How to communicate with customers in stressful times

by | Aug 14, 2021 | Communicating during the pandemic, CopyWhiz, Email marketing, Website content

Photo courtesy Beci Harmony, Unsplash

To say these are unusual times is putting it mildly. Now we find ourselves faced with all kinds of contradictions – to mask or not? Go back to work or stay home? Send the kids to school or home-school? Require customers to be vaccinated or not.

None of us has ever had to write copy during a pandemic before. So how do you even begin to write effective messages in times like these?

Dial down the empathy…instead, offer solutions

Steve Slaunwhite, a copywriting coach I’ve followed for years, relates this comment from one of his students: “If I hear from another company asking me how I’m doing through all this, I’m going to scream.”

In a blog post from November 2020, Impact Networking, a business technology company, reports that 87% of consumers appreciate brands that deliver “timely and relevant information during the coronavirus pandemic.”

Take a cue from your customers

Use this opportunity in your email, social media and blogs to be upfront about what your company is doing to help customers.

  • Let them know what measures you are taking to keep them feeling safe in your premises.
  • Point out the changes you have made to your services to make doing business with you more convenient.
  • Be cautious about using humor. While we can all use a chuckle, 40% of consumers queried said they want to feel reassured, and humor may not be the right approach.
  • Explain how your product or service helps save time and money. For example, write a case study that tells how you solved a similar problem for a customer. Include comments from the happy client.
  • Don’t tip-toe around the offer whether it’s a new product launch, a special discount or a webinar announcement. Share the news!

Above all else…

  • Stay in touch.  Keep your copy timely, relevant and upbeat to stay top of mind.

Need help fine-tuning your blog post, case study or email marketing? I’m happy to help. I offer a free 20-minute website consultation for first time clients. Call 415-870-3501 to get on my  calendar!