AGENCY BROCHURES: GETTING BACK TO THE BASICS
No marketing tool can tell an agency's story better or more effectively convince potential clients to put their trust in you than a brochure.
Whether choosing a unique graphics approach or a more conventional one, invest in the best brochure possible. It's well worth the effort and expense. But before running to the next graphics designer, ask some key questions to get a product that fits your agency and image.
First, how does the agency compare to competitors? Why should a client look to it? What are the unique features of the agency? The employees, product line, fast service?
Second, whom does your agency serve now? An urban or suburban community? Middle class or more affluent? Could a customer supply an enthusiastic endorsement or testimonial?
Third, how does the agency rate? How fast has it grown? How fast is its claims service? If statistics are kept, quote impressive ones in the brochure copy.
Fourth, what can your clients tell about the agency? Consider putting together a focus group to test a new brochure design or to measure the success of an existing one. Do clients determine the agency's focus, or does the agency attract clients based on a solid image?
Once these questions are answered, you'll probably want to use a professional copywriter and designer to get the best results. Do you want to go for a four-color multiple fold or a simple one-color pamphlet? Whichever suits your taste, pocketbook, and agency's image, insurance marketers recommend getting the help of outside professionals. However, you might not need a large, expensive ad agency, however. Often an independent copywriter and free-lance designer can produce a brochure every bit as good and for less money.
Because insurance is a personal business, many agency brochures emphasize personality. For instance, you might include color photographs of producers and staff, along with their expertise and years of experience. Like a visual handshake, photos are a way of having potential clients 'meet' the person with whom they'll do business. They're reassuring, especially for elderly clients or single women at home -- the doorbell rings and the face is familiar.
COLLINS INSURANCE INNOVATES
Other brochures use an interactive approach to reach a potential client base For example, Collins Insurance (Longmeadow, MA) hooks the prospects into reading its brochure, 'Collins Auto Insurance Tune-Up.'
The front of this two-fold brochure features a cartoon-like drawing of a befuddled couple watching a mechanic work on their car. Who hasn't been in this situation? Underneath it reads, 'Key Checkpoints For Making Sure You Have the Right Coverage, At the Right Cost.' The inside of the brochure sticks to the tune-up theme, listing㺋 key questions to determine if you have the right Auto insurance.
The friendly graphics and straightforward copy stress the fact that Collins has the answers. The brochure also contains a motor vehicle identification card for the reader to fill out, with Collins' driving tips on the reverse. The copy and graphics present clever enticements to get the reader to interact with the brochure and remember the Collins name.
To get the booklet in prospects' hands, Collins runs ads that read: 'Helpful Booklet Free!' and invite the reader to call or mail in a coupon with their name and address.
Collins also takes a unique approach with business cards. A small sheet at the top reads : 'If you're pleased with us . . . maybe you could pass our card along to a friend or relative. Thanks!' Underneath are two business cards that can be easily torn off at the perforation. The sheet goes into every envelope that the firm sends out. How's that for originality!
Collins also produces an 'annual report'- a two-color pamphlet (a single sheet, 8 inches by 14 inches, folded three times) that features facts about the agency, a photo of the staff, information about the Collins Corner newsletter, a list of services, news about the agency's accomplishments, and more.
Cookson & Co., a Marlborough, MA, advertising agency, created all three pieces.
SULLIVAN AGENCY OFFERS 'LAGNIAPPE'
Ever heard of 'lagniappe'? Pronounced 'lan yap,' this American/French/Spanish slang word means 'a little bit extra.' In other words, a freebie.
Sullivan's American Insurance Agency (Lewiston, ID) prints a lagniappe sheet that lists 10 agency promises to provide courteous assistance and more.
It also lists all the things the agency will do for free - lagniappe -for its clients: photocopying, faxing, performing notary service, and more. By giving away a little bit, Sullivan's buys a lot of invaluable customer loyalty in return.
The Collins and Sullivan brochures are just two examples of how a bit of originality and persistence can help you get a lot more out of your agency's literature. First master the basics of making an appropriate presentation for your audience -- and then go from there.