Marketing Tips for Independent Insurance Agents – Crafting Postcard Copy

April 25th, 2024 by

As part of the series of Marketing Tips for Independent Insurance Agents, this article deals with crafting postcard copy.

The truth is that independent insurance agents can either rely on their providers to provide them with decent marketing materials – or they have to do it on their own.

Many independent agents use postcards for their outbound marketing. It’s highly targeted, cost-effective and can generate leads for your agency on a continuous basis.

Of course, you need to make sure you are targeting your best prospect group – whether it be new homeowners, homeowners by x-date, or turning 65-ers for supplemental Medicare. But you also need to create a winning postcard for your marketing.

Independent insurance agents should focus on strategies that highlight their unique services, connect personally with the recipient, and prompt a clear action. Remember, you know your market way better than someone in a home office in another state.

Marketing tip: AI can help guide you to create that winning copy. Use your ChatGPT and ask for suggestions. In the meantime, here are some guidelines you can use that will make your postcard campaign a success.

Personalize Your Message

  • Address Recipients by Name: When you use the recipient’s name, you create an instant personal connection. (Wow – he knows my name!) This makes the message feel tailored and direct.
  • Highlight Local Expertise: Emphasize local knowledge and presence.
    • Example: “As your neighborhood agent in [City/Neighborhood], I’m here to help.”
  • Tailor Based on Needs: Segment your mailing list to target specific demographics (e.g., families, Turning 65-ers) with insurance services that are relevant to them – i.e. retirement planning, homeowner insurance.

Clear and Compelling Headlines

Use Eye-Catching Headlines: You want to grab people’s attention right away. Examples of headlines that have proven effective for other agents.

    • Protect Your Family’s Future
    • Is Your Retirement Plan on Track?

*** BTW – Keep It Simple and Direct. Avoid jargon and complex terms. It’s a postcard – you only have some much space. The message should be easy to understood at a glance. Remember your message is being directed at a specific target group. For example, if you’re selling mortgage protection insurance to new homeowners you’re focusing your headline on financial security.

Create a Sense of Urgency & Highlight Benefits NOT Features

Incorporate Special Offers: These are incentives for your prospects to take action.

    • Free consultations
    • Free policy review
    • Bundled discounts

Create Urgency to prompt quick responses:

    • Limited Time Offer
    • Schedule by [Date] and receive a complimentary insurance assessment

Highlight Benefits Not Features: Always remember, it’s not about you – it’s about them. Every agent can sell a policy….but you need to highlight what you’re doing that makes their lives better.

    • Peace of mind
    • Financial security
    • We’re here to help you 24/7

Strong Call-to-Action (CTA)

Make sure your contact information is prominent / bolded / correct. (Nothing worse than doing all this marketing and forgetting to proof your phone number). Make sure your phone number and website are easy to find and read.

Use Action Verbs: You need to tell your prospects what you what them to do.

    • Call today
    • Visit our website
    • Stop by our office

Offer Multiple Contact Methods: People need to be able to contact you the way they want. That means you need to provide choices to contact you via phone, email, or web. When you cater to people’s preferences, you enhance your response rates.

Wrap Up

When it comes to marketing tips for  independent insurance agents, postcards are a cost-effective tool to cut through the noise of digital ads and create a tactile connection with prospects. Of course, success depends on making sure you are pulling the right mailing list. Remember, in modern insurance marketing, there are certain triggers than spur insurance needs. Make sure you focus on them.

These strategies not only help in attracting the recipient’s attention but also in driving action. This is a must if you want people to respond. When you use personalization, clear communication, engaging offers, and a strong call-to-action, you can really up the effectiveness of your postcard marketing campaigns.