You like change, you’re sick of that tired old marketing message and that worn our direct mail letter.

Guess what, it’s a pretty good bet that your target market hasn’t even heard it yet, let alone grown tired of it.

You’ve got put your best marketing message out there and then stick with until the cows, or whatever other farm animal works for you, come home.

That’s not the same thing as telling you to stick with a lousy message no matter what. I don’t know if your message is effective, that’s something you must continually measure, but I do know that you may get sick of it long before you have the chance to discover its effectiveness and you must resist the urge to change for change sake.

Measure and test, measure and refine, measure and tweak, but don’t jump ship until your testing proves beyond the shadow of a doubt that you have a new winner. (In case you were counting that was 3 cliches in one blog post)