Life Insurance Awareness Month 2022: A Great Time to Increase Your Life Insurance Sales!

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Every September, the nonprofit organization Life Happens sponsors Life Insurance Awareness Month (LIAM), a month-long campaign dedicated to helping consumers take personal financial responsibility through the ownership of life insurance and related products.

As a life insurance agent, you can view LIAM as the perfect time to take full advantage of the resources provided by Life Happens to spread the important message about life insurance to your existing clients, as well as launch marketing campaigns aimed at new prospects. With less than a month until LIAM begins, now is the time to get started.

Why participate in LIAM?

If you have ever had to put together a marketing campaign from scratch, you already know what is involved in the process. The great thing about LIAM is that the folks at Life Happens have done all the heavy lifting for you!

Begin by going to the Life Happens website. You can get started for free, but there are options for a paid account that offers some additional features. The website will walk you through some steps that will allow you to leverage the multitude of marketing content and resources to help you maximize your life insurance sales and marketing efforts.

Helping you dispel misunderstandings about life insurance

As a life insurance agent, you’ve likely heard all the excuses regarding why someone doesn’t have a life insurance policy. Life Happens knows this, and the organization has made it its mission to dispel some of the misunderstandings related to life insurance through thoughtful marketing campaigns that address some of the main reasons why people put off buying a life policy, such as:

  • Life insurance is just too expensive
  • I have a life policy through work
  • I don’t have children or a house
  • I’m young and healthy
  • I have other financial priorities
  • I’ve got health issues and won’t qualify for coverage
  • I don’t know how much or what type of policy to buy

According to LIMRA’s 2022 Insurance Barometer Study, improving knowledge about life insurance could help improve life insurance ownership rates. The study found that 62% of consumers who said they feel very/extremely knowledgeable about life insurance own a life insurance policy, and just 17% of consumers who said they don’t feel knowledgeable about life insurance actually have coverage.

Your takeaway after reading this list should be that if you want to sell life insurance, you’ll need to be able to confidently address each excuse for not buying a policy with your clients/prospects. The fact is that most people just don’t have all the information they need to make a decision about a life insurance purchase. That’s what makes building and launching a life marketing campaign in September so ideal.

As a nationwide public awareness campaign, LIAM is about educating consumers about life insurance. Through social media and other marketing channels, content can be shared with prospects, including real-life case studies and informational fact sheets that can be distributed now, in the weeks leading to LIAM.

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About FastrackCE
The summer is going by quickly! If you need to complete your continuing education credits before the end of the summer, FastrackCE can help. At FastrackCE, we make it easy for insurance professionals to maintain CE licensing requirements conveniently online — including life and health, long-term care and annuity training/certification. For information, call 800-544-3605 or visit

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