Thriving During Tough Times

Posted on July 8, 2008 
Filed Under Branding You

Answer this question: How is the state of the economy impacting your business? You can easily slip into a state of depression if you look too often at news headlines. Cable news can paralyze you, if you’re too plugged into the constant beat of gloom and doom.

Yes, obviously there are economic factors that impact consumer spending – but don’t let those factors immobilize you. Tough times call for developing fresh and creative ways of marketing your personal brand. You may have to add value with bonus items or other specialties to close more deals.

Some businesses actually fare better in a down economy. Often, it’s because they’ve found a way to appeal to people’s need for comfort and familiarity in times of uncertainty.

Everyone loves a bargain, especially during tough times. Are their ways you can bundle your offerings or add some freebies that will make them that much more enticing? Try tying your unique selling proposition to the headlines. Offer “Recession-Buster” or “Beat the Oil Price Blues” specials. If you offer workshops and seminars, consider web-based methods of delivery that let you reach more people as less costs. Many businesses are finding it to be twice as efficient to present and transact via the web. Many new solutions now add full-motion video to the mix. The most progressive webinar platform is offered by Adobe Systems.

One of the more common mistakes made by marketers is not creating a sense of urgency. Always give prospects a reason to act now, otherwise they won’t. However, exercise caution in presenting deadlines that are clearly artificial ploys. If your offer is tied to true space or time limitations you’ll have a stronger argument.

Finally, consider taking a break from the financial news headlines – and insist that your support team do the same. Yes, you need to have a basic sense of what’s going on – but you also may be better served by not falling into the rhythm of the times. Breakthroughs occur when people forge ahead in spite of the times.

There will always be naysayers and pessimists willing and ready to tell you what won’t work. You get to choose whether to get caught in that web or to press on.

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