Chris Baggott has a great post on his Compendium blog called There Are Still People Out There Buying. During the doom of gloom of an economic downturn (or so I hear) it is always good to read posts that are more encouraging than not.
In the post Chris quotes Ian Beavis from AdWeek:
“There will still be people out there buying cars, and the trick will be to identify them and what triggers them to purchase.”
Despite a economic downturn or the talks of another bailout, there will always be people buying. Money will still be changing hands in the brilliance of American capitalism. So what is the trick? Other than the power of positive thinking? I am going to piggy-back off Chris and take the concept of helping the customer identify you to the hustle.
The Hustle
Gary Vaynerchuk is a huge advocate of the hustle. In hard times… In slow economies… you have to hustle.
The hustle is the process of doing more than the competition and being smart about it.
It is about staying an extra hour or two at the office.
It is about getting up an hour early to write a blog or respond to multiple emails.
It is about doing more than the other guy.
It is about listening in every space of the market and being there.
The hustle is being smart, responding, doing more, and listening.
I am tired of hearing people complain about the market. Hustle the crap out of the market. Think clearly and start a strategy to success. There are people still out there buying. Find them.
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I’d suggest that you should ALWAYS hustle no matter the market.
Jim Cramer always explains his story about how he got on top… he hustled… when he started at the inv. bank, he realized he needed to get in before everyone else so when trading started, he would be ready. So he came in at 6. Then others did. So he came in at 5. Etc. You always need to be thinking and moving. And always jump in the pool.
Your posts always offer possibilities, and I couldn’t agree more about finding ways to maximize the market — even during this economic downturn.
In fact, it’s probably easier than ever before to stave off your competition and rise above the clutter as those with a defeatist attitude hastily pull their marketing budgets and cut down on their advertising.
If you allocate dollars effectively, you can command more attention in the marketplace than ever before without others also vying for the attention of your audience. You can also ensure that your message is heard in a less saturated space, and make a more substantive connection with your customers.
Other benefits include keeping your brand top of mind and reinforcing your brand message as competitors disappear. Without all of the noise, you become the loudest — and most memorable — voice in the market, an invaluable opportunity and one that can be achieved with much less investment than in a booming economy.
Be creative, look for solutions, seize opportunities and reach out to your customers in a meaningful way. The point is to DO SOMETHING. Don’t allow your efforts to wane, or your brand equity to diminish. This is the greatest opportunity for your product or service to shine, and for you to grab valuable market share that could sustain you long after the economy rebounds.
Yes, hustle. People have needs, desires, goals, and dreams, and if you pay attention, you can be part of them getting there. That’s the business you want, and it’s the business they want you to have. Cell phone companies, provide reliable equipment and networks. IT consultants, provide reliable tools for people to use in their businesses. Lawyers, help people manage their strategic assets and risk.
Be on your customer’s team. That requires hustle.
Great post, Kyle. Thanks.