Those are three of the most powerful words of sales copy a marketer can employ. Dan Kennedy has written and spoken about these 3 secret words many times. Why are those 3 Words so Magical? Because everyone is afraid of being out of sync with the Economy…afraid of being driven out of business by a recession or depression...or of missing a Golden Opportunity when the Economy is booming. The actual condition of the economy does not matter. "In this economy..." it’s an evergreen attention grabber. It alerts the reader or listener that… "what I'm about to say is relevant to the present moment...ignore it at your peril". How You Can Make to Economic Turbulence Irrelevant. In this economy, it's more important than ever to do things differently. Business as usual has gotten us into one of the biggest economic messes we've seen in decades. It wasn't your fault. But if you don't keep your head on a swivel, constantly surveying the horizon for ways to be different, you'll wind up as just another bleached carcass in the desert. Business as usual means failure. Especially in this Economy. So get out your yellow pad and a pen. And answer these questions… - How Can I Sell to Someone Different?
- How Can I Sell Differently?
- How Can I Sell a Different Benefit of My Product/Service?
Think about what different aspects of your product or service can you emphasize. Do not take this exercise lightly. As you may have guessed, it's a strategy that works regardless of the actual condition of the economy. Despite false hope that the economic storm is over...it's NOT. The GOOD NEWS is that the future has NEVER looked brighter for business owners who refuse to cower in fear...for those committed to doing what it takes to succeed in this economy. Doing nothing is not an option. It's a recipe for failure. | 
