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?
What Your Peers Are Reading
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.