“New and Improved” ≠ Exceptional.

Differentiating yourself, or your product from the competition is marketing 101, right? Pick me. I’m better. I said so. Or, buy my product, it’s “new and improved!” See, it’s right here on the packaging!

Using these kind of tactics to persuade others may sound ridiculous and obvious but I’m willing to bet you see examples of this type of promotion all around you whether it’s a product sold at the grocery store or the self-promoting co-worker in the next cubicle.

The trouble with this thinking is not just that’s its obnoxious and unimaginative. It’s also myopic. When we focus too closely on our product and the intricate details of it’s features and benefits we have a tendency to lose sight of the audience. Most customers, don’t care about the nitty-gritty details of our product or service, they care about their needs. If what you’re selling is of value to them they’ll be motivated to choose it and talk about it to others.

Announcing that something is “new and improved”, and therefore different from the competition isn’t the answer. Creating something of value that others willingly choose for themselves and talk about is what makes something “exceptional.”

 

This much I know.

-Jeanine

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