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Negotiate Price with Advertisers
Advertisers are hit hard during an economic slump. Many are willing to
negotiate a special discount to keep your business -- or to get it away
from their competitors. Take the initiative when you're placing an ad.
Ask for a discount -- or a bigger discount
than one already offered.
Joseph Zerpa, Joe Zerpa
Trim Your Ads
Reduce the size of your ads so you can run more ads without increasing
your total cost. Don't be surprised if some of your short ads generate a
bigger response than your long ads. The most effective ad I ever used was
only 11 words.
Generate Free Publicity
Start a publicity program for your business ...or expand the one you
already have. Publicity produces sales for a much lower cost then
advertising. For example, find something newsworthy about your business.
Write about it in a news release and distribute it to publishers.
Take Advantage of Your Existing Customers
Your customers already know you and trust you. It's easier and cheaper to
get more business from them than to get any business from new prospects.
Here are two ways to use your relationship with customers to generate
additional business.
Offer Them Related Products or Services
Find or create additional products and services you can offer to existing
customers (and to new prospects). Your new products or services should be
closely related to those your customers originally bought from you.
For example, I recently spoke with a network marketer selling nutritional
products. She also works with a health club that pays her a commission for
each new member she signs up. More than one-third of her income is
generated by offering the related product to her customers.
Ask Them To Help You Find New Customers
Ask your customers for referrals. Reward them for each referral that
becomes a customer. Your reward could be a discount on their next order or
a special bonus item. Announce your referral program to customers with
low-cost communication tools like e-mail, postcards or personal phone
calls.
Offer Some "Big Ticket" Items
Some of your potential customers are not affected by a poor economy -- or
they benefit from it. Others may place a higher value on your products or
services when the economy is bad. These prospects are willing spend much
more with you than your average customer. Don't forfeit this income. Find
or create additional products or services similar to those you now offer
but with a much higher price.
For example, one online marketer recently packaged her latest "how to"
book with several e-books and a "members only" Web site. She priced this
special package about eight times more than the average size order placed
by her customers.
Her number of sales declined when the economy slowed down. But her sales
volume and net profit are still growing. The dollars produced by a small
number of these big-ticket sales more than replaced the dollars she lost
because of fewer average size sales.
Your business can thrive and grow during an economic slowdown if you make
it recession-proof. Use these three proven marketing tactics to start
recession-proofing your business.
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