It's fair to say there’s a bit going on in the world right now.  

Consumer behaviour has shifted almost overnight.  

If it feels like COVID all over again, that’s because it is. Different cause, but the same result. 

Back then, we worked closely with businesses in a range of industries to get them through the ordeal, and there were a few things we learned.  

👉 The businesses that adapted didn’t just survive, they actually grew market share. 

👉 The ones that didn’t… disappeared or are still playing catch-up today. 

👉 That growth in market share was amplified when the market eventually rebounded. And markets always rebound.  

Now, with global conflict driving up prices and fuelling uncertainly, we’re seeing the same patterns repeat.

But here’s the advantage you have now:

We already know what works. 

What really happens when the market tightens? 

Let’s be blunt. When costs rise and uncertainty creeps in, people freak out. Your customers are no different, they’re just human beings whether you’re a B2B, or a B2C, you’re still selling to a human (at least fort he time being...) And a human being in these conditions will... 

This last point is the big one most businesses underestimate. In a strong economy, people will take chances, and buy even if they’re not 100% convinced. In a tight economy, they won’t take the risk, and that can have a massive impact on sales, especially if your service is something people feel like they can live without, or postpone.  

If you’re going to give people the confidence they need to buy from you they need to feel: 

This means you can’t just trot out the same old marketing you’ve been trotting out for the last 12 months. Or the last 5 years if you’re like some of the marketing we’ve seen... Your job isn’t to promote yourself and your brand, your job is to build trust and confidence.  

People still have problems they need fixed, and they still have money to spend, they just need more certainty before they spend it. And they might end up spending a bit less than they would have otherwise. 

And if you don’t adjust your marketing to meet people where they’re at today, your pipeline is going to dry up really fast.  

The clients we won with during Covid did 4 things differently to others.  

1. They led with understanding (not pressure) 

They didn’t pretend everything was normal. You can’t be tone deaf to the current challenges people are facing. They acknowledged them and make sure people felt heard and validated in their concerns. They accepted the reality and spoke directly to what they knew people were feeling in that moment 

And because of that, their messaging landed. They weren’t just another business trying to make a sale. They came across as genuinely understanding and caring about people.  

And when people feel understood, trust skyrockets. The key to getting this bit right was they did actually care and understand. You can’t fake that. People are way more in tune now, and their BS meters are dialled up to 100 so if you’re not genuine people will run a mile.  

2. They gave value unselfishly 

While others pulled back on giving advice and support, the smart businesses leaned in to becoming a trusted source of information. They created helpful content, educated their audience and actually gave real solutions before asking for anything in return. They didn’t overwhelm people, just gave real, actionable advice.  

No hard sell. No pressure. 

Just consistent, useful value. 

Because when people are hesitant, you don’t push harder, you reduce their uncertainty by clearly showing them you have a real solution.  

That’s exactly how effective marketing works. Educate first, convert later. 

And the businesses that did this became the obvious choice when customers were ready to buy. It wasn’t about leaving them with only 90% of the information, and forcing them to pay for the rest, it was about making sure they had 100% of the information, and then giving them the option to pay to have the solution implemented for them, more quickly and more effectively than they could do it themselves. That’s where you can create real value for people.  

3. They introduced lower barrier offers 

This was the game changer for so many businesses, and has continued to be a key strategy for bringing on new clients. Instead of relying solely on their core, higher-priced offers, they created entry points: 

I’m not talking about discounting, just a way of genuinely helping people make small steps at more affordable prices because in uncertain times, people don’t stop buying, they just look for safer ways to start. Give them that option and suddenly you’re not just another business looking to flog a service, you’re helping real people navigate real problems.  

And once they got a result, even a small one, those customers often moved into higher-value offers later. They also stayed more loyal for longer, and referred their friends and family.  This is how market share grows, and how it’s amplified once things improve. And they will improve.  

4. They leveraged existing audiences 

This separated the good businesses from the great ones. The businesses that really accelerated during COVID weren’t starting from scratch every time they needed a sale, they had audiences they’d already built up over time, who already trusted them.  

The fact they had regularly showed up for these people, in their newsletters, SMS inboxes and social feeds meant there was already a level of trust that others struggled to match. So when uncertainty hit, they didn’t need to convince people who didn’t know them, didn’t need to launch massive campaigns with huge budgets, they just needed to adjust their messaging and show their existing audiences they were being genuine and supportive in tough times.  

That’s a massive advantage in any conditions, but especially in turbulent times like we have now, because when trust is low in the market, your owned audience becomes your most valuable asset. 

This is why growing and nurturing your email and SMS list isn’t optional, t’s insurance for your business.

Not just for now, but for the next downturn. Because there will be one. This is what we mean when talk about futureproofing your business. 

What happened next is the part most people miss When the market inevitably came back, those same businesses didn’t just recover, they took off. 

Why? 

Because during the downturn, they genuinely cared enough to help, they built trust, grew their audience, stayed visible and captured market share while competitors went quiet. 

So when confidence returned, they were the first choice. 

Not the cheapest. 

Not the loudest. 

The most trusted. 

And if there's one thing we know for sure... this cycle will happen again, and again, and again.  

Economic conditions always change and markets will always tighten. Markets expand. Until they contract. Consumer behaviour shifts. And then shifts back. The pattern stays the same. Adapt early, and you’ll win. Procrastinate, and you’ll get left behind.   

Right now, we’re at that decision point again. So what’s your move?  

If you want to come out of this stronger, not just “still standing”,  

Do these things now... 

1. Adjust your message 

Speak to what your customers are feeling today, not what they felt last year. Or even last month but what they’re feelong today. Not sure what that is? You need to talk to your clients more.  

2. Give a ton of value 

Show up more. Teach more. Help more. Build trust daily. Don’t hold anything back. There’s almost nothing they can’t find online anyway, so you may as well be the one guiding them.  

3. Lower the barrier to entry 

Give people an easy way to say yes without overcommitting. A trial offer, condensed version of your service, or shorter commitment term. Give them a way to see just how good your service really is.   

4. Build & nurture your audience 

If you don’t have a strong email or SMS list, start now. It’s not too late and it will serve you well into the future. If you do have one, use it. Consistently. And never stop growing it.  

5. Stay visible 

This is not the time to disappear. It’s the time to stand out. Staying visible now tells people you’re here for the long run, you’re here for them and you’re stable and trustworthy.  Disappearing from their newsfeed creates uncertainty and makes you look like a fair weather sailor.  

This is a time of opportunity, if you’re brave enough to take it.   

Most businesses will pull back right now. They’ll blame the economy and wait for things to improve. They’ll go quiet which creates space for you to grab their market share and position yourself as trustworthy and dependable. The businesses that step into that space with empathy, value, and smart offers will build momentum that carries them for years. We’ve seen it before.  

Because conditions will turn. 

They always do. 

The only question is will you be in a stronger position when they do, or will you be invisible?