Answers to Four Questions Hold Keys to Thriving in a Recession

According to the Small Business Administration (SBA), more than 50 precent of small businesses fail in the first five years, and only one out of 10 make it to year 10.

So what do companies that make it past year 10 have that the others don’t?

Here are four questions they know the answers to that help them stand out and thrive during the most difficult of times:

1) Who do you want to communicate with?

Knowing your precise target audience seems like a no-brainer, I’m sure, but it’s amazing how many companies try and communicate with “everyone” thinking this will increase their chances of success. Instead, focus on the specific target market and audience that will make a difference in your business growth.

2) What do they know about us?

Before you put one message into the marketplace, you need to determine what your prospects already know about you. This simple exercise can save you months of missteps.

3) What do you want prospects to know?

Trying to get your prospects to know everything about you in the first few moments is the equivalent of meeting someone for the first time and starting to tell them about your early childhood! Start where they are and let them know the things that will make them comfortable in continuing the conversation.

4) What do you want them to do?

Of course, your end game is to convert your prospects into customers, but the question is, “What steps would you like them to take in their decision-making process?” Hint: the process should meet their needs first and foremost.

Having the answers to these four simple questions—along with a strategic prioritized agenda—will place you on the path of not only merely surviving a recession, but thriving in one.

Tom Wants To Hear Your Branding Issues:
Tom Marin, Managing Partner of MarketCues, wants to hear from you! Follow MarketCues on Twitter for branding and social media tips – as well as the latest trends. Tom also welcomes emails, new LinkedIn connections, calls to 407.330.7708 or visit How can he help solve your branding issues?

Tom Marin is the managing partner of and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

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