It pays to be a contrarian        

When there is an economic downturn, there is a temptation to downsize your agency advertising and sales promotion budget.  In fact, many agents STOP advertising.  Period. The end. Astute marketers, however, take advantage of their competitors’ absence. They INCREASE their advertising and re-double their personal selling efforts to woo business away from “absent” agents.   

A turtle only makes progress when he sticks his neck out!