Are you thinking of trying an insurance client newsletter? If so, maybe you’ve imagined a scenario like this:
CUSTOMER: “Hi, Jack, I got your newsletter today and it’s chock full of good ideas to help me understand my insurance better. Thanks a lot.”
AGENT: “Sure, Marty. Is there anything else I can help you with today?”
CUSTOMER: “No, I just wanted you to know I’m your biggest fan. Keep sending those newsletters. I can’t wait for the next one.”
I’m sorry to disappoint you, but my firm has been publishing custom insurance newsletters for more than 20 years and I’ve never heard of this happening.
When someone tells me they are going to “try a newsletter,” I think about what Yoda says to Luke Skywalker when Luke tells him he will “try” to use the force. “Do or do not; there is no try!”
To get results from using insurance newsletters requires commitment and conviction. Consider the goals of a successful newsletter program:
- To build trust and confidence in your professionalism and insurance expertise
- To educate and provide timely information about insurance developments that affect your clients
- To show customers that you value their business and want to provide a higher level of service
- To help you build your brand, so that when, for instance, you introduce yourself to prospects, they know who you are and want to do business with you
- To stay top of mind with clients and prospects, so that when they think of insurance, they think of you.
Achieving these goals and receiving the benefits that result—including referrals, new business, informed clients, cross-sales and customer loyalty —come only with time. You’ve got to do a little more than “try,” which for some people means sending out a couple of issues and then stopping because their ROI did not immediately improve. You’ve got to prove you’re committed to your newsletter program first; then good things will happen. That means sticking with it and really building it into your brand, making it part of your firm’s identity.
One more thing: The good things will follow faster if you make an effort. Don’t let your newsletter be the only way you touch your clients. Call them, send cards and brochures. Ask them if they know anyone else who might benefit from getting your newsletter (which is another way of asking for a referral). Monitor the links used by people who open your email newsletters and let the information guide you in your sales. Your newsletter is in some ways like a great-looking automobile without an engine. It’s your job to supply the horsepower.
Need more ideas on incorporating a newsletter into your marketing program? Choose a newsletter or newsletters that fits your marketing needs and we’ll tell you what you need to know to get started. Just click here