Marketing In A Recession: Why You Won’t Survive If You Stop!
Topics: marketing in a recession, small business marketing, copywriting
One of the biggest mistakes I see business owners making is they stop marketing in a recession.
Yup, when times get tough and you have to work a little harder to get the customers and clients coming in… and what do they do? They stop the very engine which drives their business - the marketing.
Yes, totally nuts, I know. But that doesn’t stop them doing it. I understand why they do it, because it’s an emotional decision based on fear: the fear their marketing isn’t actually working.
And this tells me one thing - their marketing isn’t measurable. Because if it was, then they’d realise it was actually making them money and not costing them a cent (or they’d realise it wasn’t working and change it until it was). But, contrary to the conventional wisdom…
Marketing In A Recession Is The Best Time To Be Doing It!
Here’s why:
First, everyone else stops. That means any marketing you do is going to be a lone voice in the deathly silence of the recession. And people don’t actually stop buying in the recession - they’re just a little more careful where they spend their money. As always it’s value they worry about more than price, only now the value is even MORE important to them.
Secondly, everyone else stops… so… marketing suddenly gets cheaper. Why? Because of supply and demand. If no one is advertising, then all that advertising space is going empty. Every square inch of unsold advertising space in every paper and magazine going out costs the publisher money and brings in no revenue. A client of mine just yesterday secured a rate-card ad of $730 for just $130 after following my “tough approach” advice. That’s a saving of around 82%!
Commercial printers, fulfilment houses, graphic designers and (stupidly!) copywriters all drop their prices and fees (not me - I actually raised mine).
And thirdly…
NOT Marketing In A Recession Cannot Possibly Help You!
If having no business is your problem, then not marketing and trying to get some coming in cannot in any way make things better.
Yes, this is a logical thought process, and, unfortunately, the recession is an emotional subject, because it causes fear, uncertainty and doubt.
The very best scenario you can hope for is your marketing wasn’t working and the money you save might keep you afloat for one or two days longer. I don’t know about YOU, but I think that’s a pretty depressing view to have of business.
The worst scenario is you cut off the only profits you were making and go bust even faster.
Truth is, you have to become good at marketing. You either have to pay someone who knows what they’re doing or learn it yourself. In fact, you have to learn it yourself anyway, because having such an important function in your business a “mystery” you delegate to someone else is just one step above cutting your own throat.
Bottom line is this: marketing in a recession is NOT optional. It’s scary, but that doesn’t change the facts that it’s the easiest, cheapest, and best time to be doing it.
Jon McCulloch is the hottest marketing sensation in the UK and Ireland and is now taking the US by storm. Get the latest cutting-edge marketing strategies and tips from Europe’s leading direct marketer here: www.small-business-marketing-tips.com.
Previous Articles Highlighter:
Searching Online For Real Estate (1)
The home buyer and home seller search those listings which are placed online by a real estate agent. The agent can reach far more people with a great MLS listing than any open house or tour of a home that is for sale.
My Special Secret Of Internet Marketing To Make Money Online (2)
Does it work? Yes, it does. I can proudly say so because you are building a good habit about doing what you want to do which is make money online and also, you are more focused as you go about doing what you have planned.
This Is Why The Best Affiliate Program Can Make You Cash Rich (3)
Do research on the business that you're considering joining as an associate. You'll only want to join businesses that are reliable, honest and well-known. Anything else and you'll be wasting your money.
Building Traffic With One Way Incoming Links (4)
You should choose a package depending on the number of links that you desire to link to. Remember that you should always be at the liberty of changing your incoming link package.
You Need Video Marketing As Part Of Your Online Business Plan (5)
Video marketing can help your business achieve the success results you are trying to achieve in any targeted market. The reasons why you should invest in video marketing for your online business include improving site rank, save time, value, worth the money, and much more.
How To Build A Affiliate Marketing Website (6)
Visit Namecheap and buy the domain name that you want. When you have choosing the domain name, its time to get it hosted. My successions, is to use Hostgator.
