Your customers and prospects see patterns and expect certain outcomes, if your marketing is the same-old thing people always see, they will assume they know the end result and will ignore your message.
I got an interesting piece of mail the other day that made me stop and think.
The envelope was a loud green color and had large letters on the front that claimed: “This is not Junk Mail”.
Not junk mail?
Well, what is it then?
I opened the envelope and realized it was junk mail after all: an unsolicited offer for a service I don’t need or use.
While the company was successful in breaking through the noise of competing junk mail, it failed to follow through and deliver something of value to back up its “not junk mail” claim.
If you are to be successful in breaking through the noise of messages being thrown at your prospective customers, you need to break the pattern people are used to seeing.
Follow this pattern break up with something unique and valuable to the prospect, not just the same old message in a pretty new package.