Selling Life Insurance by Mail (1,175 words)
A terrific element in the package is a "newspaper" clipping extolling the virtue of insurance for children.
What Globe has done here is let what appear to be external sources (a newspaper and a concerned parent) support and endorse the selling proposition—a need for the product—and provide the parent with reasons to purchase.
The same copy drivers are present here as found in the Gerber package: fear, guilt and salvation. But it adds one other: flattery.
The opening line of the letter reads:
I often receive letters like this one from wise parents.
Well, the recipient isn't going to be less "wise" than the concerned parent who wrote the faux letter.
Globe Life's Young American Plan direct mail package is a classic. A strong offer, clear and simple copy, persuasive endorsements—all add up to a winner and a demonstrated control.
Both the Globe and Gerber direct mail packages demonstrate that following the rules and leveraging hard-won brand equity results in productive and creative solutions to the barriers of lawyers and regulators in insurance direct marketing.
Don Jackson is an author and consultant headquartered in Middletown, DE. He is chairman of the Jackson Consulting Group, Ltd., and his latest book, "2,239 Tested Secrets for Direct Marketing Success," co-authored by Denny Hatch, was published earlier this year by NTC Publishing Co., Chicago. You can reach Jackson at (302) 378-0218.