You may think not selling something to a reader is almost impossible. It’s not, not if you do it the right way. You need to strive for informational, educational pieces that teach readers something they do not know or understand. Write in plain English and try not to use insurance jargon. This is one of the biggest complaints about insurance agents: they use unintelligible words for concepts easily understood, if in the right words.
If you want to educate your readers about Medicare and Medicare supplements, just spell it out in small, easy to understand chunks. The technical details are not what people are looking for. Their main interest in Medicare is how it benefits them. The technical end of things is up to you to handle behind the scenes.
Most people want the bottom line first, which is usually how something benefits them. Next, they want to know how much it is going to cost. Open enrollment and other insurance issues, such as the donut conundrum, are at first not comprehensible to most. Break it down, walk them through it and keep it simple. If you can capture people’s attention with well thought out, easy to read articles, you are one step ahead of the competition.