What are all the seminars and news articles saying to do while times are slow in this industry?
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The Answer: 
Cut Costs & Start Marketing
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U.S. Small Business Administration recently published an article: 
14 Survival Tips for Managing During an Economic Downturn 

#10.  Similarly, don't skimp on service and quality by being understaffed - Options include freelancers, consultants, and part time employees. 

#12.  Historically, many businesses reduce advertising and promotional expenditures rather than slash fixed costs during hard times - However, studies have shown that those maintaining or increasing ad layouts during slowdowns wind up outselling rivals who cut back.

#13.  Another mistake during recessionary times is to reduce training budgets - Training can best be conducted during slack periods.  Especially low-cost, on-the-job instruction and broadened skill acquisition.  Also, local community colleges offer a number of free classes that teach and upgrade trade and office skills and supervision techniques.