STOP SAYING YOU'RE NEW!
In 1998, while living in Seattle, I was a part of a
nationwide study that looked into commonly-used marketing phrases and their
effectiveness on the average consumer. We found that many of the words
and phrases used to sell an idea or a product were now simply ineffective.We found the same to be true in a more recent study, done in 2008.
Back in the 50s and 60s, we were in what advertisers now refer to as the “er” era. Every commercial used words that ended in “er.” Everything was brightER, shiniER, softER, biggER, bettER and newER. However, as technology grew, so did people’s expectations of products and services.
By the 1980s, we were into the “est” era. Using words like biggest and best was now the trend in nearly all commercial ads. All of a sudden candy bars became “Nestle’s biggEST candy bar ever!” Whirlpool Appliances advertised they had the best-cooking line of ranges and ovens. McDonalds advertised they had the hottest fries. Radio Shack had the “finest” line of electronics.
However, as technology and expectations grew even higher, these old and worn out phrases no longer carried the weight they once had. People simply expected things to work properly. Fries and coffee were suppose to be hot. Cars were suppose to be shiny and everything we sold was expected to be the best and work correctly every time. This left marketers in a time we are still in, the era of connectivity. And the study we did in 2008, still supports the idea that we’re still there.
In a 2008 nationwide study, we found some interesting things about marketing strategies. In a nutshell, people don’t believe anything we say. Today, after years of being pitched messages that focused on the product, we now have to show them the product is different, not simply say it. Secondly, consumers, especially the younger demographic of 18-34 year olds, do not want to be told of a product’s attributes. They prefer to hear about its benefits. No longer can Campbell’s Soup simply list the ingredients in their soups. They now have to talk about the benefits of fresh vegetables; the benefits of using free-range chicken; the benefits of using no MSG. It’s no longer about being “mm mm good.” Consumers say, “I’ll tell YOU if it’s good or not, you tell ME what’s in it for me!” Instead of being told about the soup, they want to hear how using your product or service is going to make their life better.
What we found in this most recent study is that one of the most over-used and least-effective words in marketing today is “new.” In today’s consumers’ minds, The word “NEW” simply means “ANOTHER.”
Try substituting the word “another” for the word “new” in the sentences below:
- Hey Bob, are you getting a NEW car?
- We went to a NEW restaurant tonight.
- I’m advertising a NEW product.
- I’m going to try a NEW church this weekend.
If you’re contemplating using the word “new” to promote a service or ministry, don’t. Instead, invite people in by showing them changed lives, fresh beginnings and a love that changes from the inside out.
So, next time I start a “new” ministry, instead of calling it something like, “The New Campus Church,” I’m thinking I’ll use “The Come and See for Yourself and Decide on Your Own Church.”
By the way, the same holds true for labels on churches. "MISSIONAL" means nothing to consumers and especially to non-believers. STOP, for the love of all that is good, using labels to identify yourself. Tell people about JESUS and you will change their lives. Last time I checked, God's word was enough.
