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Actually 3 seconds is stretching it. If it is a sales ad in a print magazine, or among a sealed stack of post card advertisers, your advertisement attention time is lowered to 2 seconds. Likewise post cards and letters containing too much outside description are pitched by your potential client so fast it almost misses the garbage.
Your sales offer has 3 seconds to not only to grab the readers' attention, but to hold it. Otherwise your advertising piece is gone forever to junk mail land. It costs the same to get attention as to not. That's why some razor-sharp advertisers can pull in a 3% response rate, while others are lucky to get ½ of 1 percent responding.
It does not matter (1) if you use the most advanced sorting and quickest first class mail techniques, or (2) if your use an experienced bulk mail handler to get the best rates, or (3) if someone personally attaches first class stamps., or (4) even if the address were handwritten out.
Your sales message could be on an inexpensive post card, an eye catching tri-fold mailer, or a letter inside a fancy colored envelope. The letter message could be professionally written. With a lengthy explanation containing lots of product details, or an agent advertising piece you personally wrote.
All of these options only account for a five to ten percent variance factor in your final results.
A target refined list accounts for 40% to 60% of your response rate capability. Why purchase a high quality list of likely prospects if you can not get their attention? The result is the same, its three seconds or its junk.
The letter should always be short and be able to hook the insurance agent without using gimmicks. Never say 'it's the best' as every competitor says that and feels like that.
Your headline is the make it or break it point of your insurance agent advertising piece. The total print ad headline and sub-titles should ideally be about 25 words total Until you feel your advertising piece can grab and hold attention go no further! Use stunning adjectives and compelling verbs.
The headline is so important that you should write 3 compelling headlines, and have some associates or friends determine which inspires them the most. Remember to appeal to the recipients emotions, especially of fear, greed, or personal ego, all are very important.
Here's two headline examples for a multi-level sales marketer seeking distributors, "Introducing our innovative barn burning product with limited sales territories." Use maximum impact to steal away your competition's sales pros. "Immediately start with free verified and quality tested leads."
Using descriptive adjectives and compelling verbs and adverbs, called power words, charge up interest.. It's actually quite easy and fun to write a winning headline Feel free to steal energy and motivation from this sample listing of power words and phrases that squeeze action.
Try out: leader of the pack, distinguished, remarkable, open more doors, guaranteed, instant commissions, revolutionary, new market leader, 2 products in 1, exceptional, ticket to success, limited offer, superior, attractive, advantage, shift gears, discount, expires, score big, secrets revealed, unlock doors, save this card, potent, see for yourself, instant results, priceless value, pace setter, time for a change, take the lead, good as gold, endorsed, get it all, climb the ladder, throw out the manuals, instant bonus, reserved, grand, dreams come true, unsurpassed, and money maker
Use a killer phrase in your next headline, and watch your results jump the hurdle. Remember your piece must grab attention quickly to pay out worthwhile results.
Don Yerke started his career as a new rookie insurance agent, and worked his way up to an independent sales product marketer. Then he founded Agents Insurance Marketing USA, Inc. and is now the firm's adviser. The profitable firm provides marketers with the most refined lists of agents. Visit http://www.agentsinsurance.com View over 150 pages of insurance recruiting and sales marketing articles, tips, writing, lists, reports, and news.
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