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When the World Stops, Does Your Business Keep Going?

Learning to Identify—and Sell—What People Simply Can’t Live Without

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I’m not going to lie, the pandemic turned me into a student of life all over again. Everything changed—my daily routine, my perspective on the world, and the countless folks I share this blue planet with. One thing that caught me off guard? How many people around me went full-on hotep, conspiracy theorist, or armchair political commentator.


Don’t get me wrong—I can appreciate a solid conspiracy theory as much as the next person (hey, if you’ve got some evidence, I’m all ears). But come on now, Bill Gates didn’t engineer the entire pandemic in some secret underground lab just to profit off our misery. Let’s not lose our heads here.



That said, those were some dark days, and they highlighted something major for me: certain businesses thrived while others tanked. A friend of mine had to shut down his gym—lost it all—while the laundromat lady down the street was practically making money hand over fist.


I’m talking about boomtimes. Another buddy with a convenience store? He was laughing his way to the bank. At the time, I realized that when the world goes sideways, some businesses get that official “essential” label, and others… well, they take a big hit.



As a result, I started thinking: what if I hedge my bets in the future by focusing on stuff people actually need? Now, I’ve made no secret of the fact that my main bread-and-butter these days is selling must-have products—life and health insurance, plus this killer direct marketing platform called Salesfully.com.


And sure, I still love indulging in the “nice-to-have” arena when times are good, but after seeing what can happen, I sure do appreciate the stability that comes with being essential. So let’s dig into it:


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Figuring Out: Essential vs. Nice-to-Have


Essential products and services solve an immediate, ongoing need—food, shelter, healthcare, utility services, insurance, and so on. If a person can’t survive comfortably (or legally) without it, that’s your sign you’re in essential territory. These businesses might still face struggles, but there’s a built-in demand that doesn’t disappear when the going gets tough.


Nice-to-Have items or services, on the other hand, are those things we enjoy or love but can technically live without. Could be that gym membership, a fashion subscription box, or the brand-new kitchen gadget that’s just oh-so-cool. People might still spend on them—hey, we all need a bit of fun—but during a crisis or a downturn, they can be the first to go. And that’s where the risk lies.


Interestingly enough, an essential purchase isn’t always universal. Take my monthly donation to the ASPCA—I’ve been giving for years, through thick and thin. Is it truly essential in the grand scheme? Probably not if you look at it from the outside. But for me, it’s a moral and emotional must-have. I can’t imagine not doing it. So, “essential” sometimes has more to do with how deeply it’s ingrained in someone’s life than any official label.



Building Value for Your Audience


Speak Their Language

Whether your product is essential or nice-to-have, you need to communicate with your specific audience in mind. If your product is truly essential—like life insurance—focus on urgency and peace of mind. For a nice-to-have, key in on the joy, excitement, or relief it could bring into someone’s life. Show them how it fits in so naturally that they’ll wonder how they ever lived without it.


Solve a Problem—Real or Perceived

Essential items solve straightforward problems (I need to protect my family in case something happens to me), while nice-to-have items might solve subtler ones (I need a fun way to stay motivated to work out). In either case, pinpoint the exact problem your audience faces and show how you’re the best solution on the block.


Stay Consistent

In a crisis, or even just an economic slump, people look for products they can rely on. Whether your product is essential or not, demonstrate unwavering consistency—consistent quality, consistent value, consistent service. Consistency is what turns a casual shopper into a loyal customer.


Making a Nice-to-Have Feel Like a Must-Have


Even if you run a so-called “nice-to-have” business, you can still position your offering as something your customer can’t imagine giving up. How? By tapping into what they value at a core level.


Create a Sense of Community: If your product or service can bring people together—be it virtually or in-person—they’ll see it as a social or emotional essential. Think about those subscription boxes that come with access to online forums or special events. Suddenly, it’s not just “stuff”—it’s a community.


Offer “Loyalty Hooks”: Loyalty programs, exclusive content, or memberships can help people feel invested. A coffee shop might give you a free drink after ten visits; a streaming service might offer early access to new shows. These small perks make your customers think twice before cutting you out of their monthly budget.


Highlight Tangible Impact: Maybe your product makes their chores easier or genuinely reduces stress. Show them real-world examples: success stories, data, or even simple before-and-after scenarios that drive home the difference you can make.


Final Takeaways


The pandemic taught us a lot—about ourselves, about how people react under pressure, and about what’s really important in life. For businesses, it served as a brutal wake-up call: “essential” is not just a label; it’s a lifeline. Nice-to-have offerings can still flourish, but it’s wise to figure out how you could pivot or sustain yourself if the world goes off the rails again. (Because let’s be honest, 2020 proved it can happen.)


Ultimately, whether you’re selling an essential service like insurance or a nice-to-have subscription box, it’s about connecting with your audience on a deep, personal level. People buy what they feel they need—so your job is to showcase why your product belongs in that category for them.


If you can do that honestly and effectively, you’ll survive the tough times, thrive in the good, and keep any conspiracy theories safely in the realm of late-night YouTube videos rather than your bottom line.


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