The Importance of Fun Marketing in the Serious World of Insurance

Imagine this: You walk into a doctor’s office with a health concern. You do your best to explain what’s going on, but the doctor responds with a string of medical terms you can barely follow. You nod along, disassociate halfway through, and leave with either a prescription or no real resolution, all while feeling unheard.

Now picture this: You’re in a fast-food drive-thru, repeating your order three times because the person taking it can’t seem to understand you. Frustrated, you pull up to the window, only to receive the wrong order. At this point, the convenience of fast food has evaporated, leaving you dissatisfied and annoyed.

These scenarios are frustrating, right? Unfortunately, a similar dynamic often plays out in the insurance industry between prospects and agents. Poor communication—overly complicated language, unclear processes, or an impersonal approach—leaves prospects feeling confused and unheard.

Today, let’s discuss why clear, relatable communication is vital for insurance agents. We’ll also explore why making content fun, simple, and engaging isn’t just a trendy marketing tactic—it’s an essential way to help consumers make informed decisions.

Marketing in Insurance: More Than Mascots and Memos

When most people think of marketing, they imagine it’s all about creativity and fun—and to some extent, it is! But marketing also serves a crucial purpose: it’s the bridge that connects a brand or business with its audience. For insurance agencies, marketing plays an even more critical role because it helps break down a complex product that every person relies on in their lives.

Even if your agency doesn’t have a dedicated marketing team, you’re still marketing your services every time you communicate with prospects or share information.

So why do so many people misunderstand their insurance policies? Why do so many car owners, for example, realize too late that they lack the coverage they need until after an accident?

The answer lies in how insurance is communicated and marketed.

The Problem: Insurance Is Badly Marketed

When we think about insurance marketing, what usually comes to mind? TV ads with catchy jingles, memorable mascots, or comedic sketches. While these big-budget campaigns do an excellent job of building brand recognition for major carriers, they rarely educate consumers about the nitty-gritty of insurance coverage—I mean, what exactly is covered by mayhem?

The result? People remember the mascots but know little about their policies or coverage needs.

This lack of awareness has real-world consequences. Look at any natural disaster from the past year, and it’s clear how much is at risk—lives, beloved pets, homes, and cherished memories.

So, how do we bridge the gap? That’s where thoughtful, engaging marketing comes into play.

Solutions: Communicate Clearly and Creatively

Here are three ways insurance agents can improve communication and make their content more impactful:

1. Ditch the Hard-to-Understand

Terms like “declaration page” or “subrogation” might be second nature to you, but most people don't even know what a dec page is. That's the baseline for communication information about insurance. Using industry-specific language can make prospects feel excluded or overwhelmed.

If you can't explain it simply, you don't understand it well enough.
Albert Einstein

Instead, focus on breaking down complex concepts into plain language. Simple explanations go a long way in helping clients get what they’re signing up for. And while it'd be quicker to use your go-to script for explaining something, people understand things in their own way.

For instance, I could say:

The multifaceted discipline of marketing, characterized by the intricate interplay of psychological persuasion, data-driven decision-making, and the nuanced articulation of value propositions, serves as a critical nexus wherein consumer behavior, brand identity, and strategic communication converge to orchestrate a symphony of influence designed to drive engagement, foster loyalty, and ultimately catalyze measurable outcomes aligned with organizational objectives.

Did you get any of that?

On the other hand, I could just say:

Marketing is all about understanding people, communicating value clearly, and building connections that drive action and loyalty.

Taking the time to confirm that the people you talk to understand what you're saying—aka, talking to someone like a person and not just a number—is something few people bother to do.

What's a term or concept you could break down today that would help a prospect? Think of your quote intake calls—where are people going silent? That's likely where they've stopped hearing or understanding you.

2. Make It Fun and Visual

Even airlines use cartoons to demonstrate emergency procedures—they know people are more likely to pay attention to something visually engaging. The same principle applies to insurance content.

‍Your social media posts, email campaigns, and brochures should be visually appealing and easy to understand. Use graphics, infographics, and videos to break down key information. Think of a stop sign: it’s not the most artistic thing in the world, but it’s simple, clear, and universally understood. Aim for the same level of clarity in your content.

3. Recognize the Importance of Your Role

Social media feels meaningless at times, but in the insurance industry, it’s a powerful (and underused) tool for education. Even if posts are often judged by impressions and likes, the importance of what you’re sharing goes far beyond those metrics. By sharing valuable, digestible information, you’re helping people stay financially secure in the face of life’s worst-case scenarios. That’s no small thing.

I often find that people don't want to put themselves out there or post online because they feel it's embarrassing to do so. It feels ridiculous, right? We're posting videos of ourselves talking to a camera. But it’s not. That’s how information is spread and consumed today. Putting yourself out there to explain hard-to-understand topics isn’t cringe. Think of Crash Course on YouTube—that was just two guys putting themselves out there to explain some stuff. Now, it's used in schools to help students understand complex topics more easily. It’s quite literally impacting education. Your content doesn’t have to go viral to be meaningful, if it helps even one person gain more clarity in their next conversation with an insurance agent, you’ve done a good job.

Don’t Sell—Serve

You know that feeling when you walk into a store, grab something off the rack, and the salesperson immediately says, “That would look amazing on you!”? You can’t really trust the compliment because you know they’re just trying to make a sale, and it ruins the whole experience. It’s tempting to use every piece of content to push for a sale. After all, you’re running a business. But if your only goal is selling, your audience will tune out.

Instead, focus on creating content that informs, entertains, and supports your audience. People come to insurance agents because they’re looking for guidance, peace of mind, and understanding—not just a policy. By putting their needs first, you’ll build trust and foster long-term relationships.

Clearing Up the Confusion

Insurance shouldn’t still be this confusing. A marketing re-vamp is long overdue to make it simpler and more accessible. By communicating clearly, breaking down complex topics, and making your content engaging, you can create a better experience for your prospects and clients.

Marketing isn’t just about making a silly little design in Canva and hitting post—it’s about helping people make informed decisions that are right for them. And when you do that, you’re not just selling insurance—you’re providing a service that truly matters.