Messaging in an unprecedented time

It feels impossible. How do you sell things, and speak to people at a time like this? Many are doing it wrong, and their tone-deaf response resounds. But those doing it well are telling stories we'll never forget, with just a few simple adjustments. 

Don't ignore the pandemic

It may seem ludicrous to point this out, but many brands have not adjusted their messaging since the quarantine began. It reads as careless, off-base, and honestly, just plain bizarre. It doesn't matter what you sell or to who—coronavirus is the number one thing affecting everyone's lives right now, and addressing it is imperative to your brand messaging. We've seen brands send beautiful, heartrending emails that have nothing to do with sales, create new forms of connection on Instagram or through Zoom, and transparently share how the pandemic is affecting their company and what they're doing to shift priorities. It feels infinitely saner than those strutting along like it's business as usual. 

Speak like a human, talking to other humans 

We usually instruct our clients to speak relentlessly on-brand, using sharpened lexicons and structured strategies. The brief has shifted. People are in crisis, and a human-centered approach is paramount. Email marketing and social are efficient, affordable ways to connect with your people, and the bonus is: they have an actual impact. People have more time than ever, and they're reading literally everything that comes into their inboxes (we had one friend tell us the other day that she had "officially finished reading the internet."). This is an unprecedented opportunity to make a new impression on your clients. You're no doubt affected by this. What are you anxious about? How do you want the companies you love to speak to you? Say that.  

Shift your strategy

Your 2020 marketing strategy likely did not consider a global pandemic. For right now, at least, you need a fresh approach. It doesn't mean that you have to forego new product drops, or stop talking about your services. It does mean that you have to incorporate the current environment into what you're selling. M·A·C Cosmetics shifted the money raised from their legendary VIVA GLAM Lipstick to support COVID-19 relief. Everlane has reframed its philanthropic model as well, and created a new "Lounge Shop" on its website, featuring their coziest items. The Wing concocted a new newsletter and online events platform designed to connect people digitally, and opened it up to non-members. M·A·C is still selling lipstick, Everlane, apparel, and The Wing, womxn-centered connection. But the strategy shifted, and swiftly.

How will you shift yours?

If you'd like to talk about your company's messaging strategy right now, let’s have a proper chat. We won't make you Zoom, promise.