320. 3 Easy Tweaks to Keep Your Marketing Message Fresh & Effective

What if I told you that the way you’re talking about your products could be the reason you’re struggling to grow your business?

Not your ads. Not your website. Not your pricing.

Your messaging.

Last week, we talked about why people buy—how they’re not just purchasing products, but solutions, status, identity, and transformation. If you missed that one, go back and listen because it was packed with insights on how to make your brand irresistible.

And a couple years, ago on episode 247, we talked about product positioning—how you can take the same product and present it differently to attract totally different audiences. Like that Shark Tank example I shared about the flood prevention bags that doubled as self-watering garden tools. Same product. Different positioning. New customers.

Well today, we’re bringing both of those concepts together.

Because even if you’ve nailed your positioning… even if you understand buyer psychology… your messaging can’t stay the same forever.

Customer behavior shifts. Trends come and go. Economic changes impact spending habits. And if your messaging doesn’t evolve with them, you’re making it harder than necessary to get the sale. So today, we’re diving into three simple but powerful tweaks that will help you:

• Keep your messaging fresh, relevant, and effective
• Stay top of mind with your customers
• Increase conversions without changing your product

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The Reality Check: Marketing Isn’t One-and-Done

Look, I get it. You’ve spent time refining your brand messaging. You know your ideal customer. You’ve crafted the perfect tagline, created beautiful social media content, and built up a solid email strategy.

But here’s the cold, hard truth: What resonated with your customers six months ago may not resonate today.

Because what people care about shifts—sometimes because of the season, sometimes because of trends, and sometimes because of bigger outside influences.

In the Product Positioning episode, we talked about how the way you frame your product can change throughout the year. If you sell kid’s products, you might typically market them to parents, but come holiday season, you shift your messaging to target grandparents looking for the perfect gift. If you sell an item that’s great for van life, that messaging might not make sense in winter, but come summer, it’s front and center.

And that’s just seasonal shifts. External factors—like the economy, viral trends, or even major events—can completely change what your customers prioritize. And if your messaging doesn’t evolve with them? You’re making it harder than necessary to get the sale.

Let me give you a couple of examples:

• A high-end candle brand might usually market their product as a “luxury home essential.” But in a recession? That messaging might not hit. Instead, they could pivot their messaging to “affordable self-care,” focusing on how small indulgences can bring comfort in uncertain times.
  
• A jewelry brand that typically markets its pieces as “statement accessories for special occasions” might shift to “everyday, effortlessly chic pieces” when customers are being more mindful about spending. Instead of making jewelry feel like an extra, it now feels like an essential part of their daily wardrobe.
  
• A gourmet coffee brand that prides itself on “premium, small-batch roasts” might adjust its messaging to highlight “cost-per-cup savings” compared to buying coffee from a café. When consumers are cutting back on $6 lattes, positioning at-home coffee as a smart financial decision keeps the product desirable.
  

See what’s happening here? The product itself doesn’t change. What changes is how you position it in response to what your customers care about right now.

So how do you do this without burning everything down and starting over?

Three Ways to Adapt Your Messaging Without Reinventing Everything

There’s a common misconception that “adapting” your marketing means a complete overhaul—new branding, new product descriptions, new website copy, the whole nine yards.

That’s not true. In fact, small, intentional shifts can have a huge impact.

So let’s break down three easy ways to tweak your messaging so it stays relevant—without creating a massive workload for yourself.

Shift the Pain Point You’re Solving

A lot of times, when sales slow down, business owners panic and assume their customers no longer want their product. But that’s not always the case. More often than not, it’s not what you’re selling that’s the issue—it’s how you’re framing it.

The problems your customers have today might not be the same ones they had six months ago.

Take a skincare brand, for example. Maybe in the winter, your customers are hyper-focused on hydration and preventing dry, flaky skin. But once summer hits? Their biggest concern shifts to lightweight formulas, SPF protection, and products that won’t feel greasy in the heat.

If you’re still leading with “deep hydration” in your marketing when your customers are sweating through 90-degree weather, your messaging isn’t going to hit the same way. But by shifting your focus to “summer-proof skincare” that keeps them fresh and protected, you’re aligning with their most urgent needs in that moment.

And this doesn’t just apply to seasonal changes. Maybe your audience is in a celebration mindset—weddings, graduations, holidays. How do you position your product as the perfect purchase for that moment?

It’s all about shifting the reason they buy, rather than changing what they buy.

Use Customer Language, Not Just Your Own

One of the easiest ways to keep your marketing fresh? Use the exact words your customers are using. Yes I know, you’ve heard me say this a lot… but that’s because it’s SO important. 

