There's an old saying in the public relations business: Perception is reality. Basically, this means that it doesn't matter what the truth is or the facts are, but rather what the public believes to be the reality. For most professional insurance agents, it doesn't matter what you say, advertise, or promote -- many people already perceive the profession in a negative light. This unfortunate situation has recently become worse, particularly during this year's political season. Essentially, the public believes that financial advisors, insurance professionals, bankers, and practically anyone in the vicinity of Wall Street are guilty of something.
This perception is nowhere near reality. The vast majority of professional insurance agents and advisors are committed to providing solutions that will offer clients security and peace of mind. So why have some agents been successful despite the poor public perception of their peers? The answer may lie in the presence of an effective personal brand.