The Recessionary Marketing Myth

“If you do some marketing now you’ll be in a better place when the recession ends.”

I’ve heard this a lot recently – I’m sure you will have done too – and it’s troubling me. Please be very wary of this phrase, particularly if it comes from someone who’s trying to sell you advertising, sales or marketing advice, or anything else ‘results’-related.

Why does the phrase trouble me? For two reasons:


1, It sets the expectation in your mind that whatever you do now you won’t see any benefit from for months (if not years). It pats on the back the bit of you that wants self praise for actually doing something, but ignores the bit of you that’s thinking ‘I need a result’. And if you accept it as a truth you’re diminishing your ability to make fundamentally sound judgements on your business’ marketing – and that’s going to cost you.


2, Anyone who’s trying to sell you something by using this is not a good marketer and/or they’re assuming you’re not. They’re assuming you’re daft enough to spend money now and not want a return for months (or years). Using this line conveniently hides poor results which is likely what you’re about to get.


Of course if you’re working on properly organised marketing now then you will be in a better place when the recession ends, but only because you’re ensuring you get the returns now whilst it’s in town.

Happy Marketing.