Principal, Met Life, and other big financial brands publish research studies (or news releases about same) pointing out how the public’s financial mood has drooped and dropped. The consumer news media also have plenty of stories pointing out how difficult things are economically, and how that is impacting decisions by politicians and, in this pre-election season, voters.

It’s obvious how much value the insurance industry provides, right? As we said when we were kids: “Duh!?” (It’s been updated as Homer Simpson’s famous “D’oh!” but it’s the same sentiment: It’s obvious but you missed it or were too stressed to remember it.) We all know that the economy is tough on all and especially tough on those whose personal unemployment rate is 100 percent, right?

But is your insurance brand taking advantage of this difficult moment in economic time?

I mean “taking advantage” in the best way. I don’t mean selling more or charging more or replacing someone else’s products or protection. (Although that may happen as a side effect.) I mean: Tell them what you’ve already done for them.

I’m guessing a goodly minority of consumers don’t fully realize the value and potential positive impact of existing insurance coverage. Isn’t it a good time to remind people what they’ve already bought? Might it relieve their anxiety to tell them what insurance coverage provides them? Would it be productive to remind customers that their insurance premiums or product payments are really prepaying for retirement or risk management, or paying them back after a disaster or problem?

What do your clients already have that economic stress has led them to forget about?