Stand-out messaging and copywriting for bold insurance disruptor
The plot
Meet Millie. The ‘do-it-differently’ Marketing Director for Macbeth Insurance and Financial Services.
Macbeth are not a typical insurance broker. They know that the world of insurance is boring, confusing and tedious. They genuinely care about their clients. And they are EXCEPTIONAL at asking the right questions and thinking about the things that other brokers don’t.
But their outdated brand, impersonal communications and bland tone of voice were holding them back and stunting potential growth. Millie knew they needed to do things differently. She had already commissioned a new visual brand identity from design and web agency PLOTT. But Millie also wanted a punchier strapline, bolder messaging and hard-working marketing communications to help Macbeth stand out from competitors.
The twist
During the discovery session, Macbeth’s superpower really stood out. You see, Macbeth’s business isn’t really about insurance and finances; it’s about people and relationships. So this became a key theme for all the new copy and content:
A killer strapline
Since Macbeth’s whole ethos is about reducing risk and being clear and honest, I developed a punchy new strapline ‘Risk less’ to replace the clunky and clichéd ‘From risk to reassurance’.
Bold brand positioning and messaging
I created key messages and a positioning statement to articulate how Macbeth are different as well as helping them express their core values in an engaging way.
Straight-talking tone of voice guidelines
Next, came the tone of voice indicators and a language guide to showcase their refreshingly honest, enthusiastic and anti-jargon style.
Attention grabbing blogs
Millie was keen to share valuable and actionable advice with potential clients but didn’t want to produce the same old content that every other insurance company was regurgitating. So we came up with some unusual angles for blogs that would stand out and ooze honesty and personality.
I love how we’re bringing the honesty and personality of the business through, it’s made my little heart sing.
Millie Smith, Marketing Director, Macbeth
Story-style video script
As part of the rebrand launch, PLOTT created a video to showcase Macbeth’s new brand identity. It was important for Macbeth to share their journey and purpose so I wrote a story-style script to share their story with staff and clients.
Client-focused website rewrite
Although the website had been redesigned as part of the rebrand, the existing copy just didn’t stand up to the new design. So a few months after the website launch, Macbeth asked me to rewrite the entire website (all 43 pages of it!). I channelled their unapologetically honest tone, refocused the content away from Macbeth and onto the client and boosted headlines and titles with personality and clear benefits.
I love working with Anita. She’s a really friendly, likeable person and I can’t help but keep sending her more briefs. If I could have her as a permanent member of my team I would!
Millie Smith, Marketing Director, Macbeth
Bold brochure
Insurance is the epitome of an intangible product, so Millie wanted something physical to increase awareness at events and support digital activity. Enter punchy brochure copy, full of unexpected content and lots of social proof to grab attention and position Macbeth as the insurance broker of choice.
The happy ending
Millie and her marketing team now have stand out messaging and communications that ooze honesty and reflect their straight-talking and enthusiastic approach. And that can be repurposed on purpose.
Their website, brochures and articles are authoritative and engaging with stand-out copy that champions principled advice and puts the client first. Macbeth are open and self-deprecating about insurance being boring and confusing. Which of course, makes them the natural choice for clients and businesses who want to protect their world and everything in it.
In an industry where the things we talk about can be rather dry, Anita always finds a way to put a fresh spin on things, creating standout copy but also managing to put it in an approachable, human way.
Millie Smith, Marketing Director, Macbeth
