Part of our guide: Disability Income Insurance: Solutions, Tools and Guides →
No matter how many statistics you quote, some clients still can’t picture why they’d need disability insurance. A real story they can relate to often changes that in a minute.
Key takeaways
- Stories appeal to emotion, provide context, and are more memorable than statistics.
- The best stories are relatable to the client’s own life and job.
- Many clients know someone affected by a disability; draw those stories out.
A story your client can relate to does more selling than any statistic you can quote.
Why stories work
People remember stories. They create an emotional response, give context, and can change opinions more effectively than a simple statement of fact.
Choosing the right story
Pick examples that match the client’s age, job, and family situation: a colleague with a back injury, a friend’s cancer treatment, a business owner who couldn’t work for a year. Real client stories (with permission and details changed) are the most powerful. Industry organizations such as the LIFE Foundation also publish true stories you can share.
Let clients tell their own
Clients often know someone who was affected by having, or not having, disability coverage. Listen for hints and ask about it. Their own story will persuade them more than yours. The same approach works for long-term care; see storytelling in LTC sales.
Frequently asked questions
Why do stories sell insurance better than statistics?
Stories create an emotional connection and are easier to remember and relate to than abstract numbers.
Where can I find real disability stories to share?
Your own clients (with permission), colleagues, and industry organizations such as the LIFE Foundation.
How do I get clients to share their experiences?
Ask whether they know someone who couldn’t work for a long time due to illness or injury, and how it affected them.
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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