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Michael McLean sold his minor league hockey team to 

buy into the family insurance business. Transferring what 

McLean knew about using marketing to fill a hockey arena 

with fans, he looked at the marketing for his newly 

acquired insurance company. McLean knew his 

competition was big name insurance companies like 

Geico and Progressive. Knowing the price battlefield was 

a losing game left him with the problem of how to 

compete. 

At the time McLean was only using CopyDoodles on about 

20% of his marketing. Thinking that if he could increase 

his readership, he could increase sales, McLean reviewed 

everything he was doing. Due to prior success with 

CopyDoodles, McLean believed adding CopyDoodles to 

every piece would increase his readership therefore giving 

him the unique personality factor he needed to compete 

against big-name brands on something other than price. 

McLean says, “I believe in CopyDoodles so much that I 

sat down for a day and half out of my schedule, which is 

very demanding...and I asked, “How can I apply 

CopyDoodles to every single thing we are doing?”