KEENE, N.H. (MyKeeneNow) This one sounds reasonable too: “Business is slow, I can’t afford to advertise right now.” But here’s the hard truth — slow times are exactly when you can’t afford to be invisible.

Unless you’re truly seasonal — meaning you close the doors and head to the beach for five months — you need to be reminding people you exist, especially when fewer people are buying.

The Fiercest Competition Happens in Slow Times

When sales dip, there are only two ways out: cut costs or increase revenue. Advertising is one of the few tools that can actually drive more revenue. And here’s the catch: when fewer people are in the market, every competitor gets more aggressive in chasing the same small pool of buyers.

It’s not just about staying visible anymore — it’s about fighting harder for attention because there are fewer opportunities to win. If you sit back, you don’t just risk losing a little ground. You risk losing the customers who are ready right now to a competitor who is showing up.

Why Advertising During Slow Times Matters

  • You stand out by staying in the fight. Competitors don’t stop — in fact, most of them double down when times are tight. If you’re quiet, you’re not just invisible, you’re surrendering customers straight into their hands.
  • Few buyers = higher stakes. When there are fewer people searching, clicking, or calling, every single one matters more. You can’t afford to miss out.
  • You build trust by being consistent. Customers notice who’s steady and reliable. If you disappear when times get tough, it sends the wrong signal.
  • The Evidence

History is full of proof. During the 1981–82 recession, McGraw-Hill found that companies that maintained or increased advertising grew sales 256% more than those that stopped. The businesses that went quiet? Many never recovered their previous position.

Google’s research backs it up today: being consistently visible during the buying journey nearly doubles the chance that someone will choose you when they’re ready to act.

The Local Reality

Look around Keene. You don’t have to look far to see businesses that “went quiet” when things slowed down — and many of them never bounced back. It’s not because they weren’t good at what they did. It’s because while they pulled back, their competitors kept showing up, snapping up the few customers who were in the market.

The Takeaway

Slow times aren’t a reason to stop advertising — they’re the reason you need to fight harder. If you disappear, your competitors will happily scoop up the people who are ready to buy right now.

Advertising is not just about filling the busy months. It’s the lifeline that keeps you in the game when the market gets tough — and the one thing that ensures you’ll still be here when it rebounds.