Narrowly fending off a recession
Find a Consultant Become a Consultant

Narrowly fending off a recession

Narrowly fending off a recession

By John Jantsch

Narrow focusI can’t believe of the number of stories I’ve read in the last few weeks about the downturn in the small business economy. One of the natural advantages to small business is that recessions don’t really have the same impact – I mean, many small businesses just need eight more customers to have an up year, right.

And, the typical small business can bob and weave in a moment’s notice and, in some cases, completely remake themselves if a certain market direction dries up. So let’s be careful about talking ourselves into all this doom and gloom.

Some marketing experts may advise you to expand your marketing reach when times are tough, but I believe the opposite is true. (In fact, the only thing you should do in good times and bad is the right thing – bad times just seem to have a way of getting your attention.)

    The most effective strategy you can adopt now and in the future is to think narrow.

  • Narrow your target market focus – define who makes an ideal customer and who doesn’t – serve only one of them
  • Narrow your core marketing message – find a way to stand out to be different and build all of your lead activities around owning that difference, that word
  • Narrow the gap between you and your customer – build community around your current customers, bring them into your marketing mix, ask them what they think, give them something they didn’t expect, help them get more of what they want, call them for no reason at all – and build through their referrals

If you can become known by a very narrow target market for doing something very specifically unique in a way that your customers adore, you will no longer compete on price and no longer live at the mercies of the ups and downs beyond your control.

Talk of a good old recession can be good for business as it has a tendency to weed out competitors who believe that cutting their prices is the way to a turn around!

Free eBook 
7 Steps to Scale Your Consulting Practice Without Adding Overhead

The Duct Tape Marketing Consultant Network has helped me to grow my business by over 40% in the last 12 months. ~ Michael Quinn - Michael Quinn Agency, Fargo, ND

6 Simple Ways to Get Your Customers Talking
Word of mouth marketing is considered by many to be the most desired form of marketing. The trust, referrals, and overall brand-building buzz that’s garnered by customers spreading the good word to prospects are worth its weight in gold. Some products, services, and experiences naturally produce chatter, but there are certain things that any company […]
Generating referrals is your highest payoff activity right now
Many businesses have been displaced during this game-changing pandemic. I hope that you are not one of them. One of the things, however, that few people are talking about is that the massive changes being experienced by businesses are also being experienced by customers. In other words, buyers are being displaced from long-time providers or […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.