Why Your Insurance Marketing Isn’t Working

Here’s what most insurance professionals get wrong: we think marketing is about us. We lead with when our agency was founded, rattle off our designations, and list every carrier relationship we’ve got.

But the truth is, nobody cares.

Your prospects don’t wake up wondering what year you started your agency or how many certifications hang on your wall. They wake up with problems they need solved and questions they need answered.

I learned this the hard way back in 2016 when I was selling health insurance and throwing everything at the wall hoping something would stick. Sound familiar? That spray-and-pray approach wasn’t just ineffective, it was killing my business.

Why Communication Matters More Than Credentials

Think about the last proposal you submitted. Did you start by talking about your agency’s history and capabilities? If so, you probably lost their attention in the first 30 seconds.

Communication isn’t about dumbing things down, it’s about making your message so obvious that your prospects understand what’s in it for them.

The Connection Formula That Works

Marketing follows a pattern:

• Tell your prospect’s story to create curiosity
• Share your agency’s story to build credibility
• Make the next steps clear

Notice the order there. Their story comes first, always.

Stop Pitching Products, Start Selling Stories

The insurance industry loves to flex about products and features. But prospects don’t buy features, they buy solutions to their problems.

When you lead with your prospect’s story instead of your agency bio, they lean in. They listen. They care about what you’re saying next.

What This Looks Like in Practice

Instead of: “ABC Insurance has been serving families since 1987 with comprehensive coverage options…”

Try: “Small business owners like you lose sleep over one question: What happens to my employees if something happens to me?”

See the difference? The second version immediately puts your prospect in the story. They’re thinking, “Yeah, that’s exactly what keeps me up at night.”

The Communication Framework That Grabs Attention

Here’s the framework:

1. Identify the problem your prospect faces (their story)
2. Position yourself as the guide who can help (your credibility)
3. Present a plan for moving forward (their next step)
4. Show them what success looks like (their outcome)

This is just human psychology applied to insurance marketing.

The Bottom Line

When your prospects understand how you can help them, they’re more likely to engage, respond, and buy from you. Your message doesn’t need to be perfect. It just needs to be clear. Because at the end of the day, communication creates connection. And connections close more business than marketing ever will.