If your insurance marketing is not working there could be several reasons for the paltry results, but a very common mistake that most agents make is that their marketing is boring.
If you do not know what I mean when I say boring, then you could use the 10 Step Insurance Marketing B.S. Test. And just for the record, the B.S. stands for Boring Stuff. (You believe that Right?)
As a test, you should go read your last insurance marketing piece that you sent out and and apply the first four questions of the test to see if your insurance marketing could be suffering from the unforgivable sin of being boring:
1. Other than a policy feature that you may provide what can you find in your insurance marketing letter that is unique in the market place?
2. What type of Personality Infusion (P.I.TM ) did you employ? This means was there anything in the insurance marketing piece to create some kind of bonding to you or your agency because you revealed or related to your prospect in a personal manner -or was it all just a sterile feature, benefit pitch?
3. Was the insurance marketing piece either a pretty glossy corporate like all the other incestuous types of brochure pieces or was it a black and white plain vanilla from the 1950s Ozzie and Harriet or Leave It To Beaver style marketing piece.
4. Other than sending a business card or a magnetic business card (which is better than the hum drum business cards we have all used in the past) was there anything in the insurance marketing piece that would have staying power or reason for the prospect to not walk over to the trash can and glibly drop your insurance marketing mailer along with the other perceived useless trash.
If you have failed the test after the first 4 questions then do not feel bad because most small business owners fail this test. But the good news is it is easy to correct most of this challenge and even without specialized training.
For example, the challenge of not being boring is something that we all know intuitively, but it seems we do not apply this knowledge to our insurance marketing. But just think about this for a second: When you sort your mail, where do you sort it?
If your answer was over the trash can or right by the trash can then you are just like 97 percent of us who sort the mail over the trash can. So you MUST first overcome this truth by applying simple tactics that work on yourself. So once again, what makes you NOT through something away?
There are tons of proven methods and tactics that I teach and you could apply to help make sure the mail does not get thrown away. One way to solve this puzzle is to do your own case study. It will be easy, all you have to do is the next time you have mail simply try to figure out what stops you from throwing mail away. But once you figure out what makes you not throw something away then you have to be sure that when your prospect opens the mail that they first of all read it. And second of all do what you want them to do as a result of reading it.
So in summary, the entire domino effect or positive chain reaction effect begins by NOT allowing your insurance marketing piece to be thrown away, and hopefully tumbles forward to the logical conclusion of taking the proper action you desire in your insurance marketing piece.
It boils down to this: Boring stuff gets thrown away.
You MUST face the fact that We live in an entertainment world whether you like it or not and the 100 percent best offer available in the world that is lying in the bottom of your prospects trash can because it was about as exciting as watching paint dry will loose to a lessor insurance marketing offer that engages the prospects attention and is exciting enough to hold their attention and moves them emotionally to take proper action and buy the offer.
To be boring, or not to be boring. That is NEVER a question!