Got a couple of emails from folks asking if they should cut down on their marketing in a down economy.
First off…if you’re thinking about doing so based on what the news is saying and the statistics put out by the government…hold on.
In case you don’t know, you should never trust the news.
And, of course, same goes for the government.
Our most recent reason to doubt them is a thing called FASAB 56.
It’s a US Government resolution from 2019 that allows companies to misrepresent their financial statements if it is deemed to be in the best interest of national security.
In other words, corporations, enabled by the government, can now legally lie about how well they’re doing.
Especially if they’re being incentivized to do so.
Why was FASAB 56 enacted?
Because people in government got caught with their hands in the cookie jar.
Here’s what happened.
In 2018, Catherine Austin Fitts, a former U.S. cabinet member, and Michigan State University Professor Mark Skidmore found a $21 trillion “mistake” in the government’s accounting, primarily at the Department of Defense.
$21 trillion dollars went missing.
But, rather than finding the money and fixing it so it never happened again, our “representatives” in the US government passed FASAB 56 and made theft legal.
Like letting the fox run the chicken house.
My point for bringing this up is our interests are not their concern.
What we see on the news and social media is not meant to enable you to make wise decisions about your family and their future.
It’s merely social conditioning to get you to behave in certain ways.
With what we’ve been through since 2020, it should be 100% apparent to anyone with a heartbeat that you can no longer trust those we once considered “the authorities.”
And if you caught on well before 2020, my hat’s off to you.
All that to emphasize the point that you shouldn’t allow these sources to sway your thinking about anything.
They’ve proven that they’ll lie, cheat, and steal…and then simply change the rules when they’re caught.
Instead, you should always do what’s best for your business and your family.
Now, let’s discuss the economy.
Did you know that there were people who lived through the 1930s who didn’t know there was a depression going on?
My wife’s grandparents were among that cohort.
They didn’t have a television.
And they raised 13 children.
They were farmers, and regardless of what happened in the rest of the world, people still needed to eat, and commerce still happened.
They didn’t let the Debbie Downers of the world stop them from being successful.
Even during downtimes, people will still drive, cars will still break down, and goods will still be delivered by trucks.
FedEx, UPS, and Amazon will still deliver packages, lawn service companies will still mow grass, and houses will still be built.
And people will still search for help with their cars as they’ve become ever more soft and dependent on the luxuries that abound.
Now that we’ve got that out of the way, let’s get to the crux of the conversation.
Should you cut your marketing down in a down economy? Perceived or real.
Well, if you’re doing it right, your marketing machine should resemble a Golden Goose.
Like this story:
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There was once a man who had the most wonderful goose you can imagine because every day, when he checked the nest, the goose had laid a beautiful, glittering, solid gold egg.
The man took the eggs to market and soon began to get rich. But it was not long before he grew impatient with the goose because she gave him only a single golden egg a day.
Problem was, he was not getting rich fast enough.
Then one day, after he had finished counting his money, the idea came to him that he could get all the golden eggs at once by killing the Goose and cutting it open.
But when the deed was done, he didn’t find a single golden egg inside, and his precious goose was dead.
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If your marketing is dialed in, and you’re seeing a return, why would you think it might be a good idea to decrease your investment?
Invest $1000 per month and get back $7000, or invest zero dollars and get back zero dollars.
Consider this as well– if cutting down on marketing when the economy is down is in the Zeitgeist. Meaning, other business owners think it’s a wise move.
When everyone else is screaming, “The sky is falling,” like Chicken Little, why not take the opportunity to increase your investment?
There will always be demand for your services. Even in a downturn.
Okay, that’s it for me today. Just a reminder: in the not-too-distant future, I’ll be opening up my membership site inside the Tow Academy App.
It’s new tech, so if you’re interested, please be patient.
Don Archer
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