Janet Switzer, author of Instant Income: Strategies That Bring in the Cash for Small Businesses, Innovative Employees, and Occasional Entrepreneurs and the adviser of marketing for the Chicken Soup for the Soul series, offers advice for writing effective ad copy in the latest issue of InsuranceNewsNet. In the article, she advises agents not to neglect the ad copy in your prospecting verticals. The method she describes is called direct response copy writing in which you provide all information necessary to make a buying decision as well as emotional triggers to assure it’s responded to quickly and in high volume. She states there are 16 components that comprise all direct response sales materials whether that advertisement be a letter, website, brochure or postcard
She closes noting that the direct response copy system is a two-step process that includes both the advertisement and speaking with the client. The main job of the ad or letter is to prompt the prospect to relate and contact you to discuss your services. Once they do, you can pitch yourself to them just as you would any other lead.
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