"So it's decided," goes the commercial, "we'll park even deeper into parking spaces so people think they're open."
"Surprise." Lolz.
Good copywriting, a subset of jobs theory, speaks in the customer's language. And this commercial was not written from a rider's perspective. It's a driver's perspective.
Insurance is an interesting sale because people hesitate to consider premiums, claims, and losses. We're ambiguity averse and that's the whole enchilada with insurance.
It wasn't until the birth of the AFLAC duck in 1999, that insurance companies found humor as a path to awareness. Okay, customers thought, it's not that serious, I can make a phone call.
But it still had to be kinda serious.
During a rebrand, GEICO found customers saved about 23% and it only took about eight minutes on the phone. However, when they tested that messaging, customers thought it was too good to be true. Instead, "fifteen minutes to save fifteen percent" was born.
Someone must answer the question: Why is this so cheap? That's the customer language.
Insurances sales (all sales!) start with a simple unintimidating prompt. It can't be too juvenile, even the mayhem man wears a suit. Costs (higher or lower) must be part of a story: Bundle with us and we pass the overhead savings on to you.
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