Writing your clients out of the recession

So is this a recession? I'd say so. Or if it's not the full-blown baby, that won't be long in coming. I'm no economist, but I can sniff the air with the best of them and the anecdotal evidence tells me that tails are down, spending is down and so something is most decidedly up.

The question is what can you do to help your clients, if you're a copywriter, or to help yourself, if you're marketing your own business?

As always, the answer has to be to do all that you can to demonstrate relevance.

You need to think long and hard about what it is that whatever business you are trying to market offers that can plausibly be held to provide its customers with a way to beat the downturn. Once you've identified it, and interrogated it to satisfy yourself that the claim holds water, you find a straightforward way of presenting this news to customers and potential customers.

This isn't a time for periferal benefits, or dancing around the edges of a business's proposition.

This is the time to know where the business you're selling really adds value...and then make sure everyone else knows too.

Comments

[Russell Cavanagh]

Couldn't agree more. Given the recession and likely consideration cuts in advertising budgets, this is probably a good time to push the benefits of good PR writing (cheap!) to worried SMEs.

Keep up the good work!

Regards ...