Building a Case for Marketing


If you’ve cracked a newspaper or turned on the news lately, it’s all doom and gloom about the economy.  The continuing financial crisis has left business owners on edge, causing many to do just the opposite of what they should be doing.  Hopefully, you are not one of those frightened ones … making emotional versus rational, practical decisions to propel your business forward in any economy.

Looming financial questions have negatively impacted economies around the world.  No country or region has been completely isolated from the financial storm.  Here at home, companies large and small are scrapping plans to introduce new products.  Cut backs on marketing are some of the first considered.  This is exactly the wrong thing to do.

Now is the time to be bold and take action to grow your business.  Now is the time, more than ever, to have an actual marketing plan.  And, then work the daylights out of that plan.  Think about it.  When are your prospects more likely to see and respond to your marketing?  In boom times, when they’re being bombarded with advertising and promotions from all of your competitors … or, in lean times when your competitors stop contacting them?

Now is the best time to grow your business.  While competitors are hunkering down, you have the opportunity to excel.  The competition won’t be trying to contact your prospects “as usual.”  They probably won’t even be contacting their own clients as often.  This makes it all that much easier for you to get attention with PR, ads, in-house marketing efforts, internet marketing, etc.

If you paid attention to everything you saw in the news about the economy, or anything else, it could easily drive you to drink.  The media’s driving force is constant negativity.  It’s only the topics that change.  But before you give up on your business future – based on news reports – remember that the majority of people in the U.S. (approximately 96%) still have jobs and are earning a steady income.  Even if things get as bad as some predict, the majority will still have their jobs, similar to the recession of 1982, which most people have already forgotten.

You’ve got a choice and opportunity in this economy, if you reframe your take on possibilities.  You can hunker down with you business, hide out and try to ride out this recession.  If so, there is a high likelihood you’ll be making less next year.

Or, you can take this recession as a challenge to lead your field.  You can use it to transform your marketing and your growth strategies to come out on top of all the rest.  Which is it?  Are you aiming to be a winner?  Or, simply follow the pack?

It may be a perfect time for you to look at outsourcing, versus hiring, to get the extra horsepower you need to power up your marketing efforts.  You may find the help of a professional marketing or business coach to give you fresh input and keep you accountable to the goals you set for yourself.  Success isn’t for the fearful.  It’s for those who believe in themselves and choose to lead the field when others fail.  If you are that leader of the pack, next year could turn into your best ever!

To Your Success,

Sandra Lee



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