diff --git a/docs/cli-reference.rst b/docs/cli-reference.rst
index 15b7b8c..5b7c6fe 100644
--- a/docs/cli-reference.rst
+++ b/docs/cli-reference.rst
@@ -208,6 +208,17 @@ See :ref:`cli_inserting_data`, :ref:`cli_insert_csv_tsv`.
       Your Python code will be passed a "row" variable representing the imported
       row, and can return a modified row.
 
+      This example uses just the name, latitude and longitude columns from a CSV
+      file, converting name to upper case and latitude and longitude to floating
+      point numbers:
+
+          sqlite-utils insert plants.db plants plants.csv --csv --convert '
+            return {
+              "name": row["name"].upper(),
+              "latitude": float(row["latitude"]),
+              "longitude": float(row["longitude"]),
+            }'
+
       If you are using --lines your code will be passed a "line" variable, and for
       --text an "text" variable.
 
diff --git a/sqlite_utils/cli.py b/sqlite_utils/cli.py
index b137d9b..2ad7aff 100644
--- a/sqlite_utils/cli.py
+++ b/sqlite_utils/cli.py
@@ -1144,6 +1144,18 @@ def insert(
     Your Python code will be passed a "row" variable representing the
     imported row, and can return a modified row.
 
+    This example uses just the name, latitude and longitude columns from
+    a CSV file, converting name to upper case and latitude and longitude
+    to floating point numbers:
+
+    \b
+        sqlite-utils insert plants.db plants plants.csv --csv --convert '
+          return {
+            "name": row["name"].upper(),
+            "latitude": float(row["latitude"]),
+            "longitude": float(row["longitude"]),
+          }'
+
     If you are using --lines your code will be passed a "line" variable,
     and for --text an "text" variable.
     """