There’s a lot of buzzwords and phrases being used right now, and I’m sure you’ve heard them all. “Now more than ever,” “In these troubling times” or one that I myself have utilized “As the global pandemic rages on.”
Obviously, many copywriters (including me), and salespeople, and whoever sends me ten emails a day have utilized some negative alarmist language to induce emotion as they send out communication. That is of course not to negate the severity of the COVID-19 pandemic, but this tactic is being overused, and it’s making copywriters, marketers, and your customers and audience feel less than great.
So in the interest of saving you from a really awful open rate, and from some angry emails, let’s talk about tactics that might serve you a little better as you try to direct communications.
- Be honest: When you’re sending out a communication, be it to your team or your customers, honesty can be a great way to bridge the gap. Everyone is struggling right now, and there’s so much going on, that sending an honest note can make your organization seem a lot more human.
- Let the people you serve know that you are there for them: It’s important to let others know that we care right now, as we are still in the middle of a global pandemic that has millions of people experiencing unemployment, or underemployment. A little empathy can go a long way in making your audience feel heard.
- Be understanding: The truth is, people may be extra sensitive right now. You may see a decrease in your social media interactions, you may get some emails that are less than helpful, and that’s okay. Be kinder in response, be open to listening to those people and their feedback, and respond with compassion. Everyone’s hurting right now, be even more thoughtful than usual.
- Consider sending handwritten notes: This is something that I feel should become a thing in the age of the COVID-19 pandemic. Sending letters to people can make them feel appreciated. If you can’t send a handwritten note, considering sending out personalized emails, everyone likes to feel consequential and special.
- Be consistent, but adaptable: If you send out a newsletter every week, keep doing that. If you send out emails twice a week, keep doing that. Unless your customers/audience indicate that they need something different right now. Feedback is supercritical to growth, so keep that in mind as well.