"IN THESE UNCERTAIN TIMES" MESSAGES AREN'T GOING TO CUT IT.
“In these uncertain times…”
By now we’ve heard this phrase thousands of times. If it shows up on youtube as a parody, it's a parody. Check out this video:
https://www.youtube.com/watch?v=vM3J9jDoaTA&t=127s
This has had over 1.3 million views! Imagine how much money these companies spent, only to have their message become a punchline.
Those were the right things to say early on, but audiences and the situation have moved beyond that.
Now is the perfect time to start telling customers how your business is going to help them in a post lockdown world.
Here are three simple steps you need to consider so you get your message out in a meaningful way:
Step 1: Be Solution Focused
It’s not enough just to say “we’re all in this together." Ask yourself:
“What are 5 real-world things my company has done to help my customers feel confident and be safe as the lockdowns are lifted?”
The answers don’t have to be complex; in fact, the simpler the better.
New health signage. A new professional cleaning service. A new product line that meets people's needs as our situation evolves. These kinds of improvements are extremely meaningful right now.
Perfect examples of this are restaurants that have started offering family-size takeout options, and hotels that have implemented medical-grade cleaning services to sanitize rooms. Little things mean a lot,
and right now is the time to be building customer confidence.
Step 2: Say what YOU want to hear
Imagine what kind of information you and your family would appreciate and translate that to your customers. Knowing what is truly going on in the world is a precious commodity. Cut through the noise and give a clear message to your audience. Make use of modern tools like social media and web streaming to let them know what you’re doing to make a difference.
Step 3: Keep it flowing
Your message is not a one-and-done broadcast. This goes back to the “5 things your company has done." You can present your 5 answers as a series, or as a timeline to let your customers know where you are in the process. You can show your audience that you are a leader in your industry by telling them how you are LEADING, while at the same time empathizing with their experience. A steady flow of clear, meaningful messaging will keep you relevant with your audience, and give them something substantial to remember.