Friday, May 23, 2008

Road to Retirment - People Want What Annuities Offer

In the May 26, 2008 print issue of Fortune Magazine, there is a special 7-page advertising section entitled “The Road to Retirement.” Sponsored in partnership with the National Association for Fixed Annuities, this section discusses the benefits of owning an annuity.

Even though it is a paid advertisement, it's refreshing to see something in print that discusses the benefits of owning an annuity instead of criticizing the product.

At the end of the day, real-life customers want the things that annuities offer: safety from market risk, tax deferral, and assured income. Customers are not necessarily looking for the highest possible return when the stock market does well. They are looking for good returns consistent with assured preservation of their capital.

The material presented in the advertisement should make each of us in the annuity market feel a little more confident in ourselves. We are not selling a second-class product. We are selling an outstanding product. Even if the financial press sometimes seems biased against our product, customers are what count. And, they like what we are offering.

What more can we do to promote the benefits of annuities? What are your thoughts?