How Agents Can Convey Trustworthiness in Marketing Communications

Trust is a huge reason why agents earn renewals from Medicare sales. Agents work hard to help clients make sound health decisions by presenting the right Medicare plan options available – often providing their services over many years. How, then, can agents communicate their trustworthiness to prospects they haven’t even met? Today’s article covers a few different tactics agents can take to let potential customers know “you can trust me!”

Include Testimonials. There’s a reason why 95% of people say that reviews – whether positive or negative – influence their purchasing decisions (Wyzowl). That’s because prospective customers feel they’re getting better insight into the services a company or individual provides through an independent, unbiased source. People tend to trust others over businesses and including the customer’s voice in marketing messages can be a great way to break through the trust barrier.

Emphasize Being Local. Being a local resource of knowledge is a massive advantage field agents have over the big call centers; and consumers are savvy enough to know this… when it’s communicated effectively. TV commercials may promise that callers are connected with a “real person”; only local insurance agents can communicate a deep-seeded knowledge of the area and its regional plans, pharmacies, doctors, networks, social workers, food banks, and other resources. Agents who articulate this “localness” in their advertising immediately identify themselves as a member of the same community, lending themselves to being more trustworthy than national competitors. Specifying a particular service area in marketing communications can also help. For example, “I proudly serve Nevada’s Clark County residents.” Including a return address on printed materials like flyers and mailers is another, subtle way to communicate being local.

Use Impactful Imagery. Including subjects the target market can relate to in an ad’s design; using local landmarks, smiling faces, or agent profile photos; and showing people working together or enjoying each other’s company can go a long way toward instilling trust in prospects. Every design element within the marketing piece being developed should be considered. Even the color palette selected for marketing communications is important. For example, blue emotes trust and longevity, whereas the color red can carry with it many negative associations when used incorrectly.

Reduce Perceived Risk. When crafting marketing messages, agents can benefit from mentioning that services are provided at no cost and that prospects are not obligated to enroll in a plan during appointments. Doing so reduces the stress or pressure a prospect may have prior to scheduling a meeting. Another effective tactic is including a call-to-action that alleviates fear of the actual meeting as many prospects are still concerned about exposing themselves to possible COVID infection. Agents capable of enrolling clients virtually or by phone should communicate the ability to do so in their advertising. Such a call-to-action could be: “Call, text or email me today to schedule your no-cost, no-obligation consultation. Phone and in-person appointments available.”

To conclude, the vast majority of Medicare insurance clients know they can trust their independent insurance agent; prospects do not. Agents can benefit from employing “trust triggers” in marketing communications when possible in order to turn those wary prospects into loyal, trusting customers for life.

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 we work diligently to provide the resources necessary for successful marketing. If this information is valuable and you want to know more about the services we provide our Medicare agent partners, please contact us at or 888-745-2320.

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