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6 key elements of any marketing message

Incorporating these elements will improve performance and make you a wealthier producer.

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Compelling Headline – The first thing a prospect should see in a marketing message is a benefit-driven, interesting and compelling statement or question. The purpose of the headline is twofold: 1) grab the prospect’s attention and 2) compel the prospect to read, watch or listen to the rest of the message.

Here’s an example of an attention-grabbing headline. “WARNING: Don’t Drive Your Car Until You’ve Put Your Insurance Through This 4-step Checklist!”

Unique Selling Proposition – Your unique selling proposition (USP) is a concise statement that identifies what makes you different and better than any of your competitors. It should not be a paragraph. It needs to be short and no longer than two sentences. Your USP’s key idea needs to be easy to remember for your prospects and clients. You can learn more about developing an effective USP by clicking here.

Client Testimonial – The more social proof you can provide for your prospects, the more likely they are to become clients. Testimonials need to be complete and detailed, not short and generic, so coach your clients to give you good reviews. Finally, don’t underestimate the real selling power of testimonials; in the words of one of my marketing mentors, “You can never have too many testimonials.”

Special Offer/Call To Action – You have to ask for the business in order to get it. Every marketing piece should have a specific offer that asks your prospect to take some sort of action, whether that is to call your office or go sign-up on your email list at your website. Ideally, you need to provide an incentive to your prospects to take action by giving away something valuable, such as a lead magnet. Read more about lead magnets by clicking here.

Contact Information – This is a given, but don’t forget to include all your contact information: name, phone, fax, email, website, etc. Provide clients with various ways to get in touch with you.

Picture – People want to do business with people they know. A picture of you makes you more real to your prospects. Don’t confuse your logo with your picture. You can have and use both, but realize that a good picture of you is almost always better than just using your logo.

Include these six elements in every marketing message and I guarantee you’ll see a better response, and build a bigger bottom line for your business.

Scott Cantrell is the chief marketing strategist with Bottom Line Solutions, a leading sales and marketing firm providing cutting-edge methods, ready-to-use resources, and private coaching and consulting to insurance professionals across North America. To discover more prospecting methods, go to:http://www.InsuranceBottomLine.com/secretweapon.html