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How To Write Insurance Leads -Annuity Leads Headlines That Will Increase Your
Response By Up To 1800%!
From the desk of Russ Jones (Creator of the
"3-Step Postcard System."
I’d like to extend a warm welcome to you today. I’m going to teach you a valuable skill that you can use
almost every business day of your life to help increase your income. In this
issue I’m going to show you:
How to write Insurance leads-Annuity Leads headlines so compelling that senior prospects
will flood you with inquiries that you can turn into cold hard cash!
You may ask, why do I need to know how to write Award-Winning Insurance
leads-Annuity leads Headlines?
Because, as an insurance agent you need to know everything possible about
creating cash-generating powerful headlines that will make your prospects drive
10 miles to drop your lead into the mailbox or run to the nearest phone to call
your 800 number and inquire about your valuable information.
FACTS YOU SHOULD KNOW:
More than 90% of all Insurance leads and Annuity leads ads and letters today don’t have headlines.
Ninety percent of the success or failure of any offer, whether in a space
ad or sales letter, relies on the headline. Without a headline, your ads are
doomed for failure almost every time. Marketing tests have shown that sales
letters create more response with headlines.
Teaser copy on an envelope and the title of a book are as important as
the headlines in a sales letter or ad.
My good friend and top copy writer, Brian Violes, has tested countless
headlines and has found they can increase your response by as much as 1800%
if they make powerful promises and/or benefits to your market.
Headline writing is the best place to start. I’ll show you how to ignite your
sales by creating headlines with amazing power!
Here is what three, trail-blazing advertising legends say about the power of
using headlines:
"On the average, five times as many people read the headlines as read the
body copy. It follows that, unless your headline sells your product, you have
wasted 90 percent of your money."
David Oglivy
"The sole purpose of a headline is to offer the reader a reward for reading
the body copy. The wrong headline, or no headline, can result in the failure of
the ad to accomplish its primary goal; to lead the reader into the body of the
ad."
Jay Abraham
"Advice to copy writer: When you are assigned to write an ad, write a lot of
headlines first. Spend hours writing headlines – or days if necessary. If you
happen to think of a headline while walking down the street or while riding the
bus, take out a pencil and paper and write it down."
John Caples
All three of these men are advertising legends. They have made millions for
their clients and themselves by writing magical, cash-generating, powerful
headlines!
The average ad writer will usually write dozens of headlines before finding
just the right one. Brian Violes once said:
"If You’re Serious About Writing Insurance Leads-Annuity
Leads Ads and Postcards That Sell, You Need To
Spend The Time It Takes To Write At Least 100 Headlines Every Time You
Sit Down To Write An Ad!"
100…really? YES…at least! Brian tells me that he has more than 25 megabytes
of headlines on his hard drive!
Trust me, it takes more than a few minutes to come up with selling headlines.
You’ve got to commit yourself to sit down and write at least 100 headlines.
What does a headline do?
An effective headline is important for many reasons.
It attracts attention. Your headline must practically reach out to your
prospects, grab them by the throat and say, "HEY! I’M TALKIN’ TO YOU!"
You want to attract only your target prospect!
Communicate the strongest benefits you offer your target market. This
will answer the important question we all talk about, "What’s In It For Me?"
Sets the tone for the offer. Sometimes you may want to place your offer
directly in your headline.
A headline acts like a marquee, a rook-like projection over the entrance
of a movie theater.
Selects the right audience.
Perhaps most importantly, your headline is the "ad for your ad."
If your headline fails to stop your prospect dead in their tracks, the whole
ad becomes worthless to you. Get the point?
Formula for writing good headlines:
Write as many as 25 headlines, put them away for a day, then select the
best one. Use quotation marks because they are more believable.
The combination of a good headline and a good picture is irresistible.
The best headlines offer something. Try to include the prospect’s self interest into every headline.
Tell a story. Address the headline to a specific person or group.
Put a date in your headline. Use reverse type sparingly because it is hard to read.
The headline should answer the question: "What’s In It For Me?
How to start writing award winning Insurance leads- annuity leads headlines for your letters, postcards and
advertising.
First, you must identify all the benefits and features of the product – from
the prospects point of view. The benefits are the really hot issues…
Benefits are what provide the answer to the "so what" attitude. Try to use strong action verbs. For example: "Discover How To Slash
Your Property Taxes and Mortgage Interest by 65%." The word "slash" is a very strong action verb. When seniors read or hear that
word they immediately think about saving money. An example of "feature" would be that a product weighs more than
12 lbs. and has over 400 pages in it. You will find that you need both benefits and features in your
headline and your copy. Place emphasis on benefits. Remember, seniors respond most of the time to their emotions.
There are hundreds of benefits that work, but most of them fall into one of two categories. The two most powerful benefits that motivate prospects
in our culture are love and money.
By writing benefits into your headline, you will automatically stimulate
emotions. Then a person will justify his or her decision by using logic. Isn’t
that interesting? I’ve just given you some powerful information that you can use
to increase response when writing your own headlines.
Here are some sample headlines I’ve created for you. Try to imagine a senior
citizen receiving a letter or postcard containing these headlines.
A Powerful Strategy You Can Use To Turn Your CD Money Into A
Triple Compounding Account!
How To Quickly And Easily Get Triple Compounding On Your CDs!
Free Report Reveals 13 Powerful Ways To Beat The Banker With
Your Money!
WARNING TO SENIORS
You May Be a Victim of Bankers’ Greed!
Do You Have A Maturing CD?
How About A 12-14% Safe And Secure Investment Paid Monthly?
How About An Alternative Product That Pays 12 – 14% Monthly?
I enjoy expounding on writing headlines that can triple your response on any
ad, direct-mail letter or postcard. Let me give you a secret that could fill
your mailbox with leads. Some of the headlines you just read would make most
seniors run to the nearest phone or mailbox to discover the secret of what you
offer.
