NEW OVER BETTER?
There’s a simple truth that often gets overlooked: new sales matter more than better sales. It might sound surprising at first, but when you really dig into it, you'll see why it holds so much weight. People are naturally drawn to the idea of the new. They like the excitement of a fresh release, a new feature, or an innovative twist on something they've already seen before. It's not that better isn't important—of course, people still want quality—but when it comes down to making a decision, it’s the sense of novelty and innovation that often carries the most weight.
The Power of Newness in Sales
Think about it this way. When a new product hits the market, there’s a buzz that comes with it. People talk about it, they compare it to what came before, and there’s this air of anticipation and excitement that follows it. A lot of times, it's not just about how much better the product is. Sure, people might look at its features, its design, and its functionality—but more than that, it's about how that product makes them feel.
When something feels new, it feels fresh, exciting, and worth exploring. It taps into that part of us that loves change and new experiences. It’s the reason why a simple update to an app or a redesign of a website can spark a wave of enthusiasm from users. They might not fully understand all the technical changes, but the fact that it’s “new” makes it feel more appealing.
Why Innovation Wins Hearts
Humans are wired for novelty. From the caveman days when finding new sources of food or discovering new tools could be the difference between life and death, we've evolved to seek out the new and exciting. That instinct hasn’t disappeared, even in our modern lives. When something is marked as "new," it naturally feels more trustworthy. Why? Because we associate the new with progress. We associate it with moving forward, and who doesn’t want to be a part of something that's ahead of the curve?
In marketing, understanding this is key. It’s not always about offering the best of the best—sometimes it’s about offering the latest and greatest. People trust what’s new because they want to feel like they’re in the know, like they’re part of something that others are just catching onto. It’s a status thing. And marketers know this. That’s why they’re so quick to promote anything as “new” or “improved”—even if it’s not a massive overhaul.
How People’s Emotions Drive Their Decisions
One of the most powerful forces in marketing isn’t logic—it’s emotion. Think about the last time you made a purchase decision. Maybe you were browsing online, and a product caught your eye. What made you click on it? Was it because it had the best features? Or was it because it sparked something inside you? Maybe it was the excitement of a limited-time offer, or the thrill of something “new” that caught your attention.
We often make decisions based on how something makes us feel. And in marketing, the ability to tap into those emotions is everything. When a brand can make you feel like you’re missing out on something by not having the latest thing, that’s when they’ve got your attention. It’s not about pushing features or stats—it’s about making you feel something. Whether it’s excitement, urgency, or the fear of missing out, those feelings push us to act.
Trusting the New Over the Better
At the core of all of this is a subtle yet significant truth: people trust what’s new more than what’s better. Sure, everyone wants quality. No one is going to buy something that doesn’t meet their needs or doesn’t work as promised. But trust isn’t just built on quality—it’s built on perception. And in today’s fast-paced world, the perception of newness can often outweigh the perception of improvement.
Take the example of tech gadgets. Every year, companies release updated versions of their devices. Are they always drastically better? Not always. Sometimes, the differences are small—a faster processor here, a slightly better camera there. But what gets people to line up outside the store or click “buy” on a website isn’t just that it’s better. It’s that it’s new. It’s the anticipation of what this new thing could bring, the idea that this new version represents the next step in their tech journey.
The Emotional Journey of Buying Something New
Emotions play a massive role in marketing. And when it comes to buying something new, those emotions are often driven by more than just the product itself. It’s about the experience. The sense of wonder when something new arrives in the market, the thrill of discovering it before anyone else, the excitement of getting in on the ground floor. These emotions create a connection with the product long before a customer ever clicks the "add to cart" button.
This emotional connection is what turns a simple purchase into a deeper relationship. People don’t just buy products—they buy into the experience, the story, and the promise that comes with it. When something is new, it’s wrapped in that excitement and potential, and that makes it irresistible.
What Marketers Can Learn from This
As marketers, there’s a lot we can learn from this. The lesson here isn’t just that new products sell—it’s that newness is a powerful tool. The emotional connection people feel to new things can be the driving force behind a sale. So, when you’re thinking about how to sell your products, consider this: it’s not just about being better. It’s about creating an emotional response that makes your customers feel like they need to be a part of this new experience.
Whether it’s a new feature, a fresh design, or a completely new product, embrace the power of innovation and emotion. Tap into that feeling of excitement and curiosity, and you’ll find that your customers won’t just want your product—they’ll want the experience that comes with it. Because, at the end of the day, people don’t just trust what’s better—they trust what’s new. And that’s a marketing strategy that will never go out of style.
Peace Tommy
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