New parent, mortgage coverage, self-employed income safety, critical illness reality check, family protection for business owners, and cost-vs-cover comparisons.
Six tested angles
1. "Protect your family if something happens to you" 2. "Mortgage cover that pays off the loan" 3. "Self-employed? Who pays if you cant work?" 4. "Critical illness - the 1-in-2 stat nobody talks about" 5. "Business owner? Your cover should match your risk" 6. "Compare cover vs cost for your age and lifestyle"
Creative format
Short-form vertical video outperforms static 1.5-2.5x.