Selling Life Insurance by Mail (1,175 words)
The point—the child can be protected, and at the end of 20 years if there are no health problems that might threaten the youngsters ability to get other coverage—the Company returns all the money paid to it.
In short, it's a good deal.
Now overall, the package presents a solid offer, a value-added product and a real money-back guarantee, all communicated in a persuasive, clear, simple style.
Using brand equity, Gerber Life leverages three copy drivers in the material:
•Fear (will the youngster be healthy tomorrow and able to purchase life insurance?)
•Guilt (what happens if I don't do this for my child?)
•Salvation (If I do this my child cannot lose.)
All in all, a good effort that has proven itself a productive control.
Globe Life Changes the Model
If you have a child, you know Globe Life Insurance Company. It is the largest children's insurer in the United States. Period. One reason it got to be the largest is an original offer for juvenile life insurance that hasn't changed much in the last several decades.
Nowhere in insurance direct marketing is Bob Hacker's gospel: "It's the offer, stupid!" better demonstrated than in this simple, effective direct mail effort.
$5,000.00 or $10,000.00 of Permanent Life Insurance For Your Child.
$1 for the first 6 months.
It's the "trial" offer raised to an art form. In fact the $1 offer is one of the most powerful in insurance direct marketing, used for a remarkable number of products from accident insurance to health to life.
Price plays a big role in this offer. To continue coverage beyond the first six months, the cost for the $5,000 benefit amount is just $20 a year, and for $10,000 is only $40 per year. Easily affordable for most people.
The clear, simple four-page selling letter is a terrific example of persuasion in print. It begins with a faux endorsement letter written by a "concerned parent." This element focuses on the reason this type of insurance is so important to the parent: guaranteed future insurability.