Advisers should tap into the emotional triggers behind buying life insurance amid the biggest squeeze in the cost of living in 30 years, according to Chris Blackwood, managing director of communications agency Third City.
Blackwood (pictured) told the Association of British Insurers (ABI) Why Insurance Matters webinar how he believes advisers can sell protection insurance to consumers when their pockets are being hit by the highest increase in inflation since 1992.
Blackwood called on advisers to think about the emotional triggers behind the buying decision to take out life insurance.
He explained that often the buying decision has little to do with the individual themselves and more to do with those they leave behind.
A prime example of this is reflected in some work he carried out on behalf of NFU Mutual around 10 years ago.
“We were desperate for farmers to take care of themselves and have fewer accidents,” Blackwood said.
“It’s a similar thing of trying to get them in the mindset of either protecting themselves or not just doing silly things like climbing up on old roofs or stepping in front of tractors and the like.
“And in speaking to farmers there was just this level of bravado of ‘I don’t really need to take this seriously because it’s such a long, hard day’ that these guys all kind of compete to be extra macho.
“But the key thing that got them to stop and think was when you started to talk about how their wives would cope – the ‘who would fill your boots?’ statement that got them to think.
“So we designed a whole campaign around farmers’ wives and families and those people speaking out after having accidents or through really traumatic times. And we were able to base a whole campaign around that and that evolved into Farm Safety Week and now the Yellow Wellies foundation and that foundation still does brilliant work in tackling mental health issues and accidents on the farm.”
