Insurance information everywhere – What to read, what to read, what to read…
If clients don’t like or are uninspired by the headlines you give your insurance marketing material they will not read your content no matter how wisdom laden and clever it is.
To some extent the fact that you have got as far as opening my musings here, is testament to a point I will be making later on in my blog i.e.. if you are going to broadcast communications and share insight that you want your customers to read, its perhaps never been more imperative to make your headlines (as far as is sensible) rise above the mass of material that they are constantly being invited to read and GRAB CUSTOMER ATTENTION.
If you do this they are far more likely to be read your news, whitepapers and reports, which is the very thing you wanted them to do in the first place. After all what's the point of spending all that money and time if your articles are not going to be read.
Now I’m not saying that you need to go over the top, but in a broker market that is full of rather homogenous and very conservative copy, I just think things could be better.
Insurance marketing today...
The insurance world is awash with companies broadcasting messages across a bewildering number of channels all vying for customer ‘mindshare’ that largely says:
‘Look at us we’re special and different’ (buy from us)
‘Check us out aren’t we clever’ (buy from us)
Never before have customers been confronted with so much media, so much choice.
A quick look at just one channel, Social Media, shows that the sheer volume of content out there means that, with the best will in the world, great wholesome and useful broker content is very easily missed.
Against this backdrop if you are spending your hard earned cash producing communications for your customers it’s essential that you make what you have to say STAND OUT.
As a precursor to writing this blog my company youTalk-insurance did some research in Social Media that involved scanning broker Twitter accounts. This work revealed that many brokers were as a matter of course were producing some really good content for consumers (full of great advice, hints and tips), but sadly all too often engagement just wasn't there.
Here are 7 useful hints and tips that will help you to secure customer engagement - Write SENSATIONAL and INTERESTING headlines...
- Keep your headlines short – Brevity is king
- Make it personal ‘you’ and ‘your’ work very well – ‘You Appeal’ works. Make your headline resonate on a personal level
- Ask questions and use question marks??? ‘Are you ready for?’ Question marks help with engagement and help to arouse curiosity
- Try to avoid being too salesy – this can be a real turn off. Brokers that produce articles (content) which is aimed at educating and informing customers seem to get better engagement. Remember, sales messages can sometimes be a real turn off
- Use images – ‘If a picture paints a 1,000 words’ as the song goes – Use interesting images to accompany headlines. This is very pertinent to Twitter where there is a massive body of evidence to suggest that Tweets with an attached image get far more engagement
- Numbers work – If your article has a list of salient ‘must know’ points use this in the title of your content e.g.. ‘7 things you need to know about’ – it helps to orientate your reader and manage their expectations. The logic follows that if they read your first point and it interests them they are far more likely to continue to to read the whole article
- Think about energy inducing action orientated buzz words that elicit an emotional reaction and arouse curiosity
The Great News
With some subtle tweaks to your approach, that won’t actually cost any money (just your thinking time), you have a great opportunity to punch well above your weight (Social Media is incredibly democratic like that) and out gun your competitors, some of whom will doubtless want to stay fastened to the staid rather dull end of the communications playground.