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Have You Approved Your Message: Part One

As I’m sure you are painfully aware, this is a presidential election year, which means the airwaves are flooded with political messages (increasingly malicious ones, at that). During one of the way too many broadcast commercials airing recently, I heard the legally required tagline, “My name is __ and I approved this message.” Recorded in the candidate’s voice, this phrase is meant to show that the candidate agrees with what the ad is saying, thereby discouraging false claims.

That got me thinking about the message independent agency owners and their producers are putting out to their “voting public.” Do owners really know what message is out there about their agency and, if so, would they approve it?

Shortly before sitting down to write this article, I was talking with an agency owner and his son (the heir apparent) about our new producer training program, ProducerFit. I began the conversation by asking them about their approach to the...

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