"Financial Crisis" marketing strategies

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I know the old adage: never ever mention the word "recession" or other bad economic news in your sales copy.

Having said that, the current circumstances are arguably a once-in-a-lifetime event. This is no common recession or slowdown and only the most extreme ostrich is not constantly aware of it. It seems a bit foolish to ignore it.

I often use a sale on my site for special events and holidays and it always increases conversion. So how about a "credit crunch" sale?

I know it sounds tacky but it could possibly be made to work for my product: a stress-relief and blood pressure reduction program!
#main internet marketing discussion forum #financial crisis #marketing #strategies
  • Absolutely!

    You could even tweak your sales page to encompass the fact that because of the financial crisis health and wellness can be impacted and there's never been a better time to proactively fight stress.

    I have been busy with several of my clients who are taking advantage of the crisis to sell more products OR create products directly related to helping people get through this time.
  • I agree with you!
    I think this that stress relief product is a great solution for many people at this so called "recession" :-)
  • Not sure where you heard that, a quick search through my swipe file shows 147 results for "recession" -- and that doesn't include all the jpg swipes.

    And Makepeace's recesnt multi-million dollar promotion, while note actually mentioning the word "recession", was based entirely on the theme. e.g. Words like "dollar panic", "major plunge" etc.
  • I think it is okay to associate sale prices with the recession. There is actually reason to believe we will experience deflation where prices actually get lower over time. We are seeing this with gasoline right now.
  • I was just going to mention the same thing as Kyle -- I hadn't heard that adage either. Do you have a source?

    To me, it makes sense (where appropriate) to mention recessions. That's because good copy enters the conversation that the prospect is already having in his/her head. So if he's thinking about a recession, copy that naturally joins that "conversation" can be very effective.

    Cheers,
    Becky
    • [1] reply
    • Maybe adage is the wrong word. I brought this up about a year ago when recession wasn't such an obvious thing and I was shot down by some of the "old-timers" here who said things like "never mention bad news in your copy"!

      But times change, don't they? I agree that if you're skillful with it you could get some mileage out of the current crisis. And, Becky, your comment about entering the conversation is way appropriate!
      • [1] reply
  • Hey! Watch it, Kyle! What do you mean "some nut in the corner"?
  • If your product is really that good and can help the other person, then go for it.

    Give it a test and see how it goes out for you.

    Tal
  • I think that would work very well David! People like to know that they are saving money- and they ARE thinking about their money issues. Plus, your product is very well geared to helping people feel better about the recession
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    "Financial Crisis" marketing strategies

    I know the old adage: never ever mention the word "recession" or other bad economic news in your sales copy. Having said that, the current circumstances are arguably a once-in-a-lifetime event. This is no common recession or slowdown and only the most extreme ostrich is not constantly aware of it. It seems a bit foolish to ignore it.