If you want to stay in business, you must speak about your strengths.
Here's what I think whenever I hear how this report or that statistic is the worst since 1996 or whatever: While things were terrible during that long ago time, they did get better, in fact much better. So you must study your company's strengths and focus on them so you'll be positioned to benefit from the inevitable upturn.
My clients often worry about meeting their audiences expectations. This worry turns into a business speech or presentation that repeats all the bad news because that's what people expect to hear these days.
Give them something they don't expect! That will attract them, mobilize them and make your message stick.
Three things they would respond to are:
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How your company's strengths (even just one) will help them solve their own problems.
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How your solutions will continue to work for them into a better economy
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How your company plans to thrive while others in your industry do not.
Critical to the way you articulate these points is that you speak about you and your company in terms of your audience. So the most important word is "you". Show them you understand them, and you've tailored your ideas to meet their specific needs. No laundry list --just one totally solid idea that addresses their biggest issue.
If you are determined to guide your company through this valley to the summit of success a year from now, speak truthfully about your strengths in terms that your audience can hear and remember.
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