Given the state of things, I suspect some of you might’ve read that title and expected a post on outperforming a Bear Market.

And while this post is relevant to that, it’s not what I meant.

The bear in question is the one encountered by two hikers in the woods.

When one of the hikers takes off running, the other says:

“What are you doing? You can’t outrun a bear!”

To which the first hiker replies:

“I don’t have to outrun the bear, I just gotta outrun you!”

Marketing Ugly Duckling Businesses is like that.

You don’t have to convince the customer to buy — you just have to convince her to buy from you (rather than the other guy).

Think about it. Most homeowners with a broken AC, or blown breaker panel, or a need for an assisted living facility, are going to call for professional help.

They’re going to buy from someone.

It’s just a matter of getting them to prefer and call your business.

And in that situation, some connection beats no connection.

This is why Bonding Campaigns are so powerful — they focus on building that sense of connection.

Got it? Good. Now let’s talk about that other bear.

When times are good and your city’s economy is growing, you can grow just by maintaining your share of the market.

But when economies and pocketbooks are contracting in a bear market, the only way to grow is to increase your share of market.

And the best way to do that remains the same: outrun that darned bear!

Do I even need to say that the sooner you start running the better?

So if you haven’t started that race, but think you oughta, why not get some professional help with your bonding campaign? Build your bonding campaign today.

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