Why Now Is Not the Time to Go Quiet (Even When The World Is On Fire)
By Lauren Mienert | Lauren Mienert Marketing
Unless you’ve been living under a rock since February, I’m sure you’re aware of the geopolitical and economic dumpster fire that the world is in at the moment (thanks to a certain country’s president 😒). Right now, a lot of small business owners are feeling the pinch and so are their customers.
Sales might be slower. Clients are taking longer to say yes. You’re watching your spending more carefully and so is your audience. It’s tempting to pull back, go quiet, and wait for things to settle down and become more stable before you start showing up again.
But here’s what I want you to hear: that instinct, as understandable as it is, could be the thing that hurts your business most.
The truth is that the businesses that come out the other side of a tough economic period are the ones that kept showing up. Consistently and with intention. This post is about how to do exactly that without sounding desperate or wildly out of touch with reality.
Your audience isn’t spending less on everything. They’re spending more carefully.
There’s a big difference between those two things.
When money gets tight, people don’t stop buying. They become more deliberate about what they buy and who they buy from. They’re looking for some kind of certainty. They want to know that what they’re spending their money on is actually worth it, that it solves a real problem they have, saves them time, or makes their life easier in a way they’ll actually feel.
This means the answer on how to make sales isn’t to lower your prices and hope that’s enough. It’s to make the value of what you offer clear and undeniable.
Ask yourself: does your content actually show people what they get? Can someone read your caption, watch your Reel, or scroll your feed and walk away knowing exactly how you help them and why it matters? If the answer is no, that’s where to start.
Lead with outcomes. Show the before and after. Share the results your clients get. Let people see what working with you actually looks like. Price becomes less of a hurdle when value is crystal clear.
This is a good time to get to know your audience again.
Spending habits shift during tough times, and they don’t always shift in the ways you’d expect.
The clients you had in a booming economy might have different priorities now, they’re trying to afford fuel, groceries, and rent. The thing they used to invest in without thinking might now be something they hesitate on. That’s not a sign that they don’t want what you offer, it’s a sign that you might need to meet them where they are right now (without lowering your prices, don’t you dare).
So do a bit of digging. Pay attention to the questions people are asking in the comments and DMs you’re getting. Notice what your audience is engaging with versus scrolling past. Look at the conversations happening in the Facebook groups and online communities your ideal clients are part of. Ask your current clients how they’re feeling about things and what they’re prioritising. Ask what your dream clients would need to hear to say yes, and what might make them say no or hesitate.
You don’t need to run a formal survey (though there’s nothing wrong with that). You just need to stay curious and pay attention.
When you understand what your audience actually needs right now, you can shape your content and your messaging around that. Not in a manipulative way but in a genuinely helpful one. The businesses that listen and understand are the ones people trust.
Acknowledge it. Don’t ignore the elephant in the room.
Your audience is living in the same economic climate you are. They know things are a bit harder right now. When your marketing acts like everything is fine and easy and abundant, it can feel a little out of touch.
You don’t need to make your content heavy or stress-inducing but a little acknowledgement that you’re in the same boat as they are and understanding of their perspective goes a long way. Something as simple as recognising that your audience is being more intentional with their spending, and showing them why your offer makes sense in that context, can build more trust than the most polished sales pitch.
People buy from businesses they feel understand them. If your content shows that you get what they’re going through, you become far easier to say yes to.
Do not stop marketing yourself.
This is the big one.
When revenue dips, marketing is often the first thing small business owners cut. It feels logical, customers aren’t buying, and you’re trying to reduce costs, so marketing can feel like an optional extra and a waste of time. But pulling back on visibility right now is one of the most costly things you can do.
Here’s why: your competitors are likely doing or thinking the same thing. Which means the businesses that keep showing up are the ones that get seen. They’re the ones people think of first when they’re ready to buy. They’re the ones that gain trust during the hard times and reap the rewards when things ease up.
Staying visible doesn’t mean spending more money. It means showing up in the places your audience already is, consistently and with content that actually matters to them.
Post on your social channels. Keep up with your email list if you have one. Share what you know. Answer the questions your audience is asking. Stay in the conversation.
You don’t need to post every day. You don’t need to be everywhere at once. You just need to be consistent enough that when someone is ready to invest, and they will be, your name is the one that comes to mind.
A few practical shifts to make right now
Lead with value, not discounts. Cutting your prices might feel like the obvious move, but it can devalue your work and attract clients who aren’t the right fit and leave you struggling to cover your own costs. Instead, focus on showing your audience exactly what they get and why it’s worth the investment.
Create content that solves real problems. Think about the specific frustrations your ideal client is sitting with right now and speak directly to those. Educational, practical content builds trust and keeps you front of mind.
Show up authentically. You don’t have to pretend everything is perfect. Being honest about the current climate makes you more relatable and more trustworthy.
Focus on retention as much as acquisition. Your existing clients are gold right now. Check in with them. Make sure they’re getting what they need. Happy clients become referrals, and referrals cost you nothing.
Keep your messaging clear and simple. This isn’t the time for complex funnels or convoluted offers. Make it easy for people to understand what you do, who you help, and how to work with you.
The businesses that survive are the ones that show up.
It really is that simple.
Marketing during a tough economy isn’t about being loud. It’s about being present, being genuine, and giving your audience a reason to trust you. The businesses that go quiet now are the ones their audience forgets. The ones that stay are the ones that build something lasting.
You’ve already done the hard work of building a business. Don’t let a difficult season be the reason you step back from the thing that keeps it growing.
Keep going. Your audience needs what you offer, even now.
Lauren Mienert is the founder of Lauren Mienert Marketing, helping female small business owners build a social media presence that actually works for them. If you want support showing up consistently and confidently online, get in touch.