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What is an insurance copywriter? And how does it work?

You might have heard of copywriting, writing the text of advertisements or marketing-related material, you might even have tried to work with one in the past.


Copywriters are tasked with writing clear and concise copy for adverts, marketing materials, and websites, for any audience and any industry, which is fine, and this works for most industries, but insurance is slightly different and having a background in insurance really does help when it comes to the nuances of cover, product differences, and navigating the complexities of compliance.


Just because we are talking about insurance does not mean the copy has to be dull, in fact, effective copywriting should help educate the reader, give them relevant and interesting information that helps them feel the value and take action and get in touch with you, creating a pipeline of potential leads.


What does an insurance copywriting service include?

The services of an insurance copywriter include writing on your behalf in your brand voice and style. This can be generating regular blog content aimed at a particular audience, creating a newsletter or email template or writing social media posts.


Engaging a copywriter will usually involve an initial discussion to assess who you are talking to and what you want to talk about, we then explore how often you want to create the content and agree on the topics and titles of the pieces to be written, the deadlines, editing calls and who will complete the final sign off.


Once the work is written and signed off, that content belongs to you.


What does working with a freelance insurance copywriter involve?


My insurance copywriting services include conversations, several if required, so I can understand your values and client proposition, as well as your tone of voice to create great content, that brings your personality to your audience so you can attract and convert more clients.


We can then agree on the topics you want to cover, I’m happy to offer suggestions on what’s working well, we will create a schedule of work, agree to the deadlines and allow time for one round of editing.


Depending on the package you choose it might involve providing you with the images for your post and a set of social media post templates. I can also offer newsletter and email templates to help you share your content with as many people as possible.


What is the difference between an insurance copywriter and a normal copywriter?

The main difference between a copywriter and an insurance copywriter is experience, a lot of fantastic copywriters are generalists and can take any given subject and write brilliantly about it, they may struggle with insurance topics which require more research and could result in more editing.


An insurance copywriter, like me, has the experience of working in insurance. I’ve worked in insurance for 20 years in areas including placement, operations, claims, product build, schemes creation, and compliance. All of which provide a foundation for my writing. I have the knowledge and skills to know how to explain complex insurance covers in simple terms.

You don’t need to teach me about insurance, I am a non-boring insurance person and I can quickly get on with the job!


What’s the goal of an insurance copywriter?

My job is to write you content that explains what you do to the people who will benefit from it in a jargon-free non-boring way. To help you get visible, get in front of more of your ideal client by creating engaging content that starts conversations with potential clients.


By producing consistent content, you can build your business’s reputation as an educator, and show people you are human, honest, and trustworthy, good insurance content isn't bland, in fact, it can demonstrate your personality as a stand-out insurance business showing the world that you are not a bland copy of other insurance brokers.

What do my services as an insurance copywriter include?

I create compelling content that helps educate the reader and empowers them to take action.


Imagine having consistent content that brings you in sales without the stress of having to create it yourself!


I work directly with you to understand your core values and client proposition, as well as your tone of voice to create seamless value in your content so you can attract and convert your dream clients.


Not only does this take content creation off your to-do list, but it also frees up your time so you can focus on your zone of genius.... insuring.


If you want more TIME and more SALES send me a message and let’s have a chat.

Who offers the services of an insurance copywriter?

A specialist insurance copywriter is a rare thing! There are a few of us out there honing our craft and delivering great content but it is more usual to find a general copywriter.

There are copywriting agencies, where you can appoint a writer to create your copy for you. This can be expensive in terms of both time and money. Agencies may offer a range of services; copywriting is one of many.


There are freelance copywriters, who will write your content for you based on a fixed rate or sometimes per word, per piece of content on a monthly retainer basis.


There are freelance insurance copywriters, like me, who work on a fixed fee basis and offer monthly retainer packages that suit the needs of the client and deliver bespoke and unique content.

How much does it cost to hire an insurance copywriter?

It depends, there are online services offering content for as little as £100 per blog post, and there are online subscriptions that offer generic content to brokers for a monthly fee.

However, it is not recommended to use generic content as it can damage your SEO when Google sees the same content on different sites.


These are the services I currently offer;


VIP - £1,200 per month (minimum 3 months)

4 Blog posts

20 LinkedIn posts

Visibility - £997 per month (minimum 3 months)

2 Blog posts

10 LinkedIn posts

Starter - £500 per month (minimum 3 months)

1 blog post

5 LinkedIn posts

These packages include lots of other great stuff, you can find out more here


Is hiring an insurance copywriter right for you?

Maybe you’ve tried working with a copywriter before and it did not work out or maybe you’ve been paying a subscription for off-the-shelf content you just have not used, it doesn’t matter.


If you want to get more visible, create engaging content that helps create a consistent pipeline of potential sales and you’re tired of never quite having enough time to dedicate to creating client-winning content – the thought of it leaves you feeling exhausted! I can help you take the stress away; I can create consistent content for you, get in touch and let’s have a chat.

If on the other hand you don’t want to be more visible, attract more clients, compete with bigger brokers, and create a pipeline of potential leads then we can part as friends.


If you think this is something you'd like to explore then let's have a chat, it's free and you can book it here.


Further Reading

If you enjoyed this post, you might like to read Why You Shouldn't Hire an Insurance Copywriter

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