People like things they know and understand. People like shopping at companies that have proven themselves to be worth their time. This is a safety net most shoppers will gravitate towards if they're able to. Why take a chance with a company you've never dealt with if you know that the company you're currently shopping at does everything you want it to?

However, people also like to try things that are new. Every time a new restaurant opens up in my area there's always a rush of people trying it out. The first few weeks it's open you have to wait in line to get a seat so many people are trying to get in.

So the question then is how can you combine these two seemingly opposite traits within people?

The answer comes in the form of giving them just enough new stuff to make them happy without impeding upon the reliability that made them keep coming to you in the first place.

The best approach to accomplishing something like this will be with new product releases. Take for an example Apple Computers. They've made a name for themselves selling computer systems, which is their primary area. However, that didn't stop them from launching into new fields with the Ipod and the Iphone.

By expanding their inventory with these new products while at the same time maintaining their line of computers, they're able to capitalize on people's need for reliability and something new.

If you look at the color printing they had done for their ad campaigns you'll notice a similar trend, which is the same for almost any company releasing a new products. The central theme is, “Here is something new from a company you know you can trust.”

So let's make this work for your business as well.

Not everyone is going to have the budget to develop a product in a largely unrelated industry like Apple did with their mp3 player, but that doesn't mean there won't be some kind of new product you can use to promote your business.

How far you decide to stray from your given industry will depend on how big of a new product you think you can make, and how well you think you can financially support it. If this seems a little too daunting, see what kind of products you can release already within your industry.

Think of new clothing lines in the summer and fall. A clothing store can offer people new designs while remaining the same store the customer's have always known.

Take a good look at your company and figure out what you can do that you haven't before. Whether this is a new product or a new service, decide the best way to give your customers something they've never seen before.

Once you know what it is you plan on doing make sure your color printing properly reflects this new product while maintaining the comfortable feel that your company has already established. This might mean using a similar color scheme or design to establish your company's brand name with your new product.

In the end you will help to draw in new customers that might have never shopped with you while keeping your current customers happy by providing them with something different.