Ever noticed how many websites talk about “Cheap Car Insurance”?

It’s amazing but true that the only reason they do that is because we punters (yes, even us) love the magic “C” word – “cheap”.

Of course, we would never admit that. Especially in a market research study. We would say all the right things to the friendly researcher about “of course cheap car insurance isn’t the most important thing” about how it’s more important to get a great claims service.

But the magic “C” word does wonders. It’s a suggestion. Especially if you go to a search engine and type in “cheap”. Whatever you do, you must not assume that the search engine knows when an insurance company is offering cheap cover. They simply point you to pages who use that word. So you’d better check when you get there.