Most insurance and finance ads out there are aloof and disconnected. They’re leaving money on the table as a result.
So why is that good for you?
Because those are your competitors. And you’re about to find out how to set yourself apart and get serious results—by understanding a few simple principles to make your ads “sexier.”
See, we all know purely logical, straightforward, “dry” ads don’t connect at a deep level with your prospects.
They might make the company “look good” or even win awards… but they don’t do the one thing that matters:
Sell Your Products Or Services.
So what does “sexy” really mean?
In a nutshell, attractive. Something that pulls you in.
The question is, how do you do this with something commonly thought of as “un-sexy,” like finance or insurance?
The first step is this: realize you’re selling to humans.
And humans—including you and I—do NOT make decisions purely because of logic.
People make decisions with their emotions FIRST, and only then evaluate those emotional decisions with logic.
That’s why your prospects may know they need insurance or help with their personal or business finances… but most tend to avoid the issue because it feels boring or tedious. They aren’t connected with the emotional motivators that propel them to action.
It’s your job, in your ad, to make that connection for them.
That’s why speaking to the surface-level, saying, “This is the type of policy we offer and here’s how much it is” doesn’t make people excited.
And that’s also why you get the advantage over your competitors when your ad “revs their engine”… by exciting and titillating them.
So how do you do that?
I don’t care if you’re an awkward hermit who never bathes in real life… when you’re connecting with paying customers, you must become the vivacious, dashing Casanova of insurance or finance.
And that’s easier than it may sound.
This might seem corny, but seduction really is a “dance” between you and your prospect. Here’s what I mean.
If I walked up to you and tried to sell you insurance right out of the gate, you will resist. That’s natural.
But if I don’t sell you anything right off the bat… and start out by captivating your attention with something unique and emotional…
…if I tell you a great story that compels you to invest time and energy into what I’m saying…
…if I tie that story into a unique offer where you don’t risk a thing, yet stand to gain a LOT…
…if I sympathize with your resistance, understand all your qualms and doubts, and authentically engage with every one of your questions…
…then you might just decide, all on your own, to sign up with me.
THAT is seduction.
Seduction is when they make their OWN choice to go with you. You’ve simply presented the right information.
Additionally, remember to use passion—both face-to-face and in your ads. Every “great seducer” and great salesman is highly passionate.
Passion is contagious. We all gravitate to it. It’s one of the largest driving forces behind human behavior.
The next step is to realize:
You’re NOT Selling Insurance Or Financial Services
You’re selling things like:
…I can go on.
The point is, there are plenty of core emotions people crave that are tied to your insurance policies or financial advice. Even if you’re B2B.
These are the benefits you REALLY want to advertise. Your product or service is simply the means that gets people those outcomes.
But it’s not ideal to merely tell people your company will get them one of the things above. That still sounds like you’re selling and not seducing.
We’re going to take this to the next level now.
Don’t just tell them. SHOW them. Using tangible language that demonstrates how they’ll get these things… so they arrive at the conclusion to buy all by themselves.
When you do that, it makes them experience the result in their heads. Much more powerful than simply telling them they’ll get the result.
So how do you draw attention to your ad and tie it in with your offer in a seductive way?
There are endless approaches. Just remember the bullets above…
…And add in storytelling.
Things like tension, unusual facts, provocative situations, titillating news, and rare claims are what cause your prospects to drop everything and focus on you.
In your headline, your ONLY goal is to grab attention and get someone to read on—not sell anything just yet.
If you can do that, you’ve put yourself at least 81% ahead of your competitors.
Here are some questions to get you thinking in these terms:
How can you use big numbers in a way that stops people in their tracks?
Globe Life Insurance had a hook in one of their ads that claimed “$1 Buys $100,000 Life Insurance”.
When you look at that, it may seem too good to be true… but you click on that headline to find out how they do it anyway.
It intrigued people enough to read more… and eventually find out that the $1 was only for the first month.
But it still sold insurance because it seduced people into committing to the ad.
It was one of their control ads—they ran this headline over and over for years.
What kinds of unique human emotion testimonials, case studies, or stories can you use?
…And what’s the most eye-popping piece of that story—that you can lead with—to jar even the most disoriented reader to full attention?
Do you have a story about a penny-pinching school teacher who, through a unique money-management system, retired a millionaire after putting three children through university?
And demonstrate how possible it is (with the right professional guidance) for someone in your reader’s situation.
Have you helped a client “get back” at their ex after divorce, by accumulating even more wealth and happiness?
