Love and logic


As Valentine’s Day once again approaches, plenty of married guys and gals everywhere are anxiously trying to come up with something a little more original than flowers, chocolates, lingerie or jewelry.

And annually I lament the fact that securing life insurance coverage to protect your family as a Valentine’s gift — admittedly not sexy or romantic at the time — seems about as popular as giving your wife a vacuum cleaner or exercise equipment. While life insurance may not elicit that stereotypical “Every Kiss Begins With Kay” response, it’s not like it deserves the evil glare that a Thighmaster or an upright Hoover will get you. Alas, presenting your spouse with proof of a life insurance policy as a gift will likely result in a quizzical look, as in, “Gee, thanks. You shouldn’t have…”

But, of course, you should have. Life insurance is all too often underappreciated by the very people whose future it protects. It’s taken for granted, like the air you breathe. But if it’s not there when you need it, it’s like disaster striking twice. The loved one is gone and so is your lifestyle.

Promoting the purchase of life insurance as a way to express your love on Valentine’s Day is a noble undertaking. I, for one, appreciate the idea and the effort put forth by the LIFE Foundation, which promotes its very compelling “Insure Your Love” campaign each February. As the campaign so accurately states, “It’s called life insurance, but it could just as easily be labeled love insurance. Buying life insurance is really an expression of love. It lets loved ones know that you care so much that you’ve made plans to provide for their well-being … even after you’re gone.

Pretty strong, logical message, no?

OK, so maybe the goal with the campaign isn’t so much to encourage previously uninsured or underinsured people to inform their loved ones that they are the beneficiary of a shiny new life insurance policy on Valentine’s Day. Perhaps the goal is to get producers to make their prospects aware of this “Insure Your Love” logic, and, during this love-themed month, the message may resonate enough with them to inspire action rather than the usual “I’ll get around to it, eventually.”

Producers, if you haven’t done so already, please check out the tools available to you from the LIFE Foundation. This is the perfect week to employ the life insurance love-and-logic technique.

See also:

About the Author
Brian Anderson

Brian Anderson

Brian Anderson is the Executive Managing Editor of National Underwriter Life & Health and Your Practice Channel Editor for Prior to his current role he was the Editor-in-Chief of Life Insurance Selling magazine and Editor of Senior Market Advisor magazine. He has edited sales-oriented business-to-business magazines with an emphasis in the financial services sector for much of the past 15 years. He was also a key player in the 2011 launch of, and serves as a content director for the site.  Anderson is a journalism graduate of the University of Wyoming, Laramie. An avid skier, golfer, basketball and softball player, he resides with his wife and two children in Centennial, Colo. He can be reached at or on Twitter @LHPro_Practice.

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