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What are Common Angles in Auto Insurance Advertising

When selling any product or service, the concept of the selling angle is likely to come up as a key component upon even the most basic of examinations. An angle is typically composed of the mood and message that a salesperson conveys in order to reach their audience, and many salespeople swear by the power of good angles, as they can make selling even the most bizarre or poor product much easier, and can also make selling a great product difficult, depending on the angle's quality. In the world of insurance, having a good angle is often one of the most important elements of making a pitch and hoping to close on a sale. Insurance agents and brokers are typically well-equipped to handle the consideration and creation of a quality angle, as their work consists primarily in conveying the importance, necessity, and value of insurance packages to their clients. Though insurance advertising may seem like a daunting field to those who have never worked with a campaign before, the basic sets of skills needed for exceptional insurance sales are frequently found among advertising professionals as well, linking these two industries for the benefit of agents in all lines of insurance.

The popular line of auto insurance represents a significant portion of the insurance industry at large, and as a result, there are scores of examples of auto insurance advertising that can be reviewed and considered for their skill and potential for widespread efficacy. Auto insurance advertising campaigns may take on a number of different angles in an attempt to distinguish themselves from others and make a lasting impression on prospects. Some of these angles are decidedly negative, and may prey on the fear and anxiety of drivers and vehicle owners, while others remain sensitive and neutral, stressing instead the benefits of quality auto insurance policies. Both angles have their own advantages and disadvantages, though the choice between the two is ultimately in the hands of the advertiser.

Modern driving and car ownership can be risky affairs, and the potential for accidents, injuries, and property damage is great, as auto insurance agents and brokers are well aware. It's the hard reality of accidents and other mishaps that can often be responsible for helping clients understand the need for retaining a quality auto insurance policy, and a fair amount of agents and groups choose to use this angle of dangerous risk and potential for harm as a means to motivate prospects. Advertisements incorporating this angle typically use emotional triggers in words, imagery, or other sensory information, making clients feel as though they absolutely need to purchase a policy -usually with a great sense of urgency, as well. While this angle can be effective in closing sales, it may sometimes be offensive or create a negative association and impression upon audiences when used in advertising for auto insurance.

Some insurance companies, brokers, and independent agents choose to work with neutral angles when it comes to auto insurance advertising; rather than "scare" potential clients into making a purchase, this angle typically expects a prospect to already understand the need for an auto insurance policy, and instead focuses on providing a positive solution. This angle can work well for insurance agents hoping not only to gain new clients, but to leave a lasting, positive impression on others. No matter the angle chosen for a campaign, truly considering the needs and desires of the intended audience will yield a higher quality advertisement.





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