How Do You Determine Shipping Classes For Freight? (7)
If you really want to find the best deals, you may wish to locate what is commonly referred to as a freight Broker. This broker can lower your overall cost because, just like a company that supplies the shipper with constant business, a broker can provide the necessary volume that effectively lowers pricing.
Make Money Online Sites - Build Your Own Internet Website To Make Money (8)
They have made millions of people interaction with each other. The multi-national company which took advantage of the Internet made more money than ever. Those big companies that were too rigid to change had to shut down because they could not attract the new customers who preferred online shopping and internet selling.
Email Marketing Campaigns For Successful Businesses (9)
Not many people will accept emails without suspecting it to be spam. If these people have good spam filters, your messages could go to trash. Now, how do you do email marketing without loosing respect as a legitimate marketer and being able to send messages across.
Easy-To-Read Web Pages Will Increase Sales (10)
Colors that look bright on your monitor may appear dark on someone else's and make your message unreadable. Typography Limit the use of small type, reverse type (white text on dark background), and italics.
Marketing Strategy For Hoteliers (11)
Sales tools that are often overlooked include employee training, scripting, uniforms and landscaping. Tracking inquiries, geographic origins, modes of trabel and coupon redemptions is critical to measuring the results of your strategy over the long term.
Make Money Online With Additional Sources Of Income (12)
You know what is the best part? You get to choose what you like to work in and you can make money and have lots of fun at the same time.
How To Eliminate Malware (13)
The more intergrated our computers become in our lives, the more concern we have about the safety and security of our machines. So, what can be done to protect our computers from these never ending threats?
Popularity Of Video Reviews Linked To Ancestral Entertainment (14)
Ultimately, the very nature of the you tube generation and the posts that are being made on blogs and via news sites is a cross section of opinions, conspiracies, likes, loves, hates and general nonsense amongst rare gems.
Dedicated Web Server Hosting (15)
The author has his own collection of sites live on the Internet and lives in England. If you would like more information about dedicated web hosting then please go to www.cheapsitehosting.biz
Domain Names And Trade Marks - Be Warned! (16)
Ultimately, I spent a lot of money and achieved nothing. I wasted a lot of time and made MANY mistakes. It would have been easy to throw in the towel, but there's a saying - "When the student's ready - the teacher will come" and thankfully, I've now found a mentor who not only tells me, but shows me what to do.
How To Differentiate Yourself From The Competition (17)
How long you've been in business. Maybe even some pictures of you, or the building you work in. So what's the problem with that? Seems folks would be interested in learning all about you, and the things you do.
Tired Of Failing, Consider An Internet Marketing Mentor (18)
It sounds exciting doesn't it? Well, it's just one of the many benefits of joining an internet marketing mentoring program. Whether you're just starting out or you've reached the middle of the road, a mentoring program can be an asset to your internet marketing career.
Earn Your "Piece Of The Pie" As A Super Affiliate (19)
Anyone can become a super affiliate but not without putting a lot of time, energy and commitment into their marketing as well as having patience, dedication and a vast amount of knowledge on marketing and on the best ways to make sales, get referrals and get sales off these referrals.
What Are The Real Benefits Of Submitting Articles? (20)
The resources box is a vital link to who you are, where you can be contacted and serve as a link to your website. 2. Expertise will develop as the number of articles you write increases.
Newer Articles Highlighter:
Article Writing: Your Goldmine For Free Website Traffic! (1)
Now, for those of you that enjoy the feeling of paying thousands in advertising each month for your website, I would suggest not reading any further. This is because I just might convince you that you can get a whole lot of free traffic to your website, just by having a few articles written each week.
Are You A Chef? Check This Out! (2)
I like this option because I love to customize sites and make them "mine." This is awesome! Not only did I get my forum for free but, they also offered free hosting!
