Losses are more vivid than gains. A 4 percent index annuity crediting cap offers 3 percent more potential interest than a certificate of deposit renewing at 1 percent, but it’s still only 4 percent. Therefore, try explaining the difference to the prospect this way: “If you stay in the CD you lose 75 percent of the interest you might earn in the index annuity.” To most people, potential losses result in a stronger reaction than thinking about potential gains.
Make the number bigger
A multi-year annuity rate of 3 percent is 1.5 percent higher than a CD rate of 1.5 percent, but try saying, “The annuity rate is 150 basis points higher than the CD” or maybe “This annuity pays 100 percent more.”
Change years into months
Instead of explaining that the multi-year annuity rate is guaranteed for four years, say: “You are guaranteed to earn this rate for the next 48 months.” It also helps to explain that the annuity living benefit income roll-up rate will increase for the next 120 months instead of saying 10 years (but you may want to use years as units if the surrender charge lasts 144 months).