As the year is winding down, do you ever stop to take a minute and reflect on the successes of 2012? If yours is like most businesses, you’ve enjoyed some wins and losses, you’ve made changes and you’ve kept many things the same. In the copywriting solutions space, we have noted some growth and leveraged key opportunities. We’ve also noticed the changes in the market when political winds blow. In an election year, we can really feel the effects on the bottom line.

When the market feels the pressure of change, companies tend to hold off on spending. There is an assumption that customers will continue to shop and prefer a specific brand or provider just because they have done business with them in the past. As a result, one of the first areas of spending to be cut is marketing or advertising. What is often described as a luxury, however, should really be treated as a necessity.

In times of economic turmoil, your customers still have money to spend. If you aren’t taking the time to remind them that you exist, and that the value of the services or products you offer is superior compared with that of your competitors, you may soon find your offerings are falling into the luxury category and the lower priced competitor becomes more attractive. Instead of remaining in the conversation with copywriting solutions with key messages, you’re letting your customers and your competitors decide where the market should go.

Instead, consider what copywriting solutions can do when the market outlook is grim. Did you know you can keep your blog and social media active on a weekly basis for less than the cost of running an ad in the newspaper or filming a commercial for the local station? You can also enjoy great reach, one-on-one and one-to-many interactions with very little cost, measuring the value of these interactions along the way.

Keep in mind that your customers are no longer simply searching the paper or the television to find out the information they want on a product they want or need. They’re looking online, through apps, websites, videos and more. If you want them to find your brand and your information, you have to be in the game. Copywriting solutions allow you to do that.

As we look back on 2012, we’re grateful for the new customers we have gained, those who have given us the opportunity to tell their story. We not only get to learn about new initiatives, we get to build new relationships. Our passion really lies in copywriting solutions as our talents allow us to create opportunities for those who trust us to do so. That is nothing short of an honor.