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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  March 12, 2009

The three fatal words in this economy

Call on recession-proof niches went really well. (Click here to get the mp3.) The biggest point I ranted: the worst three words in this economy are “wait and see.” If you stop, you’re not going to fix any problem you have now. Your problems will only grow. If you stop, you lose momentum to burst on the scene when spending starts. The key now is to find a niche where your contribution is urgent.

Turbo Charge clients Tim and Suzette Autrey took this strategy and ran with it. After establishing the direction and differentiation, they applied that brand (error reduction) in the narrowest way (power and electricity transmission). Margins are high because they didn’t have to educate these potentials on the ROI of reducing errors. That allowed them to start with smaller projects but get more money in the long run. The result: booming business in a bad economy and seven-figure projections for this year. This is a great example that small holes in the market can be very lucrative. Great job, Tim and Suzette!

My question to you: How are you marketing right now? Broad or narrow? And…how’s that working for you?


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.