How cunning direct marketers make out like bandits during recessions

Once upon a time (some 13 years go - back in my freelancing days), a client declared: “Direct marketers love recessions. That’s when we make all our money.” That may not be a direct quote. But he was absolutely right. And before you ask — he was not in a “make money” related niche. A purely consumer niche selling info that is not exactly at the bottom of the Maslow’s hierarchy of needs (food, water, warmth, oxygen, etc) that people have to have in order to survive. Something else to think about: During that last recession I was selling in multiple niches simultaneously at various times during those years 1. Self defense 2. Golf 3. Weight loss 4. Home business Not to mention my own offers. And I can say this without any exaggeration whatsoever: Sales did not drop in any of those cases — nor did they drop in my business-related offers for my own stuff. In every case the sales all went up, and that was without me doing anything different than if times were fat and happy. The point of all this? There are a couple points. First: The economy is breaking in some truly crazy — but completely inevitable to anyone who was paying attention — ways. And it’s going to get really bad for a lot of people. But, as bad as it gets, there will still be many people buying, especially those wanting to "self medicate" by retreating into hobbies, passions, etc where in some cases, they will be buying even more readily than they did before. That happens in literally every down economy. Second: “Giving value!” is not going to be what does the selling. i.e., giving away your best info and ideas for free in the vague hopes that enough people will see how brilliant you are and think, “if that’s what he gives away free, imagine what’s in the paid stuff!” That has about as much basis in reality as Narnia or Wakanda. Only thing that'll ramp up is your refunds. In my experience observing and even dabbling with the whole give value shtick — I have found disappointing people who spend their last few dollars on something thinking it will be better than the stuff you gave away free is not generally a good idea. A solution to this? The special King-Sized (almost 40 pages) July Email Players issue. It covers several ways inside for selling without having to “give value!” (give away info/tips/secrets/content/ideas free people should be paying for) that can work in a crap economy as well as in a thriving economy. The deadline to get in on time for the July issue is almost here. Here’s the link: [https∶//www.EmailPlayers.com]( Ben Settle P.S. A heads up to all current and soon-to-be Email Players subscribers: The July issue will take a bit longer to print, fulfill, ship, and arrive than usual due to July 1 landing on a Friday and a long holiday weekend due to that Monday being the 4th. It will definitely slow things down by a good week, and possibly even by two weeks. And if you live in an especially remote area it will take even longer. As always: Be patient, and your patience will be rewarded… This email was sent by Ben Settle as owner of Settle, LLC. 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. Click here to [unsubscribe]( Settle, LLC PO Box 1056 Gold Beach Oregon 97444 USA