No one gets excited about insurance (except maybe underwriters...) because insurance isn't exciting or sexy. 

No one is excited to renew their car insurance...

But that’s exactly what makes insurance marketing so fascinating to a marketing nerd like me...

In this episode, I’m talking all about how insurance brands use fear to grab attention  and then use reassurance to close the sale.

We’ll look at how fear triggers the brain’s threat system, how reassurance resets it, and how this emotional choreography keeps people buying protection they hope they’ll never need.

I’ll also show you how to use this fear–relief loop ethically in your marketing because you don’t have to sell insurance to sell peace of mind.

What You’ll Learn

⚡ Why fear captures attention, and why panic kills conversions.

🧠 How reassurance triggers trust and calm in the brain.

💬 The difference between ethical and manipulative fear marketing.

📺 How brands like Direct Line and Aviva use emotion without scaring people.

🔄 The “fear → relief → safety” loop, and how to apply it in your own campaigns.

💡 How to make your marketing emotionally powerful without crossing the line.

Resources & Links

• Grab my free eBook: 7 Brain Triggers That Drive Sales (And How to Use Them in Your Marketing)
• Connect with me on LinkedIn: Rhiannon-Amber Leavett

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