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Insurance Sales Letters – How to Write Highly Responsive Letters

Insurance Sales Letters – selling insurance through direct mail: it’s easier than you think! 

By Jeffrey Dobkin

 Death, disease and dismemberment – you insurance guys crack me up!  This is the first of five articles on increasing response of your Insurance Sales Letters. Take a look at what every successful insurance sales letter needs to do: make people call you.  In the next 15 minutes learn several easy ways to create sales letters specifically to make your phone ring.

Study the FREE SAMPLE SALES LETTER to visualize how to use these sales ideas and lead generation techniques when you create your own direct response letters.  View Letter Descriptions of the awesome sales letters we sell.  Learn how to write highly responsive sales letters yourself, including life insurance prospecting letters (life insurance is one of the most difficult types of insurance to sell.)

Insurance Sales Letters

Insurance Sales Letters written by Jeffrey Dobkin

Here’s our hottest Insurance sales letter tips to
Get more customers through direct mail.

Our Primary Belief:  Every client, every sale starts with a single word:  “Hello!”

If someone doesn’t call you or speak with you, you didn’t create a client.

You certainly didn’t sell any insurance.

Because a letter doesn’t sell insurance.

You sell insurance.  A letter makes that introduction.

You need your letter to make people call you.  Simple as that.

Your lead generation letter strategy should be strictly focused
on one goal:  to get the reader to call you.

The fastest way to generate phone calls is by sending direct mail to the correct mailing list.
The MOST effective you can be in direct mail is by sending a letter.

So… find your most-likely prospect mailing list and send them a high-quality letter.

Your letter has ONE OBJECTIVE: to get the reader to CALL YOU.

But… is it really a letter?

No, a letter is something you send to your aunt Bertha at Thanksgiving so you get a present at Christmas.

When you send your “letter” to 10, 10,000 or 10 million people it’s really an ad.  It’s a highly stylized ad designed to look like a letter.  Any arguements?

Notice I didn’t say you send a sales letter to ‘sell insurance.’  Your letter doesn’t sell insurance.  People don’t receive your letter and write you a check.  They can’t: there’s no approval forms, payment amounts, or costs in your letter.  If your letter works perfectly: they call you.  Then YOU sell insurance.

That’s lesson number one: the objective of your sales letter is NOT to sell insurance, it’s to get people to call you.  That, my friend, is the end of lesson one.  If you leave this website, at least take that thought with you.

Insurance is a personal contact sport.  

And it’s pass or fail.  If the reader calls you, pass!  Complete success.  Your letter has done all it can – 100% – of what you asked it to do!

If the reader doesn’t call, well… you’ve wasted your money, haven’t you?  You got… experience.  Experience is what you get when you get no response.

When customers and prospects call you then it’s up to you to get them to sit still long enough to listen to your personal sales pitch, then buy insurance from you.  Because…

Lesson number two: people buy insurance from a person.  The introduction starts with a letter — which generates the phone call, then you smile, make them smile, talk about your kids, talk about their kids, you chat, you kibitz, you talk about their insurance needs, you begin a relationship and develop trust; then they buy insurance from you.  It’s a short sales funnel: Letter, call, kibitz, sale.  Any questions?

It’s easy to see this marketing strategy when it’s laid out and presented to you like this, yet some people never figure it out.

Even most of your insurance providers haven’t figured this out: they send you their prewritten sales letter templates that try to sell their insurance from the page.  And no one calls (or minimal calls.)  That’s why their sales letters don’t generate phone calls — they wrote them to sell their insurance.

Our insurance sales letters are written to generate phone calls.

Different strategy.  Similar goal.  Oh, did I mention we sell a series of highly responsive insurance sales letters?  Yea, I guess I did.

The final piece of the puzzle:

When you mail sales and prospecting letters, you’re in the business of direct marketing.

Whatever you’re selling, direct marketing is a game of numbers:

How many letters did you mail?

How many responses did you receive from your mailing?
·  How many phone calls?
·  How many new clients?
·  How much revenue did you receive from each mailing?
·  How responsive was each mailing list you tested?
·  How responsive was each letter?

High quality direct marketing letters are all about:
1. generating the maximum number of phone calls
2. from high quality prospects who
3. convert to clients.

And you can track each of these variables.  When the phone rings, just ask.  Write it down.

Response rates from your direct mail are determined by
1. the quality of your mailing list,
2. the offer,
3. the creative writing, graphics and format (the letter) and the envelope.
4. The market: who, what, where, how and when.

Let’s explore.

We’ll start at #3 – actually where response begins: the outer envelope…

Getting your mailing piece / sales letter opened.

The Teaser Copy on the Envelope is the First Step towards getting your sales letter opened… 

Teaser copy is the term for the few words splashed across the face of the envelope, written to entice the reader to open it.

