Marketing Moves to Make No Matter What Happens in Washington

By andyroller 1 Solution Saturdays 0 Comments

Blindsided

About 12 years ago, a couple of years after starting Expio, I was working on a new marketing campaign launch with a client. Everything was lined up—creative was approved, content scheduled, budget locked in. As a marketing company of barely over a year old at the time this was a large campaign for us. I was naive, excited, and not expecting what happened next.

The day before launch, I got a call:

“We have to pause. Our packaging and shipping costs just doubled. Our margins are gone.”

It wasn’t marketing that failed. It was the market shifting under our feet.

This manufacturer was dealing with new, unforeseen costs. Their product packaging came from overseas, and suddenly, that “small” cost line became a dealbreaker.

I learned something that day: You can have the perfect strategy—and still lose momentum when policy changes the game.

I also learned, it doesn’t matter. Nobody cares. You have to figure out what moves you can make and move forward anyway.

Tariffs, Trade & Trust: When Market Pressure Becomes a Marketing Problem

Here’s what I’ve seen in the last few weeks:

Clients pausing campaigns because freight or material costs spiked
Teams delaying launches, unsure how to price anything
Buyers ghosting—not because they’re not interested, but because they’re uncertain
Stock market volatility fueling anxiety and decision paralysis

These aren’t marketing problems. They’re market problems. But if you’re in marketing—or leadership—you still have to respond. And Washington isn’t sending you a playbook.

Tariffs Are Disrupting More Than Supply Chains

Right now, U.S. tariffs are reshaping more than the cost of goods. They’re reshaping buyer psychology.

Margins are tighter. Prices are rising. Decision-makers are pausing—not because they don’t want to buy, but because they’re unsure what tomorrow looks like.

So whether you’re launching paid campaigns, building brand stories, or managing client expectations—economic friction upstream always shows up downstream in marketing.

But before we talk solutions, let’s step back:

What’s Actually Happening With These Tariffs?

The U.S. has long supported open markets—lower tariffs, free trade, and global agreements like NAFTA and the WTO.

But right now, right or wrong, this administration is making a statement:

We want trade. But we’re not going to put up with China’s games.

Here’s why:

Unfair subsidies to Chinese state-owned companies
Intellectual property theft
Forced tech transfers for U.S. businesses
Currency manipulation
Human rights violations tied to supply chains
Dumping ultra-cheap exports to kill competition

This isn’t noise. It’s structural. And ignoring it in the name of “free trade” just sets the table for long-term damage.

So, what’s the U.S. doing? Using tariffs as leverage, not just economic policy. It’s saying:

We’ll play—but not dumb. We want trade—but on fair terms.

The goal isn’t to blow up globalization. It’s to recalibrate the rules of engagement. Will this work? That remains to be seen.

Is This Smart Strategy?

Maybe—If it’s handled like long-term chess, not emotional checkers.

Smart if:

Tariffs are targeted, temporary, and tied to negotiation outcomes
The U.S. continues building domestic capacity (chips, energy, supply chains)
We strengthen alliances (EU, Japan, etc.) and apply pressure together

Not so smart if:

Tariffs become indefinite, reactive, or political theater
SMBs and consumers get crushed by the short-term squeeze
We forget the goal is progress—not posturing

Two Polar Views on Tariffs:

“There is no doubt that increased imports, particularly from China, have reduced manufacturing employment… The complete elimination of the U.S. manufacturing trade deficit would add about two million manufacturing jobs.” — Paul Krugman, Nobel Prize-winning economist, pro-tariff for industrial protection

“Virtually all economists think that the impact of the tariffs will be very bad for America and for the world… They will almost surely be inflationary.” — Joseph Stiglitz, Nobel Prize-winning economist, anti-tariff for global competitiveness

Both are right—and both are incomplete.

Tariffs can and may create positive change. But they don’t create it fast. And in the meantime, small businesses operate in real time.

3 Moves That Work No Matter What Happens in D.C.

1. Get Hyper-Relevant, Not Just Visible

When times get tight, attention shrinks. Don’t just aim for awareness—aim for resonance.

Ask:

“What is our customer anxious about right now?”
“What are they unsure about?”

Then speak directly to that. Solve for it. Position clearly.

2. Redefine ROI in Real Terms

In uncertain markets, clever messaging dies fast. Clarity wins. Specificity sells.

Ask:

“How do we prove value—fast?”
“How do we show savings, certainty, or speed to outcome?”

Show cost-offsets, risk-reduction, or time savings early. Don’t wait.

3. Build a Resilient Message, Not a Reactive One

Don’t swing with every headline. Build messaging that holds up whether the market rebounds next month or next year.

Anchor your positioning in what stays true, not in what’s trending.

Can Tariffs Work? Yes—but not quickly. They might drive fairer negotiations, but real economic shifts take months or years.

That’s not pessimism. That’s planning. Policy wins won’t pay your bills this quarter. Your positioning will.

Challenge → Tighten One Message This Week

Don’t wait for Washington to get its act together to get yours in order. Pick one campaign, one page, or one offer—and reframe it for today’s market:

Is it relevant to what your customer is actually feeling?
Does it show clear ROI or just sound clever?
Would it still matter if the market gets worse before it gets better?

If the answer is no—it’s time to shift.

And if this helped? Send it to someone who’s grinding through uncertainty right now. Because the best marketing today isn’t just creative—it’s clear, resilient, and real.

See you next Saturday.