Changing something from a want to a need is what will save your tail while we go through an economic slowdown, and therefore you don't have to have less business, but if you don't change your marketing, if you don't change your language from conveying that of a want to that of a need, then yeah, you are going to face some hard times.

Welcome everybody to the Chris Harder Show, where we are making you unapologetic about your pursuit of success.

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Hey, everybody. Welcome back to the Chris Harder Show, where we absolutely believe that both prosperity and generosity can and must coexist.

All right, so it is no secret that we're facing a bit of economic slowdown, economic uncertainty.

And as listen to, I don't know if it's a TikTok or Instagram live or a podcast, I totally forget where I heard this.

But I did hear Gary Vee this week say, people don't give an F, he actually said the word, but people don't get an F about anything when they're scared.

They freeze, and he's right. And that's why in any time of uncertainty, when you're facing an economic slowdown, when people are scared, therefore they're frozen, it becomes your job over the next 12 to 24 months.

To only convey the absolute need for your product, it can no longer be a want product.

Let me repeat, this is so important, this will change everything for you if you do it right now, going forward in an economic slowdown, no matter what they title it.

You don't have to sell less stuff. Instead, it's your job to convey the absolute need for your product.

Instead of conveying it as a want, it can no longer be a nice to have, it can no longer be something that is optional, it can no longer be a luxury or a splurge.

Of course, there's still people buying luxuries out there. I'm buying actually getting a new card tomorrow that I'm picking up.

But in general, when you're facing an economic slowdown, people will only buy the needs.

Now, does that mean that you've got to change your product, not likely, maybe change some features? Does it mean that you've got to get a whole new business?

Nope. No, the point I'm making is you need to start redoing your messaging to that of conveying your product as a need.

You can no longer convey the message that it is something that is a want and everything can be made into a need, by the way.

I hear people that are in the mortgage business, and you know, because interest rates are twice as high as what they were a handful of months ago,

they're talking about how all these purchased mortgages and all the refinanced mortgages, rightfully so have dried up and gone away.

Well, how do you position your mortgage as a need? You shift your messaging to start talking about cash out second mortgages.

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