Stop Assuming “Times Are Tough”

The number of messages and emails I get on a daily basis, generally trying to flog me something where the premise of the email is entirely based on this idea that times are tough and difficult.

It’s such a stupid stance to take. 

For a start, it's really fucking negative. 

Second of all, what if times aren’t tough? 

Better Proposals has had another amazing year. Growing brilliantly, improving key metrics, quality of the team has shot up, more happy customers than last year and more importantly - more profit than last year.

Times aren’t tough for everyone.

By assuming they are, you’re immediately positioning yourself as someone who’s also having a bad time. And think about it, if you’re not doing well, but I am, why am I going to buy marketing services from you for example if you can’t even market yourself effectively and are having a “tough time”?

If there’s a lesson in any of this, perhaps it’s this - by assuming everyone’s doing badly, the only people likely to resonate with your message are other people who are struggling and therefore probably don’t have the money to buy your stuff anyway. 

It’s a game you can only lose. Switch it up.