Why we love new.
New holds a promise.
A promise that this time we’ll get what we want even if we have tried everything else and failed.
New lights up your brain with excitement.
Anything familiar gets categorised as ‘seen that’ or ‘tried that’. It is then ignored.
Too many businesses suffer from being categorised like that.
You have to present your offer in a new way even if what you sell is the same as everyone else.
Ideally you have superior benefit that you offer. Or something that no one else does. But if you don’t, many don’t, then you need to use better language to present your offer.
It must have the appearance of being ‘new’. This can be simply a new name or a new method or a new formula.
But you must have it. Otherwise you’ll suffer categorisation and death by being ignored.