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Posted on 14 Jul 04
In an earlier article I expressed the need to obtain the email addresses and the concept of "Repetitious Pull.” In this article on the concept of repetition in Internet Marketing, I will illustrate the use of an agency newsletter and other communiqués that will encourage the client to regularly visit your web pages and what they should find when they arrive at your agencys web site.
The growth of the on-line sale of insurance by companies such as Progressive and InsWeb has been dramatic. In many ways they provide a higher degree of customer service then does the local independent agent. One of the ways they accomplish this is through the use of regular communications with their clients. They accomplish this by providing free information to their customers via a regular email newsletter.
Using the basic sales concept of "People love to buy, but hate to be sold” a newsletter should direct clients and prospects to the agency's web site to obtain free information. It is important that you understand that a newsletter should not be a sales brochure, but should provide risk management information and other data that help your clients guard against financial loss. Your web site will also contain information regarding other products and services you provide. This is called “suggestive sales.”
You will note that I use that concept in the newsletters I send you. My newsletters contain a brief description of the article. I then provide a link to the full article, which is posted on my web site. By providing free information, the reader of the newsletter will have the opportunity to see the additional products and services you provide and will contact you when they have an interest and are ready to buy.
The agency's email newsletter should be personally addressed to each recipient. This can be accomplished through the use of a product called "WorldMerge.” It is manufactured and sold by ColoradoSoft - http://www.coloradosoft.com/. WorldMerge allows you to quickly and easily generate large numbers of personalized e-mail messages using your database of recipients and a "template" e-mail message. You can simply “down load” the software or you can order a CD and install the software yourself. I recommend that you download the software and also order the CD, just in case you have to re-load it. The cost of the software as I described is $69.
I would also recommend that you regularly communicate information regarding legal changes and policy format changes that occur. This could include changes and/or reductions in coverage by companies that compete with you.
In an old baseball movie I saw the statement was made, “If you build it, they will come.” That is partially true with your web site. If you build it, they will come, but only if you regularly show them the way by providing newsletters, bulletins, etc., that link to your website.
For more information on the services and products of Jack Fries – including registering for his free newsletter – go to http://www.jackfries.com.
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