When it comes to creating compelling marketing messages, new is overrated.
There are 3 reasons for this:
- The newest product or service is always a risky bet. At best, it’s a bigger gamble than the trusted incumbent. At worst, the customer feels like a paying guinea pig.
- The newest service is seldom the best. It lacks the improvements that come with time. It lacks the robustness that comes from stress-testing.
- New doesn’t last for long. This makes it a short-term marketing message. Anything that’s new is only new for now.
Instead of relying on new, offer your marketplace something more compelling. More motivating. More attractive. For example, instead of offering them a new way to do something, offer them:
- A faster way.
- A more enjoyable way.
- A greener way.
- A stylish way.
- An original way.
- A premium quality way.
- An ethical way.
- An exciting way.
- A safer way.
- A cost effective way.
One of the golden rules for successful marketing, is that people buy for their reasons. Not yours.
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