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When my marketing stops working.

I'm getting more questions as people start to see the bottom of the recession - A lot of the things I did that worked when times were good aren't working anymore. What do I do?

Yesterday a client called and asking a series of questions mostly along the lines of how can I cut corners and do this cheaper.

It finally came out that he was planning on what to do with his marketing for next year and he knew the yellow pages weren't working, the ad in his local paper had been a staple and it wasn't working, the ad in a club newsletter (previously a gold mine) was marginal, and his google adwords that had been killer in Feb. was also marginal. How could he cut the cost to get the performance he needed? I suggested we set aside these for later discussion and asked what was working.

He said it was mostly word of mouth. If this is the only fire burning, what is he doing to pour gasoline on it? . . . long pause . . . He'd never considered that. His homework is to come up with how he can get ten times as many referrals. His unspoken question was what if I don't need a website? The answer is if he can get plenty of business without it, get rid of it.

My personal experience is different. When I receive a referral, the first thing I usually do is check out their website to see if I want to pursue doing business with them. they certainly have some bonus points but I still have a lot of questions and I can't ask the person who referred me because they're already pretty much committed to saying yes. I find I'm looking for different information or at least I'm prioritizing the information differently. I know they can make people happy which is a huge positive but can they do what I need and make me happy?

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