Test Your Marketing Strategy –
Better Results In 3 Simple Steps

You can waste a lot of money jumping from one type of advertising to the next because you aren’t satisfied with the results. But when was the last time you really evaluated your marketing strategy? And not just where you’re spending your money, but what you’re actually saying?

If your phone isn’t ringing chances are it’s because you haven’t given prospects a good reason why they should call you.

Taking the time to evaluate your current message is especially important in the New Year, whether you’re thinking about adding a new line of insurance to your business or just want better results with your current market.

Here is a 3-step process for identifying whether your marketing message needs some repair work:

1. Give some of your most satisfied customers a call. Your best clients are your target audience, and to attract more people like them, your message should touch on the exact same triggers that worked for them. Ask if they wouldn’t mind sharing their reasons for buying a particular insurance product from you. Be careful to take note of their exact phrases. They might have difficulty expressing themselves right on the spot, so be prepared to help them elaborate on their answers if they are too brief. For example: If they say, “I decided to buy health insurance because the time was just right,” Follow up with, “Why was the time right?”
   
   
2. After you’ve contacted several of your key clients, review their reasons for buying and see if there are key words or phrases that stand out. Are they repeating a few things more than others? Now look at your last postcard mailer, yellow pages ad or anything else that you have used to market your agency recently. Does your message match your best clients’ reasons for buying?
   
   
3. If the answer’s no, then it’s time to readjust your message. Don’t be afraid of using your client’s exact phrasing. You might lean towards the subtle approach but if you really want your target audience to respond, then you MUST address their need, desire, or fear right off the bat. For example: If your clients overwhelmingly told you, “I decided to buy health insurance because I couldn’t get coverage through my job anymore,” then that’s what your message should be. Picture the new yellow pages ad that will replace the one with just your picture, agency name and contact information:

   Has Your Employer Said “NO” to Health Insurance?

   Call ABC Insurance Agency today for a free, no-obligation consultation on your health insurance needs. In just 10 minutes you’ll learn how you can get affordable health insurance coverage – without getting it through work.

   Now you’ve got your prospect’s attention by addressing their need and desire. Did you notice the offer for the free consultation? Of course you’ll talk to any lead for 10 minutes at no cost, but would a prospect necessarily assume that? Now you’ve presented your audience with a no-risk incentive to contact you – a promise that they’ll learn a fast solution to their problem.

Remember: You’ll need to spend time identifying your prospects’ specific trigger points, crafting your own message and determining a no-obligation incentive. But once you’ve put your new message into effect, the results will be a better response rate.