Newsletter Subject
Sneaky marketers toasting & celebrating withering depressions
From
bensettle.com
Email Address
ben@bensettle.com
Sent On
Wed, Apr 28, 2021 10:45 AM
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I ain’t going to name him just in case he’d rather I didn’t. But back in 2008-2009, d
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I ainât going to name him just in case heâd rather I didnât. But back in 2008-2009, during the last economic crash, I had a client who hired me to write some 11 or 12 (give or take) full length sales letters for his line of info products and other offers. While the majority of clients were playing not to lose, he was playing to win. And he was aggressive about getting as many of his offers out there as fast as possible. Early on we started talking about the economy, and he said: (paraphrased) âDirect response marketers love recessions, this is when we make all the money.â Yes, hardcore direct marketers (and clients) donât spend less during bad times. They spend more. They donât hold back on learning how to get more sales. They splurge on MORE of said info. And, instead of being afraid and frozen in the headlights every time a talking head on the news says something horrifying, they triple down on trying to take advantage of the situation and gain as much market share as quickly as possible, while their timid competitors are holding back, investing in themselves and their businesses less, and being reactive instead of proactive. Another story: I remember around that same time a well-known info marketer and copywriter wrote on a forum or social media (donât recall where he published it exactly) about certain internet marketing guru-types he knew at a fancy restaurant, smiling, laughing, and toasting the recession that had just started that many people were already starting to suffer from. Again, I donât exactly remember where I read it. But I do remember a lot of sob sisters getting extremely offended. âhow DARE he write this when people are struggling!â Right or wrong, I do not doubt that story about those guys was true, though. And this is all potentially GOOD news for freelancers, coaches, and other service businesses. The reason why: There are always clients out there not only hiring, but will very likely be tripling down on hiring the best talent they can to take as much advantage of the current situation when the economy completely buckles from all the overspending and debt in the coming months as they possibly can. If you do a bit of investigating, youâll see some companies profited like gangbusters during the lockdowns and even the knee-jerk cancel culture chicanery going on. That ainât no accident. Especially in light of 6G Marketing Warfare. (That I taught in this monthâs April âEmail Playersâ issue, no longer for sale.) Itâs so interesting being in this business. I hear from the timid and the bold alike. And the only thing that really separates them is attitude. If you look for opportunity, you will find it. If you look for reasons to be a big baby afraid all the time, you will find it. Itâs not unlike when the great Gary Bencivenga told a story about how if you were asked to look out a window at traffic and then look away, and if you were asked to name how many red cars you saw, you wouldnât remember. You werenât looking for them. But if you did it again, youâd be able to count how many there were because you were looking for them. This is an extremely powerful principle of success at work. And itâs something anyone can utilize. Which brings me to the May âEmail Playersâ issue. It shows you how to get clients around freelancing, coaching, and services, where you can be well-positioned to have these types of super clients potentially seeking you out, wanting to hire you. And due to the nature of the info, a lot of info publishers and other non-service businesses can use much of the info inside, too. I certainly do in my book, newsletter, and software businesses. Selling is selling, marketing is marketing, pitching is pitching. Itâs all the same at the end of the day. To subscribe in time for the May issue go here immediately: Ben Settle Copyright © 2021 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. PO Box 1056 Gold Beach Oregon 97444 USA To unsubscribe or change subscriber options, visit:
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