Copywriting, Advertising & Business Growth

It’s rare that I receive any kind of new or noteworthy email. Most of them all look and sound the same. I imagine your inbox looks the same as mine.

That’s why one of the biggest challenges in email marketing (just like direct mail) is figuring out

How to Get Your Email Opened!

You have two snippets of text to work with: your name and your subject line.

Personally, I believe the most valuable of the two is your name.

Here’s why…

If you deliver valuable content to your readers… and you develop a relationship with them… they will actually WANT to read everything you send them.

They will open your emails and read them because they know you, like you, and trust you. And they trust you will continue to deliver the kinds of content you’ve developed a REPUTATION for delivering.

Now, a name can be an asset or a liability. If you abuse your reader’s trust… and you abuse it repeatedly… she will unsubscribe. Or worse, she will bad-mouth you in public forums whenever the subject of email marketing comes up!

So, as much as possible, build trust. Become known for delivering value. Treat your name as an asset. Build relationship equity. If you are in this for the long-term (and you’re not just “churning and burning” your prospects), then this strategy will be very effective for you.

And this brings me to

Email Subject Lines

What subject lines work best? What should you avoid?

Well, I can’t speak for all markets, but I can tell you some things that have worked well for me.

1. Be provocative.

Whenever I put some emotion into my subject lines or write something unexpected, my emails get more attention.

Example: “3 Signs You Should NOT Be a Copywriter”

Since I am a copywriter… and I have an ebook about how to get clients as a copywriter… this is definitely an unexpected subject line. As a result, it got a high open rate.

2. Make it look personal.

A quick caveat: Deceptive subject lines are illegal. So do not try to trick your readers. That’s a no-no.

Still, I think making email look personal is a good strategy for getting emails opened — so long as the strategy is not over-used.

Example: “re: copywriting clients”

When I used this subject line, a reader told me re: means “reply,” and as such was deceptive because the email wasn’t a reply.

I’d never heard this before. I always thought re: meant “regarding.” It is used all the time in print letters. “Re: Your Recent Purchase” or whatever.

No matter whether you choose to use Re: or not, the principle still holds. Personal emails get opened more often. You could just use lower case letters and that might be enough. Or you might say something like “hey, need your advice” if you’re conducting a survey.

3. Use the word “Download.”

This may sound weird, but in test after test, anytime I start a subject line with the word “Download,” I get a ton of opens.

Example: “Download Ben Settle & Ryan Healy Interview”

If you have a PDF report, audio recording, or video to offer your list, use the word Download. If your experience is anything like mine, it will improve your open rates.

4. Mix things up.

In #2, I suggest making your emails look personal. The trick is to avoid over-using this strategy.

Most of the time, I like to use clear subject lines with Initial Caps.

Example: “How to Write with Authority”

Simple. Straightforward. And it works.

But over time using the same subject line format can cause your readers to become blinded by familiarity. Which is why I like to change things up every now and again.

That’s when I will use lower case letters or ask a question or throw in some symbols.

Example: “am I crazy for doing this?”

If I’ve been sending out emails such as the first example (How to…) and then I send out something like this, it will get much more attention.

5. Issue a command.

Instead of trying to gain your reader’s interest, it’s good to occasionally issue a command. Again, this works well only if you don’t over-use it.

Example: “urgent message (open immediately)”

Obviously, I can only say something like this a few times a year. Not everything is urgent. But when something is genuinely urgent, issuing a command is often better than using a promise-based subject line.

And if you don’t have something urgent, you can still issue a command. For instance, one of my most-read blog posts simply said, “You Have to Read This Now.”

I gave no indication as to WHY my reader needed to read this… or even WHAT he was going to read about. And yet it still commands (demands?) the reader to take the action you request.

6. Tell a story about yourself.

Anytime I use a story about myself, I get higher open rates. Of course, it has to be interesting and relevant to my readers.

Example 1: “33 Things I Learned in 2006″

Example 2: “How I Achieved a 7.14% Conversion Rate”

Everybody loves a good story.

By inserting yourself into the subject line with the word “I” you naturally tap into your reader’s curiosity — and his desire to read a good story.

Notice that there are two things at work here. I’m promising a story and a learning opporunity at the same time.

7. Make a compelling offer.

Back in May 2008, I ran a special offer centered around my birthday. I sold a copy of a physical book for $7. And that price included shipping.

