Marketing in Troubled Times: Introduction

Last week, we talked about turning economic tragedy into a boom time for your small business. A lot of people liked the piece because it provided them with one of two things. If they shared my opinion from the outset, it affirmed their belief. People love it when you agree with them. If they did not share my opinion from the outset, it created hope. As it said in the article, hope sells.

The most important takeaway from that article is the end. The bit where it says you have to actually know how to sell things to people. That’s the part people find the hardest.

In light of recent stock market adventures, this is becoming even truer. People are going apeshit about the economy. It’s all well and good to say, “Screw ‘em, start your own business!” But if you don’t know how to market or sell, you’re just as fucked as anybody else.

There are many facets and intricacies involved in selling in a down market, and we’ll talk about them later, but there’s one key that you need to know when selling to the generally terrified masses:

You have to bypass logic.

When the economy is heading south, people’s logical reaction to any kind of sales pitch is one of conservativism. We all get in touch with our inner Sarah Palin when we’re scared our job is on it’s way out the door. So trying to sell based on logic is like trying to sell to a room full of Palins, and doesn’t THAT sound fun?

Instead, you need to sell based on emotion.

If your business or business idea started before you got your first glass of Pinot Grigio this morning, you’ve heard that before. What you probably haven’t heard before, though, is an effective way to put this whole tug-the-heartstrings-and-cash-the-checks plan into action.

I love reading those top ten ways to sell your shit lists and number seven is “Sell on emotion”? Right. Because you never thought of that? But HOW do you sell like that? What do you say? What position do you take?

It pissed me off so much I decided to write a series about it. It starts tomorrow. You can get it in your inbox by scrolling up to the top of this page and typing your email in the little box. Or you can just come back. Whatever.

By Naomi Dunford