Are you hitting a wall with your content production? I get it. Sometimes, when you’re just starting, it’s not as easy as it seems, but I’m going to show you two common mistakes that people make that could be what’s affecting you, and I’m going to give you the solution to fixing it.
My last blog post was about how you can use content creation as a producer training hack. And it might seem counterintuitive, but I think it probably made sense to you after you got through it. If you put your producers or are a producer and you’re going through this exercise, maybe you’re hitting a wall; perhaps you haven’t started yet. So, what I’m about to share with you will save you a lot of headache and heartache when you get on this road. Often, people begin to write, start to research, and want to put their stuff out there as if they’re writing a term paper for college or an independent study or something like that. That is the absolute worst thing you can do. When you create your content, you’re not making it for you; you’re creating it for other people.
You need to think like those other people, and specifically think, What would those other people be typing into Google that would ultimately lead them to my content? One of the first mistakes in titling and voice has to do with how you ask the questions. Somebody is not going to go into Google very often and say, What is uninsured motorist coverage? Now they may type that in, but that’s not a buyer; that’s a researcher. And if you’re only answering questions, you’re giving people who don’t understand the concept, possibly, a comprehensive answer, but it’s not getting you any closer to a sale. Maybe in small increments, if people are coming back and routinely digesting more and more of your content, eventually, they’ll end up buying from you. But that is not a good way to title something. Do not use “what is” as the article’s subject. Very rarely is it going to end up in success.
The other one is titling it: “Why you need…”. So, using uninsured motorist again as the example, titling an article, Why you need uninsured motorist, isn’t the kind of content you want to publish because it sounds like you are shouting your messages at somebody. This solution is what I think you need. Not necessarily the gentle approach that we would want you to take. A buyer is not going to go to Google and type in, Why you need uninsured motorists. And if they have uninsured motorist as their only search, your stuff’s buried anyhow. Either of those two doesn’t work nearly as well as what I’m about to share with you.
Do I need uninsured motorist? Ding, ding, ding, ding, ding. That is something that somebody who has a question will type into Google looking for the answer. Now your content, when you answer these questions, cannot be authoritarian and crammed down your reader’s throat. It needs to be a reasonable explanation, broken down so that a layperson can understand what it is you’re trying to articulate. Ultimately, you’re going to answer the question, you’re going to gain credibility, this person’s going to understand, and they can make an educated decision before they ever even call and talk to you, or email to reach out, or fill out a form on your website. What is our goal? We’re looking for excellent sales prospects and an efficient sales process. What’s more efficient than someone who has had the opportunity to hear articles written in your voice that answer the questions they have, and they can then decide before they call you? If you can get this locked down, if you can think about how you’re going to title your articles and the voice in which you’re going to write them, and you get that nailed, you’re going to kill it in commercial insurance.
In the ever-evolving world of commercial insurance, marketing has become a critical lever for growth. Yet most agencies still struggle to understand what’s actually working. From websites that generate leads with no attribution to CRM systems that silo vital data, insurance agencies are often flying blind.
If you’re a commercial insurance producer trying to grow in the middle market, you’re probably aware that the old-school prospecting methods—cold calling hundreds of businesses, dropping off trinkets, hoping someone is “coming up on renewal”—are no longer enough. In today’s competitive environment, success isn’t about how many people you reach. It’s about reaching the right people at the right time with the right message.
Too many agents stop learning once they’ve earned their license. The bare minimum—meeting continuing education requirements—is not enough in today’s climate. Producers often resort to online forums, asking where they can complete CE hours “as quickly as possible.” This mindset directly impacts their ability to communicate complex subjects like reinsurance or risk modeling to clients in an understandable way. As a result, they struggle to retain accounts and close new business in an increasingly competitive market.
The problem? Too many producers are pitching too soon, to the wrong people, with nothing more than a quote to offer. This article walks through how to close more business by positioning yourself as a trusted advisor, selling Total Cost of Risk (TCOR) outcomes, and using a structured approach to differentiate at every stage of the sales process.
In the modern commercial insurance landscape, trust is no longer built solely through in-person meetings, networking events, or polished brochures. It’s earned digitally—often before a prospect ever takes your call. As sales dynamics shift and competition tightens, the producers who will thrive are those who understand one thing: educational content is the new handshake.
Most commercial insurance producers think of referral networks as an afterthought—something that might generate a lead or two if they attend enough events, shake enough hands, or stay active in their BNI chapter. But the producers who consistently dominate the middle market think differently. They treat referral networks like revenue engines, built with the same discipline as a sales pipeline, and they use those relationships not only to generate appointments but to recruit the next generation of elite producers.
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