Which is the right tool?

That’s the question du jour over at Copyblogger, a terrific web site for anyone looking to communicate more persuasively.

Casting nets—as opposed to throwing harpoons—is a better default option.

“Harpoons work great when you need to strike quickly,” says Sonia Simone. “But they have a few problems … [and] they can convey shoddiness and a lack of ethics.”

The harpoon is a tool of pressure and force, which means it pays to keep in mind Newton’s Third Law of Motion: For every action, there is an equal and opposite reaction. If you start lobbing harpoons at people, get ready to encounter Moby-Dick levels of resistance.

The net. This tool is for the softer, less forceful approach. “Instead of hurling your single-pointed communication as forcefully as you can, consider encouraging your prospect to wrap himself in a friendly, supportive net,” says Simone.

It’s a longer process, but it gives you time to earn credibility—which is of singular importance when selling complicated financial products like insurance.

Remember, most consumers have conflicting desires when purchasing insurance: they want to speed through the process and get back to daily life, but they also want the peace of mind that they’re making a smart decision. A good agent will build her prospect's confidence while subtly yet quickly moving things along.

You’ll find advocates of the net method here at the Agent Blog, but that’s not to say there aren’t times to use the harpoon. Just use it wisely.