22nd August 2020

7 Key Insurance Copywriting Tips

It can be difficult for insurance agencies to market their brands properly in the current competitive environment. But technology presents a variety of opportunities to show their brand in the best light. Here are 7 insurance copywriting tips that will help you create unique and profitable copy to fit in with your agency’s marketing drive.

Copywriting plays a pivotal role in improving your general online profile and website traffic. Good insurance copywriting conveys an original and relatable brand voice to your desired audience. Great copy also has a knock-on effect on your overall digital marketing strategy.

In these times, a brand’s visibility is as significant to customers as physical communication. There is a level of trust engendered through a phone call or direct interaction with a client; your facial expression, tone, and body language communicates trust to your clients. This trust is not as easy to create on the internet, so you need to maintain a style of communication that makes your clients feel like they are communicating with a real person.

Making social media advertising honest and marketable is the work of an effective insurance copywriting service. Below are 7 tips and tricks to improve your social media marketing efforts.

1. Know Your Audience

Understanding your audience is a key part of copywriting and marketing which many people tend to ignore. Any insurance content that ignores the importance of the audience will lack impact and influence, and most importantly, your message will not get to your intended market.

When you write, you should do so with a target audience in mind and address your writing to them. Think about their wants and needs, and offer the best solutions to address them. This tactic helps you direct your efforts at the people who need your products and services while also helping you to avoid those who do not.

2. Aim for Clarity

One thing to do before you publish any article is to read it for clarity. Read every word and sentence, and ensure that the message is clear. Your choice of words and tone is crucial. Keep things simple and to the point, and avoid overly long or ambiguous copy – it must not read like a university thesis!

3. Apply the 'Kiss' Method

A good rule to remember is the 'KISS' method: Keep It Short and Simple. The best adverts on television, radio or billboards have one thing in common – brevity and directness. Imagine listening to a long, boring pitch – not fun, is it? You should always remember that other people feel the same way when your writing is long-winded, hence why when it comes to your copywriting, you should keep it short and simple at all times.

4. How To Add A Call To Action And Why You Need To Do It

In sales, a call to action is the next step to take after you have convinced your reader of the importance of your product.

What is a call to action? It is the content that convinces the reader or customer to carry out a particular task. Calls to action often takes the form of an instruction or directive – a good example is "Add this to your cart now".

Using hesitant terms like "would you like to?" or "if" is giving people an easy way out, so you do need to be direct and make it clear what you want people to do. This helps to let your audience know why they should take the action you want them to take, and helps solidify the decision.

5. Highlight The Best Features of Your Product, Then Show the Benefits

Imagine advertising a phone with a great camera, top-quality screen, and excellent battery life. Do you think people buy products based on the ideal features alone? Some people may say yes, but the truth remains that people often make purchases based on benefits.

What we have above are features of the product and specifications. In the world of insurance, they could refer to the cost of insurance itself or the basic things covered by insurance.

What features do is show the credibility of the insurance service or product. But benefits show people reasons to purchase the product.

How does the product contribute meaningfully to your customer’s lives? Does it in any way make life simpler? Does it bring a certain peace of mind? Benefits provide answers to the questions, “What’s in it for me?” or "How much will this help me save?"

6. Use Testimonials

When people give you credit for the incredible work you do or the perfect service you provide, it is not something you want to hide under a rock – testimonials are things you display proudly. This is even more important in the insurance market, as it gives you more credibility.

Despite the need to publicise your achievements, it is important to use testimonials which your audience can relate to, as you don’t want your testimonials to sound fake and pretentious. Use the most human and relatable ones.

7. Shift the Spotlight Away from Yourself, Shine It on Your Customer

While you must aim to show your best face and show off the incredible work you are doing, you must understand that too much focus on your achievements will rub your customers the wrong way.

You want to show them how you can help them, what you have to offer, how you can be useful to them. Show off your awards without sounding too self absorbed. Choose above all else to show how you or your product can be of service to those who need them most.

If you follow these 7 tips, you are on the right path to becoming an insurance marketer with a difference, and you can impact your market and rake in the profits that will follow. You will make your customers feel like they are having a conversation instead of feeling like they are being made to buy something.

For a great insurance copywriting service that can provide content that will not only draw customers towards your business but also improve your search engine ranking, lead generation, click-through rates, brand visibility, social media engagement and most importantly, conversions, you should consider hiring the services of an insurance copywriting agency.

In reviewing copy for your firm, an expert agency first understands your company’s values before ensuring that those values are communicated to your prospective customers.

We would love to assist you in making the best decisions in your digital marketing strategy. Get in touch with us today!

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