Operating Your Business During Turbulent and Violent Times in America

I can’t believe I even have to write this article, and I realize no one wants to discuss this or be honest and realistic about this, but here we are, so here goes!

America is going through a period of significant change, upheaval and never-seen-before violence, and the outcome depends on all of us. As business owners, we have an opportunity to contribute positively to shaping the outcome of this volatile stage and what our society will look like on the other side.

What will remain of the old, what will the new look like, what will commerce look like, will we still have freedom of choice, freedom in commerce, freedom of speech, or even a free country?

While all this gets fleshed out, it’s crucial to prioritize the safety of your employees and protection of your business.

Here are some things to think about when you’re marketing your business and conducting your daily business practices:

How do you now protect yourself, employees, your store, and your inventory?
How do you market yourself, your products and services?
What political and social lines do you cross or do not cross?
What groups do you support?

My thoughts are that businesses should stick to business and service everyone just as you did before this mess started. I think the safety of you, your employees and your business is number one, then after that, not bending to political and social pressure is a very high number two on my list.

If you decide to take a stance other than pro-America, pro-business, pro-commerce, you’re opening yourself up to losing half your customer base, violence, social pressure and possibly even being shut down by these pressures.

Key Considerations and Steps You Can Take:

Security Measures:

Implement a secure entrance area or foyer where customers must show ID before entering the store premises. You may even think about keeping their ID until they’ve paid and are ready to leave your store. This can help deter potential theft or criminal activity. If someone becomes violent while inside your new entrance area or foyer have a way to lock it down and restrain them until the police arrive.
Consider hiring security personnel. Off duty police are usually available and wiling to moonlight in such positions.
Install security cameras as a deterrent, although prevention should be the primary focus.

2. Marketing and Business Practices:

Continue to market your products and services directly to your customer base, regardless of their race, gender, social, or political affiliations.
Maintain consistency in your marketing and business practices that have proven successful in the past. Resist the urge to take a side and advertise it.
Avoid provoking controversy or taking strong partisan stances on polarizing political or social issues unrelated to your business operations. Remember to resist the urge to take a side and advertise it. That only provokes unwanted pressure and attacks.

3. Handling Social Pressure:

If faced with social attacks or pressure campaigns, ignore the attacks and remain composed and continue conducting your business ethically and honorably. The social pressure will go away as those engaged in these kinds of attacks have short attention spans and will soon find someone else to bully.
Engaging with or retaliating against such campaigns may only amplify the attention they receive.
If you or your employees face credible threats or feel unsafe, do not hesitate to involve law enforcement and temporarily close your business until the situation stabilizes. It’s better to lose a week or two worth of income than have to rebuild after vandalism or even worse. It’s not worth the safety of you or your employees to remain open when these people attack. Close down for a few days and ride out the storm.

Out of the box security measures

Here are some unorthodox or “out of the box” security measures business owners could think about to help prevent crime and theft:

Create a verified customers/clients list. If someone is not on your list, they must first register, show ID then they can enter.
Biometric Entry Systems Install biometric scanners (fingerprint, facial recognition, etc.) at entry points that only allow access to authorized employees and verified customers/clients.
Discreet Emergency Alarm Apps Provide employees with discrete panic button apps on their phones that can silently alert authorities in threatening situations.
Undercover Security Personnel
Hire undercover security guards to blend in with customers and monitor the premises discreetly.
Surveillance Drones Deploy small surveillance drones inside the premises to monitor blind spots and high-risk areas remotely.
Smart Product Tagging Use smart tags/chips embedded in products that can trigger alarms if taken outside designated areas.
Fog Security Systems Install security fog devices that quickly fill an interior space with a dense but safe fog, obscuring vision and driving out intruders.
Digital Watermarking Add digitally watermarked elements to product images/marketing that can help identify the source if counterfeit goods surface.
Crime Prevention Through Design Redesign the layout/environment to increase natural surveillance and control access/exit points.

While some of these may involve higher costs, they offer additional layers of deterrence and security beyond traditional measures like cameras and guards. Careful evaluation of risks, budget and implementation would be required.

Additional Suggestions:

Stay informed about evolving regulations, guidelines, or best practices that may impact your industry or business operations and even get involved in the decision making process when new laws or regulations are being discussed at the local and national level.
Consider contingency plans and alternative strategies to ensure business continuity in case of disruptions or unexpected challenges.
Explore opportunities for community involvement, charitable initiatives, or partnerships that align with your business values and goals.

Remember, the ultimate goal is to navigate these turbulent times while maintaining a safe business environment, providing excellent service to your customers, and contributing positively to your local community.

And for further information about leaving a legacy, read: How High Standards, Integrity, and Reliability Build Authority for Your Business.

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If you have any questions or want to talk through some of these marketing ideas or get help creating them, reach out to me any time at: David@crosscopywriting.com

For expert assistance on marketing your brand, contact CrossCopywriting.com.

For a practical guide to promote Traditional American Values: 20 Ways to Infuse Your Marketing with Strong Work Ethics and Traditional American Values download the guide HERE.

And you can download one of my White Papers here: Harnessing the Power of Advertising Traditional American Values — A Path to Marketing Success