How to Look On Top of the World, When You’re Actually Crashing


Business is down, cash flow is tight, foot traffic is slow and morale is at an all-time low. When we are hurting, there is an inherent nature to share our pain and seek comfort. Going public, though, can be the kiss of death for a business. Misery may love company, but it doesn’t inspire consumer confidence. The real truth is that the strapped public will not spend money on products or service plans if the owner or CEO doesn’t believe the company is sound. Confidence breeds success and uncertainty brings failure.

Groom to Win
Looking like a winner when you feel down and out is essential for survival. Perception is reality and success depends on how that perception is crafted. Here are some tips to make it appear that business is booming:

• Show success in the face of adversity. Create a newsworthy story that shows how business is transcending economic challenges. Instead of relying on a hard luck story, excite consumers with a relevant story of how the company is thriving, growing and trend setting;
• Have a consistent message. In a sound-bite world, sales people and staff must convey the same upbeat message and tone quickly and effectively. Create talking points for everyone in the company to follow. Locate and accentuate the positives of the business and the corresponding benefits they bring. Then, construct the story that will establish that message to clients in unison. This simple act of consistency may seem simple but the wrong information in the right hands can spell disaster. The right story, being told simultaneously, can create a wave of momentum;
• Demonstrate your impact. When a magic trick is performed, it’s hard to dispute what was just seen, regardless of jaded beliefs. Anytime a product or service can be demonstrated or shown to be effective, it’s a win. Collect and use testimonials of customer results as a backbone to build image and credibility. Also, using case studies dispels “smoke and mirrors” criticism, fueling much needed self-belief and public trust.

Looking like you are on top of the world when you’re actually crashing is vital to inspire consumer buying, maintain cash flow, drive company morale and increase profit. Not to mention, feeling like a superstar never hurt anyone.

This article was written by Ryan Prucker, an image specialist and award-winning marketing executive and national media contributor. He is also the author of the book and audio program “The Image to Succeed.”


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