Market Meltdown: How to Transform Tough Times of “Doom and Gloom” Into Huge Profits for Your Business
April 25, 2008
Dear Business Builder,
It’s almost unfair…
But when the “invisible hand” of the markets moves to create the financial “catastrophe” like we’re all experiencing right now…
The huge opportunity that is plopped in your lap as a business owner really tilts the playing field in your favor.
It’s an opportunity for higher sales and bigger profits.
And despite what every media talking head is spouting, times like these are great for business. Especially if you’re smart and know how to leverage what’s going on for your benefit.
Here’s what I’m talking about:
What’s the biggest challenge you face in creating a successful marketing promotion?
Is it getting the right list of prospects for your offer? Probably not.
Is it creating a product that someone actually wants? Perhaps, but that’s really not so hard.
More often than not, the biggest challenge is simply to get your promotion noticed. To build enough empathy with your reader that he actually sticks around to hear everything you’ve got to offer.
You Can’t Sell Squat With
Promotions That No One Reads
That’s why the most successful marketing promotions start off by meeting the reader exactly where he is… at the moment he opens your promotion.
If you start out by spouting off the virtues of investing in a particular stock or investment, and your prospect just got downsized by his Fortune 500 employer, you’re going to lose him.
But if you meet him where he’s at (he’s in a pickle) and help him realize you understand just how tough times are, then you’ll have a chance of getting him to stick around long enough to hear what you’re saying.
The trick is really to know what your market is thinking…
And that’s why turbulent times like these (where everyone’s talking about impending doom) are such a huge opportunity for you as a business owner.
The secret is that times like these give you a huge leg-up in overcoming the big marketing challenge I just mentioned. “Tough times” let you peer inside the minds of your target market. And that means…
You Have the Inside Scoop on What Your Prospects
and Customers are Already Thinking About
You know what they’re thinking about…
You know what they’re worried about…
You know what’s “keeping them up at night…”
That’s gold for a marketer or business owner.
But don’t get me wrong…
This isn’t about manipulating your customers simply by scaring them to death. That’s an extremely shortsighted view of business and, in the end, a really dumb thing to do. Push them over the edge and you’ll lose them for good.
What I’m suggesting is Business 101: using everything available to you to maximize your profits.
The fact is, if you’re running a reputable business—marketing products and services that truly benefit your customers—it’s even more important in times like these that they hear from you. That they hear about how you can help them.
But before you jump in… there’s one very important ingredient you need to leverage what’s going on and maximize the results for your business. That ingredient is:
S-P-E-E-D
Think back to the “old days.” Before the internet.
Any direct mail promotion would take a few weeks to go from idea to hitting mailboxes. A LOT could happen in that amount of time.
Stock markets could crash… entire industries could disappear.
A promotion had to take a snapshot of what your target customer was probably thinking and feeling at one particular moment in time. When that promotion hit mailboxes, the chance was slim that your target market was still thinking those exact things.
Of course, if you know what you’re doing, a slim chance is all you need to make millions. (Plenty of folks do.)
But why stop at one million when you can make tens of millions today? With far less effort, risk or expense?
But you need to be fast. Fast enough to take an event like the collapse of investment bank Bear Stearns and turn it into sales for your business.
Or fast enough to take the latest housing numbers and use them to your advantage.
And that’s why the “contact your customers 10-20 times a year” idea is going to force you to leave a lot of money on the table. Money that should be going right to your bottom line.
Consider this…
If you have something valuable to tell your prospects and customers, exactly how often do you think you should be contacting them?
Once a month? Once a week?
If someone had a product or service that could transform your life, just how often would you want to hear about it?
How About EVERY SINGLE DAY?
Increasing the number of times you contact your customers is one of the smartest things you can do for your business. And staying that closely involved in the conversation that’s going on in your target market will mean bigger profits for you.
The internet makes it possible and profitable.
Plus… you won’t be guessing anymore about what your market’s thinking. You’ll know. And you’ll have the information you need to position your products and services the smart way.
Tough times are a huge opportunity to profit. The only question is whether or not you’ll act fast enough…
As always, if you have any comments or questions, please don’t hesitate to contact me at info@leistermg.com.
Now go get started…
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