Part of our guide: Long-Term Care Insurance: Costs, Options and Planning →
Most clients don’t believe they’ll be among the roughly 70% of people who need long-term care. Stories help them picture it. But telling a story well is a skill, and a few simple guidelines make the difference.
Key takeaways
- Personal and firsthand stories carry the most emotional weight.
- Match the story to the client: relevant, short, and positive.
- The goal is to help clients picture themselves receiving good care, paid for by a plan.
The best LTC stories end well — because someone had a plan.
8 storytelling tips
- Use your own experience. A parent or grandparent’s care adds personal and emotional weight.
- Borrow others’ stories. Friends’ and clients’ experiences (with permission and details changed) show real challenges and how they were solved.
- Share feelings, not just facts. How did the situation feel for the people involved?
- Stay relevant. Don’t tell a client without children a story about the burden on adult kids.
- Be authentic. People can tell when a story is exaggerated.
- Keep it positive. Educate, don’t frighten.
- Keep it short. Focus on the few details that matter.
- Invite discussion. Ask questions so clients share their own stories.
The goal
Help clients picture themselves needing care, being well cared for, and having the cost covered. For why stories work better than statistics, see storytelling in LTC sales; for a sample story, see how Joe stayed home.
Frequently asked questions
How do I tell a good long-term care story?
Keep it personal, relevant to the client, short, and positive, and focus on how people felt and how a plan helped.
Should I use scary stories to sell long-term care?
No. Stories that end well because of planning are more effective and more respectful.
How can I get clients to share their own care stories?
Ask whether they know someone who needed care and how it affected their family.
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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