Point 1 is a good example of the GEICO jingle. People felt 5-10 minutes isn't enough time for something as serious as insurance.. but 25-30 is so long it turns

Point 1 is a good example of the GEICO jingle. People felt 5-10 minutes isn't enough time for something as serious as insurance.. but 25-30 is so long it turns people away... And then 5%, maybe even 10% savings isn't enough to go through the effort, but 25% seems unrealistic.... You need a document long enough to seem informative and authoritative without being too extreme in any way... Then you can slap a price on it and call it a book!