Happy Tuesday, Reader!

I started writing about the uncertainty in our current market last year. And to say it’s gotten even more tumultuous might be an understatement.

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The early days of the pandemic are still fresh in many of our minds, and some of us were around to navigate the Great Recession of 2008-2009. But for many small businesses, what's happening now with tariffs, inflation, and shifting consumer confidence is hitting differently. It's not just supply chain chaos. Your customers' psychology has changed.

And when your customers' psychology changes, your messaging has to change with it.

In moments like these, being impact-minded means adjusting our selling approach to meet the needs of the moment.

Right now, community-based businesses, in particular, should focus on addressing survival needs rather than higher-level wants.

This shift in messaging is not about manipulation. It's about helping people see the value of what you do in terms that actually land right now.

Here's a real-world example that caught my attention recently: The Bogg Bag pivot.

You've probably seen Bogg Bags—the colorful, structured totes that became a cult favorite among, well, a lot of us. They're a women-founded business that built their brand on aspiration and joy. Their whole identity was "life's short, treat yourself."

Then the 2025 tariffs hit, and their cost structure got turned upside down.

Their CEO, Kim Vaccarella, didn't just quietly raise prices. She shifted how the brand communicated its value, pivoting from lifestyle aspiration to smart, durable investment.

Before: Life's short—treat yourself. You deserve a bag as colorful as your personality.

Uncertain Times Shift: Buy once, buy right. In a world of rising prices, a bag that lasts for years is the value move.

Both statements are completely true. Bogg Bags are a joy, and they do outlast the $30 knockoffs. But right now, only one of those messages is "hearable." When people are watching every dollar, they can't connect with "treat yourself." They can connect with "this is actually the smart choice."

Your messaging can reflect your values AND meet your audience where they are.

When our base-level needs feel secure, we buy with our hearts. We make decisions based on experiences, aesthetics, aspiration, or joy. When we feel uncertain about our resources, we need to know: Will this solve a real problem? Will this protect me? Will this be worth it?

Your offer probably hasn't changed at all. But the question your customer is asking before they say yes has changed enormously.

If you're finding it harder to close deals, generate interest, or keep clients lately, your messaging might need adjusting. What do your clients need to hear right now?

Do you need help with your sales conversations? Reply to this email, and let's talk.

Until next time,

Renia C.

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