In tough economic times you need to change the tone of your marketing. If you appear like everything is sunshine and lollipops, your prospects will feel a palpable disconnect with you due to the worldview you're presenting to them.  They'll perceive you as out of touch from reality, which results in them summarily eliminating you from contention to getting their business.

Down markets are a terrific time to pick up market share, because your competition is weakened and prospects are in aggressive search for new solutions. However, in order to take advantage of this opportunity you must persuade your prospects that you understand the current market difficulties and are the steadiest hand at the helm to help them through. You need to be the lighthouse in the storm. Strength in the face of adversity. Here's an example of this approach in action:

Few markets have been battered as much as commercial real estate. Yet, The Ackman-Ziff Real Estate Group is using a marketing jujitsu move to turn the downturn into an advantage for them. Below is an email that was sent out to their database. Particularly notice the tone and image they project...


Subject: Ackman-Ziff: Your Capital Advisor in Good Times and Bad

To our clients: We are scanning the horizon for new foreign and domestic sources of capital, a practice we've employed for many decades. Ackman-Ziff acts as lead syndication agent on all of your transactions, a critical function for your capital advisor in today's challenging market. Lastly, we are in an ideal position to assist you in your negotiations with your existing lenders and partners to create an optimal capitalization.

To our lenders: We continue to be discriminating and will only show you transactions we believe in. The loans you make to our clients today will be the best loans you ever make on a risk adjusted basis.

To our equity investors: We continue to bring you transactions that are worthy of both your time and your investment. We will not show you investment opportunities that we would not be willing to invest our own capital in if asked to do so.

To our prospective clients: We continue to define the meaning of integrity, creativity, and ingenuity. Our team of professionals invests the time to vet your transaction. Sometimes that means we must tell you your transaction is not feasible in this market place. We are 100% truthful, 100% of the time - not only about what we have accomplished but also what we think we can accomplish.

To all of our colleagues and friends in the industry: During this difficult financial period, it's time to evaluate everything you do to ensure you are prepared for this and future markets.

In 2008 we continue to make significant personnel additions to our team. We will come out of these stressful times, an even stronger firm, primed to provide the financial advisory services the industry expects from us. In 2008 it's time to upgrade your team too. There is only one upgrade for integrity, creativity and ingenuity.

Ackman-Ziff.

While this isn't award winning marketing copy, the "Industry Statesman" approach is powerful and engenders confidence. This is exactly right for the times.