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!