Marketing an unpopular, but necessary, product?

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I handle on-line marketing for insurance in general and especially life insurance and annuities.

Although very helpful to many, not all people, these products are almost universally disliked.

The general population has been taught that these products are rip-offs. In addition, most people do not even want to think about situations when they might need them. I've become convinced that the only product less popular than life insurance and annuities might be coffins

Industry regulations also limit the tactics that can be used. Sales are not allowed; scarcity appeals are not possible; we must be very careful about using testimonials.

Does anyone have any suggestions about how to generate interest in such a product?.
#marketing #product #unpopular

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