Are You Boring Your Clients?
THE cardinal sin in direct marketing is being boring. The insurance and financial
services arena is a perfect example of an industry that is riddled with Boring
marketing. And frankly boring people.
But you have the opportunity to attract clients by incorporating personality
into your marketing, and as a result, attract new clients. How do you accomplish
There are many ways of incorporating personality into your marketing, but a
perfect way to do this (for starters), is in a monthly newsletter. I know I
have written about newsletters in the past, but they are extremely important
in protecting your client base, generating new referrals and leads, and growing
The first thing that agents and planners think of in terms of what they are
going to write about in their newsletter is on financial planning strategies,
insurance planning strategies, and how products work. This is exactly what
you do not want to do in your newsletter. Certainly, you will include bits and pieces of this, that you must be very selective. Your articles can be anything
from what your vacation plans were, a funny family story, family updates, pet
updates, client stories, referrals to other businesses you enjoy, contests,
You can even have guest columns by clients and outside vendors and businesses,
and even your pet. That's right! You can have the column written by your
pet. We have done this ourselves, and it is one of the best things we've ever
done in our newsletter. Our pet has become a celebrity. Another popular article
in our newsletter is a 'betcha didn't know' column, where we highlight interesting,
random facts that nobody knows about. And intermingled in these newsletters,
we include articles that show off our services in a interesting and thoughtful
way that positions us as the expert.
People can't wait to get their hands on our newsletters. This results in
all kinds of amazing things for our business, including a pass around a value,
referrals, and much more.
These are just a few ideas of how to include personality and uniqueness in
your marketing which makes you stand out from the crowd. Let the other agents
and planners send boring letters and postcards that have no personality, are
not personalized, and cram products down their client's throats. Soon enough,
you'll capture some of your competition's clients because they can't stand their
age and poor planner and will be magnetically attracted to you.
My Very Best To You,
The Avalanche Response Marketing