These are stressful times. The economy feels shaky, conversations with clients have shifted, and it’s easy to feel like everything is up in the air. I’ve seen contracts pause, projects stall, and people pull back—not just financially, but emotionally. It would be easy to match that energy, to freeze and wait it out.
But here’s the thing: I’ve lived through enough economic ups and downs to know that panic doesn’t help. Stillness might feel safe, but it’s not a strategy. So I’m choosing something else: I’m choosing to keep showing up. During the 2008 Housing crash, the people who moved quickly and got out took a much smaller loss than those who did the wait and see. Again, in the pandemic, it was the businesses that pivoted fast that were able to hold on.
I’m taking my own advice and I’m showing up today and tomorrow with a new adjusted campaign this month. Get Discovered. I’m running my usual Meta ads but this month will add YouTube Shorts.
During the Pandemic, my clients were able to thrive when we discovered that "what "people needed was information and commitment. One of my clients was a resort, and we discovered that letting people know exactly what Tahoe as a sanctuary would look like. We created and emailed a video to his returning guests with the info. You had to stay over 5 days, there will be no contact with staff, but staff were available, and how to get meals. In one emailed video, we filled the resort for 3 months during the shoulder season in under ten days. My advice for 2025 would be to have a very lenient cancellation policy and a price freeze for the season. If the economy picks up, offer add-ons.
Strategy for Right Now
“My goal isn’t to be everywhere—it’s to be in the right place with the right message. And this month, that message is discovery.”
Everyone is downsizing—consumers and businesses alike. Target shoppers are now walking into the Dollar Store. And in the marketing world, companies that once had in-house teams are suddenly looking to outsource or scale back. That’s not a crisis—it’s an opportunity to be discoverable to the right people, at the right price point, with the right offer.
This month, I’m focusing on two things: consistency and visibility. I’m running my usual Meta ads to stay in front of current contacts, but I’m adding YouTube Shorts to reach the clients who don’t know me yet, but need someone like me more than ever. I’m not trying to be trendy. I’m trying to be useful. And that means showing up in places where people are looking, not just scrolling.
I have been planning for a while to add more video, and now is the time. I’ll hit Meta’s Reels, YouTube Shorts, and even TikTok. (The US ousting has been pushed to June). I don’t have to spend a lot, but my time and effort will need to double. I look at it as an investment. Last year, I invested in learning AI, and it paid off big with new high-functioning workflows. This spring it’s adding the consistent content fuel to the workflows to get discovered with the right message at the right time to the right people.
We don’t have control over the economy, but we do have control over how we show up in it. For me, that means putting my message where people are looking, and staying visible even when it would be easier to pull back.
If you’re a business owner feeling stuck or frozen, here’s what I’ll say: Don’t let silence become your strategy. You don’t have to launch a major campaign or spend thousands to stay relevant. But you do have to keep moving. Pick one platform. One message. One way to stay in the game.
The businesses that thrive in tough times aren’t the ones who wait—they’re the ones who adapt. I’m choosing to adapt. I’m choosing to show up. And if you’re reading this, you can too.
If there is a topic you’d like to hear more about by all means comment below or direct message, and I’ll do my best.
Nothing better than a good question to jump into.
Reach out for a talk over coffee or a hike, I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com
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Trina Gold
Master Creator
