Eschew the “New”

Hey old timers. Remember when the coolest thing you could put on your web site was some pea-green, football-shaped, spinning animated GIF with the word NEW written on it?

Many B2B vendors, especially in the tech world, are still at it.

They love to promote their latest releases, and their latest functionality. So when they update their data sheets or their web pages, the word “new” appears often.

“New! Full support for mobile integration!”

They’re proud of what they’ve built and they want to share it with everyone.

Not a good idea.

First of all, when does a new feature become a standard feature? Many sites are still promoting “new” features that are in fact many months old. Just one more thing to maintain.

Second, why expose where you are on the innovation curve, compared to your competitors. If your Report Dashboard is new, why advertise it, since Acme may have had one for years?

Most importantly, the only people that care whether your features are new are existing customers you’re trying to upgrade. For new customers, the age of the feature is completely meaningless.

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