This offer sold 85 books and generated a couple upsells on the back end. The two subject lines I used were:

Example 1: “My Birthday Is This Week — Here’s a Gift for You”

Example 2: “Save a Back: Buy a Book”

The trick is to make your offer compelling. That’s the first goal. Then, if possible, make it fun. Give a reason WHY you’re making the offer (i.e., it’s your birthday).

Win 1,000 Gallons of Gas?

Now, most corporate email is boring and completely fails as a direct response medium. But today I was pleasantly surprised by an email USAA sent to me.

Subject: Enter the 1,000 Gallons of Gas Sweepstakes.

Here they have combined two of the elements I discussed above. They are issuing a command (”Enter”) and making a compelling offer (a chance to win 1,000 gallons of gas).

Here’s a screenshot of the email:

As far as corporate emails go, this one is really good.

They’ve got a clear, compelling offer. They’ve got a deadline. And they’ve got a call to action.

What’s more, they’re tapping into the internal conversation many Americans have had about high gas prices.

Not bad!

The bottom line: Email marketing can be both powerful and profitable if you do it right.

What tips and advice do you have?

-Ryan M. Healy

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[Editor's Note: Here's an excellent article from my friend and colleague, Ben Settle. I love Ben's insights into copywriting, and this one is no exception. By the way, this article hasn't been published anywhere else -- not even on Ben's blog. Enjoy!]

Of all the copywriting secrets out there, this one is probably the most “touchy feely.”

In fact, it may actually seem weak, and lame, and even dorky.

Trust me, it’s not.

But if you ignore this one (extremely simple) step when writing your ads, your sales will be FAR short of what they could (and should) be.

Frankly, if I had just ONE copywriting “technique” to use, this would be it.

Anyway, here is the “secret”:

Sincerely caring about the people you sell to.

Now, I’m NOT saying you don’t care about the people you sell to.

In fact, I assume you do care about them — and deeply.

BUT… I’d like to suggest a unique way of looking at your readers you may not have considered.

You see, I don’t necessarily subscribe to this “herd” mentality that’s been popularized on the Internet.

This is when you see your list as a “herd” of cattle you’ve roped and bound in one place (your list) ready to give you money on command when called (i.e. when sending them offers).

Instead, I look at my ad readers differently.

I don’t see a bunch of names, email addresses, cows or a “herd” of anything.

I see people.

Real, flesh-and-blood people — with real problems, goals, hopes and desires.

People who maybe spend Sundays dreading the coming week, lay awake at night plagued with insomnia and stress, and are near-paralyzed with fear, pain and insecurities.

And before I even think of writing an ad or sending an offer, I picture writing not to a “list”… but to someone I love or care about.

Sounds almost hokey, doesn’t it?

Maybe so.

But this small mindset shift changes the entire complexion of the sale.

Instead of thinking only about how to overpower people with big promises and sales “choke holds,” I think about the urgent problem(s) they have and how to help them eliminate it.

And from here on out, I urge you to do the same thing.

If you sell, for example, a product about curing arthritis, picture your own mother suffering from the disease.

What if she could barely sew, cook or do the things she loves in her retirement years because of the crippling pain in her hands?

• What would you tell her?

• What would you say to her in an email or ad?

• What product would you tell her about?

Asking these questions automatically shifts your thinking from being “product oriented” (which always comes off as self-serving) to “problem oriented” (which is always customer-serving).

It changes the way you interact with your customers.

It changes the products you choose to promote.

And, most important of all, it changes the way people respond to your offers.

As one of my early copywriting mentors taught me…

“He who cares most about people, wins.”

Start taking this attitude and you’ll stand out head and shoulders from ALL your competition — regardless of how good your “copywriting” is.

For more advanced copywriting secrets and training like this, go to: www.BenSettle.com/blog/free-copywriting-interviews

Ryan Says: “Ben’s interviews are second-to-none. Click that link above to get access to FREE interviews that a normal marketer would charge good money for.”

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I just got done reading three marketing newsletters.

I used to be good about tearing open the envelope whenever a newsletter arrived and reading it right then and there. These days, I’m more prone to save up two or three and then “batch” them by reading them one right after the other.

Anyway, whether it’s newsletters, blogs, or books — I LOVE to read.

Always have.

In fact, back in the 8th grade, I started logging all the books I finished reading. I would record the title, author, a paragraph or two about my reaction to the book, and a rating.

I’ve been keeping my book log ever since. About 16 years now.

