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Tune_Your_Writing_For_A_Boom_Economy
| Tune Your Writing For A Boom Economy
As the American economy emerges from recession, many
businesses are now reexamining their marketing materials and
realizing that their communications are outdated, ill-prepared
for the return of a robust, competitive, growing economic
environment. Strategies developed to survive hard times are
often the wrong ones for profiting in good times.
Here are five strategies for ensuring that your marketing is
fully prepared for the economic recovery:
Promote the most optimistic tone possible. Now isn't the
time to hide your strength or to conserve your energy - show
your industry leadership by promoting a tone of
bold optimism in every written work that represents your
company. Every word of every sentence should be carefully
crafted to project the good news that your company is doing
well, growing strong, and standing ready to carry your
customers' confidence to new heights in the coming year. There's
simply no room for doubt or even neutrality in the words that
represent you to the world.
Stress growth, not survival. Your business survived the
recession - pat yourself on the back, but not in public. Some
companies begin an economic recovery by merely reminding old
customers that they still exist; don't be one of them. Instead,
demonstrate how your business grew, evolved and improved in
recent years - and is now providing more value to your customers
than ever. In communications that mention the economic downturn,
don't deny the facts, but present them as historic opportunities
for your company rather than ordeals to be survived.
Stress benefits, not costs. A recessionary economy
naturally forces companies into price wars, and customers
instinctively associate price slashing with a down economy and a
shrinking company. Analyze your marketing, take note of any
aspect which promises lower costs than your competitors, and
replace as many as possible with promotions of your greatest
positive service benefits. When the growing economy allows for a
price recovery, you don't want to be hamstrung by marketing that
promises recessionary pricing.
Remember who your friends are - and why. Your core
customer base is the reason you're still in business. Take a
moment and thank them for their continued patronage. Take
particular note of the reasons why your most loyal customers
stand by you, through good times and bad. Ask them, if
necessary. As the economy shifts gears, you have an opportunity
to discover very profitable facts about your market that can go
unnoticed in both recessions and expansions. Learn those facts
and refocus your communications appropriately.
Finally, get back to basics. Now's the time to take a
good look at your business, in light of long-term goals and your
original reasons for being in business. Dust off your business
plan, reload your mission statement, and evaluate your core
communications in terms of the fundamental principles that make
up your company; use your marketing to not only bring in new
business, but to also inspire your company to grow great into
the vision that gave birth to it in the first place.
Your written communications are instrumental to bringing your
company's vision into the world; the coming year is going to
bring great opportunity to those businesses prepared to take
advantage of it.
As the economy shifts gears from recession to expansion, make
sure your marketing does as well.
About the author:
Robert Warren (www.rswarren.com) is a
freelance copywriter in the Orlando, Florida area, specializing
in providing for the marketing and communications needs of the
independent professional private practice.
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