New is getting old
When it comes to creating a powerful marketing message and attracting customers, the word ‘ new ‘ is overrated. New is a very loaded word and can destroy your marketing results.
There are 3 broad 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
Given the challenges of using the word new, I recommend you replace it with something more compelling. More motivating. More attractive. To get you started, here are 12 alternatives.
A faster way.
A more enjoyable way.
A cleaner way.
A proven way.
A stylish way.
An profitable way.
A premium quality way.
An ethical way.
An exciting way.
A safer way.
A more reliable way.
A cost effective way.
What next?
Take a look through your marketing and search for opportunities to replace new with a better alternative. This is usually in situations where new is used as the only adjective.
Also, you can apply this to your presentations, negotiations or meetings. For example, if you’re trying to sell a new product, service or idea to someone, they’re more likely to pay attention when you tell them about your ‘more profitable way’ of doing something, than your ‘new way’ of doing something.
Finally, in situations where you need to use the word new , such as a press release or product launch, combine it with another word. For example, new and improved .
Photo by Werner Du plessis
New is getting old was written by Jim Connolly and originally published on Jim's Marketing Blog
