As many of you know, I went to Dallas, Texas last week.

I was there for the Glazer-Kennedy SuperConference – a coming together of the greatest marketing minds on the planet. It was the fifth year that I’ve attended the event – I find it both educational and hugely stimulating. I get inspired. I get ideas.

Here’s an opener, direct from Dallas, for you to think about and discuss:

“If you did well in 2004, 2005 and 2006 it wasn’t down to you. It was because a ton of people were buying anything and everything in a debt fuelled orgy.”

Interesting, eh!

I did great in those years. Bloody fantastic. But I reckon there is more than a smidgeon of truth in that phrase. Fact is, it was easier then.

With thebestof we now regularly get great potential franchisees who can’t raise finance to buy in to the business. This NEVER happened in ’06 or ’07. Never.

With My Mag lots of our customers took out a new credit card – interest free, of course! – and paid it back from the proceeds of their business as it flourished. Now, it’s deemed too risky by many, and lots more can’t get access to anything like the credit they could a couple of years ago.

So what do we do? We have to think smart. Be more resourceful. Become better marketers. Develop more compelling products. Make ourselves more interesting and valuable to our potential customers. Because this ain’t no passing fad baby!

As I’m writing this, Messrs Clegg and Cameron are locked away in a secret room in the Cabinet Office trying to come to a deal. One thing is certain; whoever forms the next government is going to have to take a big scalpel to lots of different parts of the economy. I feel sick that my kids – and your kids – are going to be paying off our debt until they retire – but I’ve faced up to it. This ‘down-turn’ isn’t going to ‘return to normal’ – at least not for 15 years. This ‘down-turn’ has changed the way business works -probably forever.

For now, what we know for certain is that customers will be more discerning.

To flourish and thrive we’re all going to have to be smarter and become better at everything we do – but especially with the marketing. I know that you know this.

If you’re a member of my Entrepreneur Circle then my plan is to overwhelm you in the months ahead with ideas and strategies that will help you get smarter and better at getting new customers and keeping the old.

What’s your plan?

(And if you’re not a member yet you should be. Try it FREE for 2 months here

Filed under: Uncategorized

Like this post? Subscribe to my RSS feed and get loads more!