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.

Dominic de Souza

Born in New Zealand, raised in Australia, studied in Fiji and France, now living in the United States. After writing my first novel at 13, I spent 15 years in marketing and design. Today, I help wildly-passionate small businesses clarify their story to spellbind people. Subscribe to read these in your inbox!