After spending 25+ years selling women’s apparel and accessories, I can tell you that sometimes the simplest message is actually the most powerful and I see it a lot with jewelry especially. One of the most compelling selling points isn’t about the materials, the design, or the fact that it’s great quality and is going to last a long time—it’s about how it makes women feel put together. 

I’ve seen this pattern over and over in reviews, and customer conversations. Busy moms and women on-the-go aren’t necessarily buying that necklace because it’s sterling silver or handcrafted. They’re buying it because it does something much more valuable: it makes them feel like they made an effort, even when they’re just wearing sweats and sneakers.

These women are juggling a million things. They don’t have time for elaborate outfits, but they still want to feel good about themselves. So what do they do? They throw on a simple pair of earrings or layered necklaces with their basic tee and suddenly—bam!—they feel more intentional, more pulled together, more in control of their day.

It’s that magical transformation from “I just rolled out of bed” to “I actually put some thought into how I look today” that they’re after. And it takes literally seconds to achieve.

And this logic can be applied to almost any accessory really. It was the reason we all wore scarves in the late 2000s to early 2010s

This is why paying attention to your customers’ actual language is so damn important. While you’re over there talking about metal quality and design inspiration, they’re telling you exactly what’s motivating their purchase—that feeling of having their shit together, even when life is chaotic.

So I want you to go dig through your customer feedback. Look for those emotional benefits they keep mentioning that you might not be highlighting in your marketing. Those gold nuggets of customer language are worth their weight in, well… gold. If you’re not sure, export your reviews and feed them into ChatGPT – ask it pull out the best bits. Review platforms like Judge.me are adding internal features to summarize your reviews for you with AI, too. 

Figure out the real reason they’re buying your stuff, and make sure you speaking to it on your website, in your ads, and your emails.

Balance Evergreen Content with Seasonal Relevance

The third way to keep your messaging fresh? Find the sweet spot between consistent evergreen content and timely messages that tap into your customer’s current mindset.

Look, I’m a HUGE fan of evergreen emails and content. They’re the workhorses of your marketing strategy—those reliable, always-relevant messages that you can set up once and continue to benefit from month after month. They save you time, create consistency, and stop you from constantly reinventing the wheel. If you don’t have solid automations and evergreen content, that should absolutely be your foundation.

But here’s where I see so many eCommerce brands miss an opportunity: they rely ONLY on evergreen content and forget to layer in what’s happening in their customers’ lives right now.

Think about it. Your customer isn’t living in some timeless vacuum—they’re experiencing seasons, holidays, life transitions, and cultural moments. Their priorities and needs shift throughout the year, and your messaging should reflect that.

For example: If back-to-school season is approaching, and you sell home organization products, your messaging should not be the same as it was in early summer. Instead of generic “declutter your life” messages, pivot to something like:

“Create a homework station that keeps everyone sane—where everything has a place and assignments get done.”

Or let’s say it’s January, and people are in full-on “new year, new me” mode. If you sell planners, organizers, or anything self-improvement related, your messaging should lean into that mindset:

“The system that turns resolutions into reality (when everything else has failed)”

Even if your product is the same year-round, the context around it—and how your customer feels about it—changes.

This isn’t about scrapping your evergreen content or stressing yourself out with constant new campaigns. It’s about being intentional with a layer of timely, relevant messaging that speaks to where your customer is right now. Maybe that’s just one extra email a month that ties your products to the current season, holiday, or cultural moment.

What you’re really doing is showing your customers you understand them—that you get what’s on their mind right now and how your products fit into their current reality. And when customers feel understood, they’re much more likely to buy.

So take a few minutes to map out the major moments in your audience’s yearly cycle. What’s happening in their world in January? In June? During back-to-school? Before holiday shopping kicks in? Then create a simple plan to address those moments in your marketing without abandoning your solid evergreen foundation.

Your customers will notice the difference, and your conversion rates will too.

Your Next Steps

So, let’s do a quick recap – what are the 3 easy tweaks to keep your marketing message fresh & effective?

1. Shift the pain point you’re addressing to match what your customers care about right now
2. Use your customers’ actual language instead of just focusing on product features
3. Balance your evergreen content with timely, seasonal relevance

What I love about these strategies is that they don’t require you to change your products, rebuild your website, or spend a ton on new marketing materials. It’s about making small, strategic tweaks to how you talk about what you already offer.

Remember, your customers are constantly evolving—their priorities shift, their challenges change, and what matters to them today might be different tomorrow. When your messaging evolves with them, you stay relevant, relatable, and worth buying from.

So this week, I want you to pick just ONE of these strategies and implement it. Maybe update a few product descriptions using your customers’ language. Or send out an email that addresses a timely pain point. Start small, test it out, and see what happens.

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