When was the last time you watched someone’s eyes light up when y
ou mentioned policy exclusions, aggregate limits, or automated underwriting?
Here’s the thing–insurance is fundamentally about stories. Every
policy represents a narrative of protection, and every risk assessment
predicts how someone’s story might unfold. Yet we’re often so caught up
in the technical complexity of our industry that we forget how to tell these stories in ways that resonate.
Regardless of your role in the industry, your success hinges on one critical skill: making the complex feel accessible and the technical feel human.
Why Stories Stick When Statistics Slide
When we hear a st
ers but areas responsible for experiencing the events themselves. This explains why a potential client might remember a
story about a restaurant owner whose business was saved by business interruption coverage long after they’ve forgotten
the specific policy limits and deductibles.
The 3-Step Structure for Insurance Communication
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Every compelling story follows a structure, and insurance stories are no exception. Aristotle identified a story’s
basic plot structure as having a beginning, middle, and end (setup, confrontation, and resolution).
Here’s how to apply this classic framework to your technical communications:
The Beginning/Setup–In insurance terms, this means painting a picture of the current challenge or inefficiency your aud
ience faces. Don’t just list problems–help them feel the frustration of a broker waiting weeks for underwriting decisions or the anxiety of a policyholder naviga
ting a complex claims process.
The Middle/Confrontation–In our industry, conflict often comes in the form of market disruption, regulatory changes, or evolving customer expectations. Make your audience feel the stakes. What happens if they don’t adapt to automated processes? What’s the cost of sticking with legacy systems when competitors are leveraging AI?
The End/Resolution–Here’s where your offering enters. Show how your audience becomes the hero in their own story, enabled by your solution to serve their customers better, make smarter decisions, or create new opportunities.