Direct Marketing News

1. It is almost mission impossible, to determine your return on investment right off. First determine what ultimately a lead will yield. An example. Use a 3 year total override yielding factor of your desired agent’s production. Next compute the worth of a producing insurance agent by assessing it against the value of acquiring this producer. Assuming a 1,000 piece direct mailing to salespeople has a total $600 expenditure. Also assume your sales mailer produces ten responses. Out of these responses, you contract four agents, and 2 of them write substantial business generating $4,600 in overrides. A very respectable and inspiring return indeed!

2. Know who you ideal clients are, what they initially expect. Find out precisely what your competition offers. We pity those unreasonably thinking all people on their unrefined list will have a favorable reaction. Only a targeted group of possible clients are likely to contain the few interested. Reveal to these people know you know who they are. Credit them for being chosen to receive your offer. This utilizes personalization at its best. “Of all car salespeople in our area, your expertise in closing sales demonstrates ability to become our new sales manager.” Personalization like this is way underutilized. Apply a different approach to your sales writing than your competitors. This can light the match. Odds rise up in getting your competitors best producers attention.

3. Appeal to the reader’s self-interest, not yours. This sounds sharp, but it is critical. At the point the targeted prospects receive your advertising piece, they pay minor attention to your company name, yourself, or personal qualifications. Especially of miniscule interest is a company expense paid trip to Hawaii. They are initially skeptical, and not currently interested. Don’t sideline their exceptionally hard earned interest, or your sales letter zooms into the trash. Your mail recipients want to know how your offering quickly benefits them. And nothing else!

Don Yerke started his career as a new rookie insurance agent, and worked his way up to an independent sales product marketer. Then over 25 years ago he founded Agents Insurance Marketing USA, Inc. and is now the firm’s adviser. The profitable firm works with marketers and recruiters in the insurance industry providing them with the most refined lists of agents. Visit http://www.agentsinsurance.com to view over 150 pages of insurance recruiting and sales marketing articles, tips, charts, lists, reports, news, and charts he has written.

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