When I open the newspaper or flip through the phone book, there’s one phrase used by a lot of insurance brokers. Unfortunately, this phrase is not an effective use of the limited space in your marketing and advertising.
The sentence I see repeated over and over in a lot of insurance broker marketing is: “Helping you with all of your insurance needs” (or something those lines).
It seems like a good marketing phrase to use because you want to talk about your ability to serve the different kinds of insurance needs that people have — including auto insurance, home insurance, life insurance, and so on.
But that phrase isn’t effective for the following reason:
PEOPLE THINK THEY ARE ADEQUATELY INSURED… BUT THEY ARE UNDER-INSURED
You say that you help people with all of their insurance needs, but they’re thinking: “Great. But my insurance needs are fully covered already”… as a result, you lose the ability to communicate with them further.
You disqualify them from continuing on in your sales funnel.
WHAT TO DO INSTEAD
Forget telling them that you can help them with all of their insurance needs. Chances are, some of your marketing already lists the different kinds of insurance you offer anyway. And, the first step is to build a relationship with them, NOT to try to get them to switch their entire portfolio of insurance over to you today.
Rather than highlighting something that they don’t perceive is a problem, change your marketing to communicate something that is of greater value to them. For example, consider including some of these opportunities where appropriate:
- Call us to find out how you can save $1000 per year on your auto insurance
- Are you making the 3 biggest blunders in your home insurance?
- Did you know there are tax advantages to certain types of insurance?
The 3 example sentences above are very specific to one type of insurance, they have an immediate benefit, and they either ask a question or prompt a call-to-action. They are designed to cut through the mindset of the client who mistakenly believes they are underinsured and to reveal that there are more opportunities to benefit from insurance.
Of course, once you meet these clients, that’s when you help them, build a relationship with them, sell them one kind of insurance, and THEN reveal that there are similar benefits with all the other types of insurance you offer.
[Image credit: drcorneilus]