I got an e-mail pitch today that began: "Have you noticed that the insurance industry, of all things, is becoming the surprising new hip marketer? … There’s even a social networking site called ‘Sexy Insurance!’ " Too bad the pitch wasn’t for Sexy Insurance, because, naturally, that’s where I went. The site’s kinda campy and fun. Instead, the e-mail was from FirstBest, which sells software to the insurance industry. Or maybe vice versa. Either way, FirstBest isn’t fun, campy or in any way sexy. They make Liberty Mutual look like Jessica Alba. But by mentioning Sexy Insurance in the e-mail, they found a way (sort of) to sell their unsexy story. Good for them. Now if you’ll excuse me, I’m off to YouTube for some Jessica Alba clips.
—Posted by David Gianatasio