There’s no better motivator in selling life insurance than fear. But fear of what? Answering that question is the key to a direct mail lead generator mailed by Farmers Insurance.
Mailer Name: Farmers Insurance
Date Mailed: November 2015
The front of a 5”x7” single postcard shows a smiling young girl, with her family (probably) in the background, out-of-focus. The copy is simple: “Things change. It feels good to be prepared.” So far so good, right? Warm and fuzzy.
The reverse side, though, is where it gets real.
All good questions, which is where rest of the promotion gets to work. You’ve seen the TV commercials – Farmers prides itself on training agents who have answers.
This mailer pushes customers to call the agent shown for a free insurance review by making them think about fear. But maybe it’s not about fear of their death, or the well-being of their family. Maybe it’s about fear of disappointing that little girl on the front of the postcard. As the copy says, “Deliver on the promises to your loved ones.”
There are many nuances to fear and other emotional copy drivers that can be successfully used in direct mail and email. You just have to make it real and relatable without going overboard.