Insurance isn’t funny. Insurance is mostly mandatory and therefore a commodity. But in marketing, for some reason, most insurance companies have gone funny. They call it humor. And for their customers in need of a check it ain’t hitting the funny bone. So the field is wide open for real emotion. To show life. The beauty of real people.

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Don’t you yawn.

It can be done. (Years ago I did it with Ernie Schenk, and we blew the lid off a real campaign for Liberty Mutual.) So to those insurance companies looking to enter the marketing fray we say:

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1. Define your purpose: Don’t out-funny the others and get into a comedy competition.
2. Humanize your brand: Go emotional. Go real. (Add real idea here__________________).
3. Be relevant: In an industry where trust is so important, speak from the heart and out-perform the mega-spenders with a real message.

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We can help you bring 1,2 and 3 to life. We’re not trying to be funny. (Sing this in the tune of Liberty Mutual: Hit us up, hit us up… hit us up. Hit us up.)