Yes, we’re in a big economic downturn. Yes, it’s going to be here a while. Yes, it’s going to be hard for a lot of people.
Yes, thousands of businesses will close their doors.
So tell me something: WHY DO PEOPLE CUT BACK ON MARKETING when times get tough?
Have YOU ever wondered that?
It’s a curious question, but the first reaction of most business people facing tough times is "cut the marketing"!!!
It is, after all, a very large expense in most companies. So it’s an easy line-item to cut.
But WHY, when you know that customers are going to be tougher to find, would you PURPOSELY stop looking for them?
If the pool of available prospects were shrinking, why do you add to your own suffering by REFUSING TO ATTRACT them?
You’d think — if business owners were rational people — that they would make the path from "prospect" to "customer" as slippery as possible during tough times.
You’d think that people who wanted their businesses to survive would redouble their advertising and marketing efforts during tough times so that THEIR PIECE OF THE PIE at least stayed the same, even as the pie itself became smaller.
BUT THEY DON’T!
It’s as though they’ve decided that they don’t deserve to win — or to even survive.
They give up.
And that is very, very strange.
Don’t you still need to pay your employees? Feed your family? Protect your own future?
I’ve been thinking about this for the last week or so, as I’ve been avoiding cable news, newspapers and talk radio.
I thought a lot about this. And now I understand.
LET ME ASK YOU this question…
If you knew that when you