Employ sensitivity and compassion<\/h3>\n
The pandemic has affected individuals, families, and businesses globally and most have been scrambling, trying to forecast for an uncertain future. Appearing exploitative is a sure-fire way to turn off potential clients.<\/p>\n
Try this instead:<\/em> Be sensitive and compassionate in your copy. Talk about the elephant in the room. Business owners are more human than ever, stripped of their security and needing a breath of fresh air. Be that for them. Talk about what\u2019s happening mentally, emotionally, and financially, and then position yourself as an ally. Be authentic and consistent with your brand\u2019s messaging and be willing to meet your audience where they are. For example, Dove is a brand that has stood out from the crowd, choosing authenticity in their marketing, and appealing to all the folks out there<\/a> looking to be acknowledged. And guess what? It\u2019s worked.<\/p>\n The era of misinformation is alive and well. Most people don\u2019t even know what news source or article to believe anymore. Don\u2019t add to the noise.<\/p>\n Try this instead:<\/em> Deliver your message with strong, credible citations that link back to authoritative websites. If your intention is to help others, displaying inaccurate, unchecked information will steer your audience away from you. Why? Because they won\u2019t be able to trust you. Use globally trusted resources, like the World Health Organization<\/a>\u2019s website, along with your local Department of Public Health website when addressing the pandemic.<\/p>\n Surely, all your offers make sense when the economy is doing well and COVID-19 isn\u2019t knocking on everyone\u2019s doors. But if you\u2019re not allowing for modifications, you\u2019re missing out on business. Most people are in fight\/flight\/freeze mode and aren\u2019t receptive to offers that are only available for a limited time. They just don\u2019t care at this point because other, more important events have overtaken their lives.<\/p>\n Try this instead:<\/em> Review your messaging and alter words that display urgency \u2014 instead, use words that sound neutral, connected with the times, and caring. For example, change offers that read \u201cOnly available for a limited time. Don\u2019t miss out!\u201d to \u201cWe have your back. Find out how.\u201d Then, lead through to your extended offer, the discount you\u2019re offering with all things considered, and make that sale<\/strong>.<\/p>\n You may have automated emails and newsletters meant for holidays and birthdays that don\u2019t include pandemic-proof copy. If you don\u2019t alter all your messaging, the inconsistency is sure to come off confusing and off-putting.<\/p>\n Try this instead:<\/em> Double-check your copy, shift it as necessary to ensure you are adding value, being informative, and tuning into your audience\u2019s needs. Remove any words that sound insensitive for the times and remove any urgency tactics that don\u2019t bode well during the pandemic. And don\u2019t be afraid to include something off-topic in your copy. A favorite book excerpt that brought you peace can do the same for your audience.<\/p>\n You may have done well with a hard pitch, but this is not the time for that. Anxiety is high and there\u2019s a whole lot of uncertainty and vulnerability in the air. Nobody needs added pressure to their lives, especially with their decision making.<\/p>\n Try this instead:<\/em> Dial your tone down. Sprinkle words of kindness into your pitch, acknowledge where your audience is, and bring the spotlight back to yourself as the ultimate support during these trying times. Be the go-to your audience finds refuge in.<\/p>\n This pandemic has taught many businesses they can\u2019t rely on a static location. Even if located on a busy street with a steady flow of foot traffic, restrictions have heavily affected incoming revenue.<\/p>\n Try this instead:<\/em> Move content into a digital format with a landing page that provides a freebie your audience can\u2019t do without. A week of yoga classes. An e-book full of healthy recipes. Guided meditations to ease the stress everyone is feeling. Whatever you create, make it relevant. Gather as many email addresses as possible and diversify your offerings. Therapists are offering telehealth services, yoga instructors and gym owners are offering online classes, and even artists have created online stores, advertising on free platforms like TikTok to garner large audiences and keep income streams moving. The digital world is limitless.<\/p>\n Health and lives are being threatened. People are in survival mode. They\u2019re looking for what they need, not what they want. Irrelevant offers are overlooked.<\/p>\n Try this instead:<\/em> Even products like makeup become a need when a bright red lip brings comfort, and a new eye serum brings confidence. Reddit<\/a> hosts a long thread of personal stories that highlight just how impactful beauty products are when it comes to getting through tough times and improving mental health. Position services and products as needs that bring comfort, serenity, sanity, and help keep your audience moving forward during the toughest moments.<\/p>\n Of course, you know to study objections in preparation for a sales call. But you may not even make it to those calls if your copy is being coy.<\/p>\n Try this instead:<\/em> Address those objections in your copy; let your audience feel seen and understood from the moment they browse your website, landing page, or newsletter. You\u2019re on their side. Make that clear for them.<\/p>\n Prospects may be having a hard time seeing the opportunities right in front of them. Be the guide they need to discover just how much of life there is to explore and enjoy. When you\u2019re in the dark, you\u2019ll follow the one with the flashlight. So, go on, light their way.<\/p>\n About the author.<\/strong> When times are uncertain, it can be difficult to know how to pivot your business strategy. But this isn\u2019t the first time that business owners have faced threats to livelihood or threats to health. It just so happens that it\u2019s all shown up at once. I\u2019m a copywriter who created a content writing service, and […]<\/p>\n","protected":false},"author":5,"featured_media":53516,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[88],"tags":[],"class_list":["post-53515","post","type-post","status-publish","format-standard","hentry","category-creative-insights"],"acf":[],"yoast_head":"\nDouble-check your facts<\/h3>\n
Modify your existing offers<\/h3>\n
![\"\"](\"https:\/\/www.creativecircle.com\/wp-content\/uploads\/2021\/03\/pandemic-proff-pic-2.jpg\")
<\/p>\nKeep it consistent<\/h3>\n
Deliver a softer pitch<\/h3>\n
![\"\"](\"https:\/\/www.creativecircle.com\/wp-content\/uploads\/2021\/03\/pandemic-proof-3.jpg\")
<\/p>\nOffer greater value<\/h3>\n
Be a source of comfort<\/h3>\n
Address doubts head-on<\/h3>\n
\n
\nScott Stevens is the founder and CEO of a managed content writing service,\u00a0The Content Panel<\/a>. Connect with them on\u00a0Facebook<\/a>\u00a0or\u00a0Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"