Bias Boating
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Qualified Insurance Leads Using Direct Mail by Peter Ryan
The first thing to remember when you’re doing direct mail is that the list is everything. The best direct mail piece in the world is no good if you send it to the wrong list, or to a bad list, or to a bunch of people who have already moved and aren’t there to receive their mail. So, focusing on, and getting, a good list is key to making your marketing pieces perform well.
Write that down. The list is everything.
How do we go about getting a good list? First of all, it’s important to know who your best customer is.
Do you have a lot of customers in a certain geographic area? If so, then that’s probably a good indication that you can mail to that area and be successful in getting clients. Do you have a lot of people who own a certain type of home, or a certain type of car, a boat etc? These types of things give us demographic information that tell us “this is the type of individual that I want to mail to”.
Just taking a zip code and saying, “Okay, I’m going to send a mailing piece to everybody in this zip code” is the most common approach to direct mail. And trust me, there’s a ton of bulk mail blasting out there. Taking this “shotgun” approach with your money and with your mailing can work, but it’s not the way to really get the best results and return on investment.
Instead, the way I want you to act is like a “sniper” where you choose the target carefully and you market to them with a specific message. When you just choose a bunch of people to mail to on a mass scale, what you end up with is one message trying to resonate with thousands of different types of people.
By choosing your list, developing a list, based on characteristics that you find effective in terms of what you can sell, you can cut out the waste in your marketing.
For example, if you can’t write high-risk auto, then you’re going to want to avoid those names and types of customers who are likely to have high-risk auto. If that’s kids with teenagers that you just can’t write, you’re not competitive, well then you probably don’t want to be mailing out to folks who have a bunch of teenage drivers.
The question is, how do you go about identifying and breaking down your list? First of all, you have to look internally.
The first question is:
1. What types of policies can you write and be competitive with?
And the second question is:
2. Who do I currently write? What are my clients like and is there some type of bias that is built into my client base? Do they all have homes that are worth over $500,000.00? If so, great. Then now we know that may be a niche of people that we can target.
Once you’ve identified those two things: who you are going to be competitive with, who your company will allow you to write, and, secondly, who you’re currently writing and identifying some biases, you can take that information and call the “list lady”.
When I first got started in marketing, and mailing, I spent hours dinking around with Excel trying to de-duplicate things, buying software packages so that I could try to clean my lists up and take out all my clients and then try to get a list of different characteristics.
It was an absolute utter waste of time. Just have somebody that knows what they’re doing and has the right software do it for you.
I have spent months printing and creating mailing pieces, folding them, stuffing them in envelopes, and trying to put together mailing lists when I would have been able to get all of that done for me by a good print house and a good list broker. This would have allowed me to focus on writing more premium and doing the other things that we’re sharing with you in terms of generating leads, like online and all the other ways that we’ve talked about.
The most important thing that we have learned about this whole thing is to do what you’re good at and let other people do what they’re good at.
About the Author
Get free tips on generating life insurance leads and find out how to achieve ‘referral quality’ qualified insurance leads go to http://www.insurancemarketingmaverick.com/
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