Two campers in a field out west see a grizzly bear charging them from a distance. One camper starts putting on his sneakers. The other says "You'll never be able to outrun that bear." He replies: "I don't have to - I just have to outrun you!"
Your website, your brochures, your photos and your copy don't have to be the best in the world, but they DO need to be at least as good if not better than your major competitors if you don't want to be "eaten by the bear" of the recession.
You have competitors. While you shouldn't wish them badly, you have a responsibility to stay in business for the benefit of your clients if you offer a superior product or service. You do this by effective marketing.
Buyers will compare your website and brochures with your competitors. What image do they project? How well do they present your service or products? Do they make you look like everybody else in your industry? Do they convey quality? Do they build trust?
Remember though, you must deliver what your marketing promises. If you don't, the negative word of mouth that's spread will hurt your business more than your marketing helped it.
