When introducing new offerings, enthusiastically announce that they’re new and clearly explain why they’re good. When introducing new products, there are three types of prospects:

  • Yes- to- new prospects, who will buy what’s new just because it’s new.
  • No- to- new prospects who will never buy anything new until its proven.
  • Maybe- to- new prospects who are open to new if you provide compelling reasons to switch from their current choice.

    Guerrillas market to “maybe to new” prospects with messages that not only stress that the offering is new, but also describe the reasons why the new product or service can better satisfy the prospect’s needs and desires than current offerings.

    It doesn’t pay to advertise to the “yes to new” prospects because they’ll buy anyway. It doesn’t pay to advertise to the “no to new” prospects because they’ll be unresponsive to your arguments. That leaves the “maybe to new prospects” who may switch, if you provide compelling arguments.