The mail is often overlooked in annuity sales. Many salespeople think that mail is antiquated and ineffective. This is not true. Remember your target market, 60 years and older. In this age bracket, mail is much more effective than sending mass emails or running commercials on TV. Use this to your advantage. Here are 5 writing tips to hook the reader and convert the prospect into a solid lead.
1. Scare the reader!
Negative marketing is a great way to get the reader’s attention. Start with a topic that may be a problem for your target market and then provide a solution to that problem. Leave the solution out until about 2/3 of the way through your mailer. This will keep the reader reading, which is the whole purpose of the mailer.
2. Keep it Short
It is important that you keep the overall length of the mailer brief, but hit every main point that you need. A good way to do this is to make a bulleted/numbered list. This list could be the benefits of the annuity.
3. Sell the Product
The reader wants to know WHY the annuity will work for them. Tell them, but leave some details out. Sometime this is a difficult thing to do, but it will give the reader a reason to contact you. If you tell the main points of the annuity but you leave out 1 thing that makes the puzzle not quite fit, the prospect will be forced to call you. Then it is your job to sell the annuity.
4. Your Photo
Put your photo somewhere on the mailer. This will make the prospect feel much more comfortable when calling you. You don’t want the reader to be intimidated by some massive insurance agency, which is how they will feel without the personal touch of your photo.
Many readers will only read 2 things on the mailer; the title and the “P.S.” It is very important that the P.S. has information that they need, as well as your own personal touch. This is the most important part of the mailer.