What’s cool is that keeping a book log motivates me to maintain or increase my reading levels every year. And it also encourages me to read quality material, usually found in books.

For instance, yesterday morning I finished reading my 24th book of the year. I’ll probably hit about 26 or 27 books total. I find I average about 30 books a year, give or take.

So back in 2005, I was thinking and thinking and thinking about Web 2.0 and how I might be able to capitalize on it. That’s when it hit me.

Create a Community for Book Lovers!

I actually mapped out the site, what it would do, why people would sign up, the marketing plan… basically everything… in Aug/Sep 2005.

The only problem was… I’m not a programmer!

But — I have a friend who is. His name is Ken Gary. We used to work together before I became a freelance copywriter.

So I approached Ken to gauge his interest in the project, and to see if he’d be willing to partner with me. He agreed to be a part, which was really cool. The not cool part is that…

It’s Taken Us 3 Years to Get to This Point!

I remember back at Harlan Kilstein’s seminar in San Francisco (early 2006), I was talking with Jim Van Wyck about my idea for the online book log.

He thought it was the best idea he’d heard in a long time. He even said, “Ryan, don’t tell ANYBODY about this. You just need to get it done.”

That’s not a direct quote, but it’s the gist of what he said.

I was totally pumped because of Jim’s encouragement. I knew it would be big if we could build the site and the community.

Unfortunately, along the way I found out we had (gasp!) COMPETITORS!

That’s right! Some other bright people had the same exact idea I had had… and they were implementing it as well.

In fact, one of these sites was recently purchased by Amazon for an undisclosed amount of money. Pretty cool. I felt vindicated when I heard the news…

And a little depressed that it had taken so long to get the site going.

Fortunately, my friend Ken didn’t give up on the idea. He got mad at me for being discouraged. This turned out to be a good thing because he then proceeded to make the site WAY better practically overnight.

So here we are. We’ve got a really cool web site for book lovers…

And It’s Ready for YOU.

You see, Ken and I have been using the site for quite a while. It’s called MyBookLog.com. We’ve attracted some other users naturally, but we haven’t really started promoting the site.

That time has now come.

So: If you are a book lover… and you’d like to check it out… go to My Book Log right now and sign up for a FREE account.

When you do, you’ll get the following:

1. Ability to log and track the books you’re reading.

2. Log books you own… books you’ve read… and books you’re now reading.

3. Upload a cool widget to your blog that displays the books you’re now reading. (You can see my widget in the column to the right.)

4. And more. Actually, we’re still developing more features, so if there’s something you want to see improved or added to the site, just let me know. We’ll get it done.

Alright, I’ve talked enough. Go get your FREE My Book Log account right now. When you do, leave a comment with a link to your book log so I can go check it out. Thanks!

-Ryan M. Healy

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I’ve recently been on a kick where I’m going back and reading books I bought back in 2002/2003, but never got around to reading. One of these books is Scribbling in the Sand by Michael Card.

Now, Card is not so much recognized for his writing as he is recognized for his music. In fact, one of my long-time favorite albums is Starkindler — an album composed mostly of old hymns and folk songs skillfully set to Celtic music.

Anyway, as I was reading Scribbling in the Sand, I came across a quote on page 122 from one of Card’s friends, Harold Best. I thought it was appropriate to share here:

Remember that only God can imagine and create something out of nothing. In this sense, he is the only One who deserves the title of Creator. We are merely creative. That is, we can only imagine and make something out of something else — something that has already been imagined and made, whether in the creation itself, or from the work of creative people. This means you are not to consider your work as much original as individual. Your work will always be “out of” what you have come across and “into” what others will eventually come across. Thus, don’t be afraid to borrow, but be sure you borrow the best and grow from the borrowing. Then you will understand this simple fact: The best artists begin by being influenced and end up influencing.

Card’s book has nothing to do with copywriting, but I felt this particular quote was quite appropriate to copywriters and business people.

It is truly impossible to create something “original.” We are not creators, only creative.

This is why it’s so important to read and hand-copy great ads. You will end up borrowing from them sooner or later when you write your own ads — whether you do it consciously or unconsciously.

-Ryan M. Healy

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As a copywriter, I’m very sensitive to the meaning of words. Often, the right word (or the wrong word) can make a substantial difference in meaning and response.

For instance, I like to tell the story about when I tested the phrase “No Sweat” against the phrase “No Problem” in a Google Adwords ad.

