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I recently spoke at the Insurance Marketing and Communications Assn. (IMCA) conference in Denver on the topic of how we as an industry fail to effectively tell our story. I’m not out to offend anyone, but make no mistake: We stink at it.  

Part of the problem is that our industry is inherent upon having to say “No.” It’s how we make our money and one of the reasons we have such a bad rep. A 2011 study by GfK Custom Research North America shows that only 39 percent of Americans “trust” insurance companies, behind only the government and financial services companies. And because trust is what we sell—we fail.

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