What Insurance Agents Can Learn From Copywriters
The art of copywriting — and it really is an art — has less to do with language and more to do with emotions. While many insurance agents don’t fashion themselves as writers and are liable to tune out immediately upon seeing the word “copywriter,” it’s important to note that you don’t have to be a copywriter in order to benefit from what they know about the emotions of the buyer. That’s why we’ve put together a quick list for how you can learn from these professionals in boosting your business and appealing to the buyers’ emotions. Let’s roll!
Firstly, copywriters can teach you the art of simplicity. When we are nervous or uncertain about what we are selling, there is a tendency to use a a lot of unnecessary words. Try and exercise. Set your timer for five minutes. Then, take a pen and a sheet of paper and start writing a letter to your customer telling them all about the product that you wish to sell. For the entire five minutes, be riding. Don’t stop to think about what you are going to say. Just right. At the end of that five minutes, read over what you have written and make note of all the times that you sent the word”Is that” and all the times that you used words that end in LY. After singling out all of these instances and drawing a simple horizontal wine through them, try reading what you have written without acknowledging the previous words. You will find that your copy makes a lot more sense and gets to the point in a concise manner. Copywriters realize that to appeal to the buying motion of the customer you have to keep their attention at all times.
Secondly, copywriters can teach you the power of being specific. For example, what is a more memorable way of conveying statistics? “Hundreds of homeowners just like you are underinsuring the contents of their home,” or “63 percent of the clients I sell to underinsure the contents of their home by as much as $5,000”? Which do you think would resonate more with a customer? Copywriters understand that the human brain breezes over generalized terminology and remembers hard data, if the data is memorable enough.
Thirdly, copywriters know how to give people a reason to buy. Emotions that influence buying decisions. For instance, security, Fear, peace of mind – essentially the things that keep customers up at night — are what influence the copy of a well-written sales piece. You have to take customers from thinking insurance is something they need to “get around to” to something they can’t afford to go another day without. Copywriters do this by asking specific questions about the customer. Who are they? What do they do for a living? Who and/or what is important to them? What emotions do those things elicit? What would they want for those people/things if they were gone? You can ask the same questions.
Finally, copywriters know how to self-analyze. I just spent about 500 words telling you all of the things that copywriters know how to do and not to do. Let’s hover over that “not to do” part for a moment. I guarantee you every skilled copywriter commits all of the sins that I have mentioned above and then some. The difference between him and the average person, however, is that they know how to self-analyze and weed out the mistakes in their deliveries. Likewise, you have to be used to the idea that you will make mistakes in everything you do. What will set you apart from the failures in this business, is being able to go back over your processes and techniques and realize what is working and what isn’t.
You don’t have to be a good copywriter to learn from them. Since these writers are trained in the language of sharing information and the soft sell, they can aid your approach to how you interact with customers, whether that interaction occurs in person, by phone, or on the web.