I look at B2B websites all the time, and I noticed a recent trend – an increasing number have copy up pertaining to the recession, hard times, etc.
Now, I can see where this makes sense. Personally, as a copywriter, I like to think my services help protect against declining sales, etc. So I figured maybe I should mention something like that too, and started to get to work inserting a “look, times are hard, so you need good copywriting, blah blah blah…” paragraph onto my homepage.
You know, as I was writing it, it just felt “wrong”. I’m not about doom and gloom – I’m about raising sales and the like. But I put it up on my site… and took it down a week later. It’s just soooo not me.
I realize some businesses use recession and “hard times” in their copy, but I’m really wondering how effective this is. To me, it’s barely above telling a customer “I know you don’t have much money, but…” I want my copywriting site to convey many messages, but reminding people of the economy is NOT one of them. Listen, businesspeople KNOW the pulse of the economy. And if they are at my site, I want them to come away with something positive, not negative.
I have no data to back this up, but I’m betting in terms of B2B, things like “recession pricing” “recession deals” “recession special” don’t sway people.
Just my .02 anyway.