Ogilvy said, "On the average, five times as many people read the headlines
as read the body copy."
A strong headline that compels the reader to read the entire ad should do the
trick, right? Assuming you’ve properly targeted your ad so that seniors who read
it want your product, getting additional seniors to read the ad should certainly
dramatically increase sales, don’t you think?
You don’t have to guess at this one! The research has already been done for
you. Direct marketers have already proven that you can increase response to an
ad anywhere from 10 to 20 percent and up to 18 times (1800%), simply by using a
stronger headline.
Are you starting to see the importance of headlines?
Without a headline, you’ve got no way to force people to read the ad. If they
don’t read the ad they can’t respond to it.
Here’s the secret. Since a headline is an "ad for the ad", a good one is like
a powerful magic force that calls out to your prospects and compels them to read
on.
How do you brainstorm a winning headline?
Here’s a great technique. Using 3 X 5 cards, start an "idea file." Start
looking in magazines, newspapers and direct mail letter and jot down the
headlines that catch your interest.
Find ads that are selling to a similar market as yours – then write the
headlines. This will get you in the mood for writing winning ads. Just take the
benefit in the ad they’re selling in their headline and add your benefit. Try it
– maybe that’ll be your winning headline.
For example, a few years ago, Iwas watching one of my son’s soccer games and during half time
I was reading Success Unlimited magazine. I came across an article about
a couple who had sold thousands of birdhouses. They had a picture of themselves
and in the background there was a small flier hanging on their wall that said,
"Now There’s Nothing In The Way Of You Being A Bird Watcher."
The moment I read that ad, I started thinking of how I could use it for my
marketing program. I like the words, "Now There’s Nothing In The Way of You…"
Here’s a sample of headline I thought about using:
Now There’s Nothing in the Way of You Getting Triple
Compounding on Your CDs!
Now There’s Nothing in the Way of You Protecting Your CDs,
Social Security,
Pension and Assets from the Medicaid Gang!
The point I’m making is, you need to look everywhere for sample headlines that you can use in all of your advertising. You need to
continue looking for headlines that you can collect and incorporate into your "idea file."Let me give you one of the most powerful headlines you can use
that will almost guarantee doubling or tripling your response.
Use a Personalized Headline.
This type of headline makes it personal. For example, I recently received a letter in a brown #10 envelope with my name typed on
the envelope. When I opened it the large bold headline said:
Russ Jones Receives $15,000 From The Social Security
Department
It really caught my attention. In fact, I ordered the newsletter.
Additionally, if you had mail merge capabilities on your computer (and you
should) this would be a powerful headline:
Thomas Scott Receives the Highest Rate of Interest on His CDs
The "Thomas Scott" portion of the headline is the personalization. This type
of headline can be incredibly profitable. For some reason, it motivates
prospects who wouldn’t be motivated any other way.
It’s not that they believe you actually sat down and typed an entire letter
for them – It’s just something about seeing their name that people like. If you take the time to set up your computer with a word processing
program like Microsoft Word, you could be shooting out personalized letters and postcards. If you buy mailing lists, buy them on disk so you
can mail merge into your computer. I’ll guarantee that if you personalize your letters and direct-mail letters
they will pull just like free hotcakes on a cold morning!
Powerful Headline Words That Are Proven Effective.
The most effective words you can use to begin your headlines are the words,
"How To." Think about how many times you see a headline that starts with "How
To?" With the "How To," you immediately involve your reader in something they
have an interest in (provided you have done your research and targeted your
market.)
Here are some time tested, effective headline words:
Announcing, How Would, Amazing, Yes, Secrets Of, Advice To, The Truth About, Little Known Secrets, Facts, Discover, Amazing, Love ,New , Breakthrough
And finally, the most powerful headline words: FREE and YOU!
Let’s see if I can write a headline that uses some of these words.
"Top Marketing Expert Reveals the Little-Known Secrets to
Success in Marketing Your Insurance Products to Seniors – Amazing Facts and
Brainstorming Discoveries You Can’t Live Without!"
Two other words that are my favorite are Quick and Easy!
FREE REPORT! Reveals Seven Quick and Easy Ways for Seniors To Retire in
Comfort.
Stay away from headlines that merely create curiosity. You must design your
headlines to stir emotion within your prospects…it must strike a chord. It must
get your prospect excited, scared, or remind them of deep frustration…a
frustration that you can ease. That’s why, whenever possible, you must use power
words.
Remember, you want your headlines to be passionate and create intrigue. You
must address a senior’s biggest frustrations and worries. Those are: money,
security, financial freedom, health, love of family and peace of mind (not in
that particular order).
SAMPLE POSTCARD
I had one
agent tell me that this postcard last year made him an extra $25,000 in
commissions. My marketing course has over 25 postcards and 17 reports you
can use.
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Your next newsletter will show you:
How to immediately double, triple, or even 10 times your response from
your existing advertising budget!
How to write "Killer" direct mail and newspaper offers, ones that make
senior citizens stop reading the Enquirer or watching daytime soaps to call
your toll free number or mail your return card.
I’ll also give you a telephone script and letter that helped one agent write
more than $6 million in annuity premiums last year.
"No One Has Endurance Like The Man Who Sells Insurance."
"The Best Way To Kill An Idea Is To Take It To A Meeting."
For additional marketing
information on sequential mailings go to
http://www.Ultimateinsurancesystem.com/specialreport.htm
Go forth and prosper,
Russ
J. Jones
P.S. Questions on marketing
call my personal line at 435-563-4749 and let's discuss your
current marketing campaign.
Creator
of the "3-Step Postcard System"
http://www.3steppostcardsystem.com
http://www.PmrSystem.com
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