for information that was mentioned in your newsletter. Each month, you will get from 2% to 3%
of these coupons back from readers (e.g. send 500 newsletters and you will get 10-15
responses—won’t it be nice to have them contact you for a change?). This response opens the
door to an appointment and then a sale. You can directly trace sales that you would have
otherwise missed to your SeniorFinances newsletter. It’s like having a sales assistant calling on
your prospects and clients, setting you up for appointments.
When you order the SeniorFinances Insurance Newsletter, we give you the articles or reports that you can send in response to their inquiries or tell you where to get them at no cost. So you have a turnkey system to get their attention, respond, and then follow up for an appointment. You will easily do business with 30% of the people who respond. It’s an easy extra few sales a month because you really don’t do any selling; you just give them what they asked for.
“My first call came from Mollie … The newsletter prompted her to call me about the $150,000 she had. The money was moved into her assets that I managed.”
G. Campbell, Ashford, CT
Stop Losing Sales
Use the SeniorFinances Insurance newsletter. It is designed specifically for the mature market (affluent investors age 50+). We do not mention individual products by brand, but we do talk about insurance products and services and not just vague concepts. The readers want to know more and will respond because the articles entice the reader to request additional details. Each article is a tasty morsel, whetting the reader’s appetite for more.
Your time is worth over $200 an hour, so it wouldn’t be worth even 12 minutes of your time writing your own insurance newsletter. This is the easy way to get it done and get calls and responses every month from people wanting to invest with you! You download it each month and can make as many copies as you want on your office laser printer (or use the email version). It really looks like it comes from your office—not some slick 4-color newsletter that everyone knows
you did not write.
Customize it!
We realize that no two financial professionals have the same business. So you have flexibility to customize the newsletter. I know that of the three to four articles in each newsletter, not every article will fit your business. So we give you a choice of articles to use. You get access to our database of over 200 prior articles on our company’s website. FINRA review
letters are supplied to you each month.
Need to change some wording or insert a paragraph about your upcoming seminar? Since you receive the insurance newsletter electronically, just bring it up on your PC screen and add any text you like. Have a truly customized newsletter by spending just a few minutes on each issue. And we show you how to easily insert your picture right from your computer screen into the newsletter.
Make as Many Copies As You Want
Get the insurance newsletter for the equivalent of $49 per month and make as many copies as you desire. It’s not like one of those letters that you pay for by the copy. Once you subscribe for the low annual price, you can make as many copies as you want—to mail to clients and prospects, to hand out at seminars, to leave in the reception room at your doctor’s office!
A monthly insurance newsletter is essential to get the most out of your seminars or other prospecting. You’ve spent the time and effort meeting them and heating them up; don’t let the prospects get
cold!!!
Listen to this post
March 23rd, 2009 at 5:30 am
Can your newsletter service be used as content for an ezine sent to prospects to help generate insurance sales leads ? Also, from your experience, is an online newsletter (ezine) as effective as a physical one mailed to prospects?
Life Insurance Sales Leadss last blog post..Life Insurance Sales Leads Are Asking For Help!
We generally recommend to send the physical newsletter to clients and prospects (i.e. people that will recognize your name) ands use the email newsletter for suspects.
Now both are in one subscription
http://www.advisor-newsletter.com
May 30th, 2009 at 5:33 am
As a salesperson for a publicity firm that does quite a bit of work for the insurance firms, particularly van insurance and other insurance for persons over 50 years of age, I have found that repeated mailings whether by post or email, will increase your response rate three fold. Each one sequentially should carry a stronger call to action, and for that matter, the last should carry an apology to the intended reader that you were inadequate to make clear to them, an innocent victim, the dire threat that faces them that only your recommendations can mitigate!
July 6th, 2009 at 1:01 pm
Yeah, I am very much convinced by the newsletter services. Actually, a good business deal can be done with this insurance newsletter,which offers you with great service indeed…
July 8th, 2009 at 11:18 pm
Thanks for the information that you have provided. I liked it. The links that you have provided is seems to be helpful to me. Thanks for sharing it with us.
July 13th, 2009 at 7:55 pm
Yep…
As you were saying in your first paragraph…IMPACT is what is important.
Paul Myers has a great saying: “Content isn’t King, Impact is.”
Somebody can churn out content all day long…but if nobody is taking note, its just wasted digital ink.
July 16th, 2009 at 5:50 pm
Of course newsletter are nessesary for insurance industry particularly. It can help people to understand and to make the right choice. And It’s effective for insurance companies.Nice post.
July 21st, 2009 at 1:11 am
Thanks great post, and I definitely agree with Paul Myers comment. Impact is key.
August 12th, 2009 at 4:00 pm
At this point of time people are more eager towards doing insurance. By sending newsletters to the prospective clients will definitely increase the chance of closing a sale.Even if it increases the business by even 3% still it is good. I am really impressed by your post.
August 22nd, 2009 at 7:20 am
How do I subscibe to auto insurance newslwetters I can brand to my own company?
