I'm in the know — I stay in touch and abreast with the daily news, the markets and more. And I've noticed that during this alleged and perceived downturn, there is a much more significant resistance to the bad news amongst peers, business associates and fellow entrepreneurs. We aren't participating in the bad news; we are creating our own economies.

As home furnishings retailers and suppliers, many of us have learned how to weather the storms; we know the keys to capitalizing in a downturn; and we get the secret to succeeding where others will fail.

But to capitalize on our knowledge, there are several steps to take. This is our ideal time to:

Do reassess your marketing message, method and target.

Don't cut back on your marketing efforts.

Do learn the new “Language of Profitability.” Banish budgets and create investments.

Don't use the same language that brought you into this, to get you out.

This is the ideal time for truly focused niche marketing. Make it personal, relevant and regular.

The beauty of a downturn is that as the business world gets quieter, your message will stand out much louder. Your competitors are busy slashing their budgets, while you are investigating and implementing the best investment for your marketing dollar.

Remember the “semantics of success:” Remove a budget (which implies a limitation and is merely a line item on an expense report with a life cycle), and replace it with an investment. An investment can be made at anytime, for any reason, by anyone, in any amount, and has a return on it — an ROI!

Do stay in touch with your buyers regularly.

Don't just send them an e-mail when you want to sell or announce.

Do use creative methods that you might not have considered previously.

Don't be afraid to test more than one message.

Use all methods available, including e-mail, direct mail, radio, television and the Web, including the social networks which aren't so much social as they are business strategic. Invest in relationships with both existing and new buyers. Survey them to find out what they really want (surveymonkey.com makes it easy.)

Do know who your target market is.

Don't take every prospect that comes your way, just because you are a little hungrier.

Do look for ways to take advantage of consumers staying put, unable to move.

Don't assume they won't spend; they often have more money because they aren't moving!

Chasing a customer who is the wrong fit wastes a lot of energy, time and resources. This is the time to be focused. When drilling for oil, you don't win by scattering your efforts and drilling shallowly, but instead you hit black gold when you dig deep.

Trying to be all things to all customers will mean you are nothing to anyone. Set yourself, your product, your storefront and your salespeople apart from the pack. As yourself what you can do differently. How can you create a memorable experience that will drive buyers to return again and again?

Do get rid of under-performing employees, reps and managers.

Don't miss this chance to hire the best for less.

Do evaluate your location, facility, storefront.

Don't forget that there are bargains to be had in real estate and equipment.

Many savvy business owners are using this time to grow their business. They know they can get real estate, buildings, fixtures and equipment for far better deals than any other time. Rather than bemoan the state of the world as the media tells it to us, they are out scouting for opportunity.

This is also a prime time to review personnel needs and performance. It may sound harsh, but if you don't have the best already on board, there's a lot of hungry, available talent out there right now.

Do build your foundation now for the success that lies ahead.

Don't undermine your efforts with random cost cutting.

Do be patient and optimistic, and continue taking action.

Don't become a pessimist and shirk responsibility for your own success.

Now, that isn't to say we aren't affected. We don't have our heads in the sand, instead we are looking forward, eyes wide open and taking advantage of opportunities to make needed changes.

Most of life, and certainly success, is in how you process it. It isn't about what happens to you, but what you do with circumstances presented. Are you ready to seek the silver lining or do you prefer to pout amongst the gray clouds? Persistence, passion and action will reap reward.

Ready to take your small business to the next level? Go to sixfigureprofessionals.com and sign up for a free strategy session with Melissa Galt, The Six Figure Professional. For more business building tips, sign up for her weekly ezine at melissagalt.com. Galt is also a popular speaker at market events and design centers.