It’s a question that’s come up with all our clients recently, filtered through various lenses. How, in this new world, do we talk about: SPF for a summer that won’t exist; lipstick for mouths hidden behind face masks; art for a museum-less world; anything, really, for a population that’s nearly 15% unemployed? 

The collective mood is grim, and rightly so. The borders of our individual worlds have receded at a breathtaking pace, and we are unable to rely on the social and spiritual fuel of our previously contact-full lives. We can’t even envision the future. 
 

Antonym doesn’t offer quick, strategy-starved copy for a reason. It guts intention, and we know good communication is an art. As Helen Rosen Woodward—whose groundbreaking career in advertising copywriting allowed her to retire at the age of 43 in 1924 as one of the highest-paid women in the industry—said, “In writing good advertising, it is necessary to put a mood into words, and to transfer that mood to the reader.” 

The internet is the cornerstone of our new social lives. Coincidentally, it is also the only place where brands can currently exist. People are flocking to its pages and applications, desperate for fresh ways to engage and interactions that make them feel less hopeless. Words unattached to a meaningful mood are senseless. 

Think of it this way. When your friend’s having a tough time, and you want to do something special, you don’t just have them over for dinner, plop some food in front of them, and unpack all the reasons they should feel better. You lower the lighting, put on some music, arrange vibrant flowers, spend a few extra bucks on wine, make sure the temperature’s just right. You set a memorable mood because it shows you care. And it always outlasts the taste of the food. 

This is the world now. The food is cooked. How will your brand use language to magic a new mood for your customers? We're not talking spinning out content for content's sake. Think fresh editorial platforms, social campaigns, winsome email offerings, and connected platforms that help you solve your customer's problems tout suite. 

Want help? Contact us, and let's strategize. 

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.