If you’re stressed about the slow-down, here’s how to turn things around 

If business is slow—or you are worried that a slow-down is coming—make yourself more visible because the more visible you are, the more business you will do. 

Science calls it the Familiarity Principle. 

“In studies of interpersonal attraction, the more often people see a person, the more pleasing and likeable they find that person (even if they have never met you personally).” 

And we all know liking leads to trust. People buy from people or brands they trust. 

Photos are particularly powerful for building familiarity, but they work with all kinds of things, including words, geometric figures and sounds. 

The key is to be consistently and regularly visible (at least once a month, preferably twice a month). 

Don’t be a Jack in the Box 

You also don’t want to pop up regularly without good reason. By adding value, you need to make it worthwhile for the people in whose lives you show up.  

Talking about yourself and your products is not valuable. You must earn the right to talk about those things, and you do that by first informing, educating, inspiring, or entertaining your audience. There must be a takeaway for the people you are engaging with.  

  1. Why newsletters work and why they don’t 

Far from being outdated or irrelevant, newsletters are a cost-effective, consistent and easy tactic for maintaining visibility and adding value.  

Many newsletters tank because the sender does not understand the audience; they’re only talking about themselves or trying to push products or services without having first earned the right to do so. 

  1. Get out in front 

If business is slow, you’ve left it a bit late, but it’s never too late. Take the time and space to get out and see people, including those in your network, existing clients and past clients, supply chain contacts, networking and industry events—get visibly active on LinkedIn. 

  1. Blog 

Heading into the GFC, a company called River Pools saw all its orders disappear overnight despite its massive investment in traditional marketing campaigns, such as radio, TV, and pay-per-click—even before the recession, these campaigns delivered mixed results. 

​With no more money for advertising, founder Marcus Sheridan started blogging. He optimised the blogs for keywords to leverage organic search. The blogs increased site traffic and generated leads, and as a result, River Pools became one of the largest pool companies in the US.  

Through consistent blogging and a focus on customer education, River Pools achieved remarkable results and weathered the economic downturn.   

Get visible, get results. 

At Iron Road, we specialise in organic marketing and communications, including public relations thought leadership, newsletters and blogs. Drop me an email at [email protected] for a chat. 

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