Let’s be honest, insurance isn’t the most exciting topic. Most of us don’t wake up thinking, “Wow, I can’t wait to read insurance policy endorsements today!”
We forget that insurance is for real people who have real risks and want absolute peace of mind for themselves and their families. Complex insurance jargon and fine print make this issue worse, making something we really need seem incomprehensible and far away.
How can we take the complex and unrelatable and make it something we want and understand? Storytelling is one of the best approaches.
Why Storytelling Works in Insurance
Storytelling has been a basic part of the human experience from the beginning of humanity. Our ancestors told stories to each other and to generations after by drawing on the walls of caves where they lived long before we had written language.
We start our lives with our parents and other loved ones reading stories to us as we sit or lay in their arms, feeling safe and secure. Storytelling is a positive emotional memory that we can access, making it very powerful and relatable to us.
Telling a story connects your prospect emotionally to the subject by placing someone in the situation, making them feel warm and safe. This feeling places them in a positive, reflective mindset and makes them more open to hearing what people tell them.
People remember stories a lot more than they remember a list of coverages because of positive emotions that come from hearing a story. When used in a conversation about insurance, the story makes the value of insurance feel real.
For example, instead of saying, “You need renters’ insurance in case of fire, theft, or water damage,” try this:
“Imagine coming home to find your apartment flooded from a busted pipe upstairs. Your couch, TV, and laptop? Ruined. If you don’t have renters’ insurance, replacing all of it comes out of your pocket.”
This story is one people can picture and relate to by making it “real.”
How to Use Storytelling in Sales
Using real-life scenarios makes it “real.” If clients give you their permission, tell prospects their story about a claim experience, showing how insurance coverage protected them from further harm. Keep it simple and relatable, making it personal to your prospect.
Don’t rattle off features, but ask, “Have you ever thought about what might happen if…?” Then, paint a picture connecting with their life.
Keep it light as much as possible since insurance isn’t just about disaster protection but also about protecting us from life’s little moments like being covered for hail damage to your car.
Agility Brings It All Together
People buy insurance because they want to feel secure. The best way to build this sense of security is to use stories showing how insurance policies protect prospects’ lifestyles, finances, and futures.
It stops being a “boring set of complicated, hard-to-understand words” and becomes an absolute no-brainer, providing protection and security from bad things. Agility is a great author of insurance stories to tell clients, with a comprehensive list of partners and products across every insurance business line.
You can see these partners and the remarkable stories they help you tell on our ACA, Medicare, Life and Annuities, Small Group, and Supplemental websites that will grow your revenue. Check out our events website to see all our in-person, virtual, and networking events empowering great storytelling by insurance agents.
Contact Agility today at (866) 590-9771 or email [email protected] for this free storytelling session. Agility can also add you to our weekly free email list for more tips and other vital information for insurance professionals to know delivered to your inbox!
Let Agility help you ditch the fine print talk and tell a story instead; your clients will thank you!