This isn’t the place to get risky because at this point people have no investment of time in reading your mailing package – right now it’s just another piece of junk mail and they’ll toss your letter in the trash faster than The Clintons offered federal pardons.

Over the 25 years of my career in direct mail I’ve collected the best lines my clients have used very successfully to get their envelopes opened, and here are a few of my top favorite envelope teaser lines:

“Free Offer Inside! Open immediately!”  Still works really, really well.  

My clients have also had great success with “New: Free Booklet […Title]!  Look Inside…”
In this instance it’s the TITLE of the booklet the drives response.  Poor title = poor 
response. Great title = great response.

But my very favorite envelope teaser copy – even after 25 years in the business – is: “Gift Certificate Enclosed!”
Everyone wants to see what the gift certificate is…  Everyone!

These are just a few of my very favorite teaser copy teasers for envelopes. You can find these lines (and more – with discussion) shown my article posted elsewhere on this website: “The 23 Best Lines in Marketing.”  Go ahead look it up,  I’ll wait.  Actually, the other 20 best lines are also all found in my book, Direct Marketing Strategies – which you probably should buy, as… I need the money.  Just kidding – you don’t have to buy my books.  Just send the money.

Direct Marketing Ad

Direct Marketing Services

The Letter…

The MOST VALUABLE single sheet of paper inside your direct marketing package: a letter.

People look at your brochure, but they read the letter.

The objective of your letter is – remember – to make someone call you.  Nothing more.

Has this happened to you: one of your providers has sold you some of their four-color booklets and said “Here… mail these out!”  And a lousy letter that looked like someone in their mail room wrote it, and the letter sang the praises of how great their insurance products are, and how the reader should buy them.

Yea, you put this package in the mail at just under $2.50 each.  And now… and now you know what doesn’t work, don’t you?

What happened?

Nothing.  No one responded.  Or not enough people to make the mailing profitable.

So what really happened?

First, no one opened the envelope.  It was plain # 10 cheap-paper white, with the bulk mail indicia printed right on it and the mailing label stuck on a bit crooked.

Of the people who actually opened it, no one read the brochure.  Sure, they all looked at the pictures of the perfect family, attractive people with cute kids on a swing set – then… they threw the whole thing out.  And the lousy pre-printed letter they included?  Yea, they glanced at that, too — right before tossing it in the trash.  Along with the money you spent on it.

But what happens if you send a real letter? A well-written letter?

A well-designed letter – actually designed to look like a letter (not an ad) with highly relevant writing: a compelling opening paragraph that is one line, two at most; a list of strong bullet points in the center of the letter and a great, punchy offer towards the end?  And of course several requests that the reader CALL you and your phone number placed several times throughout.  What happens then?

I’m talking about a well-crafted letter that took a writer 10, 15, 20 hours to research, write, edit and design.  Here’s what happens: people read it.  And if it asks readers to call you, they call you.

Include a real letter in every piece of mail you send, no matter what… no exceptions.

That’s LESSON NUMBER 3: include a letter in everything you put in the mail.
Even if it’s just a hand written letter — even just a few lines.  Because readers will look at the brochure, but they’ll read the letter.  But I’m getting ahead of myself.  Stay with me, please… while I go out for a smoke.  Let’s see, where did I put those rolling papers.  Just kidding.  Or, really… where are they?  It’s a good thing I live in Colorado.  Oh… wait…

Crucial to your success: Your Mailing List:  

One of the most important elements – crucial to successful mailings – is a great mailing list.

Good mailing list = good response.  

Great mailing list = great response.  

G-R-E-A-T mailing list = G-R-E-A-T response.  Get it?

A Policy Ex-date mailing list is pretty common for the insurance industry, and it’s pretty ok.  Not great, but still….

The ex-date letter: you can buy lists of policy holders ex-dates.

OR – if you know when someone purchased their house, you can be pretty sure they bought insurance at that same time.

Mail about a month before your readers policy expires, and convince readers they can get 1. better coverage 2. at a lower cost from you, 3 without any lapse in coverage or headaches transferring to your agency.  And they’ll consider placing their insurance with you.

Convince readers to CALL YOU, and your chances go up about 150%. OK, I might have just made that under up, but you get the idea.

Our own letter for ex-date mailings starts out something like “I know, I know… it’s so easy to just check the “Renew Now” box on your policy, but is that really the best decision?”

There are lots of places to buy a high quality mailing list.  Unfortunately, there are lots MORE places to buy a really shitty mailing list.  You might want to listen to this one hour audio on how to buy a great mailing list.  Or read some of the direct mail articles found on this website on selecting a great mailing list.

Lesson # 4.  The selection of a great mailing list is one of the most influential factors in determining the success of your mailing.  Mailing list research is unglamorous, hard work and fraught with poor mailing lists with owners who give great reviews.

