Writing marketing copy or emails may be one of the most challenging tasks you’ll encounter as an insurance agent or financial advisor.
You may know what to write, but when it comes to how to write it, you’re stuck.
So I’m going to teach you a trick for more effective copywriting. In fact, I’m using it right now. Can you guess what it is?
Who’s your No. 1 fan?
Before you write an email, postcard or direct-marketing letter — anything that will go out to a number of people — I want you to think of the one client who loves you the most: Your No. 1 fan.
This can be a past or current client, just as long as it is someone who is extremely happy to hear from you when you call; someone who always replies when you send an email. This is someone who seems genuinely grateful for your knowledge and expertise when you sit down together and share a strategy for success.
Remember how good it feels to have a client react like that? Well, I want you to think about writing your emails to that person only. Do that, and you’ll find your self-doubt begin to disappear.
Why create an ‘audience of one’?
When we write an email to a group of people, we often write defensively, protecting ourselves so that we don’t seem unprofessional or come across as too personal or give away too much information.
But when you’re connecting with someone one-on-one and helping that individual with a specific problem? That is when you really shine.
So why not write emails the same way?
By imagining that you’re writing to just one person — that favorite fan of yours — you can find your unique, genuine voice.
If you’re having a hard time with this, try finding a picture of your No. 1 fan on LinkedIn or Facebook. Print it out and put a copy of it right in front of your computer. Right at the top. You can literally just tape it there.
Then, when you’re composing your next marketing email, look at that person and just write. You’ll notice that your copy starts to flow a lot more effortlessly. You’ll also enjoy the writing, which will be more conversational and effective.
Editor’s note: This essay is excerpt from “SHIFT: 201 Proven Insurance Marketing, Digital Lead Generation and Free Traffic Strategies to Sell More Insurance and Financial Products and Get Your Time Back Now” by Jeremiah Desmarais. Click here to find out more about the book and the author.