Lead Mailers Misleading?

[bigjake]

As a leading ad exec told me once, "it is a monkey see, monkey do business". He was referring to funeral homes/preneed/final expense markets. That was 12 years ago and I finally grasped his wisdom: people tend to do what everyone else is doing because someone told them that was the "way to do it". Every lead company barring none uses those cards, (there are a couple who use different cards in addition to the old "benefit" standby) simply because that is what has been used and that is all that people know. It is a conditioned response (for the agent) to get contracted with a carrier and start sending those cards to whomever is middle to lower middle class, and we all know the results.

I have worked leads with the cards offering the free planning guide before, with success, but not without a lot of angry people who thought they were getting something in the mail or getting something free. This was while Bush was in office, so it had nothing to do with politics!

The industry has typecast the ideal prospect. It makes no sense to me to offer higher priced insurance to older fixed-income, lower income people at that, only to have to fight with price comparisons and replacement and then to find the lapses and cancellations at the end of that rainbow. Why not offer the product to middle and higher income people. They can afford the premium. Yes, some of them are "dumb" enough to send in the card.

Rather than insult anyone's intelligence or acumen, wouldn't it be better to just send the cards that say who you are and what you are offering? Globe, Gerber, and MoO all do it, they must have good results. Otherwise, they wouldn't keep doing it. On the other hand, they all may be doing it because the others are doing it - back to the "monkey see, monkey do" bit.

 

[BWB]

It's only misleading to people who have poor reading comprehension skills.

Which is the majority of our market.

A majority of people who send back these cards are not interested in ways to affordably relieve the burden of burial costs from their loved ones.

Those are called prospects,

Maybe I am one of those people. Just out of curiosity, here is the text of the card that she received:

"You may qualify for a state regulated program to pay for your final expenses regardless of your medical condition even if you have been turned down before. It is important that you know how to qualify for this benefit available to you. This benefit will pay 100% of all funeral expenses up to $35,000. This program is tax free for Ohio residents. You are entitled to receive free information as a resident of Ohio. Return this postage-paid card today."

Now, where in there does it specifically mention life insurance? "You may qualify for a state regulated program?" What a joke.

I personally am a 3rd generation insurance agent. The agency is one of the oldest continuing agencies in Ohio at 99 years old. Luckily, some family here own a print shop and I design my own lead cards which do indicate to the prospect that it is about life insurance and not some "State regulated program." When they fill out the card, they will be checking off which amount of coverage they are interested in. I will go into this more later.

 

[jdeasy]

The mailers sent by Globe, MoO, Gerber and AARP are the most misleading of all. So, if they work then maybe that's why others follow?

As far as designing the perfect mailer, I did that about 6 years ago. The returns were terrible. 2 or 3 returns from a 1000 piece mail. The people that returned them were prety much all buyers. The reason everyone uses the old stand by mailer is not because everyone else is doing it. They send it because it works.

As a leading ad exec told me once, "it is a monkey see, monkey do business". He was referring to funeral homes/preneed/final expense markets. That was 12 years ago and I finally grasped his wisdom: people tend to do what everyone else is doing because someone told them that was the "way to do it". Every lead company barring none uses those cards, (there are a couple who use different cards in addition to the old "benefit" standby) simply because that is what has been used and that is all that people know. It is a conditioned response (for the agent) to get contracted with a carrier and start sending those cards to whomever is middle to lower middle class, and we all know the results.

I have worked leads with the cards offering the free planning guide before, with success, but not without a lot of angry people who thought they were getting something in the mail or getting something free. This was while Bush was in office, so it had nothing to do with politics!

The industry has typecast the ideal prospect. It makes no sense to me to offer higher priced insurance to older fixed-income, lower income people at that, only to have to fight with price comparisons and replacement and then to find the lapses and cancellations at the end of that rainbow. Why not offer the product to middle and higher income people. They can afford the premium. Yes, some of them are "dumb" enough to send in the card.

Rather than insult anyone's intelligence or acumen, wouldn't it be better to just send the cards that say who you are and what you are offering? Globe, Gerber, and MoO all do it, they must have good results. Otherwise, they wouldn't keep doing it. On the other hand, they all may be doing it because the others are doing it - back to the "monkey see, monkey do" bit.

 

[Rearden]

Yepo -- same experience as JD.

Same opinion, too.

If we could generate highly-targeted final expense leads, wouldn't everyone be doing it by now?

