Most companies are focusing on the economy in their marketing communications messages, and rightfully so -- it's the pain point the majority of their customers are dealing with, and they need to show why their products and services are a good investment, even in tough times. The problem is, when everyone is saying the same thing, no one stands out. All that competitive differentiation you've been working so hard to achieve could be going down the drain.

Keeping Your Marketing Fresh

Look outside: There's a tendency to become too insular when developing marketing concepts and themes. Make sure you know what the competition is saying before you inadvertently embark on a "me too" campaign. And because the economy is coming up in nearly every context these days, it wouldn't hurt to look outside your direct competitors as well. Don't give people a reason to ignore your messages because they think they've heard it all before.

Take a breather: Is every message you send tied to the economy? It may make good business sense, depending on your industry and capabilities, but consider taking the occasional break. The economy isn't the only driver for decision making. Take an opportunity to capitalize on other areas where you're uniquely qualified to help your customers. You might be surprised by the reaction.

Get inspired: Whether you engage in a full-scale customer survey, conduct interviews for case studies or simply talk to your customers in the course of everyday business, you can find plenty of inspiration if you just ask: What's resonating today? How is the economy affecting you, not just in terms of our products and services, but as a business? What else is impacting you? Find the inspiration it takes to move you beyond trite buzzwords.

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