Look at this text from an independent agent website home page and see if you can figure out what the missing marketing word is:
We are an independently owned insurance agency focused on offering comprehensive insurance and risk management solutions to consumers and businesses in [name of state]. In business since 1929, we strive to be trusted advisors to our clients. Whether you need business insurance, health benefits, workers compensation, or home and auto insurance, we are committed to building respect, trust and serving your insurance needs.
The substance of the message is fine.
But what’s it really about?
Not the customer.
It’s about the agency. We do this, we do that. We’ve been in business since before most people alive today were born. Etc.
The missing marketing word is “You.”
Because people don’t care about the “we” parts of your marketing. They care about themselves, their needs, their problems. They care about the parts where you talk about “you” and “your,” as in “We’ll get you travel insurance so you can spend your holiday worry-free.”
So switch it around. Make the prospective customer the focus. Focus on their needs, their problems.
Not your problem, your need (which is that you want to get their business).
Here are two examples of home pages that focus on the prospect’s needs:
Tough Medical Issue? Save Up to 73% on Life Insurance
(Headline from Chris Huntley’s Huntley Wealth Insurance Services)
“I’ll get you the right insurance protection at the lowest cost.”
(Headline from Gary “The Marshall” Sides’ website)
Headlines like these grab the reader’s attention. You don’t grab attention with headlines that boast how long you’ve been in business or share your mission statement.
One of the greatest copywriters of all time, Rober Collier, said that to write great ads or marketing of any kind (including for websites), “Enter the conversation already taking place in your prospect’s mind.”
In other words, figure out their pain or need and explain how you can help relieve that pain or need. Take the prospect’s point of “you,” not yours.
Same goes for your newsletters of course. At Smarts we conclude every article with “if you have questions or need more information, please contact us.”
Teach, build Trust and stay in Touch with your contacts.