Six Reasons to Double Up on Advertising During a Recession

Instead of looking for ways to save money by cutting back advertising, now is the time to supercharge your results. Recessionary times more than every are great for getting more from business advertising, if you know how. Six reasons to double up on business advertising during a recession:

1. Customers still have problems to solve. Just because the economy is poor doesn't mean customers aren't facing problems you can solve. If you reduce advertising you are seen as unavailable for buyers you already have identified.
2. Keeping profitable customers increases stability. Focus on retaining the good customers you have, often you can increase margins by being a little more selective about accounts, but that means advertising for good solid lead flow.
3. More space available at lower rates. When money is tight, most cut back. This means publications are more willing to work with those who have money to spend.
4. Fewer buyers are available. In every market someone is buying something, they are just a little harder to reach. That means, testing new outlets may pull up someone who you may not have previously reached.
5. Demonstrates corporate stability. A company who can consistently reach out to new customers is perceived as being more successful than one who can't. Staying in front of buyers helps show your ability, when others are hiding.
6. Emotions are more clear if understood. Recessionary times make people more discerning to only work with those who understand and can benefit them. Because emotions are high you can often connect with buyers in a meaningful way.

The key is to be more focused on buyers, better measure advertising metrics, and test your marketing for results. Now is NOT the time to be a marketing victim. Use direct response marketing rules in down economies because it is so measurable, plus results are directly associated to sales. Now is the time to double up on profitable marketing and prosper in this down economy.

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Justin Hitt creates sales results in any economy using scientific advertising for your business-to-business service firm. Contact him at http://JustinHitt.com/