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... . Since insurance is not something people want,the purpose of agency advertising is to make prospects and customers believe that they need you and your products, and that they should be in touch with you. How you reach that feeling and opinion among prospects and clients depends on your agency. If your competition is using all the normal methods of advertising, then you may have to find newer, exotic methods of reaching the public. For example, a very prominent agent happens to like to race stock cars, so he advertises his agency on the side of a stock car. It's his way of getting the community's attention. KNOW YOUR COMMUNITY You should know the economic facts of your community before advertising. This may sound elementary, but unfortunately, most independent agencies have little or no information ... Life insurance, Umbrella policies, and Snowmobile coverage, prospects want to know if the premium is in their ball park. They don't care if it's the lowest price around-the affordability is what matters. You can give the world's greatest selling pitch on low-cost, high-value Term Life insurance, but if your prospects think they can't afford it, nothing is going to happen. NEWSLETTERS A newsletter is a good vehicle for staying in touch with your client. And many types are available (such as those offered by IMMS) that will fit your agency. It is important to select a newsletter that fits what your agency is doing, as well as your clientele. You don't want to send something that is over their heads, nor do you want a newsletter that insults someone's intelligence. Your newsletter should ...