Your Marketing Coach Newsletter – June 12, 2023

June 12, 2023    

Hi there,
I know we’re halfway through June now (how did that happen?)… 

But today I am thinking about Groundhog Day.

Not so much the actual day. We’ve all finally seen the end of winter so regardless of if the little critter saw his shadow or not, all is forgiven at this point.

No, I am thinking about the movie Groundhog Day starring Bill Murray.

In this movie, Phil Connors is stuck on the same day and has to continue reliving it over and over (and over and over!) again. 

There are plenty of theories out there about how long Phil relived the same day, but regardless of  how long it was, there’s one thing we can all agree on…

No matter how great a day (or conversation) is, no one would want to relive it over and over and over again.

That’s where our marketing idea comes in.

Keep reading if you want to make sure you and your audience aren’t stuck in your own form of Groundhog Day torture!

Do you ever feel like you’re just saying the same ol’ things about the same ol’ things?

Imagine if you were talking to your spouse or friends and every time you told them about something you were excited about you said it the exact same way every single time
Let’s say, for example, you’re really into hiking. You love doing it and you love talking about it too.
When someone asks you about what you do and why you like it, you say…

I like hiking because it gets me outdoors, it’s great exercise, and, depending on the trail, I can push myself in new ways every time. 
Which is a great response right? You may even go into your 3 favorite places to go hiking.

But then a month later, after you’ve hiked some more trails, the same people strike up the conversation of hiking with you and you, again, tell them…
I like hiking because it gets me outdoors, it’s great exercise, and, depending on the trail, I can push myself in new ways every time. 
Let’s be real. People aren’t going to want to ask you about it again. Not only is the conversation becoming boring but, from their perspective, you must not be all that excited about it if you can’t come up with even one more new thing to say about it.
No one would do that, right? If it was something you really loved, of course you would find more interesting things to say about something as you talk about it!

And yet, this is what we do with our marketing. 

When we talk about a product or service we are offering, we pull out the same script every time to discuss it. 

This doesn’t mean having marketing copy you can go back to isn’t important or that you shouldn’t have a well-perfected elevator pitch.
But it does mean that you do need to keep it fresh.

Today’s marketing idea is to come up with new ways to describe your product or service.
For example, right now my tagline for describing ScheduleBot to my audience says this:

The highly anticipated AI-powered scheduling tool to help you fill your calendar and maximize your productivity – using your own “GPT” engine!
But let’s say in a few weeks, I may want to change that up. Instead I may want to say this instead:

Let ScheduleBot answer common questions that your prospects will ask in a text message conversation. Schedulebot makes you look good, saves you time, and fills up your calendar!

I’m not really saying anything new about ScheduleBot. I am highlighting a different benefit of the service and rewording it a little bit.
But it feels fresh and different… don’t you think?
This week, take a look at your marketing copy and consider how you can freshen up your message. Switch some phrases around and use a thesaurus if you have to. 
Don’t change your message…
Just imagine a friend is asking about something you’re excited about and think of new and exciting ways to talk about it!

Have you ever taken into account how far we’ve truly come? It seems new technology is released every day now and there are always new versions of old products, but there are also some that have stood the test of time.

If you look back at products in your own industry from the years gone by, which products still look good today and which have aged badly?

As you consider this, here’s your content prompt for today:
A product that has stood the test of time is _____________________________.

It will be fun to see what people say to this. Some may go simple and discuss the shovel or toilet paper, while others may choose something a little more modern that, so far, seems to be doing well.

And in the meantime, share your answer too! Your audience will love to know what has stood the test of time in your specific industry!
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Are you stuck in your very own version of Groundhog Day?

Use today’s tips to get out of your marketing rut once and for all!
Alex Branning
Branning Group
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