The year-end move to own 2025
People don’t just buy insurance; they buy
connection. And your story is what bridges that gap.
By Carolyn Smith, APR, TRA
Stop what you’re doing for a second and think about this: What’s your story? No, I don’t mean your logo, your colors, or some catchy slogan on your business cards. I’m talking about the real story—the one that actually connects with your clients.
If there’s one thing you need to understand in today’s market, it’s this: Your story has never been more critical. The hard market, catastrophic weather events, wars, economic uncertainty, and political unrest have pushed insureds to the edge. Their patience and loyalties are being tested every day.
In times like these, it’s not just about quoting, offering policies, or negotiating premiums—it’s about creating a story that resonates with your clients, builds trust, and keeps them coming back. People don’t just buy insurance; they buy connection. And your story is what bridges that gap.
If you don’t have a story that pulls clients in and makes them feel understood, you’re already losing. How can you define your brand’s story and why do you need to give it a health check before the year ends?
You see, people don’t buy insurance just because it’s a smart financial decision. They buy insurance from someone they trust, from someone who gets them. And you build that trust with your story—one that goes beyond rates, policies, and features. If you’re serious about differentiating yourself in this cutthroat market, your story is the tool that will make clients pick you, stay with you, and refer you.
Here’s how you can nail down that story—and why it’s time to review it before the year wraps up.
Step 1: What’s your why? Before you get into the weeds of client data, product features, or market analysis, you need to be clear on one thing: Why are you in this business? Not just to make money. Clients can smell that from a mile away.
Why does your agency exist? Who are you really trying to help, and what problem are you solving for them? Your story begins and ends with this. If you can articulate your “why,” you’re already ahead of the game.
Maybe you’re a small, community-based agency that’s been protecting local businesses for decades. Or maybe you’ve got a unique approach to risk management that helps companies navigate the complexities of today’s unpredictable world. Whatever it is, lean into it.
For example, Rich Varrato, principal at The Magnolia Agency, embodies the agency’s mission in everything he does. His why is not just a statement—it’s the driving force behind the agency’s story. “At The Magnolia Agency, we focus on people, not profits,” he says, a philosophy that guides the agency’s personalized approach to providing insurance and risk management solutions. As trusted advisors and long-term partners, Magnolia puts relationships first, ensuring that every decision aligns with this core value.
Rich consistently reinforces this commitment with his team, carriers, prospects, and clients. Recently, he encapsulated this mindset in what he calls the “Magnolia Motivation,” posting a message on the office whiteboard and sharing it on LinkedIn: “Success doesn’t come from what you do occasionally. It comes from what you do consistently.” This statement reflects Magnolia’s consistent dedication to serving clients with integrity and personal care, day in and day out.
Step 2: Know your audience’s struggles. Here’s the deal—your story isn’t really about you. It’s about your clients. What keeps them up at night? What do they need to feel safe? What challenges do they face when choosing the right coverage?
Maybe your story is about how you make complex policies simple, or about being the person who’s always there when the unexpected happens. Whatever it is, your clients need to feel like you understand their world.
If you’ve been relying on generic messaging like “We care about your future,” or “We offer the best coverage,” guess what—everyone’s saying that. Find what truly matters to your clients and position your story around it.
Step 3: Your value proposition is not your rates. Your value proposition should not be about price. Anyone can slash premiums to get a quick sale, but price-driven sales will always leave you chasing new clients because those customers won’t stick around. Instead, focus on the experience and the value you provide.
For instance, maybe your value proposition is the personal relationship you build with clients. Maybe it’s your knowledge of the latest risks in cyber security, flood zones, or climate impact. Maybe it’s your risk management process. Whatever it is, it has to be something that sets you apart from every other agent out there offering a discount.
Step 4: The story is the connection. If you’re not telling stories that evoke an emotion, you’re missing out. People don’t remember bullet points or feature lists. They remember how you made them feel. And how do you make them feel something? You tell stories.
Not just any story but a relatable one—a story that resonates with your clients’ experiences and dreams. Share how you helped a local business recover from a disaster or how your foresight protected a family from unexpected loss. Stories build trust and create long-lasting connections.
Step 5: Use the hero’s journey. Andy Neary, founder of Complete Game Consulting, recommends following mythologist Joseph Campbell’s Hero’s Journey in storytelling as a tool to build trust and engagement with prospects and clients. He advocates for crafting a narrative where the client is the hero, and the insurance and risk management professional (or agency) acts as the guide helping the client overcome challenges and achieve success.
By centering the story around the client’s journey—focusing on their struggles, goals, and ultimate transformation—you create a more emotional and engaging narrative that resonates deeply. This approach helps differentiate your services in a crowded marketplace. Neary encourages insurance professionals to use the Hero’s Journey framework as part of their branding strategy, to create trust and long-lasting client relationships by highlighting the value of guidance and support, rather than just offering the lowest bid.
Additionally, he emphasizes the importance of combining storytelling with a clear, consistent communication process to continually build trust and recognition.
Year-end brand-story health check
So, you’ve nailed down your story. Now, how do you make sure it’s still working for you as the year winds down?
EM Ford, after looking back on its nearly 100-year history, recognized that their brand, though rich with legacy, was beginning to show its age. They knew they needed a refresh. So, they dug in, reviewed their brand story, and realized they had to pivot—fast. Their new narrative? It’s all about blending their timeless commitment to service with a fresh, modern edge, built to appeal not only to their loyal clients but also to a new generation of talent. Their updated brand speaks directly to Gen Z’s values—innovation, purpose, and making a tangible difference in the community.
Or, as partner Clay Ford said, “It’s not just about insurance anymore; it’s about leadership, growth, and being the agency that young professionals want to work for, and clients trust to solve their modern-day challenges.”
Maybe it’s time for your brand-story health review. Here’s how:
Check your metrics. Is your story translating into results? Look at your numbers: Are you retaining clients? Are you getting more referrals? Is your engagement growing on social media or in client conversations? If not, maybe your story isn’t hitting the mark anymore.
Talk to your clients. Here’s a big one—ask your clients how they feel about working with you. Do they understand what you stand for? Do they know why you’re the right fit for them?
Try asking the Net Promoter Score ultimate question: How likely are you to recommend Agency X to a friend or colleague?
Their feedback will tell you if your story is coming across or if it’s time to adjust.
Consistency across platforms. Is your story the same everywhere—your website, social media, and even your emails? Consistency is key. If your online presence tells one story, but your in-person interactions say something else, you’re going to confuse your clients.
Has your story evolved? What’s changed this year? Did your agency expand? Did you take on new specialties? Your story should reflect the evolution of your business. Maybe you started out focusing on personal insurance but have moved into the commercial space. Make sure your story reflects these changes.
Your story is everything
Look, you can have the best rates in town, the most extensive policy options, and even top-tier customer service. But without a story that connects, you’re just another name in a client’s inbox.
Take the time to define your story. Make sure it’s their story as much as it is yours. And at the end of the year, check in on it. If it’s not working, tweak it, evolve it, and make sure it’s still doing the heavy lifting for your business.
You’ve got a story to tell—make it count.
The author
Carolyn Smith, APR, TRA, chief training officer for Beyond Insurance, creates and delivers transformative programs, including the Trusted Risk Advisor certification, BIGN Producer Boot Camp, and Quest for Success, that have positively impacted the lives and careers of countless professionals. These programs help industry professionals build a career that they love and achieve the success they deserve.
