By Vicky Sidler | Published 25 May 2025 at 19:00 GMT

Imagine telling your customers they’ll have to pay 25% more for their favorite product starting next week—and that you might change your mind again by Friday. Not exactly confidence-inspiring, right?

That’s the kind of economic whiplash the market is dealing with after Donald Trump’s latest tariff threats. In a post on Truth Social, the president called for:

• A 25% tariff on iPhones not made in the U.S.

• A 50% tariff on European Union imports, starting June 1

And just like that, global markets stumbled. The S&P 500 dropped 0.9%, the Nasdaq fell 1.5%, and luxury carmakers across Europe took a tumble.

Welcome to another round of “Will He, Won’t He: The Trade Edition.”

The Real Impact Isn’t Just Apple:

Sure, Apple stock dipped. And yes, Porsche, Mercedes, and BMW lost ground. But the bigger story here? Consumer hesitation is contagious.

This kind of uncertainty doesn’t just affect billion-dollar companies. It trickles down to your small business, too—especially if:

• You sell imported goods (or compete with those who do)

• Your customers are watching the news and holding their wallets

• You’re already battling hesitation in a high-noise market

Even Apple, with a $500 billion U.S. investment plan, can’t shake this off easily. Their plan to shift manufacturing to India by 2026 won’t fix the current storm. And guess what? Most smartphones are still made overseas.

What This Means for Your Business:

If the big guys are scrambling to respond, what can you do?

As a StoryBrand Certified Guide and Duct Tape Marketing Strategist, this isn’t unheard of: market noise creates buyer paralysis. People stop spending—not because they’re broke, but because they’re confused or anxious.

So, your job is to be the voice of clarity in the chaos. Here's how.

Three Moves to Stay Steady When the Market Isn’t:

1. Reassure Your Customers:

If you sell anything tied to international products—components, clothing, software, you name it—use this moment to clarify your supply chain. Try this in an email or post:

“You’ve probably seen the headlines. Here’s what those tariff talks mean (and don’t mean) for our products and pricing.”

Be the calm voice they’re looking for.

2. Reposition With Local Strength:

Use this moment to emphasize what’s not changing. Highlight what you make, source, or do locally. Remind customers that you’re stable, reachable, and responsive—unlike whatever’s going on in Washington.

3. Plan for the Next Curveball:

Trump’s trade threats won’t be the last. Use this moment to build marketing assets that create trust and resilience.

Need a place to start? Try my free 5-Minute Marketing Fix. It helps you write one clear sentence that calms nerves and keeps sales moving.

Because when customers hesitate, clarity wins.

Grab your free 5-Minute Marketing Fix here.