Crisis or Opportunity

It's time to make a few changes, if you haven't yet. Changes in the way you market yourself and your business. Here's some advice and an offer from 911MarketingHelp.com:

Turning Economic Crisis into Gold

Since marketing involves knowing what your prospects want, it is important to focus on the emotions behind your customers' needs. Though it may not be immediately obvious, during economic turbulence, customers are most concerned about meeting their safety needs. Therefore, marketing messages should be aligned with safety. To resonate with your audience's concerns, you may need to revise your current messages. Jay Hamilton-Roth offers three suggestions:

1. Position your offering as a need rather than a want. Needs are "gotta haves" while wants are "nice to haves." When the future is uncertain, customers focus on satisfying their needs rather than their wants. Re-craft your marketing messages accordingly.
2. Focus on small luxuries. Over the past several decades, most consumers have experienced economic success and have become accustomed to splurging on luxuries. During a crisis, consumers will still desire luxuries, even if they can't afford them. Marketers can focus on products they offer that provide small luxuries.
3. Reframe you offerings to appeal to safety needs. Marketers should improve their case studies and testimonials and reframe their messages to promote safety, particularly financial safety.

In short: A crisis focuses attention on safety. Show your prospects how your product enhances their safety, and your business will thrive.

Source: Marketing in an Economic Meltdown, a seminar by MarketingProfs. This recording is available to all members of 911 Marketing Help as a gift. (Normally $129.)

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