Justin King November 24th, 2008

Dave Ramsey, author and TV / Radio personality famous for his “Total Money Makeover” said this recently:

“I have a friend who owns a successful window installation business. I asked him how business was going and he replied that it was going great. Stunned by his answer, I asked him, ‘Isn’t there a housing crisis and economic slowdown? How could business be going great?’

My friend replied, ‘I heard about that, I’m just choosing not to participate.’”

-Dave Ramsey

{ “I heard about that, I’m just choosing not to participate” }

What a great line.  How are we as marketers changing our message to fit the times?  I wrote earlier about being excited about 2009, and I am definitely excited.  However, we are going to have to work really hard to differentiate ourselves and change our message so that it fits where we are all at.   As B2B marketers we know how to compete on price and value already – we do that every day.  We know how important it is to build our network and that we have to concentrate on our lead pipeline.  But often, we don’t remember that just a slight change in messaging can change the future of our business and it’s sustainability.  Home Inspectors become “Home Energy Auditors” and New Home Builders become “Home Remodellers”.

Change your message, and you may change your future.

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