Insurance Content & Copy
by Lance Gurganus, Insurance Copywriter
Who am I?
I'm the top freelance copywriter specializing in the field of insurance content and copy.
What's My Background?
I'm an award winning, 20-year Insurance veteran, and multi-million dollar producer licensed in P&C, L,H&A, Annuities, LTC, CMS trained, and a bunch of certifications.
Why Work with Me?
I don't waste time. My content and copy rocks because I know your business. I was a sales assassin for two decades slinging bene's, leading enrollment teams, and building a massive 300 site insurance lead gen system.
What Do I Do?
Increase engagement, brand authority, and sales with persuasive copy.
Why work with me?
I'm good at what I do. Two decades of real-world experience. And I've sold millions in products and services.
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Are You Focused on Local?
94% of Consumers prefer buying from small businesses in their communities. (2016 UPS Store Pulse of Small Business in America)
Relevant Content Matters
91% of B2B marketers use content marketing. (2018 B2B Cotent Marketing Trends: Content Marketing Institute (CMI)/MarketingProfs
Content is a Business Asset
92% of marketers said their organization views content as a business asset. (2017 Content Management Survey, Content Marketing Institute)
"The average company that blogs generates 55% more website visitors, 97% more inbound links, and 434% more indexed pages." via Hubspot
The G Spot (My content Blog)
Ultimately an insurance policy is made up of the definitions, clauses, exclusions and benefits that an insurance carrier decides to build into the policy that eventually gets sold to policyholders. The better carriers are very specific about coverage and they focus on those specifics with the agents that sell their policies. One of the more important definitions in a disability policy is how the carrier defines the definition of work that you will return to after you have recovered from a disability. This is referred to as “own occupation vs any occupation disability definition”. What does this mean? It’s basically the meaning of how the carrier classifies the work that you can return to.
I’m going to come right out and say it. 1099 contractors are almost always employees. Almost always is probably shooting low because as far as detail shops and similar businesses, you fail the IRS criteria test probably over 90% of the time. I know this may surprise some of you reading this, but if you didn’t think this was the case you probably wouldn’t be here reading this. I wrote 5 reasons your 1099 contractor is actually your employee to highlight this important compliance subject for small businesses.
Regardless of how you look at it you can’t run a business without insurance. This is what I call a ‘business narrative’. It’s the message that you promote to the world that makes you different from the competition. You need to control your narrative to succeed in business. So how did I control the insurance narrative? By promoting the simple concept that there are too many variables if you don’t have downside protection. Protection is important. ‘Normal’ businesses protect their customers. That’s how I have always used it.
Lately it seems like everybody keeps talking about the enormous potential numbers in the content marketing and online advertising world. I even read recently how our market is potentially worth $50 Billion by 2021. While it’s nice thinking about the huge potential numbers, it’s unfortunately built on the back of a broken $50 Billion content advertising business model. Keep in mind that it was just a few years ago, that content marketing was still a relatively open market. Content writers could still be successful if you were relatively talented, could write good copy and understood the basics of both SEO (search engine optimization) and SMM (social media marketing). Today much of that has changed.
As ridiculous as this sounds, yes, cursive handwriting is being eliminated throughout the country. Why? Blame the US Department of Education. Back in 2010 when the Common Core Standards were established, 43 states adopted the new standards set by the US Department of Education. Pennsylvania, where I live, was one of those 43 states.
Many small businesses have big problems classifying their employees correctly. Why? Because some business owners go out of their way to save a few bucks on the taxes paid for employees. They think they can pull a fast one and pay their employees cash under the table. Even worse, some business owners will tell their workers that they are “independent contractors” and just cut them a check each week. Either way, both methods are illegal. This behavior is the reason there are so many looming IRS problems for small businesses in this country. The IRS has targeted many of the industries that abuse this practice.
I had an opportunity to read an article this weekend titled “The 7 Traits of Successful Content Marketers”. It just happens to be by Joe Pulizzi, one of my favorite content marketing experts and writers. He’s also the founder of the Content Marketing Institute. I highlighted a few of my favorite passages from his article below along with a link to read the rest. I would have never thought I would write something titled “The Content Marketing Genius of Napoleon Hill,” but here I am doing so now.
My Service Commitment
I back up everything I do with my service guarantee.