Control of the Month: Mutual of Omaha

August 12, 2010 by Paul Bobnak

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The latest mailing by Mutual of Omaha to achieve Grand Control status (in the mail for 3 years or more) takes a different tack from many other efforts selling insurance. The most successful, and common copy driver — see our special report on copy drivers here — employed by these marketers is fear. Whether wielded subtly, or like a sledgehammer, getting a prospect to worry about a worst-case scenario is usually enough to override any objections.

In promoting its Easy Way whole life policy, however, Mutual immediately grabs your attention with the personalized teaser on the 6" x 10-3/4" outer: "Here's that second chance you hoped for [your name]" (see mail piece in media player at right, Archive code #450-171627-1005; go to our Who's Mailing What! Archive to order.)

The letter inside expounds on the theme with an internal monologue-like question in its Johnson box: "Why didn't I get more life insurance when I was younger ... and when it was cheaper?" In the body, it goes on to flatter the recipient (someone in the 60-85 age group): "For a long time we wanted to do something important for a too-long neglected group ... solid, decent, dependable Americans who had raised their families ... paid their taxes ... fought our wars ... without asking or getting anything themselves."

It's understandable, Mutual is saying, that because of a lifetime of working hard and "taking care of everyone else," you missed a great opportunity years ago.

There are reassuring notes struck and repeated throughout the letter, often in the same paragraph: "Your acceptance is guaranteed regardless of ... your health. Your premium will never increase. Not because of your age or your health." The pre-approved offer includes a 60-day guarantee: "... if you change your mind within that time you can return your policy. You'll get all your money back. It will cost you nothing, not one single penny."

The job of explaining the nitty-gritty details (the premiums, coverage amounts, restrictions, etc.) is left to other inserts in the package. But even here, the prospective customer is constantly reminded of his "second chance."

For example, next to a chart breaking down monthly premiums and benefits for 5-year age brackets, there's a helpful box once again explaining the "60-day Money Back Free Look" at the policy. The front side of the sheet spells out the offer's features again. And a sheet spot-glued to the application form lists bullet-pointed, summarized benefits, each one "GUARANTEED!"

With flattery instead of fear as a motivator, and multiple reminders of this policy's benefits, it's hard to see how an under-insured person could ever turn down their "second chance."

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