| Down, but not out. That's how you should think of | | | | or signup. Put this sequence in place once, and it |
| today's economy. True, people are spending less, but | | | | tirelessly continues educating or selling for you from |
| they're still spending. People and companies are simply | | | | then on. Some shrewd entrepreneur is soon going to |
| choosier about where and how to spend so they can | | | | enable the same kind of automatic triggering for |
| get through the down times strongly and safely. By | | | | postcards and other mailed pieces. In the meantime, |
| understanding and catering to customer psychology in | | | | postcard and lettershop vendors like let you design a |
| the following five ways, you can ensure coming out | | | | piece online, then upload your database for sending |
| of the downturn a winner. | | | | on a specific date. Be smart and get followup |
| 1. Pursue a more receptive, ready-to-buy audience. | | | | systems working for you now. |
| This might mean targeting more upscale prospects | | | | 4. Collect testimonials. Here's something else to take |
| than you have been, reexamining the zip codes to | | | | care of if you're not already doing it: Tell service |
| which you mail promotions or going after clients in | | | | clients and those who've purchased your products |
| industries less affected by the economic downturn, | | | | that you're looking for success stories. How have |
| such as IT, energy, education and health care. For | | | | they benefited from your offerings? Ask permission |
| your company, the relevant indicator might be the | | | | to use a concise, juicy version of their comments on |
| availability of time rather than money. For example, | | | | postcards, on your web site and in sales |
| when the economy slows down, people might have | | | | presentations. If you've been collecting written |
| more time for scrapbooking projects, do-it-yourself | | | | testimonials, maybe it's time to step up to audio and |
| home improvement or finishing a book manuscript. | | | | video ones. Testimonials that describe specific results |
| 2. Look for leverage. If you work with a group rather | | | | help persuade on-the-fence prospects. |
| than individuals, you can earn more in the same | | | | 5. Become timely. Refer to the current situation in |
| amount of time even while each customer pays less. | | | | your marketing. Explicitly relate your expertise and |
| An ingenious implementation of this is a program | | | | what you do day after day to what's most on |
| called "Fitness by Phone" in which personal trainers | | | | people's minds. Let's say you run a day care center. |
| keep clients motivated for their workouts by | | | | These days, you provide a refuge for children from |
| telephone rather than in person. Note also that | | | | their parents' worries. Or you sell home heating fuel. |
| neither the trainers nor the clients have to travel to | | | | Explain how you're working hard to help families keep |
| work together this way - a relevant factor when gas | | | | their homes warm this winter. |
| prices are high. | | | | Creativity, resourcefulness and a can-do attitude pull |
| 3. Follow up automatically. Autoresponder technology | | | | you ahead of all the gloom-and-doomers. Make a |
| from companies like Aweber.com, and some shopping | | | | deliberate effort to hang around with optimists. Then |
| carts enables you to create a sequence of timed | | | | get to work! |
| messages that gets triggered by a request, purchase | | | | |