How to make the most boring stuff INTERESTING to the Affluent

I got an email yesterday from my insurance agent. Although I like them a lot, one has to admit that insurance ain’t one of those businesses that gets you terribly excited.

(You don't want to miss today's video that accompanies this. Watch that-HERE:)

I’m glad I have it when shit goes south, but otherwise…I got other things more interesting to focus on.

Anyway, they’re trying to do some marketing…drum up some new business...so they sent out a new free white paper on…Property & Casualty Insights.

“Well damn Marge, hold my calls…don’t let anyone in until I get a chance to read this!!!”

Look, insurance is a tough sell, but seriously? A White Paper? WTF?

Who actually uses White Papers as a means of attracting new clients?

Oh, I know who…people who want to appear smart.

Not people who actually want to engage prospective clients…make them curious about what you offer...and then lead them down the slippery slope of doing business with you.

So how do we make the excruciatingly dull…interesting?

One word

Stories.

No one outside of your particular niche cares about “trends”.

Saying you have a “White Paper” on a subject line is exactly like saying…”I’ve written something that’s really dull, but for reasons that elude me, I think you should read.”

So instead of that, let’s tell a story.

Tell me about how a lack of cyber coverage caused this retailer of fine wine to nearly go bankrupt.

Or…tell me about how the disaster that no one could predict (and certainly didn’t see coming) caused this property developer over $20 million in uncovered damages. (And worse of all-none of it was tax deductible.)

Or…a story about why luxury cars need a particular type of insurance that’s not usually offered by the discount carriers…and what happened to poor Bennie when his Ferrari got pelted by golf ball sized hail.

And then…for Pete’s Sake…give it a sexy & intriguing title.

Something that makes you curious…fearful…or just a little teeny bit curious.

Not a “White Paper” on Trends In Your Not Very Interesting Business. (If you manage Rock Bands for a living, you can ignore this advice since what you do is-awesome. But it does beg the questions why you’re in my community in the first place. None the less-welcome. But I digress…)

Look, if we can make Insurance interesting…we can make anything intriguing.

It ain’t hard.

And it all comes down to Stories.

Onward!

Mark

PS: Yup, there’s a lot of great ideas for how to tell stories in my book The Affluent Marketing Blueprint. If you get it HERE, not only will you save some moola, but you’ll also get access to some cool videos I created just for buyers of the book.

Link for all this good stuff is HERE

PPS: You do realize that I used a story to get you to read about Boring Stuff. If I can do it-so can you.