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.
- 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.
- 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.
- 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:
- A faster way.
- A more enjoyable way.
- A greener way.
- A proven way.
- A stylish way.
- An original way.
- A premium quality way.
- An ethical way.
- An exciting way.
- A safer way.
- A more reliable way.
- 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.