Two people biking in a parkRather than emphasizing the chances of a disability, disabilityinsurance is an opportunity to reshape the conversation aroundprotecting the employee's lifestyle. (Photo: Shuterstock)

Sitting down with your average consumer and having aconversation about voluntary disability insurance is an uphillbattle. From the get-go, you're throwing around a loaded word:“disability.” Whether fair or not, it paints a picture. You cantell them all the stats in the world about the risks, that 1 in 4 of today's 20-year-olds will experiencea disability before they retire, but too often they can't applythat statistic to themselves. It's no surprise, since the mostcommonly cited reasons for enrolling in coverage are emotional ones. Employees are less and lesslikely to make a decision based on facts and figures.

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