How to Create Educational Content that Sells Policies
One of the fastest and easiest ways to grow your insurance agency is to cross-sell policies. However, if you are too forward on these cross-sells it is easy to give the wrong impression to your clients. You don’t want them to think you are just trying to get more money out of them, you want them to understand that you are truly trying to help protect them from risk.
One of simplest ways to soften your clients and prepare them for a cross-sell is to educate them so they really feel the need and value of the new policy. Your clients should be educated about their risks and the solutions to those risks so that you can come to a mutual decision about what is best for them. Sending clients educational information so they can study for themselves helps them realize the benefits you have to offer so you can later make the sale.
Here are some tips for creating educational content that sells policies:
Identify a Medium
The most common media for educational insurance policy content will be:
Electronic document/article form (this could be a page on your website or blog)
Physical handouts like a pamphlet or flyer
If you have the capabilities to create videos explaining your policies, it is a good idea to do so. Once you have every product outlined in multiple formats, you will be prepared to offer the most useful deliverable to your client. If your client prefers video, send a link to your video (you can easily host it on YouTube or Vimeo). If they want a physical pamphlet, hand them a pamphlet. If they want an email with a link to an article, be prepared with that too.
What products should you create educational content for?
It will be beneficial to create content for each product you offer. Go through each insurance category and subcategory and identify policies your customers might be interested in. For example:
Piece 1: Liability
Piece 2: Uninsured Motorist
Piece 3: Medical
Piece 4: Comprehensive
Piece 5: Home/Rental
Piece 6: Separate Structures
Piece 7: Contents
Piece 8: Additional Living Expenses
Piece 9: Liability
Piece 10: Guest Medical
Create an educational piece for each policy you offer so that whenever a customer asks for more information, no matter what it is, you will have a quick deliverable answer.
With each educational piece you create, you will want to follow 4 steps:
Explain the function of the coverage, and the circumstances under which the coverage is needed. Explain any terms that might be unfamiliar to your client. Explain any numbers or figures involved in the policy.
Give a specific, real-life example
Clarify the benefits of having the policy
Consider Frequently Asked Questions
As you meet with your existing clients to review their policies and discuss their needs, take note of questions that frequently come up. These questions will provide you with a good idea of the most important things to include in your educational content. You will want to review your content to make sure the information contains the answers to these questions.
As you allow your clients to learn for themselves why they need certain additional policies, you will have greater luck cross-selling more policies. Following these tips will make it easier for you to help your clients learn and ultimately grow your agency.