Advertising polymath David Ogilvy once said:
‘You are not advertising to a standing army, you are advertising to a moving parade.’
Translation. We get bored of our output long before our audience does. Our audience is changing constantly. When our promotions strategy is working, our own boredom is no reason to change it.
What does this mean for entrepreneurs? It means that change for changes sake is pointless. It means that we need to be sure our communications strategy (or any tactic for that matter) has run its course before we take on the expense of changing it.
