I spent the past few days visiting friends in Budapest. And this time, I rented an apartment with a VIEW.
The apartment is on the fifth floor of a narrow and classical building. One side of it looks to the Danube, about 20 meters away. The Chain Bridge, the central and perhaps most iconic of Budapest’s bridges, stretches across both bedroom windows and lights up the apartment at night.
The other side of the apartment has a large terrace, which is directly beneath the Castle District of Budapest. During the day, the terrace has a pleasant view of the green Castle hill. At night, the impressive Buda Castle dominates the hill and provides all-evening entertainment if you simply want to sit on the terrace and stare at it.
Now, I used to live in Budapest for over 10 years before moving away about a year ago.
So during this visit a friend asked me whether I would ever consider moving back.
And I started to say, “Well, if I had an apartment like this to live in full-time…”
But then I stopped myself.
You see, the actual apartment I live in full-time is also beautiful. When I moved into it a year ago, it would surprise me each time I walked through the door.
However, over the course of the past year, I’ve stopped noticing how beautiful my apartment is. It now takes a conscious effort to appreciate it at all.
So I realized that, even if I lived in this beautiful Budapest apartment with THE VIEW, soon enough, I wouldn’t notice how great it is any more.
And as it is with real estate, so it is with copy.
People will soon get habituated to your marketing message. And when they do, you will lose them. That’s because, unlike with real estate, your prospects will never make any kind of conscious effort to appreciate what you are doing.
This applies to parts of an individual sales message (ie. a sales letter). And it applies equally to ongoing communications (ie. daily emails to your prospects).
In other words, if you keep communicating with the same people over and over, you will need to keep coming up with fresh ideas to keep them stimulated and engaged.
If you’re looking for some help in coming up with such fresh ideas, you can get my suggestions in the following free book: