David from the 37 Signals, Signal Vs Noise blog, makes a great point about overmarketing a product based on a factor that is often greatly irrelevant, and that is how “new” the product is.
Did you ever feel like you were getting fleeced when a product claims to be “all new” or “newly improved”!? Â If you answered yes, then join the club.
What can we learn from a marketing perspective in fundraising for non-profits?
– For one, don’t over consentrate on the newest, slickest thing your organization is doing, chances are it’s what you’ve been doing in the past with a new twist! Â Instead, focus on your mission and how you are acomplising that within the framework of what you do on a day to day basis.
Here’s David’s full post, hope you enjoy…
“I love how revealing the language of marketing can be some times. When marketers are insecure about their offerings, it’s a predictable consequence that the presentation will grow ever more over the top.
The long-standing “all-new†trend is a perfect example of this. When an advertiser is claiming something to be an “all-new†car/soap/computer/camera it usually means exactly the opposite. It actually hardly even means new, at best it’s most commonly just “marginally-new†or “just-a-few-tweaks-newâ€.
In any case, focusing on just the newness of something is usually a pretty weak selling point. How about you just focus on something that rocks about your product? If the product is great, your customers will most likely automatically be buying the new thing.”
Yoav