Develop a sales prospect list of 150 to 250 names.  Order a printing overrun of 150 to 250 copies of your newsletter.  Commit to mailing every issue it to your prospect list for 2-3 years. 

The first mailing could go out with a personal note on your agency letterhead.  Basic Message:  "You are the type of responsible homeowner (or business owner) that we value.  Frankly, while you may be satisfied with your current insurer and your program, we want to earn a chance to become your first choice if things change.  As an introduction to our agency, we have enclosed a copy of our current customer newsletter.  Each issue contains useful insurance coverage information, risk management tips, and ideas about ways to make sure you are always properly protected."  

Send this type of message out over the agency president’s signature.  Then just keep sending the newsletter. No hard sell.  Just valuable information and professional advice and counsel!  

Chances are, your prospect’s current agent has not installed a “stay in touch” program. Your newsletter program will invite comparison and make a positive impression.  Plus, things do change.  The prospect moves across town and your agency office is closer. There is a bad claims experience. There is a mix-up in the billing system and so on. 

The cost to expand the distribution of your newsletter is peanuts, the ROI potential huge.