Selling cancer...

...insurance.

OK, that was deliberately tacky, but I did that for a reason. The reason I put that in the subject line is that I have a question about how to NOT come across like that.

I sell insurance and I have a product that I really believe in. I have a cancer policy that really helps people. My hurtle is; how do I start this conversation, how do I promote what I have to offer..... without coming across as a guy hawking cancer insurance. I have seen a few approaches that all seem to come across as playing on people's real and legitimate fear of a truly horrible disease. I want to help people plan for a very real possibility, but I don't want to be the guy handing out his cards outside the oncology center.

Let's be real here. No one likes to talk about cancer and death and dismemberment. I also sell life insurance. It's a delicate conversation but it's one that people need to have if they want to set up a financial plan for their family.

I want to find a way to get in contact with people who are ready to have this conversation about a good, living benefit product. This isn't some crap that people don't want or need, this helps people. The thing they don't want is to have some creepy guy in a creepy add pitch them based on their legitimate fears.

I'm looking for any thoughts on advertising (where to advertise, what to appeal to in the copy) or on direct mailing or any other means of getting in front of more people without carving out a reputation for myself as that creepy cancer guy.

I am asking this in the "offline marketing" sub forum because insurance is a state by state licensed business. I'm looking for local solutions, but the question translates to all forms of communication so don't be afraid to throw something on the table that you learned or used online. I'm really asking for all perspectives here.