Only one word was different… and yet the phrase “No Problem” pulled double the response. (My opinion: The word “sweat” was a huge turn-off to women, and they were the primary target audience.)

To show you how sensitive language is, let’s take a look at what I believe is one of the best marketing slogans being used today:

Life Takes Visa

The phrasing of this slogan is brilliant because there are many layers of meaning built into just three words. And it all hinges on the ambiguity of the word “takes.”

So, Life Takes Visa can be interpreted to mean:

• Life accepts Visa.

“In a world where everybody wants to fit in, Visa makes you acceptable. Furthermore, Visa is accepted at thousands of retailers worldwide.”

• Life embraces Visa.

“Not only does life accept Visa, life embraces Visa. It is a welcome addition to our lives. Heck, it’s practically part of the family!”

• Life requires Visa.

“Cash is so antiquated. It’s hard to carry, not to mention risky. To really make it through life, you need to have a Visa card. It is accepted at more retail locations than any other credit card on the market today. Without one, you will some day suffer the embarrassment of not having the means to pay.”

• Life demands Visa.

“You can’t get through life without one. It’s as simple as that.”

One Word Makes All the Difference

Do you see how many layers of meaning are built into this one simple phrase, Life Takes Visa?

If any other word had been used in place of “takes,” the slogan wouldn’t have been nearly as powerful as it is.

Now, generally speaking, I’m not a big believer in the power of slogans. But this is one I really like, if for no other reason than for the lesson it teaches.

Take a moment to examine your own sales message.

• Are you conveying the right message with the right words?
• Are you accidentally conveying the wrong message because of ambiguous words?
• Are you using any words that could be misinterpreted in a way that hurts sales?

Identify words you’ve used that can be interpreted in multiple ways, then make sure they are communicating what you intended to communicate. Find better words when necessary. Do this and your sales message will be strengthened automatically.

-Ryan M. Healy

P.S. If you’d like to see the “sister post” I wrote on my debt blog, go check out Visa Takes Life.

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After the filming for Home Business Brains was done, Alan Kaplan and I spent a couple hours at Cafe Ronda talking about life and business as rain drizzled down on the New York skyscrapers.

One of the insights Alan shared was how working from home can actually be an obstacle to success.

Here’s why:

If you work from home, you can achieve a certain level of success. You might earn six figures a year and enjoy a flexible schedule.

For many self-employed folks, this may be just fine.

But what Alan realized is that working from home — and staying inside that “home office bubble” — is really a self-centered perspective.

You see, there will come a point in your business where if you want to grow any more you will have to shift your focus away from you and toward other people.

Once you shift your focus and involve other people in your business, that’s when magic can happen. It’s about vision… sharing that vision… and

Making Other People’s Success Your Success.

This is not an easy transition to make — changing your focus from SELF (and personal profit) to PEOPLE (and how you can help them).

One way Alan is tackling it is by traveling more and actually meeting people face-to-face. So far, it’s been amazing for him. He’s formed business partnerships, gotten new ventures off the ground, and he feels more energized than ever before.

Like Alan, I love face-to-face meetings. There’s something about meeting in person that can’t be duplicated by email correspondence or phone calls.

Sure, it requires more effort. But often the pay-off can be huge.

Example #1: I’ve traced more than $60,000 in copywriting fees to a single seminar I attended in fall of 2005.

Example #2: I’ve traced more than $15,000 in profit to a small seminar where I met Michel Fortin, Ray Edwards, and John Anghelache. (Ken Calhoun and Rick Butts were also there.)

Example #3: I’ve established “pick up the phone and call ‘em anytime you want” friendships with people like Dave Bernstein, Ray Edwards, and John Anghelache.

Are You a Real Person?

If you are a service professional, and you’re running your business 100% online, you can be easily mistrusted and ignored. That’s because so long as you’re online only, you’re a virtual person. You have no strong connections with your customers and promotional partners.

Furthermore, I don’t know if YOU are really YOU! Off the top of my head, I can think of at least three online businesses where the primary product spokesperson is not a real person.

On the other hand, if you get out there and meet your customers, clients, and promotional partners, you’ve now elevated your business a notch. You’re a real flesh-and-blood person! And, as such, easier to trust and much harder to ignore.

Here’s a secret: You can’t duplicate real life. And real life happens in four dimensions: heighth, width, depth, and time.

Every time I connect with another human being in the real world, we’ve got a real connection (instead of a virtual connection). There is a certain level of trust, shared experience, and friendship that happens automatically. These are things that are hard (if not impossible) to duplicate online.

