Monday Memo

A Byte of Knowledge

People won't pay you just because they're hurting.

They buy when they're caught in no-man's land...

That space where they can almost taste a better life.

It's right there - inches from their fingertips.

But no matter how hard they stretch, they just can't grab it on their own.

That gap is where your solution fits.

Your prospect has already tried doing it themselves.

They've spent hours watching those YouTube tutorials at 2am.

They've downloaded every free PDF guide they could find.

But they're still stuck in the same spot, spinning their wheels like a car stuck in mud.

And now they're thinking: "There's gotta be a better way than this."

That's your chance show them the bridge between their current frustration...

And give them the feeling of "almost there."

Remember: Pain alone doesn't trigger action.

It's pain plus the belief that your solution is the missing piece they've been searching for.

The freedom to finally break through...

The sense of pride when they actually make it...

All of that is what they're actually buying from you.

Not just escape from their problem.

But the path to becoming the person who solved it.

🚀 Whether you're selling a $7 ebook or a $30,000 coaching program – having these 5 'Copy Blocks' in your ads could be the difference between crickets and cash registers.

Discover All 5 'Copy Blocks' Now

Something to Ponder

We Asked – AI Answered

Our Question: 

"What are 5 examples of lesser known recession-proof businesses or business models?"

AI's Answer:

1. "Buy Now, Save Forever" Subscriptions (Focused on Cost-Saving Tools & Services)

Example Industries: Budgeting apps, coupon aggregators, do-it-yourself tax prep, AI tools replacing employees.

• Why it works: In recessions, people tighten budgets, but they don’t stop spending. They shift spending toward saving.
• Case in point: Companies like Rocket Money (formerly Truebill) thrived during downturns by helping people cancel unused subscriptions and track spending. They grew to 3 million users and were acquired by Rocket Companies for $1.3 billion in 2021.
• Consumer psychology: When money gets tight, anything that feels like a long-term cost-saving investment (even if it costs a little now) becomes irresistible. It activates the loss aversion bias—people fear overpaying more than they crave luxury.
• Business model insight: The margin on digital tools is high, CAC drops during downturns (less ad competition), and lifetime value increases if your product saves money every month.

2. Niche Education-as-a-Service (EaaS) for “Downturn-Triggered Learners”

Example Industries: Trade skills, recession-proof careers (healthcare coding, plumbing, compliance), AI upskilling.

• Why it works: Recessions spike re-skilling demand. When layoffs increase, enrollment in specialized education rises.
• Stat: During the 2008 recession, community college enrollment increased by 33% between 2006 and 2011 (National Bureau of Economic Research).
• Modern version: Platforms like CourseCareers and CareerFoundry teach affordable, high-demand skills like tech sales or UX design. Many are self-paced, cheap, and job-placement focused—all recession-friendly characteristics.
• Behavioral driver: Scarcity + urgency. People think: “I need a skill that actually makes money.”
• Strategic angle: Build for niches most afraid of job loss (admin assistants, customer support agents, blue-collar workers) and offer the fastest path to income. No fluff.

3. “Asset Recovery & Optimization” Services for Businesses

Example Industries: Subscription cancellation auditing, unused software resale, workplace lease renegotiation, fractional CFOs.

• Why it works: When businesses are bleeding, they seek to cut burn, not grow. Most don’t know where the leaks are.
• Example: Vertice (B2B SaaS cost optimization) helps companies find and cut wasteful software spending. They raised $26M+ because their model thrives only when companies try to save.
• Stat: Gartner found that 30% of enterprise SaaS spend is wasted—a $30B+ opportunity.
• Consumer psychology: This model taps into regret aversion—the fear that you're leaving money on the table.
• Business angle: Position as a no-risk offer: “We find you $10K+ in hidden waste or we work for free.”

4. “At-Home Income Stack” Products

Example Industries: Print-on-demand kits, remote side hustles, Etsy starter bundles, solopreneur toolkits.

• Why it works: In recessions, the gig economy explodes. People look to create new income streams from home with low capital risk.
• Stat: Etsy sellers grew 62% during the first year of COVID—recessions accelerate this behavior.
• Example: Platforms like Podia or Stan.store cater to solo creators trying to monetize niche skills or audiences. Low cost, quick start, and full control—exactly what risk-averse people want.
• Psychology: People want autonomy in uncertain times. Starting a side hustle is empowering—it feels like regaining control.
• Strategic positioning: Bundle tools + education + templates. Sell the shortcut.

5. Modern “Essential Comfort” Businesses (Recession Hedonism)

Example Industries: Mental health apps, home spa/ritual kits, weighted blankets, DIY self-care.

• Why it works: During downturns, people still crave pleasure—but they downshift it to affordable comforts.
• Psychological principle: Known as the Lipstick Effect—in hard times, consumers shift from expensive indulgences to affordable luxuries that offer emotional payoff.
• Modern data: Downloads of meditation apps like Calm and Headspace surged 2–3x in 2020. Same with at-home wellness tools like Theragun, luxury candles, and weighted blankets.
• Marketing insight: Frame your product not as indulgent, but as restorative, stabilizing, or necessary for coping.
• Angle to emphasize: “When everything feels out of control—this brings you back.”

Thanks for reading the Monday Memo.

Until next time!

The AI Marketers

P.S. Help shape the future of this newsletter – take a short 2-minute survey so we can deliver even better AI marketing insights, prompts, and tools.

[Take Survey Here]