When it comes to creating successful marketing messages, the word ‘new’ is overrated. Moreover, it can critically damage the effectiveness of your marketing — losing you new customers or clients in the process.
There are 2 main reasons for this:
- A new product or service is always seen as a risky bet. At best, it’s a bigger gamble than the existing solution. At worst, the customer feels like a paying guinea pig.
- A new product or service is seldom, if ever, the best. It lacks the improvements that come from years of customer feedback. It lacks the robustness that comes from being stress-tested.
Yes, when you have an announcement to make, (like moving to new premises), people expect to see ‘new’ and they understand the context.
The challenge comes, when a key part of your marketing message is that you offer a new way to do something. Even some big brands struggle to sell ‘new’ to people, despite multi-million dollar marketing campaigns.
Thankfully, you can totally avoid this challenge.
Use better alternatives
Instead of relying on ‘new’, offer your marketplace something more compelling. More secure. More attractive. More motivating.
For example, rather than offering them a ‘new’ way, look at the core benefit of your product or service. Then, market that benefit to them instead. So, instead of a ‘new’ way, you could offer them one or more of the following 12 alternatives.
- A faster way.
- A secure way.
- An enjoyable way.
- A greener way.
- A stylish way.
- A stress-free way.
- An original way.
- A premium quality way.
- A proven way.
- An ethical way.
- A guaranteed way (this example works extremely well).
- A cost effective way.
In short, if a potential customer sees your ‘new’ whatever, as a risky or unproven option, it’s very unlikely that they’ll buy from you. So use better alternatives. Alternatives that build trust and inspire them to buy from you or hire you.