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This reminds me of another post from 5-6 months ago about cold calling health. If memory serves, the hook was the potential to lower your health insurance costs by 30%. Then John P. posted his two page free report on the 5 myths of health insurance and the 5 ways to save 30% in your health insurance.
As Bob (somarco) said -- the "save 30%" stuff is old, tired, and not trusted by prospects.
Something along the lines of "Big Money Wasting Mistakes When Buying ___________" works much better.