Now is not the time to cut back

I found this great little snippet in an article in Marketing Magazine – www.marketingmag.com.au – by Mike Abel from M&C Saatchi a top advertising man.  While I don’t like biscotti, I appreciate his point.

“We all love a little biscotti or Lindt wafer that is complimentary with a cup of coffee. Now is not the time to cut back on spoiling your customers – in this market you may need to spend a little more to differentiate yourself, and thus earn a little more. Ask yourself what is the biscotti in my business and is it wise to drop it? People want more from you during hard times, not good times. Small cost, big perceived value.”