Children's Books

Be it the coffee or an outside marketing firm, given the current state of the economy more and more businesses have tightened the belt strap and have not strayed beyond the staples supplies needed to operate.  But is this thinking a mistake or is it just wise business? The answer depends on the level of your optimism.   Are the setbacks we’re seeing somewhat temporary or can we expect economic doldrums for years to come? 

Personally, I have no choice but to be optimistic.   In truth, your attitude is one thing you can control. Therefore, our company is moving forward with an eye on dominating our niche regardless of the conditions.  There is no other alternative.  Without this mindset, you’ll drive yourself crazy and your business may die a slow and painful death.  America has seen worse and each time when the odds were stacked against her, she not only survived, but came back even stronger.   I believe that no politician can truly hold back the American spirit once it gets motivated.   The pressure is building even now.  However, attitudes alone can only take you so far. .  So maintain your realism as well.

Now may be that crucial moment when you decide to do what your competitors will no doubt refuse to do.     With nerves of steel, get aggressive and find a way to expand your business.     Perhaps it’s offering more services or products, or perhaps it’s investing in new technologies.  Whatever the case may be, may this time be your magic moment  when you seize what looks like despair and pull ahead of your more complacent rival.  After all many of the big companies we enjoy today had their big move during the gloom of the Great Depression.  One “little” company was Proctor & Gamble; another was the radio industry in general.  In our industry Smead Manufacturing, the makers of Smead file folders weathered the depression under younger more aggressive leadership.  Can you guess what the major factor was to this growth?  Both empirical and anecdotal  evidence support the case that advertising was the main factor in the downfall or growth  of companies during those years.  To put it bluntly, the companies which demonstrated the most growth and which rang up the most sales were those which advertised heavily.  The Great Depression offers classic examples of the power of brand advertising even during times of economic crisis.

Fast forward to today and you’ll see that advertising has multiple meanings. From manually distributing your material, to traditional print, to tv and radio, to internet and of course to the latest darling, social media, you have at your disposal infinite m ore options than did the successful companies of the Depression.  You have economical methods that even the tightest budgets can support.  Apply them.

I know that you know what most companies do…don’t you?   Nothing.  This is fantastic news for you.    Money may be tight but you’ll start taking a little from a lot whereas your competition was geared up to take a lot from a little. Let those other foolish companies nix their marketing.  Avoid such a rash decision.

Not all is doom and gloom. There is money to be made for the nimble and the smart ready to rethink and ready to reinvent.  Here are some key points to remember: 

• To combat slow sales, learn to sell differently. 
• You better prepare your business for ecommerce.  It’s not going anywhere.
• Take full advantage of the free advertising vehicles that exist. (Twitter, Facebook, Youtube, Social Bookmarking, etc.)
• Focus on you website’s SEO and search engine position.  You battle may be won or lost right here.   Do it now if you’ve avoided this.
• Use every free tool you can to promote your website and gain valuable traffic. (blog, e-mail market, article writing, etc)
• Be it a web designer or SEM guru, hire any verifiable expert you can afford to help move your message quickly and effectively.
• Don’t be so quick to lower all your prices as your only offensive maneuver.
• Don’t become negative and avoid panicing when things don’t go as planned.  Your mental health is hugely important and often dismissed. 
• Vote out incompetent politicians that have strangled business growth but don’t spend you mental energy blaming them.
• Be proactive and consider joint ventures with companies associated with your industry but not direct competitor (example:office supplies and the copy machine industry often target the same person).

This boils down to your commitment to creativity and your willingness to adapt to a rapidly changing environment. Let your competitor’s indecision drive him out of business while you seek to become more and more relevant.  As this happens, you’ll find you’ve become a success despite the economic odds.

Selling office supplies is a very serious business… well at least for an office supply company it is.    However, the approach in which a sale is conducted need not be so serious.   After all, my exhaustive research has indicated that there have been zero deaths reported due to misuse of smead folders.  Likewise, there have been no serious injuries resulting from mishandling pink office supplies.   And thus the theme of this article, try to lighten up your message.    I would suggest that the American psyche is quite fragile at the moment.  Individuals are stressed to a point possibly nearing an all time breaking point (if such could be measured).  With a terrible economy, two unending wars, nuclear threats, unconstrained immigration, tax increases, approaching inflation, and finally a fill in your own disaster here option, you are presented with a unique opportunity to showcase your business or product in a way quite different than the manner of your competitors. 

 In other words, ditch the jargon, forget the fake corporate speak, and attempt to relate to your customer like a human.  Times are turbulent enough, perhaps with a little creativity you can provide a moment of brevity that would make a would be prospect a known customer.  Forget marketing e-mails for a while. Besides, your target is probably immune to your tried message.   Instead focus on the lost art of a personal letter.   Demonstrating that your prospect is the only person you are reaching out to and not simply one of a hundred receiving a contrived canned message, could produce a new windfall of clients.     If your industry is not life altering (as is the case with office supplies), use tasteful humor.   When times are tough you may be best served by mixing up your message. 

Your attitude must likewise become reflexive of this shift.   If you’re a pessimist, get over it and lighten up.  Harsh?  Perhaps.  But it really could be that easy. You’re in charge of you so develop a positive disposition starting now.  Doing so can only help you.  It’s all about taking a risk and finding a creative way to present your offering.  Below is what I found to be a great example of a strong brand and a solid manufacturer making light of its product in a way that is both memorable and effective.  Dymo is a fantastic brand and a leader in the office products world. The fact that Dymo can create a laugh serves notice to others not only in the office supply industry but in others as well.  Learn to lighten up and you’ll soon find yourself relating to your prospects.