Barbara Casey's
"Messages from the Soapbox"

Vol 7, No 3 - January 26, 2008

In This Issue:

- Ways to Recession-Proof Your Business
- Recommended Publicity Photographer (in Tampa Bay)
- Staying Positive in Testy (and Testing) Times


~ Ways to Recession-Proof Your Business ~

In uncertain financial times, many people cut back on discretionary spending. While the cycle of uncertainty persists, individuals and businesses tend to focus their attention and finances more on the "essentials" than on indulgences.

We saw the effects of this trend following 9/11, as families canceled vacations, postponed larger purchases and shortened their holiday buying lists. Industrial giants slashed payrolls and cut spending in an attempt to stay afloat during the economic downturn.

With the recent housing and credit situation, the state of the economy is a subject on the nightly news and the news doesn't sound very good. The "R" word is being voiced out loud more frequently and insistently.

If really large businesses find themselves in trouble, what can small and home based businesses do when times are tough?

Actually, it's probably easier for us to adapt than it is for the big guys.

If we have the discipline and the desire, we can actually re-focus our businesses more quickly and easily. We just need to understand which of our products and services could be considered "essential" and then base our marketing efforts around them.

For example, hands-on-healers could emphasize the cost-effectiveness of learning how to heal our own sore throats. Nutrition experts could focus on building the immune system's defenses against stress-induced illnesses. Counselors might advertise personality and
aptitude testing for improving career choices. Bookstores could promote more heavily their self-help books and classes, focused on practical, "how-to" solutions.

It might be useful to look at the essential needs of humans, to get an idea of what motivates us to act, to change, or to buy products and services. Psychologist Abraham Maslow suggested that we each have a "needs hierarchy" which essentially tracks our life cycle from birth to maturity.

I've used a ladder analogy to picture this hierarchy because we're not motivated by the "higher" needs until the basic ones have been filled. On the other hand, all of the needs are recurring, so we're up and down the ladder quite a bit.

See if you can relate the major benefit of your product or service to one or more of these essential human needs. Then re-focus your marketing - your wording, your look, your positioning statement - so that it is clear just how you can help a person have his or her
needs met. What psychological "button" does your message push to get the attention of those you can help?

Marketing and Maslow's Hierarchy of Needs:

(1) Survival is the first basic need - food, water, clothing and shelter.

Specialty waters aren't just luxury items - water is a physical requirement for life. Clothing stores could place longer-lasting, natural-fiber apparel in the forefront as essentials for
cost-conscious, health-conscious shoppers. Realtors don't just sell houses, they provide shelter for families. And even with a housing downturn - families still need a place to live that's close to schools, shopping and work.

(2) Comfort and security sit on the second rung of the needs ladder. After the basic requirements of survival are met, we naturally want to preserve and enhance what we have.

Here's where furniture, home improvement, insurance and home security become issues. How can you offer security and protection from physical and emotional harm to people who are concerned about terrorism, job loss, the stock market... and the future in general?

Think about specific personal or business security issues that you can solve and then build your marketing around them. Health practitioners might focus on keeping clients healthy so they can better ward off airborne bacteria, not to mention mail-borne ones
(remember anthrax?). Water filter and air purifier businesses can emphasize the "clean" and "pure" aspects of their products, now that people are more likely to appreciate these benefits. Life insurance agents provide peace of mind for families. And prosperity coaches
help people attract more of what they're afraid of losing - a potentially major turnaround in anyone's life.

With an uncertain economy, we are more likely to cut back on the comforts and luxuries that we might normally feel entitled to. Travel agents, restaurants, retreats and spas could re-focus toward the business market, or emphasize events that continue regardless of economic conditions - such as weddings and anniversaries.

(3) After people have had their survival and safety needs more or less met, they are ready to give and receive love, to make friends, and to belong to a group or community.

Are you a teacher? Emphasize the nurturing environment of your classroom. Do you operate a singles group? Use testimonials to demonstrate a sense of "belonging." Spiritual centers can be particularly important resources as people with like ideas naturally
group together in times of crisis. Make sure to tell people who you are and how they can reach you.

