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Home › Articles › Life Insurance › An Emotional Purchase

An Emotional Purchase

Dads Getting Peace of Mind Through Life Insurance

By Mark Stackpole

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Thinking Ahead
Sarah Clish from San Jose, Calif., is a certified financial planner with Ameriprise Financial Services, Inc. Helping families deal with their life insurance needs is an important, and often difficult, part of her job.

"It is uncomfortable for people to think about as they have to deal with the thought of their own death or the death of someone they love," says Clish. "Some can't face it head on and are therefore in denial: 'It won't happen to me.' I have had several women break down into tears when thinking about their husband's dying. Men don't seem to have the same outward reaction, but it does faze them to think about their wife passing away."

Life insurance needs vary depending on who is the primary breadwinner in the household. Traditionally, a husband is earning more in the workplace, but that is not always the case. Perhaps one parent is staying home to raise the children; in this case, the financial impact can be difficult to measure but is a crucial part of the overall economic picture. After all, childcare costs are a major financial commitment – what happens when there is only one parent, who will presumable have to continue working or re-join the workforce?

"The thing that is most critical is to get people to a point where they can think about the unthinkable and then envision what they want their lives to be like – take a year off, move away, spend more time with the childen, change to a less-demanding career," says Clish. "Whatever these things are, they need to articulate them to help shape their needs for life insurance. It is said that the purchase of life insurance is an emotionally-based purchase supported by the facts. A person must get in touch with what he feels inside before he sees the value associated with the purchase."


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