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News flash: The average consumer thinks all insurance is the same. OK, maybe this isn’t a news flash, but it’s still a point worth repeating. And let’s face it, we’ve done it to ourselves. The industry has basically stated there is no difference in coverage except for price—so we sell on price, then wonder why the consumer demands the “cheapest you got.”

So how in the world does the average insurance professional separate him or herself from the pack? Answer: By developing a personal brand.

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