"Every Economy Brings Opportunity..."

Every economy brings opportunity for those who make brave and intelligent decisions.
-The Yellow Paper Series: Capturing Opportunities in Challenging Times

I like this quote because it reminds me of so many of the entrepreneurs (friends) that I have the good fortune of knowing. And, I'm surprised sometimes that they forget in this testy economy that they have the chance to be a model of inspiration.

Here are some tips from The Yellow Paper Series (the same source as the quote) to help entrepreneurs and career optimists alike keep the communications strategy, for the business you own or manage, bravely and intelligently on course:

Better Understand Consumer Behavior and Insights
Know your target demographic as well as their spending behaviors, media preferences and primary social concerns. Newspaper ads might have worked for decades, but as a new set of technology-forward consumers become your target selling market is your marketing strategy adjusting accordingly?

Stress Tangible Benefits, But Appeal to Emotions
In a recession, consumers purchase things they need, but also the things that they feel are important.

Creativity Is the Most Powerful Force in Business
A recession is not the time to skimp on design or ideas. Stand out with savvy, sophisticated design and copywriting.

Be Integrated to Be Heard
Don't focus on one marketing channel. Strategize your message through a variety of diverse media and marketing arenas -- but keep your message consistent and cohesive.

Focus on the Influencers
Identify and target smaller brand influencers that have the power to propel your brand more than advertising to the masses. Word-of-mouth from an influencer provides more ROI than an ad seen by 100 passive viewers.