(4) If we've climbed this far up our needs ladder, we find ourselves wanting to be respected - we are building not only self-respect but our reputation and status in the community.

We are learning to master our careers, establish our autonomy, and understand our usefulness in the greater scheme of things. Comfort and security are "kicked up a notch" and so are our teachers, mentors and service providers. We are fine-tuning ourselves in body, mind and spirit, and look to learn from those who have already "made it."

What do you do that can add to a person's "approval rating" in his or her community - whether home or business? Can you provide status symbols, teach poise or public speaking skills, create a standout marketplace image? Can you teach a person how to run a business successfully?

(5) Moving to the fifth rung, in education, we want the higher teachings; in healing we want to feel balanced in all our bodies; in our spiritual yearnings we will settle for nothing less than Divine Connection. Does your business offer services at these levels? If so
- say so! People are looking for you.

If we've made it to the fifth rung, we are ready to "live our real lives." The need for self-actualization and inner meaning is not always recognized until we have endured a period of discontentment. We are here for a purpose and, try as we might, we won't achieve
real self-fulfillment until we recognize and activate our purpose.

How can your business help people do this? As a personal example, in 2001 I wrote a niche marketing course that shows home based business owners how to re-focus their business on the passion and purpose of their life, in order to create harmony between personal and business life.

And now in 2008, I'm adding a new twist - helping home business owners recession-proof their heartfelt soul niche so they they can stay above economic turmoil.

What do you do that can help individuals picture and fulfill their mission? How might you re-focus your business to point people to their own self-fulfillment? Remember, at this level it's not so much a factor of having got there first; rather, "we teach what we have
to learn." If you're reaching, you could also be teaching.

Learn more about recession-proofing your soul niche.



~ Recommended Publicity Photographer (in Tampa Bay) ~

Do you need to update your press kit or publicity portfolio?

I have found a really good photographer here in Tampa Bay, Florida who does fun photo shoots with excellent results.

If you're ready to kick your press package up a notch, give Joshua Possick a try.

Check out Joshua Possick's photography website: www.joshuapossick.com



~ Staying Positive in Testy (and Testing) Times ~

To succeed in business, we've got to do two things: raise our personal energy and raise the energy of our business. The one drives the other. So it starts with us.

The reason for raising your energy, or level of awareness, is to allow the Law of Attraction to operate at a higher level. The Law of Attraction attracts toward you more of whatever you are thinking. You know, "Like attracts like."

If you're trying to build a business from a place of fear, low expectations, or even boredom with your product or service, guess what you'll manifest for your business? Prospective clients who don't trust you, who don't respond to your offerings and who
recognize that your heart isn't in what you're doing. In other words... non-clients.

The Law of Attraction works impartially and perfectly for business, relationships... everything in your life. To create a "success vitality" for your business, it makes sense to raise your personal energy first.

There are lots of ways you can raise your personal energy. The free methods include walks in beautiful, natural surroundings; prayers of gratitude; listening to inspirational music; meditation; feeling "at one" with the Universe; aligning to the Divine Presence within yourself; releasing your "baggage" - fear, anger, jealousy and the like; and loving... your child, your spouse, yourself.

Do these things as often as you can, and you'll begin to feel less fearful, anxious and resentful and much lighter, freer and happier. When things that used to bother and upset you don't do that anymore, you'll know you're succeeding at raising your energy. And it feels so wonderful to be able to rise above the emotion-laden negative "stuff." Especially when it's so "in our face" on the nightly news.

Occasionally, of course, the "stuff" gets to you. When this happens, I need extra help to lift and keep my energy up. That's when I turn to books and tapes to inspire me.

I've posted reviews of some of my "tried and true" inspirational books and resources... plus a few that are high on my list to try out.

Find inspired, uplifting ideas here.


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Barbara Casey's Messages from the Soapbox:
Inspiration for your vision and tools for the success of your home-based business.

PO Box 86674, St. Petersburg, FL 33738 ~ (727) 397-2702
Copyright 2008 Barbara Casey