Don’t you love when the discount-store cashier turns to you and mumbles, “haveaniceday”? There’s not much sincerity in her delivery of that familiar line, but you cut her some slack. After all, you reason, the poor woman has probably said that line 150 times today.
Doesn’t matter. You see, you’re hearing it from her for the first time today, and she should deliver it with that in mind. There’s a lesson in there for companies, organizations, and anyone who has to market the same thing day in and day out. No matter how many times you may hear yourself saying the same thing, it’s the first time your audience has heard it.