The Annuity Lead

Stop This from Happening

You meet a prospect, but he does not make an appointment. Or you do meet with him, but he decides
not to take action. So you put his contact information into your tickler for a call in 90 days. When you
call him in 90 days, you find out he has just invested $100,000 into an annuity that would have grossed
you $8,000. But he had forgotten about you. In fact, he says, “Geez, Joe, I would have made this
investment with you, but the guy at the bank caught me when I was rolling over a CD.”

To maximize the yield from your seminars, direct mail or any other marketing program, it’s critical
to drip on people you have met but who did not make an appointment or become a client. Eventually
they will. You have to be in front of them:
1. At the right time, and
2. With the right message

And if you fail to maintain contact, the above scenario will happen to you again and again. Money,
transactions, policies and commissions will continue to slip through your fingers.

“The very best money I have ever spent in my business is the insurance newsletter I obtain from your firm … it never fails to generate $15-20k of commissions each mailing.” B. Broich, WA

This is where most financial professionals fall down. They waste significant prospecting effort
meeting people, yet never bring these people to full boil. They waste time and energy heating the water,
yet fail to keep the flame burning. Their hot prospects cool off and disappear. Read on and see how the
right insurance newsletter converts these prospects to clients.

Drip Monthly

The right monthly insurance newsletter will help you turn prospects into clients. Why monthly? Because people have a lot of distractions in life and they see lots of offers and advertisements. After 30 days, they barely remember who you are. But by having your silent salesman (your insurance newsletter) show up in their mailbox every 30 days, you stay fresh on their mind.
If you’ve been sending a quarterly newsletter, save your money! After 3 months, they don’t remember who you are and when they receive your newsletter they think to themselves, “Who’s this guy?” and they toss it out.

If you do not keep in touch with clients and prospects, someone else will. Another financial professional will invite your clients to seminars and keep pounding them with their insurance newsletter, and your clients’ assets and prospects will drift elsewhere. The only efficient way to stay in front of your prospects and clients is with a monthly insurance newsletter.

“Just a note to let you know that in the short time that I have been using your newsletter I have picked up an additional $300,000 in assets under management.” T. Treacy, NY

Target Your Audience to Generate Sales

Sending just any newsletter WILL NOT do the job. You’ve seen what most professionals send—some boring junk about a change in the tax law, the latest economic report, statistics from the Fed, political commentary… BOOORING!!!!

The prospect cares about only one thing: “What’s in it for me?” They couldn’t care less about some economic prognostication or the change in the fed funds rate. They want to know, “How am I gonna make more
money?” Or in the case of seniors, they ask, “How can I best preserve my principal and obtain more income?”

Your insurance newsletter, targeted at the affluent 50+ audience, addresses their concerns and solutions regarding investing for income, investing for growth, mutual funds, annuities, long-term care, estate
planning, and tax minimization.

So you send an insurance newsletter that tells them point blank how they can make money or save it. Every article answers the question, “What’s in it for me?” As a result, the newsletter generates business for you because people call you to learn more; it’s not just some low-key public relations tool. It generates commissions and fees! In the next post, I’ll explain why they call you from this insurance newsletter.

See a sample of the Insurance Newsletter

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Most articles in this annuity blog concern generating annuity leads.  But what you do with those leads is critical.  Unfortunate, many agents are hit and run: they make a presentation and if they don’t get the annuity sales, they’re off to the next prospect.  But be honest, this loses a lot of potential business because if you had a way to keep many of these prospects warm, they would become buyers.

If you’re honest to yourself, you admit that less than 50% and likely less than 20% of your prospects become clients.  Of all the people you have spoken with, who you considered a potential client, most never convert to business.  And it’s mostly your fault.  If you have not dripped on them with an annuity newsletter, why should they remember you or call you when they have some money to invest?  They have hundreds of distractions in life and when the desire or need for an annuity becomes compelling, they will call the first person they remember or the first person who grabs them down at the local bank.

That first person could be you if they received your annuity newsletter in the last 30 days.
Sending an annuity newsletter has several benefits:

• It keeps reminding prospects that you are available and ready to help—they remember you because they see your name and photo (on the newsletter face page) every 30 days
• It continually shows off your knowledge, expertise and breadth of resources with articles each month that cover a different insurance topic with the design to educate and not sell the prospect
• The continual monthly dripping shows staying power—that you are a fixture in the community that can be relied upon to be there, that you are reliable
• If the articles are correctly constructed with a call to action and an offer, prospects will call you and setting appointments when the prospect calls is easy.

Here’s the report from other agents:

“The very best money I have ever spent in my business is the annuity newsletter…it never fails to generate $15-20k of commissions each mailing.”

“Then out of the blue he says to me ‘you know, I’ve been reading your annuity newsletters, and I really like them. I’m going to switch all my accounts over to you.’ About two weeks later we met. …His total accounts were almost $500,000. Now he just referred a doctor friend of his to me, and I’m seeing him next week.”

As summarized in the Norvax Insurance Agent newsletter, “A lot of your prospects aren’t ready to buy that very first time you touch them. Drip marketing keeps you in the running to make that sale.”  Capture the annuity sales that now slip through your fingers by sending your prospects and clients a monthly annuity newsletter and watch business flow in.

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