Traditional direct mail campaigns have been working for years and still work well today.  Great list, great letter, great offer, right market = great response.

Mailing to the Seniors Market?   

The seniors market is awesome because seniors love mail and they read everything.

Seniors have seen everything, they just can’t remember it.

Simple is good, and exnay on the small print.  Seniors hate small print. Being older is more than a state of mind where you’ve traded in your youth for wisdom.  Your eyes get worse.  And pretty girls call you “sir” and “mister.”  Or at least that’s what ‘a friend of mine’ told me…  And you can fart in public as long as you smile at someone close to you and ask, ”What?  Was that you… or me?”  Seniors are so cute when they smile, who can resist?

Seniors also have a lot of time on their hands and will read your entire letter so make it a good one — with a compelling set of reasons to call you… and they will.  With seniors I like to offer something for FREE so they have something definite to ask for when they call.  Many seniors have “Call reluctance”: some get scared to call, or feel a pushy salesman will try to sell them something.  Some just don’t know what to say on the phone.  But they absolutely will call if you give them something comfortable to say – and something to ask for, especially if it’s FREE.  Like a FREE Booklet of valuable information.

Include some color in your brochure.  

A color brochure actually is important NOT because the clever copywriting entices people to buy, or it says great things about you or your company, because face it: ain’t nobody gonna read it.  Or few, anyhow – unless it’s done really well (and after seeing thousand of them, that ain’t the way to bet.)

Recipients look at the pictures.  Like Playboy magazines in your youth.  Sure – you told people you read the articles, but really…

Your brochure is important because 1. it keeps people in your direct mail package longer, and 2. it increases your credibility.

A four color brochure makes you look credible.  “Wow!” readers think.  “You went to all the expense to include a color brochure – you must be a good, solid firm!”  Credibility – you just can’t buy that.  Or, maybe you can.

Use Direct Mail to Develop Credibility, Trust and Create a Relationship.

Credibility is the first of the top three essentials in your lead generation strategy that ultimately drives sales.

The second basis for sales is trust.  As with most any marketing and certainly insurance marketing, trust is the basis of a relationship.  And a relationship is the third element in the sales equation.

In the sale of an insurance policy, credibility and trust are the beginning of a relationship, possibly a long relationship. I’ve been with my insurance agent for over 25 years.  Trust is definitely a strong part of the picture.

Those three elements – credibility, trust and a relationship – are the driving forces of every great insurance sales campaign.  Fortunately, the essence of these three elements can be distilled, and built into a single well-designed and well-written letter… which makes people call you.

Hope this article on sales letters was helpful.

Continue reading the next few articles and learn how to create an insurance sales letter campaign built on the foundation principles of credibility, trust and the relationship you build.  And makes people call you.

Article conclusion: Your entire marketing campaign starts with this one word:  “Hello!” This is the goal of the direct mail letter compelling the reader picking up the phone.   The goal of every letter you send – whether you write letters yourself following our suggestions or you use our business sales letter templates – is the same: to make readers call you so you don’t have to waste your time cold-calling people who aren’t interested (ugh!).

Now a word about us in this self-promotional message:  If you want your phone to consistently ring, please consider ordering our series of insurance sales letters.  Our sales letters pay for themselves with your first sale, yet they continue to drive phone calls to you for as long as you mail them  Thanks.

Continue reading: The Art of a Direct Mail Letter.

View the FREE SAMPLE sales letter we’ve included on this site.


Disclosure:  Here’s our unabashed advertising effort to sell you our wonderful, highly responsive sales letters:  

If you don’t want to read our ad we don’t blame you,  just click on the above “Continue reading” link.  Thanks.  Our advertising manager said we had to include this sales copy anyhow.  Hope she didn’t read this last sentence!  

About our sales letters:  We practice what we preach and sell an amazing set of highly responsive Insurance Sales Letters that focus on making people call you. 

The difference between our Insurance Sales Letters and everyone else’s insurance sales letters: Our letters don’t sell insurance.  Every letter we write has ONE GOALto make people call you.  We design and write every letter in-house.  Every line, every paragraph is written to increase your phone calls.

· Get more response, phone calls & customers than you ever thought possible – when you mail our sales letters!

· Make customers, referrals and prospects call you!
· Enjoy Instant Success!  Why struggle with your own writing?
—  Our letters are tested and proven to work.  We’ve NEVER had a set returned.
· Have people call you – speak only with people who are interested in your insurance offers!
· Write more business… within the next few days!
—Yes, these letters are that awesome – & that fast – at bringing in new business!

C’mon – Check out our most Famous, most Powerful and most Motivational Letters:
— See exactly why these Awesome Insurance Sales Letters increase phone calls:

· Mail these letters – a complete, successful marketing plan for under $300!
· Many agencies have become hugely successful solely by mailing these letters.
· Use online: drive people to your website.  Mail letters to get views and traffic to your site.
· Increase response and write more business!  Our letters work with ALL types of insurance products!

