Jackson National Life Insurance Company is trying to use the power of storytelling to help prospects understand what retirement might be like, and why they have to plan for retirement.
The Lansing, Michigan-based company has worked with Fred Siegel, a photographer, to create “Second Stories.” “Second Stories” is a photo essay about how 10 retired people went about reinventing themselves after they left their original careers.
Jackson says it wants to use the photo essay to highlight the connection between meaningful life planning and smart financial planning, to support purpose-driven financial plans.
The campaign includes a workbook, preplanned presentations for financial professionals, conversation starter cards, a flip book, promotional items and seminar invitations, as well as the photo essay, according to Jackson.
Jackson says it will be offering the materials to financial professionals appointed to sell Jackson products.
Jackson — a major U.S. life and annuity issuer — is a unit of Prudential P.L.C. of the United Kingdom. The U.K. Prudential has no connection with Prudential Financial Inc. of Newark, New Jersey.
Jackson’s campaign appears to reflect a growing belief among financial services marketers that consumers tend to be more interested in personal stories than in statistics.
At the Council for Disability Awareness (CDA), for example, CDA President Carol Harnett said in May that the CDA has found that statistics appeal to financial professionals, but that consumers are more interested in hearing stories about other people.
— Read Storytelling 202: 5 More Ways to Persuade, on ThinkAdvisor.