AmFam's voice is quite casual, especially for the insurance industry. They even say it's okay to use exclamation points! But don't overdo it.
Here, it's key to use second-person narration when addressing the user. This reinforces their philosophy of helping every step of the way. They're not alone!
Another benefit of second-person narrative is that it provides a personal touch. When you read something from this POV, you feel more involved in the conversation. This works well with AmFam's brand voice and overall philosophy.
It's important to know that when you're on recreation time, it's your time—nobody wants to worry about anything, much less insurance, when they're on their own "chill" time.
It gets weird with the discounts from the writer's perspective. There's a "26%" discount for combining certain items.
Fortunately, the math was done by the marketing team.
Once again hinting towards, the "hands-off, but helpful" nature of AmFam, I wanted to show that there's no rush. Take your time, we're here for you.
This one speaks to the demographics being a bit older. Younger generations have no time for a an old-school owner's manual. They'll Google it.
But users did mention they wanted that info, so in it goes!
In alignment with AmFam's brand vision, the Pro Tip helps get the user in the right head space. This way they've already got their snowmobile top of mind as they explore further.
One of the few times that I argued in favor of an exclamation point. I wanted to put it at the end of the second sentence. It almost sounds snarky without that added emphasis...
I'd also written an alternative that cuts out that line. For grammar nerds, note that the second half of "Multi-policy" is lower case. That's because with a hyphen, policy is just an extension of the same word...
It's never too early to plant the seed for action in the user's brain.
I like the inclusion of the word "benefits" before multi-policy. Next we get into the actual benefits—cost savings, organization, all in the MyAmFam app.
My preference was for the CTA button to be "Get Started". With an H1 going heavy on desired action, clicking on Learn More is almost a step backwards.
I wanted to drop expertise in early—that's the word we want associated with AmFam agents.
This adds credibility, with the next line reassuring AmFam's "no pressure" sales style.
Strong H1, with bulleted benefits below. "Affordable" & "No-hassle" are two key terms to AmFam's brand.
The third benefit opens the door to speak to customer service. From that point, the user can be set up with an agent.
"Expertise" is a word we want invoked by mention of AmFam agents. "Top-notch" is an excellent way to present a customer service team.
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