Building Trust into Insurance Sales Letters
By Jeffrey Dobkin
As you’ve read in my last article there are three key elements: credibility, trust and a relationship necessary to create an effective insurance sales letter campaign. Because no one buys insurance from you if you have no credibility or they don’t trust you. And for any long term client, you need to build a relationship. Here’s how to instill these elements into your sales letters.
One simple way to build credibility and trust into a sales letter is to show readers people in their own neighborhood who have turned to your firm with their insurance needs.
We’ll call this “Neighborhood Trust!” It’s a term I coined, well… just now!
Additional levels of Trust
Besides building Neighborhood Trust into your letter series, you can build additional credibility by capitalizing on the trust your largest insurance provider has worked hard to build.
Brand names like Allstate, State Farm, and Gieco have built tremendous consumer trust over the years. OK, maybe Gieco wasn’t such a good example with their lizard and all, but the first two are.
It’s called product “Brand Recognition Trust!” It’s another term I just coined… well, OK maybe I heard that one somewhere – but it’s important because it places a high level of credibility and consumer trust on the table, and if YOU bring this up at the right time… then it’s on YOUR table.
Credibility and trust can also be built by providing excellence in your own customer service. Here’s a technique I figured out way back when Bill Clinton was honest. OK. Maybe it wasn’t that far back:
You get a call from a customer who asks a question. Better yet, in a discussion with a client you bring into the conversation that requires an insurance provider answer. Even though you might know the answer off the top of your head, you say, “That’s an interesting point (question), I’ll research that and get back to you…” Then immediately continue with your conversation. Later that day, or next day call your client back with a brief answer to the question. Mention how you both spoke about this earlier and you researched it for him, and provided the answer. Then send a letter confirming the brief answer. That’s how you show great customer service, care and build trust.
See the common threads? A relationship built on credibility and trust, secured by a high level of personal service. And a single letter – a single sheet of paper – seals the deal. Winning formula.
Letters are my favorite way of building relationships. Well, besides getting drunk with someone on Friday night and falling asleep on their couch, telling them their wife is pretty even if she’s not, or helping them move with your van.
What to sell in your Insurance Sales Letters
A real sales letter isn’t the same kind of letter you whip out to an old friend in 20 minutes. It takes me 8 to 10 hours, sometimes longer, to research, write, edit, and design a one page letter. And that’s when I’m sober. No – no TV on either. An insurance sales letter should be a thoughtfully created, powerful, persuasive letter that offers a few FREE booklets of valuable information, a FREE quote offer, and… doesn’t necessarily ask your clients to buy anything. The only thing you sell in this letter is the phone call. ‘Why don’t you pick up the phone and call! Please do it now, while you’re thinking about it! Thanks!’
When your letter generates a phone call, it gives YOU the opportunity to create a customer. It gives you the personal opportunity to increase credibility and trust.
The First Objective of your letter: Call.
Your letter makes this one small, tiny weeny, little, teensy weensy request on its way to building credibility and trust. Sprinkled throughout the letter it asks that readers call you. That’s it, though. Simply generate that phone call.
Here are the keys to writing insurance sales letters that generate response:
· First: Insurance is sold on a personal basis.
· No one buys insurance from a piece of paper, they buy it from a person.
· Insurance is sold by a person – to a person.
· If your recipient likes what you have to say in your letter, they call.
· Say in your letter several times to call.
Here’s the formula: Call = Success! No call = failure.
All insurance sales letters – no matter how good they are – simply start a dialog. Then they ask for a call. Then bam: readers call and YOU have the opportunity to sell them insurance. Here’s how you measure success: when the phone rings, the letter was 100% successful.
Inside Tip: My favorite number one way to get someone to call you from a single sales letter is by offering a FREE BOOKLET, or in the insurance industry, offering a FREE QUOTE. Offering a FREE booklet or a FREE quote are two of the best techniques to generate phone calls. Here’s why this technique is so very important: It reduces friction because it gives people something to ask for when they call. People aren’t worried about getting your heavy sales pitch, they just figure “Hey, I’ll call up for their free booklet!”
In the next article – you’ll learn what to offer and how to offer it. You’ll also learn how to position a free quote as a viable, hard working call-generating device.
This is the second of five articles on creating effective insurance sales letters by Jeffrey Dobkin.
Disclosure: Here’s our ad for our Sales Letters:
It can be tough to create your own direct response letters if you’re not great at writing. Fortunately, you now can buy a set of insurance sales letters created specifically for the insurance industry, and specifically to generate phone calls. Our letters are highly responsive and written just to make people call you. How great is that?
That’s the difference between our insurance sales letters and everyone else’s sales letters – our letters don’t sell anything. They just make people call you. Our letters have the highest response rates, ever!
Our letters work so well, we’ve never had a set returned! You can now make your phone ring in the next few days simply by mailing our letters. They are a complete marketing campaign in a box. Our insurance sales letters – and our own insurance marketing strategies – have been fully tested and proven to work over time.
Now back to you, Jeff:
Jeffrey will now take your questions: 610-642-1000 rings on his desk. No, seriously – call Jeff if you’re having trouble generating sales leads and need help to drive people to call you. Jeffrey Dobkin is a direct marketing weapon who specializes in getting your phone fired-up and ringing.
Dobkin has written 5 books on successful marketing methods. If you’d like your phone to ring purchase this set of 12 Awesome Insurance Sales Letters – CLICK HERE! Need something special? Call Jeff at 610-642-1000 and ask him about writing a personalized sales letter campaign specifically for your firm. Or ask about his speaking engagements. To see a free sample insurance sales letter CLICK HERE! Or to stay on this page click here. Ha ha. Lighten up – it was a joke. Worked pretty well, didn’t it?