This 3 letter word can destroy your sales results

When it comes to creating a powerful marketing message and attracting new customers, ‘new‘ is overrated. It can also destroy your marketing results.

There are 3 core reasons for this.

1. The newest product or service is always a riskier bet. At best, it’s a bigger gamble than the trusted incumbent. At worst, the customer feels like a paying guinea pig.
2. The newest product or service is seldom the best. It lacks the improvements that come from years of feedback. It lacks the robustness that comes from stress-testing.
3. New doesn’t last for long. This makes it a short-term marketing message. Anything that’s new is only new for now.

A dozen better alternatives

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:

1. A faster way.
2. A more enjoyable way.
3. A greener way.
4. A proven way.
5. A stylish way.
6. An original way.
7. A premium quality way.
8. An ethical way.
9. An exciting way.
10. A safer way.
11. A more reliable way.
12. A cost effective way.

In short, be extremely careful about how and where you use the word new, as you put your 2021 marketing strategy together.