Step into the Light

There are people out there who need you. People who would benefit from knowing you on a deeper level than online only. And those same people can benefit you as well.

So if you’ve been holed up in your home office — a self-imposed hermit — then step out into the light. Go participate in some meetings where you live. If you’re adventurous, register for a seminar, book a flight, and go meet people.

It may be a foreign experience for you… possibly a little intimidating at first… but I promise it will change your perspective and improve your business — if you let it.

Remember: Success is not about having the most “friends” on Facebook or the most followers on Twitter. It’s about forging deep and meaningful relationships with people — and finding ways to really help each other.

-Ryan M. Healy

P.S. My friends Ray Edwards and “DJ Dave” Bernstein have built AMAZING businesses through the simple practice of going to seminars. And now they’ve created an audio training program called Seminar Strategy Secrets.

Originally, it was only available as a physical course for $297. But they just recently “digitized” it… AND lowered the price to $97.

If you’re planning to attend a seminar, I highly recommend this program. It walks you through what to do BEFORE, DURING, and AFTER the seminar to get the best results out of your investment.

Think about it: You’re already investing anywhere from $500 to $2,000 or more to attend a seminar. Don’t you think it’s worth an additional $97 to make sure you get the highest ROI possible?

You can learn more about Seminar Strategy Secrets here:

http://rhealy.hifiwebguy.hop.clickbank.net/ <======= My blatant affiliate link.

Now, if you’d rather not use my affiliate link, you can also go straight to the sales page here:

http://www.SeminarStrategySecrets.com <======= NOT my affiliate link.

Either way, check it out.

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I just got back from my third business-related trip of the year. I left last Friday, Oct 24 and returned on Wednesday, Oct 29.

This trip actually had multiple purposes — both personal and business.

I first flew into Baltimore where I met my good friend Chuck Mueller. He and I then drove to Breezewood, Pennsylvania for meetings being held by Tony Salmon and Kingdom Ministries.

I spent a few days there fellowshipping with old friends and new friends. Among them were Stephen Jones, Chuck Mueller, Joshua Villela, Christine Bilonick, and Rebekah Nordeck.

After the meetings were over, we drove back to Baltimore on Monday where I caught a flight into La Guardia in New York. The night I got in, Keith and Becky Goodrum drove into the city to pick me up from my hotel. I was EXTREMELY grateful since it was my first time to New York.

We ended up going to an Italian restaurant called Bella Via. Very good food and vibes. Plus, it was fun to finally meet Keith and his wife in person. (I learned Keith is doing some really innovative things in his business.)

Here’s a photo of me and Keith in the lobby of my hotel:

Keith Goodrum and I pose for a snapshot at
the La Guardia Clarion Hotel.

If you haven’t read Keith’s blog, I recommend you check it out. It is one of the few blogs I consistently follow.

==> Keith’s Internet Business Blog

The next day, Tuesday, I caught a taxi into Manhattan to do a filming shoot for Home Business Brains, a new video magazine that plans to become a major destination for people seeking to build a successful home-based business.

Experts like Michael Port, Dave Lakhani, and Paul Hartunian have already done shoots. And there are other well-known business experts scheduled to shoot in November and December.

One of my past clients, Alan Kaplan, had invited me to participate in the project. At first, I was reluctant. After all, a trip into Manhattan is not easy, nor cheap.

Ultimately, I decided it was too good an opportunity to pass up, and I’m really glad I went. Alan and his partner/film director Marcell Lundberg were great. We did 4 hours of filming — all about copywriting. It went much smoother than I expected, and I think viewers will benefit greatly from the material I shared.

Since the “studio” is right on 72nd near Central Park, we were competing with sirens and honking horns a lot of the time. So sometimes I would do a 5-minute shoot, then do it all over again.

This turned out to be a good thing since different material would come out on each shoot. I hadn’t memorized anything, so I was working completely off what I’ve stored in my conscious and subconscious mind. Plus, the real magic happens during editing — and the more footage they have, the better the video clips will be.

Here’s a picture of me and Alan Kaplan in the studio where we shot the videos:

Alan Kaplan invited me to participate in the
Home Business Brains video magazine project.

Since Home Business Brains hasn’t officially launched yet, all the video content isn’t available. That will change in first quarter 2009 when the site goes public. In the mean time, you can watch the teaser videos here:

==> Home Business Brains video magazine

So that’s what I’ve been up to the last week or so. Starting next week I’ll be back in the rhythm of things and posting to this blog more frequently.

