Ten dollars. For a 2,500-word feature.

Now, normally I'd laugh that off, were it not for the fact that there are plenty of struggling young hack writers who would actually accept a Hamilton for pounding out 2,500 not-so-spectacular words. And while I've learned along the way that one of life's most absolute truisms is you get what you pay for, such a listing is, sadly, not uncommon, and they're becoming more frequent. It speaks to a devaluation of a once-respected craft.

It's a frustrating issue also experienced by thousands of insurance agents with the rise of direct writers trying to steal their lunch. “Who needs agents?” is the message being sent to consumers. Do it yourself, and do it cheaply.

Insane? Definitely. But also the new reality. So many business organizations are still looking to cut corners when it comes to delivering their product or trying to save money when buying yours, and the challenge is on to prove that what you have to offer is worth what you know it is.

Neither as a talented writer nor a skilled agent is it sufficient any longer to simply scoff and say, “I'm highly skilled, and I'm worth more than that. You should pay me for it.” These days, you have to prove your worth, and therein lies the challenge.

Insurance agents, particularly independent agents, would be wise to confront the reality that they're being undersold by direct writers, to a public that vastly does not understand the value that's being lost in not dealing with an agent. They don't know how valuable it is to have a trusted consultant to handle their insurance needs.

I've long thought that agents need to develop a single, thoughtful, unified message—aimed directly at consumers, not at each other, because that's preaching to the choir—that the professional expertise that you receive when you buy insurance through an agent is worth the money you spend. Face it: There will always be some large direct writer with deep pockets that has the power to beat you at your own game when it comes to cost. The question is, are you going to stick your head in the sand and wait for them to go away? (I've got news for you: They're not.) Or are you going to join with your fellow agents, craft a unified message and go to town with it? Because the public needs to hear it.

If you don't preach this gospel, as time goes on—and I guarantee that this will happen sooner rather than later—the message of the unmistakable value in the service you provide will be lost to the sound of talking pigs in TV commercials and an overwhelming desire to save money.

There will always be a place for quality work in this country—but only if you're willing to fight for it and prove just how good you really are.