Make Your Fortune Through Internet Marketing... (3)
If you are patient to get great offers, you can also get Masters degree. By doing this course you can become a successful marketer and you can promote many websites.
Not Using Video Marketing, Six Things To Consider (4)
There are many things you should know about video marketing and why your business can improve with these types of online efforts. If your business is suffering you shouldn't think twice about the investment because it is money well spent.
2 Ways To Get Higher Rankings On Search Engines (5)
However, you cannot use these words in more than 1-2% of your article, or 5-10 times in a 500 word article. Doing so is known as keyword stuffing, and can result in your banishment from search engines, forever.
Keep Away From The Internet Worm (6)
This network provides the perfect environment for an infection to spread around the world in a matter of a few hours, this in fact has happened several times in the past.
Where Do You Turn For Help With Internet Marketing (7)
With so much to learn, where does one start? Well, the beginning, of course! Before you start anything, you must decide what you expect to gain from an internet marketing business.
Get A Custom Trade Show Display At A Rented Price (8)
With a corner booth, you will then have an extra side to display and highlight your services or products. Step Right Up Good tradeshow booth designs will attract potential leads directly to your area and give you the opportunity to close the deal in person.
How To Make Money Online Selling Any Product With Passion (9)
It's funny how unsavory people think they can jump online and make money fast. They seem to think it's a simple "Walk in the Park" to work from home and make money on the Internet.
What Is An Affiliate And How Can You Make Money? (10)
In most all instances you will sign up for a program and receive a special affiliate ID. Lets say mine is Kristi667, so at the end of the link(s) available on the affiliate program I joined I would see Kristi667.
Secrets To Getting Free Website Visitors And Start Profiting Immediately (11)
Some of these readers will then be clicking through to your web site and purchase your product or join your online business. Having your articles on several different websites, effectively builds up your credibility and legitimacy towards your readers, simply because you appear more trustworthy.
Tell Your Business Book's Story To Everyone . . . But Spend Little (12)
I also read interviews with best-selling business authors about what they felt had contributed to their success. Members of the 400 Year Project steering committee also had ideas about how to get the word out.
Excellent Guide To Travel And Leisure (13)
And just in case one has a complaint against an air travel company, the directory provides media upon which to express such dissatisfaction. The Excellent guide simply offers a remarkable solution to practically every traveler's need.
Boost Sales With Targeted Web Images (14)
Don't use too many images as this can have a negative affect. Too many images tend to distract the visitor which lessens the impact of your sales message. Use only enough images needed to support the focus of your site.
Self-Taught SEO And Loving It (15)
Sometimes the methods used are not well accepted and the results are generally temporary. The reason this is often the case is that the SEO firm uses keywords or phrases that may get you a top ranking, but only because the keywords or phrases they chose were little used and might not even coincide with anything your site is designed to sell.
What Visitors Like And Dislike (16)
They like being in control and having multiple choices. Give them choices by providing many links. Provide plenty of links on your home page, giving an overview of your web site's content and choices.
Why Most Funny Videos Are In An Online Social Utility (17)
Young and old people alike never stops watching and uploading anything that makes you laugh, giggle and smile. Its fun and releases all the tensions and stresses you may have after an exhaustible work day.
Review Of Top 9 Email Programs That Are Free (18)
Gmail, this is Google's email and chat program. There seems to be unlimited free storage to you online. You can collect your messages easily. Gmail is simple to use and yet advanced in nature.
7 Secrets To Increase Internet Marketing Sales Through Your Sales Letter (19)
You should try writing a stream-of-consciousness letter; allow your ideas to flow spontaneously. After you have written your letter, you can go back and polish it up a little.
My Secret Of Internet Marketing To Make Money Online (20)
You make money going into a market why there are hungry customers to buy your product. That way, you make money right away. It is important to make money and see results straight away so it is important that you start on a niche which has ready customers and they need information and products to help them with their problems and make their life happier.
Permalink to Marketing In A Recession: Why You Won’t Survive If You Stop!