With 2009 well underway, your goals and strategies probably look a lot different than they did just last year. Something that made sense for 2008 might seem antique or laughable today. But as your business evolves with the new economic realities, don't forget that many of your prospects exist in the same state of flux.

In other words, argues Ardath Albee in a post at the Marketing Interactions blog, it's time to rethink marketing materials and sales conversations that no longer speak to a customer's needs. "I know," she says. "I can hear you groan—'But we just updated that content six months ago.' Not good enough. Chances are that it's no longer relevant enough to strike the chord it did last year."

Albee recommends shaping content to:

• Shift your focus from increasing revenue to cutting costs. You can craft a cohesive message by adjusting customer testimonials to reflect the switch.
• Accentuate the positive—you'll surely do much better with more carrot and less stick.
• Appear gracious and helpful by attaching few strings to the tips and techniques you offer.

The Po!nt: "[T]his is no time to sit still," says Albee. "Content and the stories it tells must be on track with your prospect's mindset if you want to continue to build engagement with them."

Source: Marketing Interactions. Click here for the full post.

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