02/12/2009: "It's Time To Re-Think Your Marketing Strategy."

Two years ago you could do well with clients who didn't have the large budgets and great products of more mature clients. Not so today. In this economy you must re-think your marketing strategy. Moreover, you must re-think the type of client you want to market to.

Clients who could afford your service a year or two ago can no longer do so in many cases. So, unless you're willing to lower your fees, you need to market for more substantial clients. Lowering your fees is seldom a good idea. The only time you should lower your fees is to offer less service. Since that won't make you look good long-term, I suggest you don't do that.

Sit down sometime this week and think about your business. Where are you. How is your income? How does it stack up against one or two years ago? Then, consider how to reposition yourself and market yourself to a new class of client.

Fact is, most everyone is experiencing a severe slowdown. But there are smart folks out there who know they must have their own marketing strategy evaluated and start doing something major very quickly or they'll go out of business. That's where you come in.

While I only accept two clients and no more, there are others out there who can. Perhaps you can. Offer your best clients a strategy. Different copywriters charge different fees for a strategy. Some do a complete marketing plan. Others a more simple strategy. Either way, help your clients determine how they should change their marketing during this bad time.

Seriously reconsider where you are and where your clients are. It's time for you, and them, to re-think that all-important marketing strategy. If you don't, if they don't, times will get much worse very quickly.