I hear the stock market took another hit today. Womp womp.
Recession fears are high and uncertainty in the air, business owners may feel tempted to retreat, delay decisions, or even panic. But if history has shown us anything, it’s that fear is not a winning business strategy. There are businesses that will not only survive but thrive in uncertain times. Those are not the ones that shrink and hide (or – ahem….reduce their visibility by reducing their marketing…) —they’re the ones that get crystal clear on their value, lean into service, remain visible, and stay committed to long-term growth.
During the Great Recession, companies like Airbnb, Uber, and Mailchimp didn’t just survive—they launched, grew, and positioned themselves for massive success. In fact, StartUps Magazine writes in their blog that Half of all the Fortune 500 Companies were Created in a Crisis. How? These companies keep their eyes off of fear and instead focus on identifying real, pressing needs in the marketplace and offering clear, effective solutions.
Let’s consider how your business can do the same. These are some key areas to focus on when the economy is in flux, and how to position your business for growth—even in a downturn.
1. Understand Your Audience on a Deeper Level
In times of economic uncertainty, knowing your target audience is more important than ever. But it’s not enough to know their age, location, or buying habits. You can’t just hop onto ChatGPT and ask for a list of problems your avatar faces and build a strategy off of it. You need to understand your customer on a deep level… their secret fears and what’s really going on in their lives:
- What are they struggling with right now?
- What is keeping or waking them up at night?
- What do they imagine would make them feel more secure, stable, or hopeful?
- How do they describe their pain or struggle in their own words?
Use surveys (social, email, popups), conversations with actual people, testimonials, and analytics (follow the story the data tells) to get a better picture of their emotional state and needs. The more clarity you have, the more effectively you can craft offers and messaging that resonate.
2. Speak to Their Desired Transformation
Consumers don’t stop spending during a recession, but they do become more discerning. They want to know they’re making smart decisions with their money.
That means your messaging needs to be focused on the outcomes your business provides. They need to know what transformation you offer and view it as a strategic investment, not just a luxury.
- What does your product or service help them achieve?
- How will their life or business improve as a result?
- What pain, stress, or problem are you solving?
- What proof can you show through social validation, testimonials or case studies?
- How clearly are you communicating the long-term return on their investment?
The more you can align your message with your audience’s current emotional and practical needs, the more likely they are to take action.
3. Provide Consistent Value and Be Helpful
When trust is low and anxiety is high, being helpful builds authority and credibility. Basically: Give. Give. Give. Serve. Serve. Serve.
Offer value through:
- Educational blog posts, emails, videos, or newsletters
- Free or low cost tools, templates, or resources
- Quick wins or tips your audience can implement right away
- Showing up consistently and authentically to deliver that value
Helpful, relevant content keeps your brand top-of-mind. It also increases trust, which is essential in a buying decision—especially in uncertain times.
4. Adapt Your Offers to the Moment
Sometimes it’s not your offer that needs to change—it’s how you package or position it. Buyer behavior changes – often rapidly and drastically – so don’t assume what worked in 2023 will still work today.
Consider:
- Offering a lower-commitment entry point (a smaller package or payment plan)
- Reframing your offer to highlight benefits relevant to today’s challenges
- Bundling services or creating limited-time value offers
- Following the data – what story does the data tell about the positioning that gets a response?
Adaptability shows your audience you’re paying attention and willing to meet them where they are.
5. Invest Strategically
Recessions often create opportunities for smart investments. Ad costs may drop, new talent becomes available, and your competitors may be pulling back their marketing and hence their visibility.
This is a great time to:
- Run targeted advertising campaigns with less competition
- Hire or contract skilled professionals you may not have been able to access before
- Build or refine assets like funnels, websites, and marketing systems
- Show up on social media
- Get more consistent with your email marketing
Strategic investments now can pay off exponentially when the economy rebounds.
Position Your Business to Thrive
Yes, today’s economy is shaky. But that doesn’t mean your business has to be.
By focusing on your audience, clarifying your message, optimizing your offers, and staying visible, you can position yourself not just to survive—but to thrive
Some of the best businesses in the world were built during economic downturns. Yours could be next.
Ready to Keep Building Momentum? Let’s Talk.
I help business owners:
- Get clarity in their messaging so it connects emotionally and strategically
- Identify and fix the gaps in their funnel that are costing them sales
- Build smart, recession-resilient ad strategies that drive leads and growth
If you’re ready to move forward with clarity, confidence, and a plan—let’s connect. I offer VIP days or ongoing service options. I’d love to help you turn this economic moment into momentum for your business.