The struggle to be better at telling the story of insurance
To follow up on my previous piece here at Good Returns I wanted to share some of the struggle of telling the insurance story. My first problem was that although I often come armed with good data, that doesn’t count. The traditional wisdom is that "numbers are numbing, it’s the story that reaches people".
Although I can tell you that 38% of households in Auckland are now "multi-adult" homes it is far more powerful to explain that I have several friends who have their 30-year-old kids living with them to help them save up the large deposits now required.
Although I can tell you that two in three disabilities are caused by sickness, not accident, it is far more meaningful to relate a friend’s experience of being diagnosed with breast cancer at 36 and her struggle to work while on a tough chemo treatment cycle.
Although I can tell you that the chance of suffering a disablement of six month’s duration during a working life is over 25%, it is far more powerful to use real claims examples. A man with a frozen shoulder who could no longer work as a mechanic, a woman with a head injury who kept forgetting who she was meeting and what it was about … and so on.
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