We interrupt your AEP prep to remind you that September is Life Insurance Awareness Month (LIAM) and provides you with great opportunity to talk about it with your clients.
If you've never done anything special for LIAM, this may be the perfect year to start. The good news is that even a few small efforts throughout September can help start meaningful conversations and raise awareness.
1. Explore the Resources Available to You
Before creating content from scratch, take some time to see what resources are already available. Many carriers and marketing partners provide educational flyers, consumer guides, social media graphics, worksheets, and other materials you can use throughout September.
You may be surprised by how many ready-made resources already exist that can help support your outreach efforts while saving you valuable time.
2. Share on Social Media
September is a great time to focus more on your social media activity.
Educational posts, short videos, infographics, and helpful articles can all help generate engagement. You may also want to share a personal story about why life insurance matters or discuss a situation that highlights the importance of planning ahead.
Oftentimes, the posts that get the most engagement are the ones that are personal and tell a story.
3. Create a Simple Awareness Campaign
Keep it simple and straightforward.
A simple plan that includes a few emails, social media posts, blog articles, or policy review reminders throughout September can generate the results you want. The goal is consistency.
Creating a calendar ahead of time can make the month much less stressful and help your content stay on track.
4. Add a LIAM Introduction to Your Email Newsletter
If you currently send newsletters to clients or prospects, consider adding a brief message acknowledging Life Insurance Awareness Month.
For example:
"September is Life Insurance Awareness Month, a time to focus on the role life insurance can play in protecting families and helping individuals prepare for the future. Life insurance may support a variety of financial goals, including income protection, final expense planning, and legacy planning. Throughout this newsletter, you'll find resources designed to help you learn more about your options and evaluate your current coverage."
5. Update Your Email Signature
Your email signature is one of the easiest marketing tools you already use every day.
For September, add a brief message such as "September is Life Insurance Awareness Month" or "Ask about reviewing your life insurance coverage." Small reminders like these can create awareness and encourage people to start conversations they may have been putting off.
6. Use Educational Materials from Industry Organizations
Many industry organizations provide educational materials specifically for Life Insurance Awareness Month.
Research reports, consumer fact sheets, awareness graphics, and informational flyers can help support your conversations with clients and prospects. These resources often address common misconceptions about life insurance and can simplify more complex topics. This gives you the perfect opportunity to answer questions.
Educational content is often one of the most effective ways to build trust and engagement throughout the month.
7. Include Information When Delivering Policies
Policy delivery appointments can provide a natural opportunity to continue the conversation about financial protection and planning.
Consider including an educational flyer or resource with your policy deliveries. Even if it isn't directly related to the policy being delivered, it could encourage clients to think about other areas of their financial plan.
This approach works throughout the year, but Life Insurance Awareness Month provides an especially good reason to start including it in your process.
8. Ask a Few Simple Questions
You don't need a major marketing campaign to make the most of LIAM.
Sometimes just asking thoughtful questions during your existing appointments opens the door to a larger conversation. Questions about final expenses, income replacement, beneficiary planning, or existing life insurance coverage can help uncover needs that have gone unnoticed.
You might also ask clients when they last reviewed their life insurance coverage or whether their current protection still fits their needs.
9. Create Short Videos
Short-form video continues to be one of the most effective ways to reach consumers online. Fortunately, creating content doesn't require professional equipment or extensive editing.
Consider recording short, informal videos that answer frequently asked questions, address common misconceptions, explain how life insurance works, or discuss the importance of reviewing coverage as life circumstances change.
Focus on educating your audience and providing information they find genuinely useful.
10. Offer Life Insurance Reviews
One of the most valuable activities during Life Insurance Awareness Month is conducting life insurance reviews.
Many people purchased coverage years ago and haven't looked at it since. A review can help determine whether coverage amounts are still appropriate, whether beneficiary designations are up to date, and whether changes in health, family circumstances, or financial goals have created new planning opportunities.
In many cases, clients appreciate the opportunity to talk about their coverage and make sure it still meets their needs.
Conclusion
Life Insurance Awareness Month is ultimately about education and awareness. Whether you choose to share social media content, send a few emails, conduct policy reviews, or simply bring up life insurance during your appointments, every effort helps keep this important conversation going.
A few thoughtful conversations throughout September can help your clients better understand their options and keep the people who matter most to them protected.
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