New Doesn’t Always Mean Improved

In marketing, have you ever seen a company offer something new? It’s a standard ploy to get customers to switch to their product or keep buying. Most people, myself included, assume that “new” means “improved” – that I will get something more or better for my money. That isn’t necessarily the case. 

  • New can mean the company has added a new ingredient to its formula. It may not mean the product is better. 
  • New can also mean that the company has changed its packaging and added different sizes to its product line. 
  • New may mean the product is now available in different colors or sizes. 
  • New can also mean a product is now offered in new scents. 

You get what I mean. 

The word “new” can mean a company has made cosmetic changes to its product. The essential parts or integrity of the product remain the same. This would lead savvy customers to ask themselves, “What is really new about it?” 

To be transparent with your customers, be straight with them. Avoid using the word “new” in your marketing until you have something really new and improved to share with them. 

They will thank you by trusting your brand and continuing to buy from you. Happy customers are more likely to recommend your brand to their family members and friends online and in person. Your marketing efforts will be more successful as a result.