Proven Strategies for Using Language to Improve Marketing & Sales

Because independent insurance agents already wear so many hats, it’s understandable when the role of “professional writer” gets set aside to save time. It’s important to know, however, that using the right words in your marketing communications can have a big, positive impact on sales. Today’s article highlights a few proven, easy-to-implement strategies to consider the next time you pen a letter asking for a referral, write content for your website, post to social media, etc.

Positivity. Being consistently positive in your communications is way more important than many people might think. The use of words like “no” or “not” or any contraction of which (like “couldn’t”, “wouldn’t” or “don’t”) trigger negativity and can create a bad impression of you and your business. There’s a reason why Apple Inc. trains its employees to use the term “as it turns out” in place of the word “unfortunately.” In fact, the company takes this policy so seriously that it imposes a 90-day probationary period on any employee caught using the word. This is because Apple understands the important role language plays in their communications with customers. Take a que from one of the most successful businesses in the world and avoid using negative words and terms entirely when writing (or talking) to prospects, clients or referral partners.

Brevity. We have to capture people’s attention and pique their curiosity quickly in today’s over-communicated, hyper-saturated marketplace. The shorter the message, the better the chances people will read it. Case in point: a recent study finds that Facebook posts with 80 characters or less receive 88% more engagement. And we’re talking about Facebook here, not Twitter! Keep in mind that this advice comes with a word of caution, though. In an industry that relies on high levels of personal service, independent agents must still communicate personality and differentiate themselves, so “sticking to just the facts” isn’t recommended. A balance must be reached. Just remember that, in general, shorter messages prevail.

Sincerity. One essential trick to writing effective marketing communications is to consider what’s important to your target audience and not to you. This strategy, however, can lead to writers becoming disingenuous as they think too much about what their reader wants to hear. So, while emphasizing the benefits your audience wants to read about is pivotal, you must at the same time be yourself and be sincere. One way to achieve this is by keeping things conversational and writing the way you talk.

As you craft your marketing messages, particularly to prospects & current clients, it’s important to note that there are compliance regulations that must be adhered to in the Medicare industry. Many advertisements, especially those promoting public agent events, require necessary disclaimers. If you have any questions regarding state or federal compliance guidelines, give us a call at 888-745-2320. We’re happy to help!

While writing is an essential part of day-to-day operations, it doesn’t have to be a bore or a chore. Incorporating positivity, brevity and sincerity into each of your communications can go a long way toward increasing response rates and boosting sales. Just keep in mind the old adage: choose your words wisely.

As a National Marketing Organization that works with thousands of independent agents, we understand you must generate leads in order to grow your business. That’s why qualified, experienced copywriters write all content for the prospecting and retention marketing materials available to our agents. If this information is valuable and you want to know more about the services we provide our Medicare agent partners, please contact us at marketing@berwickinsurance.com or 888-745-2320.

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