Last week, Greg commented on our post, Marketing is Like Dating, in which he expressed that people don't care about insurance:

With insurance, people don't want to think about it at all. They just want to know that they have it. Unfortunately there is nothing exciting about insurance. It won't be able to make my commute easier. It won't be able to cure my headache.

Greg has a point. But so does Seth Godin. In his recent post, Do People Care?, he points out that people didn't used to care about a lot of stuff:

People didn't used to care enough about coffee, or gas mileage or ski bindings or Darfur. The challenge of marketing is to get people to care enough... because deep down, most people care. Just not high enough on their (your) priority list of life problems.

I totally agree. Do I spend my spare time thinking about insurance? Of course not. But I care whether or not I'm getting a good deal, whether my agent spends more time playing with random wildlife than sending my policy through underwriting (yes, it happened last year), and whether I'll have enough money to take care of myself when I'm old, retired and decrepit. And chances are good that other people care about this stuff, too. But, as Godin says, it's a matter of making them care enough.

How? Education. Personality. Low-pressure sales tactics. Great customer service. You can find more ideas and tips in our resource center. Of course, if you've got ideas, thoughts or opinions on the subject, please don't hesitate to post your comments. :)