Insurance agency marketing is critical for any broker looking to grow their book of business. There are hundreds of marketing strategies and techniques, and this blog will focus on just one: how to write great marketing materials.
Anyone can create sell sheets, email campaigns and website copy, and you don’t have to be a professional writer to create marketing that sells. Below, we’ll examine what ineffective insurance agency marketing looks like, and offer tips to create compelling marketing that attracts leads and sells.
Ineffective insurance agency marketing
If you check out several insurance agency websites, you’ll likely see many examples of ineffective marketing. But what, exactly, is ineffective marketing? It can take many shapes, but may be too agency-focused, too product- or service-focused, or too generic. Let’s look at a few examples:
- Our agency has proudly served the Midwest region for over 60 years.
- Why it isn’t effective: Prospects visiting your website likely don’t care how long you’ve been in business. Speaking too much about your agency is off-putting and generic; instead, lead with the challenges your audience faces and provide solutions.
2. We provide employee benefits, business insurance and financial planning services.
- Why it isn’t effective: Why should an employer care? Instead of listing out your products and services, focus on the benefits the prospect would experience.
3. Our agency delivers the best customer service experience to our clients.
- Why it isn’t effective: Everyone claims they offer the best customer service. Even if you do offer superior service, it won’t set you apart in your marketing.
Tips to improve your marketing
Writing is subjective, of course, but there are several tenets of creating compelling insurance agency marketing copy. Here are a few key tips to keep in mind:
- Speaks to the audience’s needs and challenges: Writing this way makes prospects feel heard and understood, and grabs their attention when you offer solutions to those challenges.
- Focuses on the benefit to the prospect: When you focus your writing on what you offer, you quickly lose your prospect’s attention. Instead, if you start with the benefits you deliver, employers are more likely to keep reading.
- Incorporates one or more competitive advantages: What makes you unique? Why should it matter to an employer? The insurance industry is incredibly commoditized, so you need to convince prospects why you are superior to the competition.
With those tips in mind, here’s how you might take the examples from the first section and turn them into marketing that will attract more leads:
- Businesses often struggle with finding a cost-effective benefits plan while taking care of their employees. We offer 60 years of experience finding that perfect balance for businesses like yours.
- Why it works: You still mention your 60 years in business, but you tie it to a challenge employers face and how you can solve it.
2. Spend less time worrying about insurance, so you focus on building your business. We provide multiple insurance products so you can efficiently handle everything in one place.
- Why it works: Instead of just listing out your insurance products, this approach begins with a benefit to the employer (spending less time worrying about insurance), then explains how your agency can deliver that benefit.
3. Unlike most agencies who only meet with you at renewal, we provide mid-year evaluations and strategic planning opportunities to help grow your business.
- Why it works: This sentence explains specifically why your service is superior with examples that set you apart from many competitors.
Want more examples of insurance agency marketing that grabs a prospect’s attention? Check out this full email campaign that is proven effective in attracting more leads.