-Ryan M. Healy

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Freelance copywriters are a strange breed, aren’t they? Especially, the direct response kind.

With that in mind, I offer the following “Top 10″ list.

You know you’re a freelance copywriter if…

• You write copy in your head while you’re driving, showering, and running errands.

• You feel a strange sense of exhilaration when a deadline approaches.

• You go shopping and find yourself analyzing how the store could increase its sales.

• You study great copy… only to wind up buying the product being advertised.

• You save junk mail — and then proceed to critique it.

• You flip through local ad magazines and mutter things like, “I can’t believe this. These guys are so stupid.”

• You start experiencing withdrawal symptoms if you don’t write for a few days.

• You could never hold a 9-5 job again because you’ve been spoiled by working from home.

• You know “swiping” and “bullets” have nothing to do with crime.

And last but not least…

• You think writing copy when other people are sleeping is normal behavior.

So… which one of these can you most relate to? Leave a comment and let me know. Thanks!

-Ryan M. Healy

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On Monday, I took my wife and two older kids to Ringling’s Barnum & Bailey Circus here in Denver. To get to the Denver Coliseum, we first had to drop off our youngest with my mother-in-law, then drive for 40 minutes north through downtown.

We parked, hiked in a few blocks, picked up our tickets at Will Call, and finally found our seats ringside on the lower level.

Which leads me to concessions.

During intermission, guys were walking up and down the rows hawking sno-cones, cotton candy, and light-up doo-dads.

My daughter asked if we could get some cotton candy. Normally, I say “no” to such requests. Then I thought: “This is probably the one time we’ll be at a circus for the next two or three years. Why not?”

And so I decided I’d get her some cotton candy. I handed her a $5 bill and flagged down the cotton candy man.

“How much?” I asked.

“$12,” he said.

At this point, a normal, sane person would politely decline. After all, $12 for a wimpy little bag of cotton candy is practically theft.

But momentum was not moving in my favor.

You see, as I’ve explained, we had spent more than an hour just getting to the Denver Coliseum… we had already spent $44 on tickets and $5 on parking… I had given my daughter $5 to buy the cotton candy… and I had just flagged down this guy to help us.

I couldn’t back out now, could I?

Nope.

So I pulled out a $10 bill, combined it with the $5, and turned over the cash. We got our cotton candy, and my daughter proclaimed it was “the best day of her life.”

As I sat there thinking about what had happened, I knew exactly why I’d spent $12 on cotton candy.

It was commitment and consistency in action.

After taking so many steps in one direction, I didn’t want to change course. To do so would have been inconsistent with all the steps I had already taken.

The principles of commitment and consistency are what drive back-of-the-room sales after people have gone to great lengths to attend a seminar. And they are the same principles that take people from opting in to a list… to ultimately becoming customers.

How can you use commitment and consistency to ethically boost sales in your business?

-Ryan M. Healy

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In Spring of 2008, I was brainstorming ideas for new blog posts. I wrote down “Business Growth in Bad Times” on a piece of scrap paper. Underneath, I listed three strategies. Then I placed the scrap paper next to my phone where it has been sitting for six months.

Finally, I have transformed my note into this blog post. Why now? Because colleagues and clients are calling me. And they want to know why conversion rates are down… why sales are sluggish… and why subscriber attrition is up.

The answer is simple: In light of all the bad economic news, people are cutting back, tightening their belts, and adopting a new lifestyle of frugality.

Furthermore, a MarketWatch article reports that consumers are paying off debt at the fastest rate in the last 10 years. Instead of buying new things, they’re paying for old things they bought years ago. After a solid decade of spending future income, the future has finally caught up to American consumers.

And this, in many cases, has a direct impact on your business.

While I’ve not been shy about saying the U.S. economy is headed for hard times, my purpose here is not to analyze the causes of the crisis. Rather, it is to offer a simple set of business growth strategies that you can put to work immediately to help survive — and thrive — during the recession.

As famous American author Ralph Waldo Emerson put it, “This time, like all times, is a very good one, if we but know what to do with it.”

The strategies I’m going to share with you here can be summed up in the acronym DABBL (pronounced “dabble”), which stands for Differentiate, Advertise, Branch Out, Build Trust, and Leverage.

