Walt Kania, Marketing Writer

Marketing insurance: The brick wall

In all my work in the insurance area, on both the broker side and insurance company side, we always come up against the same gnarly and intractable problem:

The customer experience is abysmal.

Buying insurance is like undergoing a colonoscopy.  Or paying property taxes.

Shoot for magic

Every writer knows about this.

You're going along spinning sentences.  Chugging them out, workmanlike.  The piece is fine and serviceable, and it's saying what you mean.

It's like pedaling a bike. You pump the pedals and you move forward.

But about an hour into it, maybe two hours, if you keep pedaling over the crest of the hill, something happens.