How to Write a Great Insurance Prospecting Letter

How to Write Great Insurance Prospecting Letters

What’s the difference between good insurance prospecting letters and a great ones?

When people read a good prospecting letter, they’ll place it in a stack of paperwork they intend to take care of later. When they read a great life insurance prospecting letter for example, they will call you immediately.But while it’s easy to measure the difference between good and great prospecting letters, it’s difficult for many agents to write a great prospecting letter.

The good news is that you don’t have to have a Shakespeare-size vocabulary. Nor do you have to reinvent the wheel. Here are some simple, yet effective ways to write a great prospecting letter.

Don’t Try to Sell Anything

I’m serious. Don’t try to sell anything. It’s a prospecting letter, not a sales letter. Besides, letters don’t sell anything. People sell.

Remember that the people reading your letter have seen nearly every sales tactic. If they catch the faintest whiff of a sales pitch, your letter is going to get pitched.

Instead, sell yourself. And the next tips of this article show you exactly how…

Establish Credibility

You need to be credible in order to earn somebody’s trust. You need their trust to make the sale. You need to make the sale to start a long professional relationship.

This process takes time. Prospecting letters are not the place to begin establishing a relationship. Focus on establishing your credibility.

An easy way to do this is to include tidbits that showcase any awards you’ve won, how many people your business serves, how long you’ve been in business. Whenever possible, you should also include carrier logos and a website validation logo, such as from the Better Business Bureau.

Another great way to establish credibility in a prospecting letter is to include testimonials from current clients. These work great in breakout boxes or as a post-script at the end of the letter.

Testimonials are a perfect match for prospecting letter because you want to establish a personal connection with readers. And who better to help you connect with them than one of their own?

Add Some Color

I hope your prospecting letter isn’t just black ink on white paper. It is? Well, that has to change.

At a minimum, check out Microsoft Office’s templates for letters and letterheads. There are a lot of eye-catching, yet tasteful, templates to choose from.

As mentioned earlier, use breakout boxes to highlight key points or statistics, or to feature a testimonial from a current client. The boxes add a little pizzazz while keeping the readers’ interest in the content.

Also, if you include product brochures with your prospecting letter, give them frequent touchups and visual upgrades every time you order a new batch. If you have a few hundred dollars to spend, hire a graphic designer to create a brochure that really grabs a reader’s attention.

End With an Invitation to Action

Your final paragraph should invite readers to contact you. “Invite” is a key word. Compare the feeling of being invited with being “urged,” being “implored,” or being “advised.” An invitation is personal and warm whereas the other words make one feel pressured or hurried.

Include several ways to contact you: phone, email, social media, etc. The different options allow them to contact you in the way they feel most comfortable.

Miscellaneous Tips for Your Insurance Prospecting Letter

Keep your letter as short and concise as possible. It seems that people are shorter on time every year. Nobody I know budgets time into their day to open insurance sales letters.

Write in a conversational tone, but keep it professional. Don’t use any fancy fonts. And use a standard 12-point font size. Too small is it hard on readers’ eyes. Too big looks like obnoxious.

It’s OK to use bold, underline or italics to emphasize certain words here and there, just don’t get carried away with it. And definitely do not make any words entirely uppercase. It reads like you are shouting.

Finally, point them to your website, where they can read more about your products and can contact you at their convenience.

Be valuable.

John McCarthy
Managing Editor,

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Brian J. Kay, Executive Director, Leads4Insurance
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