The Power of Neophilia
William Siebler
I Write Words That Make Your Clients Say Shut Up And Take My Money - Reassuringly Expensive Direct Response Copywriter
Strange sounding word.
Powerful implication for marketers.
It's the love of new things.
We pretty much all have it.
Our brains are wired for novelty.
Have you ever bought something and been totally in love it and then a short time later you wanted something else?
That's the dopamine wearing off and one way to get more is to chase something new.
In fact, some people spend most of their lives chasing new. Chasing dopamine hits.
When that happens, it becomes a real problem.
But for most of us it's more manageable.
The implication for marketers is this.
The thing you sell must 'appear' to be new.
Only then does it grab attention.
Only then does it get considered.
Only then do you stand a chance of getting the client.
If your thing doesn't look new it gets categorised as 'seen that before'.
That's where any chance of getting the client ends.
So have a look at your marketing.
Are you selling the same old thing or something that appears to be new?
Oh! At first glance I thought the title read "The Power of Necrophilia" ?? Your product is the total package of benefits the customer receives when they buy. You may not have to have anything new but have you analysed your product to see if there are some things of which your customer is not aware? In which case when alerted the customer will see them as new. What is new (not fully explained to the customer) about your Product, Price, Place, Promotion, People, Processes? Have you fully analysed and explained your product in terms of Design, Performance, Reliability, Maintainability, Delivery?
CEO Command Your Brand - We Book Podcasts ??? I Relate Public Relations to Real Events and Teach about the Roman Empire ?? Girl Dad of 3 ??
1 年As marketers, we need to harness this phenomenon to capture consumers' attention and make our offerings stand out from the crowd. But, as you pointed out, it's not just about creating something entirely new every time; sometimes, it's enough to make something appear new, fresh, and exciting. That's where the art of marketing comes in!
C-Suite Executives hire me to resolve Corporate Compliance & Trade challenges and advise on Personal Brand visibility. International Trade and Development | Author | Corp Director | Top Web Content Writing Voice 2023
1 年Hmmm, I need to think about this some more. A new copy for my products as they are currently designed?