One way companies accelerate growth is by finding a sales or marketing tactic that works and doubling down on it.
Enhanced results ensue and everyone involved with the strategy's ideation walk with a bit more hop in their step...
At some point, other people in the market competing for the same mindshare realize that something you're doing is working.
Word spreads and before you know it others start to replicate your strategy.
At first, it's not a huge deal...then you notice results start to change.
Your target audience begins to anticipate what once seemed like a novel interaction with your company. They become numb to that style of interaction and it no longer yields the effectiveness it once did
Where Do We See Tactic Fatigue?
Whether we're talking about sales development, building an email list, or product interactions tactic fatigue happens constantly.
If you don't believe me, maybe a few of the following examples might sound familiar...
The first people that introduced on-site email captures like exit-popups and welcome mats saw conversions over 10%....now most people are 2-3%.
Early adopters of sales development and new technology filled their pipeline by automating followups of mass outbound campaigns...now everyone is moving towards highly personalized account based sales development.
Heck, how many of you now get 3 bullet point "break up" emails asking for a disqualification reason like the one below.
- You're not interested
- You are, but haven't had a chance to get back to me
- You're being chased by [insert large zoo animal]
The 3rd time someone asked me about running from a rhino in the context of marketing software, it started to become annoying.
Regardless of the context, the most effective user experiences are relevant and interesting. If it's the 10th time someone has seem something, being interesting is increasingly hard...especially if you're not creating value.
How Can You Be Successful Amidst Tactic Fatigue?
The best sales and marketing professionals constantly look for ways to get an edge on their competition. Part of this requires experimentation with new ideas and strategies that might increase leverage for their companies and personal output.
If your gameplan is executing a flavor of what everyone else is doing, you're at risk for running up against tactic fatigue.
It's okay to start by testing things that you see elsewhere in your business. You just need to be aware that tactic fatigue exists and be willing to apply a more scientific approach to experimentation with new things.
If you're finding that tweaking the copy on of someone else's template or interaction isn't yielding the results you want it might be a sign that it's time to get outside your comfort zone and change the game...maybe to one that the people you're trying to reach feel like they haven't played 10x before ; )