Seven ways: Deadly sins

1 Sloth

‘It worked well last year, let’s do it again!’ or ‘if it ain’t broke, don’t mend it.’ But the truth is, nothing lasts forever. It’s far better to be proactive than reactive. It’s easy to fall into the trap of thinking that because a campaign did well the previous year you should do it again. So don’t be lazy. Invest the time and push yourself to come up with new, unique and creative campaigns every year.

2 Envy

Don’t blindly copy your competitors. It will only create problems, starting with a cease and desist instruction from a lawyer in all likelihood, with attendant bad press: there’s nothing worse than a copycat plus you’ll lose the trust of your audience faster than you can say ‘loyalty’. Instead, embrace your differences. Pick two or three aspects of your business that make it unique and focus on those. It’s time to let your audience know all the things that make you a stand out company.