Message & Media: Increase Visibility
• Never use the words "applying is easy" … unless it's true. When was the last time you completed your company's application? Give it to five people who fit your customer profile but don't work for your company, and ask them to fill it out. Watch them do it. Simple-to-complete applications/forms combine the right words with good design, simple organization and readable typefaces.
• Write in plain English. Yes, insurance and financial services do have regulatory content that must be included. However, don't pepper your marketing copy with killer words like "undersigned" and "the party of the first part" and other legal gibberish in mouse type. Instead, use plain English that's easily understood. Said another way, don't let compliance officers, attorneys or software developers write your marketing copy.
• Have your creative team work as a team. No matter which media you use, you get the best, most effective end product when you have your writer, designer, programmer and others involved in the creative process work together. Don't isolate them in cubicles, silos and windowless corners.
• Don't get stuck on "company colors." Frequently, insurance companies and financial institutions end up with all of their advertising presented in shades of their logo colors. Space ads. Brochures, Web sites. Why is this? Color should be used to differentiate, organize and brand your benefits.
• Cross-sell. Cross-sell to both customers and prospects. For example, the homepage of Progressive's Web site has this copy: "Bike or boat, RV or roadster. We've got you covered." If you thought it was just about auto insurance, think again.