There have been a lot of conversations in the past two months on this topic.
-How do I keep marketing and not to come across as insensitive?
-How should I communicate with customers?
-Should I offer stuff for free?
-Can I sell?
-Is it OK to say ‘I hope you’re well’ in an email to a prospect?”
And we’re all a bit tired of large companies saying, “We’re here to help” when they really mean “Please still buy from us.”
If you’ve asked yourself a question along those lines, and dug deep to find the answer, you’ve made a huge step forward in your marketing.
Because the answer to “What should I say?” is “It entirely depends who you’re talking to.”
Covid-19 has shone a spotlight on a very important marketing issue.
When you’re running a business, these are questions you should ask yourself every time you send a mail-out, publish content, write an advert or any communication, even when we’re not in a pandemic world.
Apply the same detailed concern every time about how your communication is going to be received. It starts with “Who am I communicating with?” What do you know about them, is this message relevant and will it resonate or irritate?
I’ve seen many different opinions in countless forums to the questions above, because in reality everyone’s dealing with different situations. I always draw analogies with our personal lives, because we’re all still human when engaging in business transactions. If you've just won a big contract, you won't call your friend who just lost their job to gush about it. Bad timing. If you know someone is just bereaved, it's the moment to be sensitive and offer help and support, probably not the moment to invite them to a huge party the next day.
What you say and what you offer depends on who you’re talking to, and the more you know about them, the better you know what words to choose and the more you can be genuinely helpful to your potential customers. When you're genuinely helpful, good things happen.
Writing the copy itself is the second part of a copywriter’s work. The first part is the research into the audience. Without that research, the words themselves, however cleverly crafted, are kind of pointless.
After lockdown, will you still be concerned to the same level of detail about saying the right thing to the right person at the right time in your business?
Comentários