I ain’t going to name him just in case he’d rather I didn’t.
But back in 2008-2009, during the last economic crash, I had a client who hired me to write some dozen (give or take) full length sales letters for his line of info products and other offers.
While the majority of clients were playing not to lose, he was playing to win.
And he was aggressive about getting as many of his offers out there as fast as possible.
Early on we started talking about the economy, and he said:
(paraphrased)
“Direct response marketers love recessions, this is when we make all the money.”
Yes, hardcore direct marketers (and clients) don’t spend less during bad times.
They spend more.
They don’t hold back on learning how to get more sales.
They splurge on MORE of said info.
And, instead of being afraid and frozen in the headlights every time a talking head on the news says something horrifying, they triple down on trying to take advantage of the situation and gain as much market share as quickly as possible, while their timid competitors are holding back, investing in themselves and their businesses less, and being reactive instead of proactive.
Another story:
I remember around that same time a well-known info marketer and copywriter wrote on a forum or social media (don’t recall where he published it exactly) about certain internet marketing guru-types he knew at a fancy restaurant, smiling, laughing, and toasting the recession that had just started that many people were already starting to suffer from.
Again, I don’t exactly remember where I read it.
But I do remember a lot of sob sisters getting extremely offended.
“how DARE he write this when people are struggling!”
Right or wrong, I do not doubt that story about those guys was true, though.
All right that’ll do it for today.
One of the best ways to weather financial storms and uncertainty is to have (1) an email list (2) an offer (preferably several) and (3) the ability to write emails people look forward to reading and buying from.
To see how to do that last part go here:
Ben Settle
