Writing marketing copy or emails may be one of the mostchallenging tasks you’ll encounter as an insurance agent orfinancial advisor.

You may know what to write, but when it comes to how to writeit, you’re stuck.

So I’m going to teach you a trick for more effectivecopywriting. In fact, I’m using it right now. Can you guess what itis?

Who’s your No. 1 fan?

Before you write an email, postcard or direct-marketing letter —anything that will go out to a number of people — I want you tothink of the one client who loves you the most: Your No. 1fan.

This can be a past or current client, just as long as it issomeone who is extremely happy to hear from you when you call;someone who always replies when you send an email. This issomeone who seems genuinely grateful for your knowledge andexpertise when you sit down together and share a strategy forsuccess.

Remember how good it feels to have a client react like that?Well, I want you to think about writing your emails to that persononly. Do that, and you’ll find your self-doubt begin todisappear.

Why create an ‘audience of one’?

When we write an email to a group of people, we often writedefensively, protecting ourselves so that we don’t seemunprofessional or come across as too personal or give away too muchinformation.

But when you’re connecting with someone one-on-one and helpingthat individual with a specific problem? That is when you reallyshine.

So why not write emails the same way?

By imagining that you’re writing to just one person — thatfavorite fan of yours — you can find your unique, genuinevoice.

If you’re having a hard time with this, try finding a picture ofyour No. 1 fan on LinkedIn or Facebook. Print it out and put a copyof it right in front of your computer. Right at the top. You canliterally just tape it there.

Related: Never break these business emailrules

Then, when you’re composing your next marketing email, look atthat person and just write. You’ll notice that your copy starts toflow a lot more effortlessly. You’ll also enjoy the writing, whichwill be more conversational and effective.

Editor’s note: This essay is excerpt from“SHIFT: 201 Proven Insurance Marketing, Digital Lead Generation andFree Traffic Strategies to Sell More Insurance and FinancialProducts and Get Your Time Back Now” by Jeremiah Desmarais, anaward-winning financial marketer who has been featured by Forbes,CNN, and Worth. Email Jeremiah at [email protected]. Connectwith him on LinkedIn and learn more about his bookat www.TheShiftNation.com.