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Why should I market when there’s so much competition?

by | Dec 19, 2019 | Latest, Stories

I was driving through town the other day, and saw an ad for Geico. It simply said: ‘Geico is now here.’

It was as if to say, ‘You’ve had to put up with everything else till now. Come, the promised land awaits.’

Or something. That made me smile.

My first thought was, ‘Everyone already has insurance, if you’re just now opening a franchise store. How do you think that’s going to work for you?’

And then I realized that that’s the point.

They know everyone already has insurance.

They’re banking on it.

And they’re banking that all their hard work in marketing their brand will inspire people to rethink things.

Insurance is a hard niche to compete in. That’s why Geico is a household name. When everyone hates insurance salesmen, Geico made them funny. Again, and again. And were insistent about their brand promise.

’15 minutes could save you…’

So when it comes to your/my marketing, there’s a lesson here.

Often, you want to see competition around your service.

I keep putting my hand down when I see so many other amazing brands already fishing the ocean red.

But when you stand up with a new attitude, you can start something new. A new option for people.

So, totally speaking to myself here. Don’t be afraid to speak out.

And market from your uniqueness.

So what do you think? Leave a comment.

PS: Who’s one person you know would like to read this post? Can you share it with them? Thanks!

Dominic de Souza is a novelist-turned-marketer. He believes that passionate small businesses should stop with ads and funnels, and get back to the human roots of business: clarity, excellent service, and building a community. Everything you’re already good at.  Meet Dominic →

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