Back in your playground days, you likely heard the saying, "Sticks and stones may break my bones, but words can never hurt me!" It was a lie. Criticism, especially from someone you seek to impress, does hurt. And it's even more painful when the critics are right.

Our case in point this month arises from an article with the seemingly innocent title "Saving on Homeowners Insurance," which recently appeared in a local consumer publication. Of course, there's nothing wrong with consumers hunting for the best insurance coverage or even comparing prices. After all, if they don't look around, how are they going to find the most professional agents?

No, what rang my bell was one particular finding of this survey of local insurance offerings. It speaks to my belief that good insurance agents don't just parrot what they're told by others who may be clueless, despite their titles or positions. Competent agents read their forms, so they understand what they are selling and why.