NEW.
It’s the most powerful word in Marketing.
Everybody loves New. The new smartphone. The new car. The new boutique hotel. The new condo development. The new restaurant. The new sushi place. The new library. The new teacher. The new mall. The new coffee shop. New.
New boyfriends. New neighbours. New employees. New job. New apartment. New car. New house. New condo. New shirt. New watch. New puppy. Everything seems better with those few letters tacked on.
So how come it’s so hard to get people to do new things. Change habits. Take on different approaches to work. Forget other people. What about yourself?
I personally find that NEW sounds sexy and then…the slippage starts.
I like new diets.
I love new exercise regimes.
I also love new ways of working.
New approaches to managing my day.
New apps.
New approaches to meetings.
New age business books to read.
New blogs to read.
New blogs to write.
New speeches to give.
New conferences to attend.
New ways to motivate.
New ways to communicate.
But sustaining new is hard. It requires discipline. Patience. Focus. Motivation. Maybe it requires a marketing campaign? A self-directed campaign created and consumed by the same entity. Me.
I think it’s a unique idea. Do you? Want to give it a try? I do.
Now I need to find an application. An opportunity to test it out. The beatific aspect of being in the marketing world is every day presents a new challenge. See I’m already marketing new things. So my next challenge is going to be mounted with a marketing campaign. Off I go to create a compelling proposition, find uncluttered channels, and deliver a message that will resonate. With Me!