direct mail. I did not use this technique initially, but began using when I had a large file of current customers with whom I wanted to keep in contact. This has been a successful source of prospecting since I am able to use direct mail to keep current customers informed of new products which might meet their needs, and since I can remind customers of our relationship and reasons they should use me as their insurance agent when the need arises.
I have also used advertising on television and radio (often with co-operative advertising support from the insurance carrier), but find that these advertisements are of little value. If a consumer is interested in insurance at a particular point in time, he or she will pay attention to the advertisement; otherwise, they are not likely to pay much attention and the advertising dollars are wasted.
Over the course of my career, I developed a tracking system for determining how my customers learned of my services. In a majority of the
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