BACK TO BASICS
Today, U.S. government financials showed big improvements in unemployment numbers, home building, and most every facet of the economy. As I have been predicting, the recession will probably end by mid-August and begin a slow climb back.
I have several feelings:
1. As I have felt from the first, this is just a recession – albeit it a big one – and we will come out of it as we always have done. NEVER BET AGAINST AMERICA.
2. Stay optimistic. We’ve been through the worst – now comes the best.
3. Once things become more stable, it will be much more difficult to grab market share. It’s time to begin marketing your company or product again, right now!
4. I just returned from Washington, DC. The city always gives me a much broader historical perspective. I realize that this recession was temporary, but the demographic changes happening in our nation (as we move from a white majority to a non-white majority and as the baby boom begins retiring) are driving everything. Politicians can try to play games, trick the public, lie, etc., but any gains will be short lived. A 15 year old is not attracted to the same things as a 70 year old. A non-white person does not react to various situations in the same manner as a white Caucasian. Demographic change is real change, and it is happening.
5. This morning, my wife and I had our carpets cleaned. When we first moved into our home, nine years ago, we had them cleaned by the cheapest possible guy. He took days, had poor equipment, and did a lousy job. This time, we used the most expensive service. They arrived exactly on time, were clean and professional, used top-of-the-line equipment, did a superb job, and were done in three hours. We were paying by the hour, so the cheapest guy became the most expensive and he did a poor job. The most expensive spent much less time and wound up costing less – and we were delighted by the work. The lesson I learned was obvious – go with the best, not the cheapest. Also, for myself, do not price my services as the cheapest, forcing me to do a less than excellent job – better to attract those companies willing to pay slightly more and spend my time doing outstanding work. That way, everybody wins.
Ed Sucherman
THE MARKETING MACHINE
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