“Message fatigue” is a common malady for many online business owners.
Regardless of what product or service you promote, it is easy to grow numb to your own message. After all, you know all the ins-and-outs of what you do and what you offer. So, it is very natural to assume that what has become second nature to you is common knowledge to everyone else.
So not true.
Years ago, I was a pharmaceutical sales rep. After about 6 months of detailing physicians about my products, I told my sales manager the docs were sick of hearing me say the same thing week after week. (I was sick of repeating the same message over and over again – so I figured everyone else felt the same).
He pointed out to me that although it was common for reps to experience what he called “message fatigue” – (because we were completely immersed in the same message day in and day out) – we had to look at it from the prospect’s perspective.
In this case, the prospects were very busy physicians who saw and treated a wide range of medical conditions. Clearly, they had a lot on their plate and it was highly doubtful that the treatment regimen I was promoting remained front and center in their minds between visits. (No matter how much I liked to think it did!) 
Applying this Concept to Your Online Writing
As you build an online library of information-rich content (e.g., blog posts, online articles, short reports, etc…), a certain amount of overlap in your message is bound to occur. (In fact, this SHOULD happen because your overall message needs to be consistent).
So, if you find yourself thinking “I’ve already covered that” or “I said basically the same thing last July,” don’t just toss the idea you are working on aside. After all, there is an EXCELLENT chance your readers either a.) haven’t read every word you’ve ever written (no matter how compelling your content might be!) or b.) have read it, but didn’t fully internalize it.
Remember, Your Readers Are Busy Living Their Own Lives
However, this does NOT mean you should regurgitate the exact same information over and over again. Instead, you’ll want to approach a previously explored topic from a fresh angle. Here are 3 quick ways you can do this:
1.) Breathe new life into similar concepts by providing fresh examples. Concrete, real-life examples are the BEST way I know of to create an immediate connection with your audience. When woven into your content, examples help your readers connect their problems with what you have to offer.
2.) Revisit and update older content with recent news or developments. Perhaps your original opinion has changed over the course of time – if it has, don’t be afraid to say so. The world isn’t a static place and this is a great way to show you are committed to staying current in your field.
3.) Share links to other content that either reinforces, expands upon or challenges your original opinion – and offer your insight into why you agree or disagree. Not only does this benefit your readers by providing diverse points of view, it also can help you network with and connect to other players in your niche or field. This can be a great way to secure guest blog spots or to uncover joint venture opportunities.
So, if you are feeling a little “Been There, Done That” when it comes to your online content, remember “message fatigue” is more a state of mind than anything else. As with most other aspects of Content Marketing, the trick is to look at what you are creating from your readers’ point of view.
Til Next Time,
