When it comes to creating successful marketing, the word ‘new’ is overrated. Moreover, it can critically damage the effectiveness of your marketing, losing you sales or client enquiries in the process.
There are 2 main reasons this happens.
- A new product or service is always seen as a risky bet. Untested. Less robust. At best, it’s a bigger gamble than the existing solution. At worst, the customer feels like a paying guinea pig. Ouch!
- A new product or service is seldom, if ever, the best. It lacks the improvements that come from years of customer feedback.
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 problem.
Use better alternatives
Instead of relying on ‘new’, offer your marketplace something more compelling. More secure. More attractive. More motivating. And a great deal more appealing.
For example, rather than offering your prospects a ‘new’ way to (whatever), look at the core benefit of your product or service. Then market that benefit to them instead.
Here are 12 alternatives that I have used successfully over the years.
- 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.
- A cost effective way.
The key is to intentionally use words that paint better mental pictures. Pictures that build trust and inspire people to take action. I’ve lost count of how many times I’ve seen this simple adjustment lead to radically better marketing results.