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pNote: Whether you are a business owner trying to market your business or a dentistnbsp;dealing in a title=dental marketing href=http://unadvertise.com target=_blankdental marketing/a, the cost of running a business is always at the top of a business owners mind. In the hopes of lsquo;cutting cost and saving moneyrsquo;, small business owners are cutting back especially in a slower economy. But are all cut-backs equal?nbsp; br /br /nbsp;When business is going not as smoothly and new customers are down as a trend, or in other words there is a recession, many business owners start looking for cutting cost.nbsp; br /br /After a long looknbsp; , they find that most costs can hardly be cut. After all we need to pay rent and cannot just move into smaller space, which initially would cost quite some money to move, never mind the hassle.nbsp; . We cannot cut the insurance, phone bill, electricity etc too much either. Personnel? Well, again that is a very, very last option.nbsp; br /br /So where do they cut? nbsp; Marketing of course! Itrsquo;s the marketing – stupid! br /br /After all, those marketing expenses have been a thorn in the executivesrsquo; eyes for a long time. Marketing has become more expensive and bringing in less. br /br /So letrsquo;s cut the darn thing ndash; how much? As much as we can, of course!nbsp; br /br /After all a dollar saved is a dollar earned!! Or is it?br /br /nbsp;Hmm, believe it or not, this business owner just sentenced himself to financial hardship.nbsp; He sentenced himself to being overworked and underpaid ndash; probably the rest of his life since his basic thought is non-survivalnbsp; , that he will probably never ever make it out of it.nbsp;br /br /This is a self-imposed financial hardship, because after all, in every recession or depression, a whole bunch of people surge to tremendous success.nbsp;br /br /Why? There are many reasons but the main one being that when the going gets tough, the tough get going!nbsp; br /br /During nbsp;a bad economynbsp; , people do nbsp;consume and thus buy less, and any marketing most likely will bring less return. But stopping the marketing completely will bring you even a lot less business than the small returns from some marketing.br /br /Even if the business you get from this marketing is barely enough to keep the overhead going and keep most of the employees working, it is much better for the morale and for the financial bottom line to make that happen than to be empty even more and than to have to lay-off even more. nbsp; br /br /Cutting back the marketing would make you lsquo;being forgottenrsquo; by your existing and your potential buyers. I have seen dentists who cut out all their a title=dental advertising href=http://unadvertise.com/newpatientsmarketing/?p=665 target=_blankdental advertising/a due to being dissatisfied with the returns and half a year later, business fell to the point where they could no longer afford ANY marketing.nbsp; br /br /You know very well that there is no such thing as ldquo;they know me because I have been in this neighborhood for a long timerdquo; or ldquo;they know me for my good work.rdquo;nbsp; br /br /nbsp;People will buy from those they remember – and they will remember much better the business whom they have seen or heard of recently!nbsp; br /br /So, if you do not market they will forget you and when the economy starts recovering, whether that is in a few months or in a couple of years and the people start spending again they will buy from the vendor who has been visible through his marketingnbsp; . Maybe, maybe that person who kept on marketing did lose money too, but he kept fighting, kept making noise in the form of marketing and he will be ldquo;therdquo; place to go when the money is flowing again. And trust you me, if he did lose money he lost lessnbsp;than the ones who stopped marketing ndash; period! nbsp;br /br /nbsp;Economic slowdown happens often all over the world. Sometimes the slowdown is local, for a specific business sector, sometimes as it is like now, — it is worldwide. Either way it does not matter there are always winners and there are always the whiners.nbsp;br /br /I say whiners very appropriately because they only look at what does not work and do not look at what could be done br /br /They too could have continued to keep going at full speed despite the lesser return but no, they choose to put their hands up in the air and say ndash; ldquo;nothing I can do about itndash; nothing worksrdquo;, but they do not look nor listen to the ones who are succeeding. nbsp;br /br /Mr. Hilton ndash; the hotelier made it big during the great depression.nbsp; br /br /During the Great Depression where all the hotels were losing money, most hoteliers gave up and banks started repossessing hotels by the load. Mr. Hilton was no exception, he too was losing money but he did not walk away or throw his hands up and put his head in the sand. He kept on working out how to keep his hotels going . Bankers did own or repossess his property too but he kept doing his best. He kept forging forward trying to lose as little as possible instead of giving up. nbsp;br /br / When the economy picks up again, the bankers were left with lots of unmanaged hotels and guess to who they went for help? Mr Hilton! They even offered him a good price to buy all the hotels though they knew he had no money, after all, they have just repossessed his hotels too.nbsp; br /br / Bill Gates in his book Business at the Speed of Thoughtnbsp; has also talked about how people always overestimate the short-term results and underestimate the long term results and then nbsp;when they did not see any short-term result, they give up and thus also forgo the large long-term gains! nbsp; br /br /Of course one must work very hard to find effective ways marketing.nbsp; nbsp;br /br /The truth is those people who give up are usually those who do not constantly look for new ideas in marketing and who do not implement as many new marketing methods as possible. br /br / They are too quick to say, nothing works! and give up. Too bad for them and very good for the ones who keep on looking, keep trying even if they fall short again and again themselves.nbsp;/p
pThese very trying times presents an opportunity of unparalleled size, for those who keep communicating, keep making lots of noise and nbsp;are putting their marketing tools into use.nbsp; br /br /Remember: There are always effective ways to market to many people without using expensive traditional marketing tools. Success business management or a title=dental practice management href=http://blog.unadvertise.com target=_blankdental practice management/a strategies include learning how to use other peoples resources instead of your own to market for you.nbsp;/p
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