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July 23, 2025

Why Most Agencies Blend In—And How to Stand Out for Good

1 hour 5 minutes

Most agencies are “just another insurance option.” Not you.

In this episode, Michael Jans reveals the true origin and power of the Unique Selling Proposition—drawing on lessons from advertising legends, Dan Kennedy’s 7-point framework, and decades spent guiding agencies to top-tier growth, margin, and valuation. You’ll learn:

The real reason most agencies get ignored—and how to never blend in again

How Rosser Reeves and Madison Avenue created the original USPs (and why they still work)

Kennedy’s 7 secrets for a USP that builds your business from the inside out

The single question every client is asking (even if they never say it)

Plus: A powerful family story you won’t forget

Ready to build the USP that sets you apart—and wins?

Download your free USP brainstorm prompt at ValuationPlaybook.com or email [email protected] for direct access.

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