Part of our guide: Long-Term Care Insurance: Costs, Options and Planning →
You already know statistics don’t sell long-term care insurance. Most people don’t see themselves in the numbers, and listing product features doesn’t help if they don’t believe they’ll need care. Stories do what data can’t.
Key takeaways
- Clients connect with stories about real people, not probabilities or product features.
- Good stories are relevant to the client, focus on feelings, and end well because of the coverage.
- In one survey of LTC policyholders, 78% had a family member or friend who needed long-term care, so most clients have a story of their own.
78% of long-term care policyholders in one survey had a family member or friend who needed care. Your client probably has a story too.
Find a good story
You likely already have one. If you’ve cared for a parent or grandparent, you know how hard it is. Stories can also come from family, friends, or clients (with their permission and details changed). See one example in how an LTC policy helped Joe stay at home.
Make it memorable
- Paint a picture. Don’t just describe events; describe how people felt.
- Keep it relevant. A client with no children won’t connect with a story about the burden on adult kids.
- End well. Don’t scare people. The story should have a better outcome because coverage was in place.
Invite the client’s story
Your story often prompts clients to recall their own. Five questions to draw it out:
- Do you know someone who needed long-term care?
- Who provided their care?
- What effect did that have on the caregiver and the family?
- How did they pay for it?
- What did it do to their finances, retirement plans, or the inheritance they hoped to leave?
Frequently asked questions
Why don’t statistics sell long-term care insurance?
Most people believe the risk applies to someone else. Personal stories make the need real in a way numbers don’t.
What makes a good long-term care sales story?
It’s relevant to the client, focuses on emotions and real outcomes, and ends positively because coverage was in place.
How do I get clients to share their own care experiences?
Ask whether they know someone who needed care, who provided it, and how it affected the family’s finances.
Reviewed by Tim Fuller on 2026-09-25
Tim Fuller
President, SRS Inc.
Tim leads SRS Inc., a full-service IMO (Independent Marketing Organization) and BGA (Brokerage General Agency), connecting independent financial professionals with life, annuity, disability income, and long-term care solutions from 60+ carrier partners.
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