smart start

Like any great book or movie, a good insurance sales letter should always start with a strong hook. You want to draw the reader to the letter instantly and entice them to continue reading. To help you, here are some guidelines to follow:

• Use the person’s name in the letter. It has been proven that personalized correspondence always outperforms generic letters.
• Use a subject line or Johnson box. Like newspaper headlines, they summarize the letter and state the key point. Spend time creating them and apply these rules:
  • Evoke the core emotions of the reader.
  • Communicate to the reader the final benefits.
  • Focus on the reader, not on you.
  • Share with your reader, whether it’s an offer, a news update, or a unique insurance story.
  • Highlight your offer.
• Use the first paragraph to paint a picture. Succinctly, you should represent your reader’s pain point or desired solution. You want to establish a connection with the reader right away. Try to use metaphors so that the reader can relate to what you are expressing.

stay the course

After the strong hook, now is the time to make a compelling promise: what you do and how you are different. This is not an insurance sales pitch, but rather a solution to one of the reader’s problems. Remember, insurance consumers don’t want to spend their hard-earned income, they want solutions to their pain points.

show the facts

Now you need to prove your delivery promise. Use insurance testimonials, statistics, and case studies to support your claims. Make the reader believe that you can solve their problems and improve their business. To add visual interest to your letter, try adding a sidebar or quote that highlights key elements.

finish strong

The sales letter persuades readers to get into your insurance sales cycle. The letter should convince readers to respond to your offer. Once they respond, you can communicate on an ongoing basis, which is the secret to closing insurance sales.

Close with a PS

Because it is short and displaced from other text, the PS is often the first thing people read. Use this fact to your advantage. If the reader could take only one thing from his letter, what should it be? Use the answer to that question as your PS Suggestion for your solution and offer. Keep it short and sweet. A two sentence length is ideal.

Open the lines of communication.

Be sure to include an email address, your insurance website, phone number, fax number, and reply card. Different people respond in different ways, they appeal to everyone.