Using Storytelling to Sell Insurance

January 12th, 2023 by

Many of the top insurance agents use storytelling to sell insurance.

It doesn’t matter if you’re marketing with direct mail, reaching out digitally or enhancing your website. The key is reaching the right people with the right story.

Regardless of the marketing channel, to successfully market any kind of product, it’s important to create a story that connects with customer and prospects.

Consumers are exposed to nearly 10,000 advertisements every single day, but most people notice fewer than 100 of them. You need to stand out.

Stand out with Storytelling

Storytelling is an excellent tool for humanizing your insurance agency. It’s how you build closer relationships with new and returning customers.

When consumers hear a compelling story and feel that your brand aligns with their core values, they tell their friends. A word of mouth referral is priceless.

And, don’t forget the pictures. Often, a picture is worth 1,000 words.

Insurance Storytelling Conveys Emotions

There are lots of examples of how the insurance industry can use storytelling to sell insurance. I can think of lots of great commercials on TV (not Flo) that show emotional responses to insurance solutions.

Here are some concrete examples:

  • Telling a story where a customer life was impacted by a life insurance settlement.
  • Sharing how someone used their final expense policy to pay for funeral arrangements.
  • The visuals of a grateful homeowner who just got a new roof after a hurricane through their homeowner insurance.
  • The joy of getting auto insurance for a teen who just got a new car.
  • A new homeowner who needs mortgage protection insurance
  • Life insurance for a family with a new baby.

When people can see themselves reflected in your stories, they will be more apt to do business with you. This kind of emotional engagement with consumers will lead to an increase in your business. And, this is excellent content for your SEO.


In 2023, the buzzword for storytelling is scrollytelling. This means telling your story in a digital format as the user scrolls to read your story.

Scrollytelling is defined as visual storytelling for the web. Basically, new content and visuals appear or change through transitions as users scroll down or up the web page.

In the Insurance market, where stories can be emotional, this offers consumers a visual journey that they can relate to.