Dollar for dollar, advertising your insurance business via Every Door Direct Mail® is one of the best marketing decisions you can make. Delivering a full-color flyer, through the USPS®, builds instant credibility, "forces" prospects to handle your offer, and can drive immediate responses.
Let's be honest -- the insurance space is crowded. For many insurance agents, navigating the competition is like walking through a shopping mall on Black Friday. It's nearly impossible to do without raising your blood pressure and becoming frustrated.
For this reason, it is not enough to simply mail "bread and butter" offers. You've got to stand out, make a name for yourself, and engage prospects with your direct mail offers. Look at the large providers -- they go to extreme lengths to stand out. From mascots, to taglines, to hilarious television and radio ads -- the competition is fierce and companies will do anything to stand out.
You have to know how to get their attention, and you have to have a great headline on your flyers.
Here are some proven ideas to help you get started:
Clear Communication
Your headline needs to be clear about what you are trying to communicate. The recipient should understand the subject (and benefits) of your services, before they read further. The headline will determine if the recipient continues reading or disregards the mail. For example: "HOW TO AVOID INCREASING INSURANCE PREMIUMS."
Engage Your Audience
With a limited number of words to communicate the message, you should choose a headline that will interest the reader. The general idea is to leave the reader yearning for additional information. You can use a question or statement headline that will leave the readers wanting to know the answer. For example: "INSURANCE COMPANY SECRETS EXPOSED -- FREE EBOOK!"
Use Current News Stories
Another type of headline that is very effective is one that uses current news stories. A headline that will leave the readers seeking to find out how the story applies to them will cause them to read the mail. For best results, you can position yourself as providing a service that will help to solve a problem. For example" "OBAMACARE 101: HOW NEW POLICIES PUT YOUR FAMILY AT RISK"
Use Funny Headlines
In some cases, humor can be a very effective way to get attention. You can get positive attention by using funny headlines that will put a smile on the recipients face. Humor is always guaranteed to get people reading and they will always look forward to the next communication. Including a funny story related to insurance is always a great idea. For example: "INSURANCE POLICY SAVES MAN'S BUTT -- LITERALLY"
When you decide to use EDDM®, you are essentially reaching residents who fall within similar lifestyles. When you understand the demographics, lifestyles and median income range, you can determine the type of insurance that will interest the recipients. You know the type of people who are likely to buy certain types of insurance and you can use the information to design your communication to make the desired impact. Be creative and look for the best ways to engage your prospective clients.
Get Started with FREE INSURANCE TEMPLATES.