Recession Be Damned 

Notice how wonderful this "official notice" about the recession last month made you feel. Interesting... It's really been a recession since March, they say. But hey, it wasn't official until late November, so now you can feel officially miserable. Let's see, what's the first thing we need to do? Worry about survival!! Cut back on everything from our brand of toothpaste to business expenses. Better put that off 'till the economy improves; after all, we might not make it. Batten down the hatches, don't do do anything risky, and pray you make it in one piece.

Or perhaps not...

This is the EXACT OPPOSITE of what you need to do. This is the opportunity of a lifetime. If you bury your head in the sand, you're likely to suffocate. You'll come out of this so-called recession poorer and more pessimistic than ever. "Glad we didn't waste our money on promoting our business. I knew we wouldn't have made it anyway. Good thing I got a new project that at least provides some security."

Look, I'm not advocating being a spendthrift. We could all cut back on several less-than-necessary expenses and save a little more. But the one area you cannot--must no--cut back on is investing in your business. If you don't invest, you get weaker. And the weaker firms fail faster. The kind of investment I'm talking about is putting practical ideas into action. You already know a lot. By applying what you know you get tremendous leverage. 

Leverage Your Information Assets

An engineering firm marketer was having a very difficult time getting appointments with prospects and those who could refer him to new clients. He would tell people what he did but it led nowhere. We worked together to create a good "Audio Logo," or attention-getting marketing message, and got him networking actively. We also worked at creating a couple of articles that could leverage his networking efforts.

This week he came to my office all smiles. He told me that with very little effort and with the use of the articles, he got 5 appointments for the upcoming week! All he did was use his Audio Logo, engage in a discussion, and then ask if he could send them an article on the topic.

When he followed up, almost all were more than willing to meet with him. That's what I mean by leveraging your information assets! Not all investments cost a lot. They do take some time and effort, however. 

Leverage your Inspiration Assets

What are you doing to get inspired, despite the circumstances that life hands you? When a client cancels because their company just failed (it's happening a lot these days), do you hit the bar or hit the books? This is where you need more than how-to information. What books and magazines are you reading? Good business reading isn't just about information, but about inspiration. You can read about doom and gloom (there's a lot to go around), or you can read stories of those who are bucking the trend and doing well. 

A recent book found in a used bookstore by James Mangan, written in 1960 and titled, "The Secrets of Selling Yourself to People," is a gem of uplifting business wisdom. At $1.85 (but valued at about $25 at online used booksellers), it was a steal. Browse your local or online used bookstore for similar deals. Another way to get inspired is to go to a talk or presentation on something practical that can help your business. Your local Chambers of Commerce are great places to start, and have the added benefit of providing networking with other like-minded business people. And of course, you can also sign up for any number of TelClasses, and attend from the comfort of your office or living room.


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