Sometimes people ask me why we don’t print recipes or puzzles in our insurance client newsletters. People don’t want to read about insurance all the time, they say, so why not give them something entertaining as an alternative? Insurance is too boring, so, just tell your customers, “Oh and when you place your employee benefits coverage with me I’ll send you a newsletter with puzzles every month. I just have to put some insurance stuff in there, too, but ignore that. The puzzles are really good. And I throw in one of my grandmother’s spaghetti recipes from the old country now and then, too.”
Is this the level of professionalism you’re trying to project? Insurance may be boring to some people, but it’s sort of like taxes, building codes and OSHA regulations: if you want to have a successful business, you need to take these things seriously—insurance included. If your clients need a breather from your insurance newsletter, they can pick up a copy of People or open a puzzle app on their iPhone.
Okay, you might say, puzzles and recipes are probably out when it comes to business customers, but what about your individual clients? You’re a fun person, right? Even if you’re not exactly Tina Fey or Adam Sandler, you try to lighten things up a little sometimes. So, why not put recipes, puzzles and a few jokes in your life and health newsletter?
Even if the idea of putting jokes in a life and health newsletter doesn’t strike you as a wee bit inappropriate, pause to consider how some clients might get the impression you’re trivializing some rather serious subjects. Okay, so leave out the jokes. But here’s the other thing: If you want people to respect your insurance knowledge and place their trust and full faith in you, don’t you think you should take what you do seriously too?
Think of it this way: What if you get two newsletters: one from an agent who puts only well-written, relevant and engaging articles about life and health insurance in her newsletter; the other from an agent who has a few interesting life and health articles in her newsletter, but it also includes meatball recipes, crossword puzzles and jokes. Which agent do you think will be more fun to meet with? Probably the one who sends out the second insurance newsletter. But which one are you going to assume is more knowledgeable and ready to take you and your business seriously?
When you buy a client newsletter from SmartsPro Marketing, you can be sure we take your business—and the intelligence of your clients—as seriously as you do.