What we offer you with our Business Sales Letter Series is simple:  “Hello!”  

We offer you The opportunity to sell insurance… to speak with a warm prospect who has called you.  Simple, isn’t it!  If you like this marketing strategy: no more cold calls, order a set of our Awesome Insurance Sales Letters!  

Do they work?  Hell, yea…  We use every trick we’ve learned in our 25 years in direct mail copywriting – to make that one extra reader pick up the phone and call you now.  See for yourself…

So that you can see the look, feel and quality of our insurance  sales letters – and get an idea of why our sales letters are so effective and highly responsive – we’ve included a free business letter sample: a FREE SAMPLE insurance sales letter for you to see and study!  This sample business letter is just one of over two dozen insurance sales letter you receive when you order our awesome insurance sales letter templates. (You get full use of this sample letter when you purchase the full set of our insurance sales letters.)  The best is yet to come: please follow this link to order our Awesome Insurance Sales Letters!  Thank you.

Get Instant Access to 26 Cover Letter Templates

Get Started Today! Click Here for Immediate Access to 26 Sales Letters!







Custom Letter Service:
Need something more personal?  Business sales letters that are warm and fuzzy? Need something harder selling?  We write personal sales letters to our clients specifications, and have been writing custom letters for the past 25 years.  We’re very good at it and we make the process easy – just call: 610-642-1000.

If you don’t have time to write sales letters yourself we understand. Each of our sales letters takes Jeffrey Dobkin – our senior writer – 10 to 12 hours to research, write, edit and design!  Our letters are written and designed specifically to look like you just typed them yourself!  Tightly written to your own specifications.  You’d be surprised at how many people rely on Dobkin to write their custom sales letters — along with picturesque copywriting for most all corporate communications   Writing for any products, services and any industry!  Catalogs, Booklets, annual reports, special reports, articles and white papers — Just call and inquire. 610-642-1000.  Thanks.


Ordering Information:
When you order our Insurance Sales Letters you will be taken to a secure, Google-recommended vendor’s transaction page and directly to PayPal – for secure payment with the direct-PayPal secure link.
You can pay by PayPal or use your credit card there as well!  Your letter download is immediate!  

License: Our letters are licensed for a single user (person) to mail as many times as he or she wishes, or a small agency of up to 10 people.  Larger firm?  Please call for our licensing opportunity for larger firms.  610-642-1000.  Thank you.

Other letter series available: Our series of Awesome Network Marketing Sales Letters, and Awesome Financial Advisor Sales Letters are also available on this website.  Yea, these sales letters are written with the same single goal: to make people call you.  All letters are highly responsive and written to increase your business by generating phone calls.  That’s why we wrote them!  Please order now.  Thanks.  And thanks for visiting our site, we appreciate your consideration to do business with us.  Please don’t hesitate to call us with comments, questions: 610-642-1000.  Thank you.

Bio, Jeffrey Dobkin
Jeffrey Dobkin has written 5 books on effective direct marketing methods. He also writes incredibly responsive personal sales letters, catalog copy, web content, highly responsive ads, specialty direct-selling ads, special reports, white papers, magazine articles and must-have booklets.  Heck, he writes and designs all those top-shelf marketing material for clients, without all the misspellings and typos you’ve found on these web pages.   On a deeper note, Dobkin also writes marketing plans, offers media analysis and negotiation, tunes-up his client’s marketing strategies to increase response, and performs marketing audits (what’s wrong with your marketing?).  Just call and ask him about his services – 610-642-1000 rings on his desk.

This particular insurance sales letter series was written specifically for insurance agents and financial advisors who sell insurance products.  We welcome your comments – both good and bad.  OK, maybe not the bad comments as much…

Thanks for coming to our website.  We know there are millions of sites to visit, we appreciate you visiting our webpages — and hope you find our information and our marketing strategies of great value.  Sorry about all the typographical errors, ever since I started sleeping with my secretary she’s been lax about proofreading!  Just kidding.  She’s always been lax about proofreading.

While you’re here, please sign up for our very occasional newsletter.   Receive free offers, new articles and stale jokes.  We promise we won’t deluge you with tons of sales-y emails, and we won’t sell your name to anyone unless it’s, you know, cash up front.  Still not convinced?  View our email policy.  Or better yet, just take a shot and sign up for our mailing list.  We don’t mail out too much stuff, especially in the summer when it’s nice out because it’s so much work, and Jeff takes his bike out and rides.  Thanks.  View our Insurance Sales Letter Sample.  Better Yet: visit our Checkout Page.  Order today: now shipping over 25 sales letters in our Awesome Insurance Sales Letter Series.  Thank you.

Always feel free to call Jeffrey directly – 610-642-1000 rings on his desk.