Marketing in a Tight Economy
While recent economic news is a bit brighter, the reports I'm hearing from the front lines are that soloists are still facing some pushback when it comes to selling their products and services. Here are three things to keep in mind when marketing in a tight economy:
1. Specify.
Yes, you still need to sell benefits over features -- the delight, pleasure, satisfaction, relief of stress or fear, or financial returns attained through buying your product or service. But in today's economy, soloists also must be specific and provide as many details as possible. With funds tight, buyers want to know all the details, so they can be assured of investing their resources wisely.
2. Quantify.
Your marketing will be more effective if metrics accompany your details. While most purchases are still made primarily based on emotion, these days customers are relying on numbers, measurements, charts, and statistics to guide them in making their decisions.
3. Testify.
The power of testimonials to bolster your marketing message has not changed over time. Comments and referrals from satisfied customers reduce a potential buyer's sense of risk and can be potent tools of persuasion. What's different today is the multiple avenues to gather and employ testimonials -- from email and Web sites to social networking services such as Facebook or Twitter. Experiment to see which work best for reaching your target market(s) and create a focused plan to do so.
In today's economy, customers still need the many products and services that only soloists can deliver. Sharpen your marketing to address their current concerns, and keep your business on a growth path.
-- Terri Lonier, Founder, WorkingSolo.com
This article first appeared in the Working Solo newsletter: www.workingsolo.com
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