September 1st, 2009 at 1:44 am
Actually, a good business deal can be done with this insurance newsletter. Thanks for the information that you have provided. I liked it
September 2nd, 2009 at 6:47 am
The insurance industry would be similar to the industry I am in which is Real Estate when it comes to the usefulness of a newsletter. Having a newsletter can be a great tool for business. You make some really excellent points in your article.
October 2nd, 2009 at 6:02 pm
Insurance is a booming sector right now.And for sure it is going to be the best industry in terms of employment,success rate,consumer base etc. in the next 10 years.The type of diseases we have in the world now people are very worried about themselves and sending a newsletter about insurance will be a great help to grow the business as it will give people enough time to read and understand the basic necessity of insurance. I really appreciate this post.
December 9th, 2009 at 11:07 pm
Thanks drip marketing. really nice info
March 28th, 2010 at 10:41 pm
It is true that Newsletter is one of the best way to promote your product with people know it that we are selling something to them. If you got a very long list of prospect you can easily make a lot of money by promoting your product thru your newsletter. That why people always said money is on the list =)
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April 21st, 2010 at 8:07 am
No doubt some of the insurance companies try to sneak in their ads and promotions into their newsletters. Anyhow, Thank you for posting this, you have really saved me a ton of time and energy.
April 21st, 2010 at 2:48 pm
I’ve had a fair amount of experience with direct marketing, particularly via email, and I think some of the points you make about this technique definitely ring true:
1. Your mailing list is one of your biggest assets, yet it’s often underused or abused
2. The point about “your contact may not be ready for your product at the time you meet them” is spot on – keeping up that relationship yields benefits down the line when they are ready
3. I very much agree with the principle of giving away info and content with no strings attached, and then offering them a free trial. People are fed up of the hard sell, and in the internet age if you don’t give value for free nobody will be interested.
May 10th, 2010 at 11:39 pm
Too true! Newsletters are a powerful tool in the marketers toolbox…. drip drip, value-add info improves the customers and non-customers perception of you. Use your email addresses to maximum benefit and add value to your prospects lives by making sure the content you provide them with is timely, relevant, and targetted.
May 21st, 2010 at 1:18 pm
I totally agree, newsletters are very important for the insurance industry. What also seems to help is including worthy tips, free offers (as you mentioned before) and a lot of call-to-action moments in the content. Make the client feel important and let them click on those important links!
Don’t you agree?
June 8th, 2010 at 5:24 am
I have found newsletters to be a fantastic marketing device. They bring in as much business (if not more) than a really well written sales letter or website. Also the most overlooked form of promotion there is.
June 8th, 2010 at 7:47 am
This is very good marketing advice for the creation of a newsletter marketing plan for any business not just insurance. Relevant information, leaving the prospect wanting to know more, a call for action, and the method to do so. A very sound marketing plan,
June 16th, 2010 at 8:55 pm
This is some amazing marketing advice that I should be planning out for my business. One of the reasons why it didn’t work out before was because of business plans not being good enough.
July 9th, 2010 at 5:15 pm
This advice really hits home, as I am always bombarded with newsletters informing me but not encouraging me. They are boring and most of the time get thrown out after I read 2 paragraphs. It is important to be creative and keep the reader wanting more.
July 29th, 2010 at 2:28 pm
Insurance newsletter will helps us to stay informed on the best way to protect our self and our loved ones with current insurance industry related news.
August 8th, 2010 at 12:36 am
I agree to the point that long newletter can be so boring. People are more attracted to newsletters that has niche. That will make the recipients wanted to know more. Honestly, I’ve thrown bunch of newsletters without reading the whole content,its because some of it are predictable. Your advice will really save money and have more sales not only to insurance companies but for other companies sending newsletters.
August 17th, 2010 at 1:56 am
I had one last thought on this that was sparked by one of the other readers comments.
THe fact that the reader of your newsletter may not be ready to buy now or 6 months from now.
But continually having that information out in front of them month in month out, with the call to action and the coupon, assures you that you are at the front of his list when he is read, or in need of your services.
That is wher eyou beat out the “quick buck” people!
August 17th, 2010 at 6:03 am
We have been trying to expand our sales efforts, I might give it a try and start by creating a series of newsletters for a period of 3 months to see what happens.
August 20th, 2010 at 12:11 am
I think that having the flexibility to customize your newsletter is very important. If it’s going to be the same cut-and-dry looking thing, no one is going to want to read it. Even if it’s just adding a couple of colours and changing the font, it will make it that much more appealing to the reader.
August 20th, 2010 at 4:00 am
An insurance newsletter would be a great idea to help keep family members and employers informed and what to expect.
August 24th, 2010 at 12:22 am
Newsletters are great for promotions, and a good helping hand to fellow freelancers to make their break in the blogging / internet marketing industry. So if you know of a fellow freelancer who’s made a breakthrough in the web, then don’t forget to share them in your site or blog (if you have one), or mention him/her in your newsletter!
