{"id":8946,"date":"2017-09-29T13:00:19","date_gmt":"2017-09-29T12:00:19","guid":{"rendered":"http:\/\/intercom.com\/blog\/?p=8946"},"modified":"2021-03-10T12:57:54","modified_gmt":"2021-03-10T12:57:54","slug":"knowing-when-to-reinvent-the-wheel","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/knowing-when-to-reinvent-the-wheel\/","title":{"rendered":"Your marketing doesn\u2019t need to reinvent the wheel"},"content":{"rendered":"<p class=\"opening_paragraph\">David Ogilvy was one of the greatest ad men ever. His contributions to the marketing industry are incalculable. It\u2019s hard to imagine a world without his iconic ads.<\/p>\n<p>So where did he get his best ideas from? Let\u2019s take one of his most famous ads, the Rolls Royce advertisement from 1959.<\/p>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/09\/RR-Small.png\" \/><\/p>\n<p>Did he spend months sweating over an original tagline to impress clients? He did not. When asked where he found inspiration for the ad, he admitted it was a 20-year-old headline he repackaged.<\/p>\n<p>Ogilvy knew that writing should be approached the same way an engineer approaches the building of a bridge. Once you know what to do, you can draw on the same materials over and over again.<\/p>\n<p>Unlike Ogilvy\u2019s creative department, many marketers today (especially those involved in \u201ccontent marketing\u201d) tend to shy away from using what\u2019s worked before. They throw away tried and tested ideas in favour of the new shiny one, as if to say: \u201cI wrote a blog post on that subject two years ago, I\u2019m not going to cover it again.\u201d<\/p>\n<p>In engineering, this is a well known anti-pattern referred to as the \u201c<a href=\"https:\/\/en.wikipedia.org\/wiki\/Not_invented_here\">not invented here<\/a>\u201d syndrome \u2013 nobody wants to tinker with an existing idea when they could build a new one instead.<\/p>\n<blockquote><p>\u201cProgrammers are, in their hearts, architects, and the first thing they want to do when they get to a site is to bulldoze the place flat and build something grand. We\u2019re not excited by incremental renovation: tinkering, improving, planting flower beds.\u201d &#8211; <a href=\"https:\/\/www.joelonsoftware.com\/2000\/04\/06\/things-you-should-never-do-part-i\/\">Joel Spolsky<\/a><\/p><\/blockquote>\n<p>In marketing, if you want to stand out amid the clutter, you have to be consistent. You can\u2019t expect everyone to be obsessed with you. Just because you said something once doesn\u2019t mean everyone heard\/read it. To reach past the \u201cfront row,\u201d you often need to make multiple impressions before your message gets through. The fourth time you reuse an idea will, for a lot of people, be the first time they notice it.<\/p>\n<p>Take the idea below, coined by our co-founder Des in a <a href=\"https:\/\/www.intercom.com\/blog\/product-strategy-means-saying-no\/\" target=\"_blank\" rel=\"noopener noreferrer\">blog post<\/a> almost 4 years ago. Here\u2019s how it has been successfully reused by our content team, from a <a href=\"https:\/\/vimeo.com\/110270432\">video<\/a>, to an <a href=\"https:\/\/www.intercom.com\/blog\/product-strategy-means-saying-no\/\" target=\"_blank\" rel=\"noopener noreferrer\">article<\/a>, to a <a href=\"http:\/\/www.productstrategymeanssayingno.com\/\">microsite<\/a>, and also in a <a href=\"https:\/\/www.intercom.com\/blog\/books\/product-management\">book<\/a>.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/03\/saying_no_data.png\" alt=\"re-using content\" \/><\/p>\n<p>That doesn\u2019t mean we always have to repeat ourselves over and over again. Every time we repackage and market ideas again, we breathe new life into them. With each format shift we\u2019re hitting a different segment of the market, and that requires a different design and some different packaging, but it\u2019s all tied together with the same tried and tested idea.<\/p>\n<p>The notion that just because an idea is more than 4 years old it is redundant is patently absurd. Sometimes, the most creative approaches come from connecting what\u2019s lying around gathering dust.<\/p>\n<p>Reuse isn\u2019t just for marketing \u2013 it applies to every team in a startup. Whether it\u2019s pattern libraries of UI, or older code that has been tested and fixed countless times before, they\u2019re not any worse for having been used before. In fact, they\u2019re better. Every time you reuse, you\u2019re refining proven ideas, adding clarity over time.<\/p>\n<p>There are, of course, times when you need to innovate. There are times <a href=\"https:\/\/www.intercom.com\/blog\/design-principles-choosing-the-right-patterns\/\" target=\"_blank\" rel=\"noopener noreferrer\">existing patterns<\/a> won\u2019t work, or what you\u2019re trying to achieve simply hasn\u2019t been done before. But if you\u2019ve got tried and tested ideas that work, reuse them.<\/p>\n<p><a href=\"https:\/\/www.intercom.com\/blog\/books\/customer-engagement\"><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/10\/Call-to-action-ad-for-blog-posts@2x.png\" alt=\"customer engagement\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>David Ogilvy was one of the greatest ad men ever. His contributions to the marketing industry are incalculable. It\u2019s hard to imagine a world without his iconic ads. So where did he get his best ideas&hellip;<\/p>\n","protected":false},"author":161,"featured_media":13574,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[12897],"tags":[189,151],"coauthors":[352],"class_list":["post-8946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-innovation","tag-startups-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Your marketing doesn\u2019t need to reinvent the wheel - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"It&#039;s tempting for marketers to try reinvent the wheel every time. 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