How
to Generate Medicare Advantage Leads Fast
The Free Living Will Campaign
First of all, let me give credit where credit
is due! I “stole” this idea from a great life insurance marketing
guy by the name of Mark Rosenthal. Mark has a great marketing mind and
I really owe this to him.
I have taken some of Mark’s ideas and adapted them with my own style
of copy writing and other ideas.
The idea in summary is to offer people a free living will. A living will
is an “advanced directive,” that states your wishes, in the
case you are not able to make your own medical decisions.
Do you remember Terri Schivo? Terri Schivo was the lady in Florida who
was on a feeding tube. Her parents and ex-husband fought over whether
or not to keep her alive. Had Terri Schivo had a “living will,”
we would never have heard of her.
What
you are doing then, in offering a free living will is… you are offering
to do a tremendous service for someone. It has been estimated that 80%
of the population do not have a living will. Think of the appreciation
people will have for you if you do this for them. Will it cost you a little
extra time? Most assuredly it will. In the long run however, you may be
so appreciated that you will have more referrals than you can handle.
I think you would agree… that would be a nice problem to have!
To get your state approved living will, go here:
http://www.caringinfo.org/stateaddownload
The first thing to do is become familiar with your state approved form.
In some states, the customer may need to have the form notarized. If this
is the case, you simply help them fill it out and tell them where they
can go to have it notarized and witnessed (usually someone at their bank
will do this free).
The next step is marketing.
In a moment, I will talk about two applications of this campaign, first
the application to provide life insurance to any adult, and second, to
target the senior market.
But first, let me go over the actual appointment. Your prospect will call
you to set an appointment. When you go on the appointment, you get to
know them and then ask them a series of questions.
1) Why do you want to do a living will? When they answer something like
“they want to protect their family,” keep that in mind, as
you will use it later to talk about insurance.
2) Ask them if they remember the Terri Schivo story. Ask them what bothered
them about her situation.
3) Ask them if they have ever known anyone who has become severely disabled
as a result of an accident or illness. Ask them what came of it.
4) Ask them what they think is more common, for people to die or become
disabled in an accident, or for people to die or become disabled as a
result of natural causes. Ask as many probing questions as you can to
get the prospect talking about the eventuality of sickness and death.
The idea is to get them talking… and as they talk about these things
(that most people don’t want to talk about), they are really talking
themselves into the need for adequate insurance protection.
After asking all of these questions and filling out the living will, talking
about the life insurance should be easy.
Mark Rosenthal suggests that you should not be “pushy” about
this. It should be a natural transition. If you do this right, you will
close a high percentage of the people you help (you are there to help
after all).
After you are done with the will and hopefully the application(s), you
can then ask them about their family and friends. You can ask them, “would
you like me to call your sisters or brothers or parents or kids and tell
them how I have been able to help you today?” In many cases they
will say yes!
You might also think about giving them several “gift certificates”
entitling the bearer to a “free living will.” They can then
pass these out to their friends and family members.
Alright, that is the sales end of it, but first we have to get the word
out before we can help anyone.
General Marketing
A. Door Hangers (You can buy these from doorhangers.com)
You can buy door hangers from doorhangers.com for about $300 for 10,000.
It takes about 2 hours in a well-populated area to hang 1000. I
am attaching the door hanger that I designed for this purpose.
According to Mark, he is pulling a whopping 9% response from this campaign.
This is truly amazing. Since our “first job” is to get in
front of people, this could produce more leads than you know what to do
with.
B. Free Press Releases
In my Medicare Marketing Gold
package (which is also FREE), In include a form and instructions on how
to get “free publicity” with a Press Release.
Imagine this Headline: Local Insurance Professional Wants
to Help You With a Free Living Will!II. Senior Marketing
With the door hanger of course, you are going to reach some seniors. If
you want to target seniors however, there may be a more effective method.
Senior Marketing
A. Direct Mail
I have designed and attached my Direct
Mail piece. It is still being tested, so I don’t know how well
it will pull. The key is the “attention getter,” a “feeding
tube” attached to the top of the letter and then a discussion about
Terri Schivo.
I suppose this letter could be used with any demographic, but I tend to
think it will be especially effective in the senior market.
B. Medicine Bag
This was also Mark’s idea. Mark went down to a “local –
mom and pop,” independent pharmacy and offered to buy the medicine
bags for the pharmacist, in exchange for a small ad on the back of the
bag.
The ad might say: “Do you remember Terri Schivo with the feeding
tube? Who is going to make your decisions if you become disabled from
an accident or illness? Call Tony to receive a FREE living will (no strings
attached). Call 555-2222
C. Visit Senior Centers
Visit a Senior Center and offer to put on a seminar.
In the seminar, give some statistics and real-life examples (including
Terri Schivo) and talk about the need for a living will. Provide some
refreshments and offer some door prizes also.
After the seminar, you explain that if they would like to get their free
living will, they can sign up at the back table for an appointment. At
the appointment, you simply follow the instructions given above.
If you also sell Medicare, as you are leaving the appointment, you can
mention this to the customer and give them your card. You can tell them
if they need to discuss Medicare, they can call you. So that is it. By
implementing this strategy, you should be able to reach a huge segment
of the population and see more prospects than you ever thought possible.
Go do a good thing!
In
order to write the Life Insurance for the Free Living Will appointments,
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