The silliest of all marketing and advertising mistakes is when agency owners get caught up designing fancy headlines, logos, slogans and toll-free numbers, and forget the number-one feature of their firms: their people. You build a local insurance brand with people. Your employees literally are living the brand every day. They touch your customers and prospects every day in words and deeds. They are your paths to revenue growth. Don’t hide them in the cubicles.

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