Marketing in Changing and Challenging Times

Consumer confidence is at an all-time low. Businesses are cutting their expenses to the bone. So how are you supposed to sell anything to anyone in these challenging times?
The first thing I want you to do is get focused. It may sound counterintuitive to say that you should shrink your market at a time like this. People haven't stopped buying. They've stopped buying promiscuously. They're not taking big risks with their money.
That means they want to buy from specialists. Experts. If you are trying to be all things to all people, you're not resonating with anyone.
So tighten your definitition of a target customer. Who is your ideal customer? They're the people who want your number one product or service. They're the ones that will get the best results from it. They're the ones that will read the instructions and follow them... and the product or service will absolutely work for them.
Stop marketing to the fringes. Concentrate on the people you built your business to serve in the first place. Contact them often and keep your communications on message so they know you've built your business for them specifically.
You'll bring in more business and take home more money, even in challenging times.