Profits During Recession?

The Success Margin

Saturday, October 18, 2008

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Numerous Success Margin subscribers are sweating
out today's recessionary times.

Or what is perceived as tough times.

Remember this. In marketing, whether the economy
is good or bad, perception is reality.

I've lived through at least three recessions. And you
must adjust your marketing communications during
tough times.

I can't think of a single product or service that
couldn't be repositioned in such a way as to boost
sales for as long as the recession continues.

One good strategy is to help your customers use
your products to cope with the economy.

Adjusting my strategies has always caused me to
make far more profit in recession than in so-called
"good times."

In the Ted Nicholas mentoring member newsletter,
as well as here in The Success Margin, I'm getting
lots of questions to which I'm providing unique,
invaluable marketing and copy approaches.

I just responded to a vitamin marketer who is a
member of my mentoring program. I believe my
suggested strategy and new copy suggestions will
win the day for him!

However, as with all copy, you must treat every
headline and copy as a test. This includes the
ones I may brainstorm on these pages.

One subscriber to The Success Margin writes:

"I'm a real estate developer and builder. Sales
are off by more than 50% in the last 6 months.
If you were me what would you do to revitalize
sales?"

Here, T.T., is my answer:

Tough times require creative solutions. Here is
a unique strategy. I would have an architect
design a duplex home project. I'd build a scale
model I could use to sell off plan. I'd start
advertising as follows:

"Live Rent Free"
(Headline)

Announcing the only real estate investment
that makes sense today!
(Subhead)

The rest of the copy would amplify these points.
Plus, I'd include how people always need housing,
no matter the economy. I'd then include:

"You could rent out both sides of the duplex. Or
live in one and rent out the other," etc.

What positive sales arguments are you making for
your products during these recessionary times? The
right answer could maximize your success.

Your correspondent,

Ted Nicholas