I was actually thinking when I first read this about what else to say with the "treat you like family" angle.

The problem with this is, it seems like everyone says this. It seems to be a popular marketing angle, that, and lower prices.

I would not direct people in any way to pricing (you didn't seem to be heading in that direction, just wanted to emphasize). The reason? All of the big "buy direct" insurance companies focus solely on price.

I know in our area, we have a great deal of independent insurance agencies as well. Why do people buy from one over another? That is the question that ou need to answer.

Advertising is to accomplish one of two possible purposes. To make the customer do something, or to make them believe something. Your objective seems to be to make the customer believe that they will be treated like family at your agency.

How will that happen? Sit down, with other people, your marketing company, or anyone else that you can get to come in on a brainstorming session, and come up with ideas about how you can make the customer seem like family. Write down every idea, none are too crazy or out there. Do not judge ideas at that time, but save that for later.

When you are done, come up with six different ways that your company will make the customer feel like family, or, like the most valuable person. Design you campaign around the specifics of those ways. Then, perhaps you will be saying something other than "we treat you like family", which, quite honestly, sounds cliche with everyone else saying it. You will be telling the customer HOW you treat them like family, which will resonate much clearer.

Branding campaigns take time and money, compared to a simple, "buy from us because we are cheaper" message. But, if you work on a directed approach, you should be able to answer that question, "Why should I buy from you?"