Strategy #1: Differentiate

With the pool of total buyers shrinking in most markets, it is critical that you find ways to differentiate yourself from your competitors.

The temptation will be to keep doing what you’ve always done. But what worked up until now will probably not work as well over the next six months.

You can differentiate by:

• Making your product better than your competitors’ products.

• Making your advertising better than your competitors’ ads.

• Making your fulfillment better than your competitors’ fulfillment.

• Making your customer service better than your competitors’ customer service.

You get the idea. You can take almost any aspect of your business and step it up a notch to set yourself apart.

What can you do to differentiate? How can you restructure your offers, products, and distribution models?

If your competitors are all making similar claims, can you make a unique claim that trumps theirs? Or can you improve upon their claims by adding a guarantee never before seen in your industry?

Benchmark what your competitors are doing; then one-up them.

Strategy #2: Advertise

Whenever the market contracts, the temptation for most business owners is to reduce advertising. Their logic is this: A dollar saved goes straight to the bottom line; let’s reduce or eliminate advertising because that will save a lot of money.

This fatal error has forced many owners out of business.

The correct action is counter-intuitive. You should not reduce your advertisting and neither should you maintain it. In a bad economy, you should increase your advertising.

After all, unless you have a sales team generating business for you, how else are you going to attract new customers and clients?

What can you do today that will get your advertising message to more qualified prospects? Can you run print ads in targeted publications? Can you invest in a word-of-mouth advertising program? Can you add new keywords to your Google Adwords campaign?

Ask yourself these questions and more. Find the answers. And act on them. But by no means should you cut your advertising. Unless, of course, you are genuinely interested in becoming another casualty of the economy.

Strategy #3: Branch Out

If you take the time to analyze your business, you will find that about 80% of the profit is generated from the sale of one product or service. It is the classic 80/20 Rule: 20% of inputs create 80% of outputs, and vice versa.

Obviously, it makes good sense to “ride your winners” for all they’re worth. If it is possible to increase sales of your #1 product or service, by all means do so.

On the other hand, a business built on a single leg may be vulnerable in times like these. How can you branch out, develop multiple profit streams, and create more stability?

Ideas:

• You can enter a new niche by creating a new product and using a pseudonym.

• You can offer a new related product and persuade your customers to buy it (also called an “upsell”).

• You can figure out how to build continuity revenue into your current business.

• You can take on a new client who makes money in a different market than your other clients.

• You can make money on “dead” leads by referring them out for a commission.

These are just a few ideas for how you might branch out and diversify to stabilize your income.

Strategy #4: Build Trust

BusinessWeek reporter Peter Coy writes, “One lesson of the crisis is that nothing matters more to the global financial system than trust — and it is a fragile commodity.”

Coy’s observation is important because trust is not only important to the global financial system… it is equally important to your customers.

Now, more than ever before, trust is an asset you can’t afford to be without.

Unfortunately, as losses mount, the temptation for many will be to run after get rich quick schemes. The more financially desperate people become, the more willing they will be to justify whatever it takes to make an easy buck.

Don’t fall into this trap.

The best course of action is to become your customers’ trusted advisor. Always keep their best interests in mind. And do only what will further their safety and well-being.

If you commit to preserving and building trust, you will be greatly rewarded. Maybe not this week or next week or even next month. Yet planting good seeds will produce a harvest in due time.

Strategy #5: Leverage

Finally, consider how you might use leverage to grow your business.

There are three primary forms of leverage available to entrepreneurs: automation, systems, and people.

Ask yourself:

• How can I automate tedious tasks? Is there a product I can buy or a programmer I can hire to automate these tasks?

• How can I create easy-to-follow systems to define and streamline key business processes?

• Who can I enlist to help me grow, expand, and develop my business?

It is important that you focus your efforts on strategies that are already working. Throwing leverage at something that’s not working is like throwing more wood on a bonfire that hasn’t been lit yet. There’s really no point.

That said, leverage properly applied can work miracles for almost any business. So determine how you can use leverage to get more results out of business processes that are already working well.

Take Stock, Then Take Action

As you think about the five strategies I’ve shared here, which one jumps out at you? Which one would give you the most bang for the buck if you applied it immediately?

Obviously, it would be difficult to try to implement every strategy all at once. So pick one, take action, and see it through. Then move on to the next best strategy for you.

The key is to keep on DABBLing.

In this way, you can systematically achieve business growth in spite of the poor economy.

-Ryan M. Healy

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