A "pitch" letter is a letter designed to bring in business by calling prospective customers to action. Direct mail, properly designed, works. Here is a recent agency pitch letter designed for an independent agent.
If you are happy with your current insurance agent and you are certain you are adequately protected against adverse events, read no further. But perhaps you haven’t heard from your insurance agent in a few years. Maybe that claim you filed turned into a fiasco. Perhaps your business has grown and your loss history has spiraled or you’re not sure your insurance coverage is adequate. If so, now is a good time to consider other options.
I am a professional insurance agent located in ------ and serving the ------- area. I am an independent agent, which means I work for you. I can offer you a variety of options from various carriers that offer coverage tailored to your needs, not just a “one size fits all” policy.
I specialize in small-to-mid-sized businesses and in personal insurance and would be happy to assist you now or as your policies near renewal. I have [years] of insurance experience and represent only the strongest insurance companies. I’ll make sure your coverage is tailored to you.
If you’re tired of mailing your premium check with no personal oversight as your family or business grows and changes, contact me soon! I look forward to developing a personal relationship with you and your family.
Showing posts with label insurance advertising. Show all posts
Showing posts with label insurance advertising. Show all posts
Tuesday, January 9, 2007
Thursday, January 4, 2007
Roll out your marketing plan
Have you ever noticed how suddenly, when it was only April, it's September? Time vanishes without clear goals and time lines. The same is true in advertising.
Once you have developed your marketing vehicles, whether brochures, press releases, radio ads or brochures, a time line for release is critical. Moving too slowly means your message is stale and wastes money. Moving too quickly means you aren't prepared to handle incoming inquiries.
Working with your copywriter, determine her time frame for completion of your project. Then, develop your time line for distribution. Set realistic goals, but strive to hit them to keep the momentum going.
For example, you've decided to develop a brochure. Your copywriter, after factoring in work with graphics and printing, estimates six weeks to completion. Determine the date when the brochure, finished, will hit your desk. Because you've already identified your target markets, you're ready to schedule the dates for organizing the mailing, sending, then following up where necessary.
Display ads, of course, must be timed to allow inclusion in upcoming editions. For example, perhaps you are a managing general agent placing a display ad in Rough Notes. Rough Notes requires about 30 days' lead time for its next monthly edition. Developing an ad, especially one with color, should be started at least 60 days before the magazine's deadline to ensure placement.
Most copywriters charge extra for "rush" jobs. I thrive on a deadline, so me, not so much.
In advertising as in life, timing is critical. Before rolling out your new advertising campaign, determine timing to ensure success.
Once you have developed your marketing vehicles, whether brochures, press releases, radio ads or brochures, a time line for release is critical. Moving too slowly means your message is stale and wastes money. Moving too quickly means you aren't prepared to handle incoming inquiries.
Working with your copywriter, determine her time frame for completion of your project. Then, develop your time line for distribution. Set realistic goals, but strive to hit them to keep the momentum going.
For example, you've decided to develop a brochure. Your copywriter, after factoring in work with graphics and printing, estimates six weeks to completion. Determine the date when the brochure, finished, will hit your desk. Because you've already identified your target markets, you're ready to schedule the dates for organizing the mailing, sending, then following up where necessary.
Display ads, of course, must be timed to allow inclusion in upcoming editions. For example, perhaps you are a managing general agent placing a display ad in Rough Notes. Rough Notes requires about 30 days' lead time for its next monthly edition. Developing an ad, especially one with color, should be started at least 60 days before the magazine's deadline to ensure placement.
Most copywriters charge extra for "rush" jobs. I thrive on a deadline, so me, not so much.
In advertising as in life, timing is critical. Before rolling out your new advertising campaign, determine timing to ensure success.
Wednesday, January 3, 2007
Define target markets
In Friday's post we set some marketing objectives. Today, we're going to define our target markets. A target market is a specific demographic targeted by your advertising and marketing efforts. For example, one of your objectives in the new year may be antique dealers we spoke about on Friday. Your target market may be simple, such as "all antique dealers within a 50-mile radius." It may be more specific, however, defining key demographics such as age, sex, occupation, type of business, revenues, or other key specifics of the market segment.
If you're pushing a workers' compensation program that is accepting auto dealers, the defined target market may be "all new and used auto dealers with over five employees within these zip codes."
If you're targeting Hispanic business contractors, your target market may be all business members of a local Hispanic Chamber of Commerce.
If you're an adjusting firm that wants to handle claims for managing general agents (MGAs) writing professional errors and omissions coverages, your target market may be found in various trade journals and on the Internet.
Be specific in your target market before you determine the vehicle you will use to get your message to that market. For example:
If you're pushing a workers' compensation program that is accepting auto dealers, the defined target market may be "all new and used auto dealers with over five employees within these zip codes."
If you're targeting Hispanic business contractors, your target market may be all business members of a local Hispanic Chamber of Commerce.
If you're an adjusting firm that wants to handle claims for managing general agents (MGAs) writing professional errors and omissions coverages, your target market may be found in various trade journals and on the Internet.
Be specific in your target market before you determine the vehicle you will use to get your message to that market. For example:
- We will target auto dealers with over 25 employees
- We will target MGAs who write business in the states of . . .
- We will target Hispanic contractors who work in masonry and fencing
- We will target mall antique dealers (those who rent space to other antique dealers)
Once you have defined your target marketing, you can then determine the best way to hit that target. Tomorrow, we'll move into the next phase of your marketing plan to discuss the best vehicles to reach your target market.
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