Don’t hold back—talk about all the gory details. Anyone who’s been through the pain of divorce will devour every word.
Did you have an affluent client who’d never managed money before… but was suddenly forced to due to a spouse passing away or becoming incapacitated?
Talk about it. Describe the emotions involved from that client’s perspective—being in a state of grieving, suddenly obligated to acquire new, important skills (and fearing even more loss of wealth or assets because of it)… and not knowing who to trust amidst all of this.
It’s powerful for anyone in a remotely similar situation.
Always be looking for the strongest emotional motivators of your clients, so you can use them in your ads. They’re not obvious—they’re usually a few layers deep. Your clients won’t often come right out and tell you about them.
But they’re there. If you look for them, and do a little detective work, you’ll find them.
It’s worth it, because they’re pure gold for making your marketing messages “sexy.”
What kinds of unusual, titillating, or edgy stories are behind your service?
People love getting in on juicy, secluded information that gives them the advantage.
Never underestimate the allure of an accidental discovery, eccentric traits, or information people “aren’t supposed to know about.”
Maybe your overly-meticulous lawyer was up at 3am studying tax laws—and found a hidden clause tucked away on page 1,083 that allows families of 3 or more to save thousands in taxes when they structure investments a counter-intuitive way.
When you tell the story of that discovery—as if you’re telling it to a friend at a party—it adds to the value, the human connection, and the believability.
If you sell theft insurance, see if you can anonymously interview a burglar—and expose the most eye-opening, cleverly-sinister techniques he’s developed to break into the most seemingly-impenetrable homes.
Believe me—people will READ that.
Can you show them tax deductions most people never use—that only the wealthy whisper about in their private circles—to keep astounding amounts of money from the government?
Can you show them the little-known secrets Sir Richard Branson took advantage of to get the best business loans?
Can you reveal to them the most common and easy-to-make estate planning mistakes that cost even the most wealthy and famous families millions in easily-avoidable losses?
Share the unusual details behind your products and services. The eccentricities and interesting stories add to your uniqueness.
And when told the right way, they can spice up your message and make it irresistible.
Sex-ifying Your Offer
AVOID this common mistake:
Every so often you’ll see an ad where the headline simply says:
Then the rest of the ad reads,
“Now that I have your attention, I’d like to tell you about a great opportunity in life insurance…”
That doesn’t work. The reader just rolls her eyes and stops reading.
You need to tie your attention-grabbing headline, story, or lead-in TO your offer. There has to be a reason you told the story in the first place.
If you spend time crafting a unique, eye-catching offer, often times that alone can serve as the mouth-watering hook that grabs their attention from the start.
For example, maybe you have an extremely unique, time-sensitive financial plan for certain types of business owners. And when you’re confident it’s the best option out there, you can make a dramatic offer like this:
“Come in for a complimentary 25-minute appointment with us to discuss this one-time opportunity. If during your appointment, you feel your time has been wasted at ALL, I will give you £100 CASH right then and there for your trouble.”
The attention-drawing headline for this ad can tease your offer:
“Why Am I Risking Losing Tens Of Thousands Of Pounds
To Tell You About This New Financial Plan For Business Owners?”
Think people will take advantage of you if you make this offer?
I don’t blame you for thinking that. But it’s not true.
I’ve used this exact offer dozens of times with clients, and it works over and over again. Not one person who responded to it has ever asked for the money, even if they weren’t the right fit.
Which brings us to the final point…
Be Bold And Unapologetic
What all this really comes down to, as you might have guessed by now, is being bold.
Most insurance and financial companies are afraid of “rocking the boat.” And they equate that to being unemotional, overly-formal, and… well… boring.
They use words that are LEAST likely to stir emotions.
They avoid telling interesting stories.
Or else they tell the story, but leave the interesting part out because it sounds too informal.
They avoid enticing people about the intriguing, human elements of their services—the REAL motivators behind buying behaviors.
They think because their competitors are dry and boring, they need to be too. Then everyone copies each other and they all end up watering down their messages.
The truth is, when you tap into these powerful aspects of human nature and convey them to your prospects the right way, people RESPOND. You’ll never want to go back.
You’ll get a lot more out of your adspend, and you’ll be able to tap into the exact clients and customers you want, too.
It works. Try it.
Drew Cerullo is a serial entrepreneur and unconventional business growth strategist. He specializes in using words and superior messaging to boost conversions and net profits without spending more money on ads. Drew loves to dispel the misleading information, misconceptions, and empty platitudes about marketing that kill profits. And he does so without apology. To learn more check out Drew’s website betterprofitgrowth.com.