Protection advisers needs to focus more on positive messaging and maximise additional benefits and services to better connect with consumers.
This is according to Rob Harvey, technical protection specialist at Protection Guru, who emphasised there was a really good opportunity for advisers to talk about positive messages with consumers.
Harvey (pictured) was responding to a question from Georgia D’Esterre, head of marketing at Guardian, at the Women In Protection Network conference.
D’Esterre asked how the protection sector can move away from tired imagery such as a row of wellies by a front door or grandparents swinging their four-year-old in the sunset walking on a beach.
In response Harvey said the positive messaging could include benefits such as a protection policy that offers access to a virtual GP whenever they are needed or information on improving their diet with better nutrition.
Harvey noted this sort of messaging resonated more with him rather than more traditional messaging such as if you die or have a catastrophic illness, your family will be looked after.
But he added that the sector needed to also up its social media game and recognise that more and more customers were on social media channels like Instagram.
Fellow panellist Robyn Allen, owner of Robyn Allen Solutions, whose Tiktok account has amassed more than 12.3m views, provided the audience with some tips on improving communications with customers on social media.
“You don’t have to share everything, you don’t have to share what you had for breakfast, you don’t have to share what you had for lunch,” Allen said.
“But if you just want to share your own thoughts and what brought you towards something, that really helps them trust you which means they will be wanting to talk to you which means they will also trust your advice because we need to give advice.
“I want everyone to have received good advice so they can trust the products they have bought and they don’t end up five years down the line with a product that hasn’t met their needs which we’re then trying to fix and correct, and they’ve not got a medical condition we’re having to navigate.”