The Business Impact of ‘Tired’ Sales & Marketing Materials

We’ve all heard the old aphorism, ‘if it ain’t broke, don’t fix it’. And that’s absolutely true, if you’re talking about a dishwasher or your grandmother’s apple cake recipe. But in the marketing world, doing the same old thing you’ve always done simply because that’s the way you’ve always done it is not a good way to manage your brand. Your marketing message could well be broken without you being aware of it. In fact, if you’ve been running the same, ‘tired’ campaigns for years, your message is almost certainly in need of repair and refreshing. Below we’ll discuss some of the impacts your business faces employing overused sales and marketing materials.

Why Are They ‘Tired’?

If your current and prospective customers have been seeing the same messaging, paired with the same sort of imagery with the same color scheme and the same graphical style from you for an extended period of time, the impact of your messaging has likely started to fade.

Think about that friend of yours (everyone has one) that tells the same jokes over and over again. The first time a joke is told it’s hilarious. The second time it’s still reasonably funny, but then with every additional retelling, the humor value starts dropping off precipitously. After a while the value can go negative, lapsing from funny to annoying.

If you’re still running the same old marketing campaign you have been for years then you are the friend in the above story and your marketing efforts are, not to mince words, the joke. There’s only so many times people can hear the same thing before it stops having an impact and they begin to tune it out. 

It’s also important to remember that marketing materials can be ‘tired’ even if they’re brand new. What’s important isn’t a material’s physical age but its conceptual age. If your new materials are just echos of older material then conceptually they’re already tired. Also, if your messaging is based on antiquated ideas about what makes a quality message then they can be conceptually tired even if you’ve never pushed a marketing campaign before. In this case, your customers may not have seen this message from you specifically, but they’ve seen it in plenty of other places before, and its impact was lost long before you employed it.


Contact us today to review your current creative marketing efforts with you. We can be your partner in waking up your tired marketing, giving it an intravenous double shot of espresso, and then releasing it to the market, bright-eyed and excited to be alive!


Tired Marketing Can Lead to Brand Blindness

Repetitive messaging can be self-defeating. Marketing’s only purpose in existing is to get you noticed. To have people see you and engage with your brand. But if you’re using the same old messaging in the same old way, people will naturally overlook you. Your message is competing with hundreds of other voices in a cacophonous advertising spread. If you’re doing nothing new your message will simply dissolve into the background din. Even customers that have engaged with you in the past will eventually stop taking notice as their attention is pulled by novel, interesting messages they’re seeing bubble up elsewhere.

If you’re not giving your customers new reasons to take notice of you they’ll stop seeing you, even when you’re right in front of their face. This generalized disengagement with your brand is brand blindness, and if your customer base is falling victim to that with you, you need an infusion of brand interest, STAT.

You Can Fall Victim to Your Own Tired Marketing

It was Nietzsche that said, ‘…if you gaze long into an abyss, the abyss also gazes into you.’ Certainly, he wasn’t talking about marketing campaigns when he wrote that, but there’s a useful parallel. You believe the things you say about yourself, and if your messages are boring your customers into non-engagement then you may be boring yourself into complacency. When your marketing efforts remain unchanged year after year, your business may follow suit, embracing a “good enough” mentality instead of striving for innovation and market leadership. In short, lazy marketing, which inspires nothing of interest in your customers’ minds, may be creating a self-fulfilling prophecy. This is a spiral you should seek to break.


Contact us today to review your current creative marketing efforts with you. We can be your partner in waking up your tired marketing, giving it an intravenous double shot of espresso, and then releasing it to the market, bright-eyed and excited to be alive!


Your Customers May See You as a Dinosaur

Prospective customers who haven’t opted for your services yet do still see your ads in the marketplace, and if these marketing efforts never evolve the customer is going to assume that your business doesn’t evolve. That you don’t keep up with changes in your industry. That you’re a dinosaur, thumbing your nose at progress with your tiny dinosaur hands, waiting for an asteroid to wipe you out.

Maybe that’s a bit overdramatic, but if prospects see you as a dinosaur then they’re unlikely to give you business because they assume that your competition has their much larger fingers more squarely on the pulse of relevant trends in your industry. They’ll assume that you’re falling behind, content to rest on your laurels, plucking the easy fruit while your competitors break out their ladders and buy up the orchard.

Current customers aren’t guaranteed either. Yes they have the benefit of working with you, so they know you aren’t the dinosaur others may perceive you to be, but they’re also human, attracted to the new and the shiny. If your competitors are courting them with fresh, evocative, and innovative marketing campaigns, your “same old thing we’ve always done” approach may start to lose its luster.

Plus your tired marketing materials could be confusing your current customers, because they may know you one way, an image that isn’t reflected in the things you say about yourself. That bit of cognitive dissonance will eventually resolve itself, and you don’t want the resolution to be a dissolution of the relationship.

Don’t Wait for The Asteroid 

Don’t wait until the marketplace decides it no longer has need of you. Take a hard look at your messaging and executions now and decide whether it could do with some polish, or a complete makeover. Until the asteroid arrives it’s never too late to put yourself back on the path toward marketing relevancy. And we can help. Contact us today to review your current creative marketing efforts with you. We can be your partner in waking up your tired marketing, giving it an intravenous double shot of espresso, and then releasing it to the market, bright-eyed and excited to be alive!

Wanna review your creative marketing efforts together so that we can give it a double shot of espresso and make it come alive?

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