Solving the “Invulnerable Customer” Problem
Often, consumers don’t buy products because even though they recognize a risk exists, they don’t think they will be victims. The belief may be irrational, but they see themselves as invulnerable. So, they don’t buy life or disability insurance, they don’t invest in healthcare products products or services, they don’t join a gym, or take other common and desirable steps to protect themselves. This poses a problem: what’s the best marketing strategy for consumers who seemingly believe in their own invulnerability?