Stop 7 of 8 · Weekly
Marketing that survives review
Newsletter, social post and referral ask in the agency's voice, written so nothing in them is a coverage claim, plus the one-pager built in Claude Design.
Agency marketing is compliance writing
Ramy's newsletter goes to about 900 households, and the same rule that governs an email to one client governs a sentence sent to 900. The difference is that nobody reads the newsletter with the policy form open, so the drift is easier and nobody catches it.
The upside is that the pieces that work best in insurance marketing are the ones with no coverage claims in them anyway. What changed in the market this year. What a deductible actually costs you when you use it. Why your renewal went up when nothing happened at your house. Explanation, not reassurance.
The three pieces, and what each is for
| Piece | The one job |
|---|---|
| Monthly newsletter | One local, specific explanation and one ask |
| Social post | A question that makes someone check their own policy |
| Referral ask | Make it easy to name one person, no pressure |
The voice matters more than the topic. Feed Claude three things Ramy actually wrote and it stops producing the beige paragraph every agency newsletter is made of.
Inside the Agency Project, write this month's newsletter section for my Orange County clients. Topic: [name the topic in a sentence]. Around 250 words, plain language, written the way I write in the sample files. Rules. No sentence may state or imply what any policy covers, excludes or pays. Do not use the words covered, protected or guaranteed. Do not name a premium. If the piece needs a coverage fact to work, turn it into a question and list the fact under "Verify against the policy form" instead of writing it. Explain the thing, say what a client can do about it, and end with the agency disclaimer block and one ask: book a fifteen minute review.
Here are three pieces I wrote myself: [paste them]. Describe my voice in five rules a writer could follow, then rewrite the newsletter section above using them. Show me the two sentences you changed most and why.
Write a short email asking a client who has been with us for years for one referral. Under 100 words. No incentive, no urgency, no coverage claims. Give them one sentence they can forward to the person they have in mind.
Using the newsletter section, build a one page handout for the front desk: a headline, three short blocks, a question the reader should ask themselves, and our contact block at the bottom. Keep the disclaimer legible, not tiny. Give me a clean layout I can print in black and white.