The Dow drops a few hundred … Layoffs hit hard … Big name retail stores close … GM closes a factory … Enough, already! We could all use Calgon to take us away from the depressing news about the economy.

Wal-Mart Founder Sam Walton’s quote might give you comfort and another way of looking at the situation. “I was asked what I thought about the recession. I thought about it and decided not to participate.”

C’mon. Things can’t be that bad. If these don’t make you feel better, here are some tips for switching your gears from panic to regaining control.

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Create a Referral Network that will Increase Business

Surround yourself with a network of competent professionals and add more value to your client relationships. Joining referral networks like BNI or local chamber groups can be a great way to help you network and generate referrals. The most powerful way to use this strategy, however, is to grow your own.

Almost any business can benefit from having a group of trusted providers effectively marketing your business like a referral sales force. When you build your own private referral network your business benefits in two very powerful ways: you experience an increase in leads and you have additional resource to bring to your client relationships. In some cases, this second benefit may produce the greatest long-term impact of this approach.

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A question I get asked by many people is what is the most important factor when it comes to marketing my business? Is it my unique selling proposition (USP), the offer I provide, or even how impressive my marketing materials look?

Actually it is none of these and the answer is quite simple. It is targeting the market you are aiming to sell your products or services to. When businesses hear this, the usual answer is that “everybody or anyone can use my product or service”. Although they are correct, they are not realizing one important thing. Everybody buys from your business for a different reason, so how do you expect to appeal to all of your potential customers at the same time?

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1. Business Cards
Whether you love them, hate them or are simply indifferent, you can’t discount how much business those little 3.5 x 2 inch cards can bring you. But are you aware of all the many things you can do with them? The standard image that comes to mind is passing them out at a networking event while chatting with interested prospects, but don’t stop there! You can include them in correspondence (this includes statements, invoices, thank you cards, etc), leave them at your favorite café/restaurant, have friends/vendors pass them out for you, leave them with tip/payments, throw a party and tie them to helium balloons all around the room, get magnet versions and pass those out, throw a bizcard party, and so much more. Be creative!

2. Postcards
Some people would prefer you to believe that with the internet as the “new” rage — printed media and direct mail are dead. Never! With more and more companies turning to the world wide web, print is even better than ever due to the market becoming less saturated as companies try to save costs by choosing to advertise online. Now, you don’t want you to market en masse. You need to be selective. Break out your contact list and send postcards that are tailored to keeping your current clients, prospects and suppliers interested in you (preferably contacts that you’ve spoken with in the last 6 – 12 months). This will surely get you some business you didn’t know you could get.

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