A person looking to buy an annuity, wants to buy that annuity from a credible professional. The best way to look more professional in the insurance field is to become an author. It is very effective when your client client can hold an informative book about annuities that has your name as the author. Here are the rules that I follow when writing books to give to prospective clients:
1. KISS (Keep It Simple Stupid!) - Keep your target market in mind when writing. If you are using annuity sales jargon, then the client is likely to be in la-la-land. Make it easy for anyone to understand.
2. Length - Make sure the book is around 12 to 13 chapters but under 100 pages. This is vital in keeping your reader interested. More than 100 pages is just too much to read. Using 12 to 13 chapters keeps the chapters short and to the point and move from topic to topic quickly.
3. Font - You are not selling the annuity to a 14 year old kid with 20-15 vision. Remember, at a target market over age 60 you should have bigger font. Make sure that you bold key points so the reader doesn't miss any crucial information. Avoid italics!
4. Title Is Everything! - Remember, a lead is not a paycheck, it is the beginning of a relationship. Give your book a clever title that will balance between professionalism and friendship. Make it personal.
I would recommend buying a book or two from a credible annuity salesman and get some ideas on what they have done.
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