Agent Marketing Reflections – AIG Life Insurance
Post date: July 7th, 2011 |
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AIG Life Insurance Company, as part of the American International Group, was the global international leader in the financial services industry. This giant has various operations in over 100 countries with additional services that include property casualty insurance, asset management services, and purchasing and underwriting subprime loans. Without the massive and controversial United States bailout, it would be in bankruptcy.
Sure, you’re a great agent. Super–you know that, but how do you transmit that precious point across to your prospects?.
Paint a picture
In the first paragraph, paint a related picture of the reader’s pain point or desired solution. You want your reader to be nodding her head in agreement as soon as she begins reading the letter. Use metaphors to bring your solutions to life. Many people can’t understand a solution that they’ve never experienced. Metaphors help them visualize.
Later, after you hear that song three more times on the radio the words are grooved into your head. Another week of exposure and you feel like the tune’s an old friend. You probably won’t be able to recall a time you you didn’t know the words.
Push for Response
Finally, your sales letter needs to make the close. Remember that you’re not closing the sale – you’re closing the “next step.” There’s a huge difference. Very few people buy insurance when they receive a sales letter. They buy when they have a need and they think of you. They will think of you if they’ve interacted with your company in a variety of positive ways. The job of the sales letter is to persuade the reader to step into your sales cycle. The letter should convince the reader to respond to your offers. Once they respond, you have permission to communicate on an ongoing basis, which is the secret recipe for closing insurance sales.
Don’t forget the P.S.
Yes – The P.S. is still very important. Research shows that many people read the P.S. before they read anything else. So, write the P.S. as if your letter will never be read. Hint at the promise and sell the offer, making sure that you write in a “what’s in it for the reader” tone. And, keep it short and sweet – two sentences is ideal.
Reply Mechanisms
Include as many reply mechanisms as possible – e-mail, web, phone, fax and reply card. Different people respond in different ways so try to appeal to all of them.
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