Today, let’s do a little Q&A
Q: Hey Jim, some insurance marketing gurus recommend against using “off-the-shelf” newsletters like the ones you publish. They say agents should be writing their own newsletters.
A: My answer may surprise you. But I agree. You should write your own newsletter. You should follow the news carefully, research and write 4-6 articles a month about a variety of topics in your niche, fact check everything thoroughly, find images to go with at least a few of the articles, write headlines and sub-heads, lay the newsletter out for HTML or print or both, proof it and publish it on a fixed schedule. I’ve left a few steps out but that’s basically the procedure.
Easy peasey, right?
If you’ve got the time to do all that and build a book of business or run an insurance agency or whatever your daytime job is, I say go for it. And more power to you.
Q: One of your competitors thinks that newsletters that are strictly about insurance are too boring. They should include recipes, jokes and puzzles and stuff like that. I’ve noticed that your newsletters just cover subjects related to insurance.
A: Again, I don’t completely disagree with my competitor. The problem is that every agency has a different personality, a different corporate culture and style and most importantly, they serve widely different audiences. Meatball recipes might be okay if you’ve got an agency that does personal lines and everybody on staff is very informal with clients. Probably not a good idea if you run a professional liability shop for architects and engineers. Unless you’re also a gourmet cook and this sort of thing is actually part of your branding. That would actually be very cool.
But you see what I mean. The safe bet is no jokes, no recipes, no Sudoku. I mean we don’t condemn off- insurance topics. Agencies can certainly include these kinds of articles. They often do provide their own content, but usually stories about what’s going on at the firm, like new hires, new products and key client profiles. Stuff like that.
Okay, one more.
Q: Why do you hate email insurance client newsletters?
A: I don’t hate email insurance newsletters. I think you’re referring to the fact that I think … no, I KNOW … that PRINT newsletters are at least 5X more effective. Email’s great. I love it and use it myself of course. But if you really want people to see your branding, etc., PRINT is the bomb.
And if you’re ready to start a print newsletter, or even an email newsletter, get all the info here:
Teach, build Trust and stay in Touch with your contacts regularly.