Every entrepreneur is vitally concerned with selling methods. Success depends upon sales. Sales depend upon desire for the product. Desire for most products, including life insurance, is not inherent but is created by the efforts of the entrepreneur. In the case of life insurance, an effective job of creating the desire, i.e., of selling, is usually necessary to convince a prospective insurance buyer that over a long period he should allocate a significant portion of his income to the purchase of an intangible such as life insurance.
Spencer L. Kimball & Jon S. Hanson,
The Regulation of Specialty Policies in Life Insurance,
Mich. L. Rev.
Available at: https://repository.law.umich.edu/mlr/vol62/iss2/2