Three Simple Steps Letter

Direct Mail Follow-Up Sample (pink = variable text printed in black)

Customer Retention Efforts

Torchmark Corporation, Creative Manager/Copywriter

Project Intent

• To convert prospects into customers and maintain those who risk cancellation.

Audience

• Prospective customers showing interest in service, but never convert.
• Active customers who stop paying into service and risk cancellation.

Challenge

• Customers not converting when we have their attention tend to shop elsewhere.
• Customers stop paying because they can no longer afford payments or no longer see value.
• Customers stop paying if better offer found with competition.

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Solution | Skills Contributed

• Offered creative design/build in InDesign, wrote copy, and coordinated back-end production with in-house marketing and print teams.
• Employed varying approaches to encourage payment by reminding customers of service benefit and special pricing offers.
• Rewrote call center scripts for all branches of service (Globe Life, American Income Life, National Income Life, Liberty National, United American, and Family Heritage Life) to offer consistency in voice and tone.