“I was always brought up to have a cup of tea halfway up a rock face.” Bear Grylls
What a great quote. You’re imagining it now aren’t you? The rugged survival guy breaking his climb to be quintessentially British with a cup of tea. I’m pretty sure this involves a thermos flask and not the bone china cup and saucer I envisaged but you can’t take that image away from me.
It’s a great opener and all credit to Towergate Insurance, who sent this to me in a marketing email. They followed with this: You might not be half-way up a rock face right now but you are halfway through your Professional Liability policy…
They found a way to make insurance interesting. Genius. And an obvious link if you think about it. Extreme sports enthusiasts and adventurers are a high risk for insurance. How do you insure someone who breaks their back in a parachuting accident, nearly drowns in a fast-flowing jungle river, and willingly pushes themselves to the limit? But what thrilling stories they make. Perfect for marketing.
Make your reader smile
The opener made me smile and instantly more receptive to the rest of their email, which was just to keep in touch and remind me of a few details. Usually you get a reminder a week or so before your insurance is due for renewal asking for money. No-one likes those kind of reminders. Receiving an email or letter from an insurance company causes you to groan inwardly.
The alternative, keeping in touch with your clients just to say hi and not just when you’re asking for something is refreshing. It’s a different kind of marketing and highly effective. Are you doing this?
Even the end of the email made me smile: If you are in fact half-way up a rock face, and you’ve left your home unoccupied, you might want to look at our Unoccupied Property Insurance.
A little call to action, a hint that they offer other products plus they make you feel good. You might be sitting at your desk, possibly with a snack and a cuppa, still holding a little winter weight (just me?). Nevertheless, this insurance company believes in you. You’re an adventurer ready to throw yourself out of a plane for pleasure at any given time.
Yes indeed, I may just go and book a jungle trek, or perhaps just a flight to that industry conference I want to attend. Oh, travel insurance… where can I get that from I wonder…
So many businesses forget the fun you can have when building long-term relationships. No matter how serious your product, find a way to make your clients smile and they’ll keep coming back for more.
Now, go and book that skydive!
Alternatively, let me help you create inspiring content for the English market. Sign up for my 28 tips on how to Win More English Clients here.