Hey Bitcoin Trader.
After the turbulence of 2020 and 2021, I think most of us thought 2022 would be a bit of a return to normality. We celebrated that the chaos finally looked to be behind us!
Hmmm…
Faced with economic, political, geopolitical chaos (and what looks like even more to come), human nature often tempts us to dream of retreat and allow worry about the future to occupy our spare mental space.
But if there's one thing I've learned from my time watching businesses large and small navigate their own challenges, it's this: the great ones are relentless about looking for the opportunity in all situations. Not just when the weather is good, but particularly when the weather looks bad. They face reality, for sure, but they don't let 'reality' swallow them. There's a tendency to resist being pushed around, and a determination to bend the situation to their will.
This is even true at a micro level in marketing:
- Some companies pulled back from ads immediately during lockdown, reducing the cost for those who stayed and cleaned up at greatly reduced CPCs.
- Some companies see a competitor securing funding or getting taken over and retreat, terrified that they won't be able to compete. Others rub their hands with glee, then increase their competitor brand targeting to mop up the resulting dissatisfied customers impacted by the change.
The outcome in each situation is influenced by the response, not the conditions.
Chaos kills the weak and those prone to paralysed by fear. Panic, irrational decisions, inaction — not particularly useful at either company or marketing level.
But chaos benefits those who can evaluate the change and adapt quickly. They can steal market share from those who are in the first group.
This is the group I am determined EN champions and supports our clients to stay in. We are relentless about continually improving every aspect of our company, around our primary focus in life: make our clients more money through digital marketing.
(Btw if you haven't seen our video about marketing in a recession, here it is: https://www.youtube.com/watch?v=X2nOXyKwOXU)
I hope you get some time to rest and enjoy the holiday break, and look back with pride at what you've navigated and achieved in 2022 — a year where maintaining prior performance in the face of all this chaos was actually a massive result for many.
By most indicators it looks like we're going to need to be at our absolute best in 2023, and I'm looking forward to taking it on with you. Let's have it.
Obsessed with impact, relentlessly proactive, committed to enjoying the journey,
Tim x
P.S. EN will be closed from 5pm GMT 23rd December, reopening on the 3rd of January.
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