ABI Insurance Mail Starts With the Numbers
When using direct mail to persuade people to act, facts are a good place to start.
Mailer Name: American Bar Insurance/Affinity Insurance
Date Mailed: May 2016
The front of the envelope promoting the ABI Personal Umbrella Insurance Plan shows a cloud of numbers. “Numbers that can change your life,” as the teaser cryptically claims. Inside, the letter’s Johnson Box speaks directly to members of the American Bar Association with copy echoing the mailer. “As an attorney, you live by the numbers” it says.
The letter asks the prospect to consider all kinds of numbers: percentages, dollar amounts, and various counts. “Wrongful death claims average $2,185,000,” it notes.
“No one ever expects to be in an accident,” it continues. But just in case of a car mishap, it offers an insurance plan. Instead of “saving a few dollars,” you’ll get peace of mind. “Wouldn’t you sleep better at night?” it asks.
The front image of keys being handed over wonders: “Are you prepared if the unpredictable occurs?” A factoid here cites statistics showing that crashes are highest in the 16-19 age group.
Most of the inside panels focus on numbers as well. Some of them involve actions or accidents that lead to personal injury litigation. Others, though, are even more life-and-death. "904,000 auto accidents were caused by distracted drivers," it says. As the headline puts it: “Numbers that can change your life.”
You can see how the company skillfully appeals to both the emotional and rational sides of the prospect. To download a free PDF of this entire direct mail package, courtesy of Who’s Mailing What!, please click here.
Numbers add realism to an argument, especially when they involve specific and odd amounts.