It never fails to astound me that when I’m looking through a magazine or newspaper and reading the ads, that not only do they all look alike and are boring, but almost none of them ask for a response.
By Aaron Wilson, Associate Partner
Central Insurance Brokers, Perth WA (West Australia)
Go grab a magazine right now and look through the display ads. You’ll see ads saying things like: “Open an account”; “Apply now”; “Get started”. But there is no direct-response mechanism.
Most of the ads are just institutional ones that just tout the company and end with the telephone number, the website address, or the name of the company. They are not direct-response ads that encourage the reader to contact the company to get something the reader wants and by which the company can create a lead or customer.
The ads merely talk about how great the company is. The ad designer then hopes that the ad copy and images are so great that people hop on the phone, or whatever, and contact the company.
If your prospect sets your ad or sales letter aside to “deal with it later”, you have probably lost them as a customer. What I suggest is that you should do everything you can think of to induce and create an immediate response from them.
First, make sure that you offer a free report, a free sample, a free service or whatever with each ad you create.
Then along with that, include deadlines of some sort to make the reader think twice about not acting NOW.
Here are some examples:
- Penalty pricing. Let them know that the prices will go up on a certain date.
- Have your offer expire by a certain date.
- Have a “Mystery Bonus” if they respond within the next 24 hours.
- Let them know there is a limited supply and that you may run out. Even if you do not have a limited supply, you can create an illusion that there is. You can say, “We will return your check uncashed if we run out of the item.” This suggests that there is a limited supply without you even saying there is.
You notice that the smart Insurance companies apply such lures in their Domestic sales compaigns offering special discounts on Car and Home Insurance.
As a Professional Insurance Brokers such methods are not the tools of our trade, our main focus is Commercial and Business Insurance clients but we realise the need for "response" and gaining stance with our clients and we offer gifts and treats which makes the dreaded Insurance topic have a zing.
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