Don't Let the Sun Catch You Crying

I heard the most astounding thing on television this morning.  A real talking head actually said she believed the worst was behind us and there was light at the end of the tunnel.  This from the media?!?!  What usually comes out of all those talking heads is the doom and gloom scenario.  So, what does this mean for us?  Well, actually, nothing.  If we have all been doing the things necessary to stay in business and we have all been increasing our marketing, advertising and promotion spending we will be alright.  If not, now is absolutely the time to get the word out about your business.  We are on the verge of a release of pent-up demand and with a little more help from the media, which, by the way, helped get us where we are today, we should see an up-tick very soon.  Are we out of the woods?  No.  Are we headed in the right direction?  Yes.  So get ready for some action out there.  Don’t get caught with your pants down.  Be prepared to talk about your business to any and all that will listen.  Continue to go after speaking gigs and letting people know how personable and professional you are.  Run a few more ads in the newspapers or magazines and start up or continue the direct mail campaign.  All of this is now more important than ever.  Don’t let this coming demand catch you standing on the side lines and wondering how you can ride the wave.  As with so many other things that happen in this business the train is loading and you better be on board before it leaves the station.  Have you been thinking about possibly hiring someone as a part-time assistant?  With wages at low levels and lots of people looking for a job now is the time.  I’m not saying to take advantage of someone’s misfortune but you just might find someone who is willing to work with you the first few months until things level out.  There are a lot of very talented and experienced men and women looking for work and some just might be in your neighborhood.  Look around.  I know it’s been hard on all of us to be able to predict just the right time to spend more money.  I think we are there.  Certainly if we aren’t there we are very close.  A recession is self-filling.  There is a slow down in spending and things slow down.  One of the best ways to get things moving again is to spend a little.  Don’t break the bank just add a little something you’ve been holding off on.  In the long run it will help you and the economy.  Now might also be just the right time to approach your bank about a loan or line of credit.  There is money to be had and you want to have access for those future marketing campaigns.  Even if you have no plans to spend any money you might get from a line of credit just get it in place.  Knowing it’s there is good for your business soul.  Now, get to work and continue to create the best business you can.  It’s the dawn of a new era and way of doing business.  Have you noticed how they keep coming along every seven to ten years?  Pay attention to what is happening now and remember what came before.  You’ll be ready for the next big change.  It’s coming.  Trust me.