I love how revealing the language of marketing can be some times. When marketers are insecure about their offerings, it’s a predictable consequence that the presentation will grow ever more over the top.

The long-standing “all-new” trend is a perfect example of this. When an advertiser is claiming something to be an “all-new” car/soap/computer/camera it usually means exactly the opposite. It actually hardly even means new, at best it’s most commonly just “marginally-new” or “just-a-few-tweaks-new”.

In any case, focusing on just the newness of something is usually a pretty weak selling point. How about you just focus on something that rocks about your product? If the product is great, your customers will most likely automatically be buying the new thing.