If you’re in business long enough, you’ll need to overcome real adversity. Sometimes your product or service becomes too expensive versus newer options. Or perhaps your product becomes obsolete. Or you may lose major clients due to the changing nature of their business.
“Sometimes the thing you fear the most isn’t so bad after all.” This is a line from one of my favorite TV shows, Billions.
Our Current Business Adversity
During the past few years we’ve been dealing with a double whammy. One publishing client eliminated the use of direct mail marketing to focus completely on content marketing and in-bound web-based marketing. Another client, for whom we’ve done thousands of email transmits, is in the process of moving all their email marketing to their in-house CRM software.
When these significant situations occur it can feel like flying a twin-engine plane that has only one partially working engine.
So, what do you do?
You can whine and quit.
Or, you can turn the bad news and the newly unleashed staff time into creative energy for new projects and revenue streams.
Creating Positive Energy
For us, this means we need to provide more ways to help our clients find new customers, including:
* Social media marketing
* Lead generation
* Custom database creations for use in CRM
* Google ads
* Retargeting ads
* Email newsletters
* Sponsored email promo blasts
We’re also rapidly learning about the podcast business, and could offer podcast creation and marketing as a service to clients within 6 months.
My advice to anyone who’s experiencing business adversity: Embrace the wisdom of Walt Disney’s quote, “A kick in the teeth may be the best thing in the world for you.”