The best lead is the one that identifies not with the need of a product, but the emotional desire to own it.

That's why casting a wide net with generics works so well.

Plus, most people questioning the approach fully do not realize the impact an individual has on the sales results.

Most responders don't expect a phone call or a door knock, and most aren't waiting with abated breath, checkbook and pen in hand, for you to show up and sell them.

But when you do... It's the unique human element at work that persuads the lead into a presentation, then hopefully into a program.

 

[bigjake]

I would like to hear from others experience. My mother in law received one of these leads in the mail and called me to ask what it was. I went over and looked at it. Looks like it came from Lead Connections . Anyhow, it talked about the "senior benefit." It gave her no clue that if she sent the card in, a life insurance salesman would be contacting her. Isn't this misleading? In fact there was nothing on the card about life insurance at all.

Instead of asking agents about mailers, just explore what others really think of some of the ones out there. Read this article:
Be Cautious Of Social Security Mailers From National Reply Center - BBB News Center

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Makes me wander why the return rates are lower each year; yet folks say, "they work". Yes they do work, but for how long?

 

[jdeasy]

Looks like the Nat Reply Center didn't pay their dues to the BBB.

Lower returns have nothing to do with the wording. This is the information age. Many people that probably would have sent in the card 5 or 10 years ago now look it up on line if it sparks their interest.

The FE world is made up of the people that don't do that.

Instead of asking agents about mailers, just explore what others really think of some of the ones out there. Read this article:
Be Cautious Of Social Security Mailers From National Reply Center - BBB News Center

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Makes me wander why the return rates are lower each year; yet folks say, "they work". Yes they do work, but for how long?

 

[John Galt]

Instead of asking agents about mailers, just explore what others really think of some of the ones out there. Read this article:
Be Cautious Of Social Security Mailers From National Reply Center - BBB News Center

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Makes me wander why the return rates are lower each year; yet folks say, "they work". Yes they do work, but for how long?

This is funny. The BBB first of all is a sham, they are for profit and I have been approached numerous times by what I refer to as desperate sales people trying to "earn" my business. Yea, BBB, what I associate with a firm telling people its one thing and actually its nothing.

Oh yea and what JD said too.

 

[bigjake]

Its not only BBB, look at any state consumer affairs department files over the past ten years.

Also, look at the comments posted to this site recently:

Post card for seniors - Face to Face Scams - Scam Detector

What gets me is the author's advice to those reading it:

"Tell your elders to let you know whenever they get such things in the mail. This is a scam and should be ignored at all times."

I am only identifying with the public on this one, not taking sides, but lean toward a more transparent way of doing business. DON"T SHOOT THE MESSENGER.

 

[John Galt]

Its not only BBB, look at any state consumer affairs department files over the past ten years.

Also, look at the comments posted to this site recently:

Post card for seniors - Face to Face Scams - Scam Detector

What gets me is the author's advice to those reading it:

"Tell your elders to let you know whenever they get such things in the mail. This is a scam and should be ignored at all times."

I am only identifying with the public on this one, not taking sides, but lean toward a more transparent way of doing business. DON"T SHOOT THE MESSENGER.

I do say ole chap, I did read most of that website last night. Ummm, Id have to say most if not all of the comments on that article were posted by morons and obamanoids.

Ill also point this out. The public is usually wrong, just a fact. Comes from using deductive logic in life.

 

[BWB]

The best lead is the one that identifies not with the need of a product, but the emotional desire to own it.

That's why casting a wide net with generics works so well.

.

Well said. The potential customer creates a concept in their head and it is the insurance agents job to discover the concept and relate their product/service to it.

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This is funny. The BBB first of all is a sham, they are for profit and I have been approached numerous times by what I refer to as desperate sales people trying to "earn" my business. Yea, BBB, what I associate with a firm telling people its one thing and actually its nothing.

Oh yea and what JD said too.

The BBB is not a sham. A lot of people identify with it. Why do insurance agents bother to have a website? It gives an bit of legitimacy. Do you really think people are going to buy because of some website from an indy agent? No way...again, it just gives a hint of legitimacy. Same thing a business card with an actual office address (and not the basement of your home), business phone number, business fax line, and business email. IMO, you would look like a clown using a gmail address (ie JohnGaltInsuranceAgency@gmail ) for your business. The same goes for the BBB. It gives legitimacy. That's all. It is really not a difficult concept to grasp.