Increase Business by Avoiding Your Company Sounding Like A Nag
Your Marketing Strategy has worked for years until recently. It’s said, “If it’s not broke don’t fix it.” When you see response start to sink, do you wait or act? Waiting too long can damage your brand. But fresh and timely content raises your game.
You hear comments like, “They’re not what they used to be.” Or, “Time passed them by.” Worse, “I found something new.”
Movie Star Clint Eastwood said it best in his character roles: “Nag, nag, nag. You sound like a nag.” That’s what old content sounds like. Hitting your readers and viewers with the same message over and over again. Even a winning sales message runs out of gas sooner or later and becomes avoidable or a joke.
Even a joke keeps attention on your brand but avoidance is death.
Lets look at some old marketing messages:
- When It Absolutely, Positively Has To Be There Overnight (FEDEX): From personal experience – fail.
- Think Different (Apple): Now one of the established Technology companies they can’t say that anymore.
- Always the Lowest Price, Always (Walmart): Store Manager decides on accepting competitor coupons.
- Got Milk? (California Milk Processing Board): Changed to health benefits to fight health threat claims.
- Have It Your Way (Burger King): Try having it your way today.
When readers/viewers see fresh content that stimulates their thinking, they’re ready for the next step.
Responsiveness More Than Change
A new slogan and message must resonate with your target buyer. Times change, people change but most of all there may be a change to why they buy. That means keeping up with your market.
You have to speak to the same customers differently to keep them interested. Sometimes you have to replace old customers before you have no customers. The way to do this is with fresh content that speaks directly to them. How do you do that? Changing the narrative is hard, especially if you and a small number of customers still love the old message.
But we’re not talking ascetics. We’re talking marketing. You’re not just raising the bar. This is about survival.
You keep track of current events in the news. Do you keep track of your market’s trends? Change is inevitable, especially for your buyers or potential buyers. You need to keep your eye on what they want. There are companies who don’t.
They usually fail.
New Angle, New Interest
How do you use fresh content to keep your viewers and readers interested? You key in on a new angle to peak their curiosity. The concept itself may have been used before but not in the way you present it.
Here are four focus points in presenting your new message:
- Find out if your buyer has the same problem or a new one.
- Think of a new angle for same problem solution or a new solution for a new problem
- Relate to your prospect on an honest and personal level about his problem.
- How to present your original twist that will hook your prospective buyer.
Keeping up with your market and in-tune with your customers needs will give you retention and add buyers. Re-assess your market today, even if you feel you know it. New ideas are how you keep up and keep going. You may even enjoy doing something different.
Fresh content will keep readers and viewers interested. They will also look forward to your next message.