I always get a chuckle from that story of the two hikers in the woods being chased by the bear.

One says to the other, while tying his tennis shoes: “I don’t have to outrun the bear. I just have to outrun YOU.”

Every time someone asks me what I think about the economy, I mention that story. “You and me, we just gotta outrun the other guy.”

As one who is sought for business advice, I know there are a lot of people within the sound of my voice who will wash out. Despite my finest efforts they will NOT outrun the bear. Fear will slow their steps and as they feel the maw of the bear on their neck, panic overtakes them and they stumble.

They beg the bear for mercy but the bear is merciless.

Fear consumes them and the bear takes all that they have.

Many will then say, “Well, at least I have an alibi.” They’ll rationalize: “There’s no shame in going under at a time like this. When I tell my friends the economy killed my business they’ll understand. I’ll stand in the bread line along with everybody else who got killed by the bear and we’ll all share terrifying bear stories as sympathetic government employees hand out dishes of hope.”

I’m reminded of the proverb that says, “A little sleep, a little slumber, a little folding of the hands to rest… then your poverty will come as a robber, and your want like an armed man.”

A year ago I sent an email called “My rant about this so-called recession.” Then, unless you were in real estate, everything was fine. The problems are real now. Scariest headline I’ve seen lately: Shipping lanes in Singapore ground to a halt because shippers can’t get letters of credit from their banks.

Yes, the problem is real.

But lemme tell you pal, if you take it lying down, you’re a coward.

When I started feeling the pinch – sales resistance going up – uncertainty everywhere – Wall Street gloom and doom – I said: Boys, we’re whipping this sales machine into shape. I’m going to send even MORE great content to my customers. The quality of this operation is going UP.

The result: December ’08 sales were up 32% over the same month a year ago.

I also decided, it’s time to recruit some talent. Hard times means there’s a lot of VERY talented people, their skills going to waste. It’s a GOOD time to be looking for smart people, because they’re everywhere. Gonna get me a Content Czar.

An update about that adventure will be posted on my blog later today.

For those who do seize opportunities, the run from 2005 to 2008 was so strong, anybody with any significant business was leaving $1 bills on the floor so they could chase $10 bills. EVERYBODY had holes they just didn’t have time to plug.

Now it’s time to plug the holes. Time to be doing the things you should be doing.

Most of all, it’s time to go back to the basics.

This is not a time for wild hair-brained ideas. This is a time to have a killer USP and a solid value proposition.

• This is a time for your Google campaigns to be run like a TIGHT SHIP.
• This is the time to be tracking sales conversions and connecting the dots.
• This is the time to be split testing so your Value Per Visitor increases 5%, 10% every month or two, automatically.
• This is the time to polish the copy in your emails and your website so that it’s silky smooth and persuasive and more compelling than ever before.

None of these things happen while you’re chatting with your Facebook friends. None of these things happen while you’re standing around the water cooler. None of these things happen if you don’t have the knowledge to pull them off.

I am taking my customers back to the basics, two different ways.

The first is my new offering, Jet Propulsion.

JP is not some newfangled magical piece of software. It’s not some kind of Web 2.0 wizardry that’s going to get you links on 1000 blogs. It’s kind of boring, actually.

It’s a team of highly capable people in Milwaukee Wisconsin building you a State Of The Art Google campaign, installing a testing and tracking system, conducting a scientifically designed survey of your customers and prospects. (What could be more boring than scoring a survey?)

It’s a professional copywriter working with you to perfect your sales message so you’re clearly, undeniably BETTER than everyone else in your market.

They’re not doing it so you can sip Mai Tai’s at the beach. (Though you’re welcome to do that if you’re able.)

They’re doing it so you can spend your time doing the thing that YOU are best at in your business.

Those who have an imaginary business will think JP is expensive. In first four months it’ll cost you $12 grand. In the space of a year – if you stay on and have Jeff’s team continue to manage your traffic and your split tests – you might invest north of $20 grand.

Yes, if you have an imaginary business, that’s pricey.

But if you have a REAL business, it’s CHEAP.

Listen: Compare that to hiring an employee… ANY employee.

In Chicago, $20,000 per year will get you an ex-con or a welfare mom from the projects.

In Jet Propulsion, it buys you a team of AdWords experts, a professional copywriter and professionally scored market research project. It’s a miracle of the modern world.

You can spend the next 3 months looking for talented people on elance, or you can get the best traffic and conversion team money can buy, right now.

Bottom line is, if you’re spending more than $5,000 a month on traffic you need to seriously consider this.

http://www.perrymarshall.com/JetPropulsion

If you’re wondering if this is for you, my assistant Mendy will schedule a time for you and I to talk for 10 minutes on Wednesday January 28. You can email her at mendy {at} perrymarshall.com

There is a 2nd option, which is the Bobsled Run.

The Bobsled Run is a 12 week intensive where we take all the same elements that are in Jet Propulsion and we teach them to you. You learn the whole animal inside and out. You acquire state of the art traffic and conversion skills. You get the help of a personal coach (me, Bryan or Steven) and a team of like minded business owners who are learning together.

It starts February 3, one week from today.

If you’re wondering if the Bobsled Run is for you, email Mendy at mendy {at} perrymarshall.com and she’ll set up an appointment for you to talk to Bryan.

First, read the sales page and the success stories at http://www.BobsledRun.com/

One last thought:

80/20 rule: At any given time, 80% of businesses are mediocre and in a state of decline. And 20% of them are growing and prospering.

In a recession, 95% are struggling and 5% are growing and prospering.

If you master the basics, you can be in the 5%. Being in the 5% is a choice. (Note that Google just had a record quarter… it ain’t bad everywhere. Some people are doing JUST FINE, thank you very much.)

By the way, being in the top 5% is not a matter of looking in the mirror and saying “I’m good enough, I’m smart enough, and people like me.”

It’s a matter of KNOWING and DOING the right things and delivering PROVABLE VALUE to your customers.

Never forget that.

How will you approach this economy? Punch back with ferocious force:
http://www.perrymarshall.com/JetPropulsion/

Perry Marshall