Selling Intangibles — More Than Meets the Eye
It was a blustery January morning when I mustered the courage to march into my creative director’s office and ask him why he wasn’t using a senior staff writer (like me) to write the copy for Fingerhut’s new insurance program. I was bored with polyester pantsuits and burned out writing about cookware. I wanted a challenge. I wanted to write insurance copy.
In his usual fatherly manner, George Schlegel put his arm around me and said, “But Pat, insurance is different than polyester. It’s an intangible and requires special expertise to sell it effectively. Insurance copy needs to be written by an insurance writer.”