September 14th, 2010 at 4:50 pm
Yes I agree with the post as it act as silent salesman.Really nice one.
September 21st, 2010 at 5:59 pm
Yes agree with the post as it plays a silent salesman .Advertisement infact plays the same roles for the product,Really liked it
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September 25th, 2010 at 7:17 pm
Hi, Thanks for the marketing information on Insurance Newsletter. This post is really helpful. SQL Stripes.m6.net
October 3rd, 2010 at 2:36 am
newsletter is simple, but very useful.. and many consumers are usually make a feedback for this newsletter…
October 28th, 2010 at 9:44 pm
This is very informative and useful. I agree that the insurance newsletter does not just give updates on insurance but it is also a silent salesman. Sites like this gives people essential ideas and information regarding the importance of insurance.
October 31st, 2010 at 11:57 am
A good newsletter will secure the loyalty of existing customers – and remind them about the full range of products/services you offer Win the confidence and interest of potential new customers who have paid only one visit to your website Make it easy for existing customers to pass referrals to people they know who are likely to be interested.
October 31st, 2010 at 3:25 pm
Newsletters are necessary to inform clients in making right choices and for promotional news. Its also a way of advertising certain products and reports.
November 7th, 2010 at 11:55 pm
Even if it increases the business by even 3% still it is good. I am really impressed by your post.
November 9th, 2010 at 12:40 pm
It was very informative and useful. I agree that security bulletin is not limited to reporting news about the insurance, but also a silent salesman. Sites like this gives people ideas and essential information on the importance of insurance.
November 9th, 2010 at 11:50 pm
stand As a salesman for an advertising company that was doing some work for insurance companies, including van insurance and other insurance for people over 50 years, I found that concepts either by mail or repeatedly addresses, your response rate increase on three occasions. Everyone should have a strong urge again to act, and moreover, it must be an apology to the reader that these are sufficient to make them understand, to make an innocent victim, a serious risk that expensive only its recommendations can be alleviated!
November 11th, 2010 at 2:44 am
Newsletters are the foundation for sure, but also be sure to repurpose your newsletter content into social media updates like Tweets, Facebook posts etc.
Exact Target actually has a nifty product called CoTweet. The basic version is free and it will help you link your social media profiles with your newsletter.
This will aslo indirectly improve your SEO if you house the archived newsletter content on your website and tweet it or facebook from there.
January 18th, 2011 at 2:15 pm
Thanks for a nice post…. a good business deal can be done with this insurance newsletter…i really helped for this….
January 20th, 2011 at 3:55 pm
Thanks for the post. Newsletters are great way to keep a client aware of the latest happening and upcoming of a insurance company. Offline seminars and mailing also do the same purpose. Advertisements on newsletter boost the sale.
January 21st, 2011 at 9:17 am
A newsletter allows you to add personal touches to your relationship and celebrate milestones, both your own and your client’s. In addition to furthering your relationship with your clients, a newsletter can also allow you to introduce new products, offer special sales or discounts to your existing client base, and encourage referrals.
February 17th, 2011 at 9:44 pm
Thanks for this nice post…. I think that can be a good business deal with this insurance newsletter… Great job.
March 17th, 2011 at 10:31 am
I like this post! and i also agree that security bulletin is not limited to reporting news about the insurance, but also a silent salesman. thanks for sharing this very informative post, keep it up!
April 15th, 2011 at 7:28 pm
as someone that used Newsletter in order to gain more sales I can say that the title of this post is a very good point
August 21st, 2011 at 10:22 pm
It is important to use letter for any type of transaction. Specially with this case as an insurance company because where talking about our future here. If we don’t have proper letter here we might not get what we have agreed before. Therefore, For legality purposes we should make a letter and it should be notarized.
September 14th, 2011 at 9:14 pm
This hits the nails on the head! Any business owner or salesman knows the key to sales is self-marketing and that there are many ways to do so. A newsletter is a perfect way to market your products, in this case insurance, because it is consistent, informational and gets to potential clients directly.
September 18th, 2011 at 6:55 pm
Newsletters are probably the single best way to build your reputation with your prospects. The fact of the matter is that almost no prospects are ready to spend money on their first visit to your site (or store). You need to build a relationship first. The great thing is once you have built up that trust, you have a repeat customer who will gladly refer other to you.
October 2nd, 2011 at 5:20 pm
This hits the nails on the head! Any business owner or salesman knows the key to sales is self-marketing and that there are many ways to do so. A newsletter is a perfect way to market your products, in this case insurance, because it is consistent, informational and gets to potential clients directly.
October 8th, 2011 at 10:03 pm
You’re bang on about how to create an effective newsletter. I too publish a newsletter for my business and your tips aren’t only good for insurance sales persons. They’re good in many industries.
Your bit on the “Stop Losing Sales” is good about how your publish newsletters for a particular group of people. The more focused your group of readers, the more you can cater to them.