When you start a direct marketing campaign, you must design the perfect pitch. Think about it, you have one shot to dazzle your potential client with your copy. With the amount of money you spend on designing the campaign, writing the campaign, printing and mailing it—that is one risky proposition and if you haven’t chosen your target market properly or haven’t crafted your message perfectly, that’s a lot of money wasted.
Instead of opting for an advertising method with such a limited scope, why not consider a newsletter as your direct marketing campaign? With a newsletter, you can reach a wide variety of prospects with a single printing. Not only do newsletters give you multiple pitches within a single mailing, they also add value to your service—can you say that about your last direct mail campaign?
Newsletters educate and inform while selling the need for the insurance products you carry. Thanks to their format and the way their content is written, they are considered more of an information tool than a sales piece. This can help you build trust with your prospects. Because newsletters don’t look like the average sales postcards and brochures, they have the power to reach those people who normally throw away direct mail marketing pieces without a second glance.
Direct mail isn’t the only way to capitalize on the advertising power of a newsletter. When you meet with a potential client, what is your leave-behind piece? How about a newsletter? Not only can it help your potential client decide to go with you as their agent, it can also make them start asking the kinds of questions that lead to additional sales. “Do I need an annuity?” “Maybe we should consider EPLI coverage.”
No matter how you look at it, a newsletter is the most flexible marketing tool your agency can have. It’s good for prospects, good for potential clients and good for existing clients. It adds value to your service while introducing need into your client’s thought process.
