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However, based on past Agency projects, we’ve found that we write with the following behaviors in mind the most:\n\n#### Clear\nWhen it comes to insurance, Independent Agents have the power of choice. They also have a lot going on in their day-to-day. That’s why we need to be as concise, direct, and empathetic as we can when talking to them—using plain, easy-to-understand language when explaining products, policies, and claims.\n\n#### Helpful\nWe treat relationships as valuable and permanent from day one. But, when they need our assistance, we need to shine by offering friendly, pleasant, solution-oriented advice to our agents, guiding them with useful information in a convenient way.\n\n#### Welcoming\nWe should treat our independent agents as valuable and permanent from day one. Whether they’re just starting out as an agent or have been quoting us for years, we need to always lay out the red carpet and continually greet them with open arms.\n\n### Keeping it simple: Creating content for PGR\nWhen it comes to writing—whether it’s body copy, headlines, articles or more—one of our general guiding principles for all Progressive communications is to keep it simple. 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