Recently I dug up all my old Dan Kennedy NO BS Marketing Letters for some annual re-reading & note-taking.
Specifically the ones where he wrote the entire issue.
They were the finest newsletters ever published.
Take for example, this ditty from the October 2002 issue:
“Warning: do not subscribe to “recession think.” Do not let whatever the media, your peers, your competitors, even your customers may be saying about “things being tough.” People find money for what they really want, period.”
That was a rough economic time.
It was right after I’d just gone from living in an office into a cabin in the woods.
And that advice served me extremely well then.
And, again, after the 2008 economic meltdown.
And now, today, with the current Depression a lot of people haven’t even really felt yet, and with deflation having not even kicked in yet. But it will. In fact, I hear tell some banks are already putting up signs about how they don’t have any new money, ATM withdrawals are being limited, and all the other fun parts that come with the start of a deflationary economy.
But Dan’s prophecy stands:
Not a few people are in “recession think.”
And they have been for approximately two years now, since the lockdowns.
I remember how “business” people sounded then.
And I am ready for the same business people to start prattling on about cutting expenses, firing people, etc when they should be RAMPING UP all their marketing, investing harder in marketing education, and seizing all the magnificent marketshare ripe for the seizing.
I am not saying bad economies are good.
But they can be opportunities for direct response marketers who know what they’re doing.
It’s why I’ve had clients who used to get downright giddy when it happened.
Some of them who I keep in touch with are like kids the day before Christmas or a birthday now — knowing soon their lesser competitors are about to hand their kids’ birthrights over to marketers like themselves out of sheer, emotionally-driven fear and being so easily-manipulated by a mass media agenda that keeps moving goal posts and pulling the wool over their eyes day after day after day, getting ever-more emboldened to keep doing as such due to the compliance of the unlearned on such matters.
Too bad for them.
They’re about to miss out on some serious “fire sales.”
And, also, some serious business opportunities.
Not all Dan’s “prophecies” from those old newsletters came true.
(The government still hasn’t seized and started charging for email… yet… but if/when it does, my Email Players subscribers & I are going to be like the proverbial fox in the unguarded henhouse… I almost want to lobby Congress to make it happen…)
But a surprising number of them have.
All right, that’s that.
If you want to be around recession-thinkers, I got nothing for you.
But if you want to join a room full of winners, then “Email Players” is here:
Ben Settle
