“Art isn’t only a painting. Art is anything that’s creative, passionate, and personal. And great art resonates with the viewer, not only with the creator” Seth Godin

Insurance agents have an opportunity today like never before, but first they must embrace some modern truths.

  • The truth that consumers search and buy products and services differently today than in the past 10 years.
  • The truth that consumers expect you to know as much about them as you do your insurance products.
  • The truth that consumers expect clear communication in person and on the internet.
  • The truth that consumers want to be helped, not sold.
  • The truth that your reputation is built and maintained offline and online.
  • The truth that consumers want an expert not a generalist.
  • The truth that your personal brand precedes your agency brand.
  • The truth that innovation and creative thought is more effective than stubbornness.
  • The truth that the first contact a prospect may have with you is on your website, blog, or social media page.
  • The truth that value trumps price (unless you aren’t providing any value).
  • The truth that earning customer loyalty is proactive, not reactive.
  • The truth that people don’t buy what you do, they buy why you do it.
  • The truth that regardless of the platform or communication method, great salesmanship is always about building dynamic relationships.  

The insurance industry is in rapid state of transition.  This transition occurs for many reasons, but the main source is from changing insurance consumer demands and expectations.

Today’s super producer understands the consumer and their wants, needs, and desires. Instead of resisting or even “putting up” with these challenging consumer expectations, the super producer embraces the opportunity to stand out.  

Today’s insurance super producer is a thought leader in their respective category, industry, or demographic. They look for new ideas and solutions to attract, educate, and earn long lasting loyalty.

Today’s super producer creates splendid works of art. Not on a canvas, but through their ideas and actions that they can share with their customers.

What are some of the actions today’s super producer will take?  

  • They will create a mission statement and value proposition in favor of their ideal client so that every prospect and customer knows exactly what they stand for.
  • The become the world class expert in their chosen segment.
  • They will write and speak about the issues their ideal customers face both offline and online and provide insight on how to solve them.
  • They won’t only join networking groups, they create their own to ensure that can deliver the right value to the right contacts.  
  • They earn loyalty everyday through a system of proactive actions for their clients.
  • They will utilize the voice of their customers through social proof and have them become their largest salesforce.


None of these things will be easy. In fact, they will be extremely challenging.  

That’s why today’s super producer is so excited. They see every challenge as an opportunity. An opportunity to create art that their competition has never even pondered. 

Here’s why. A high percentage of insurance agents are complacent. For the past 10 years or more, most insurance producers have been winning sales by capturing low hanging fruit and thought, “I’m doing pretty good.”

Today, many insurance producers are realizing the the good fruit is harder to find and are struggling to find new customers and keep the ones they have.


  1. They have built no online platform
  2. They have developed little or no reputation in their marketplace
  3. They can’t differentiate themselves from their competition
  4. They have no referral or testimonial strategy to prove their value
  5. They create no consistent messages of value to their prospects and customers  

Today’s super producer is already hard at work in all of these areas.  

Instead of whining and complaining about change, they are spending time each day thinking, planning, and taking action to provide ways to give value and build relationships.  

The insurance industry needs more artists and less salespeople.  

An artist is someone who uses bravery, insight, creativity, and boldness to challenge the status quo. And an artist takes it personally.

Art is a personal gift that changes the recipient. The medium doesn’t matter. The intent does.

Art is a personal act of courage, something one human does that creates change in another.” Seth Godin

I challenge you to create art and make a difference in the lives of your customers.

What art will you create?  

Brent Kelly is the co-founder and CEO of BizzGrizz Marketing.  He helps insurance agents stand up, stand tall, and stand out through live training and online products.  


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