The COVID-19 outbreak has changed the way we run our lives and that includes business, and especially marketing. Even if your business isn’t health related, you are going to see some effects of the pandemic on your business, which will change the way you approach marketing. Today we will be giving some suggestions on how to help you with your writing.
Because of COVID-19, business trends are shifting as are consumers’ needs. What we want to cover today is how you can convey your message to your audience in a manner that resonates with your consumers.
Sensitivity
Know that COVID has reached everywhere in the world, it is important to not appear as insensitive or as trying to take advantage of the situation. With social media use at an all time high due to the pandemic, one small mistake in your communications will be highly scrutinized and can cause long term repercussions. Here are some recommendations to help you communicate to your consumers during this time.
Humor can be a Tightrope
Typically humor is a great thing when communicating via social media, but we would currently recommend avoiding humor and witty lines altogether, at least for now. Many companies rely on online humor to help convey the brand’s personality. Even though this might be what your brand normally does, it is better to be serious at this time rather than be sorry about a joke that was not properly conveyed. Stay positive in your message, helpful if possible, and inspire others to keep morale up. In short, when you are writing a message you can be positive, stay away from humor, be uplifting and avoid any type of dismissive behaviors.
Insensitive Word Check
Now that you understand how to craft a firm appropriate message, here are some words and phrases that you should avoid.
Contagious
Spread
Killer (ie killer deal)
Health or any word or phrase that is check up related
Viral
Event
Infectious
Viral
Understand that if your copywriting is trying to capitalize on the current situation, it will be off putting to consumers. Even if you are decreasing prices to help out customers, you have to ensure you word it correctly. Offer security and respect in your posts by saying “let us help you” instead of “take advantage”. Use words like: contribute, connect, play a role, navigate, cope, and respond. Avoid using: capitalize, advantage, offer, gain, and profit.
Be Flexible in Your Copywriting and Offers
You need to be aware that Google is currently banning specific advertising services and specific words in their ad copy. Although your product or service might not be relevant to the reasons for this ban, you have to be able to adapt. And as this progresses more words might be added or removed from the list of banned copy. We recommend having multiple ad copy ready and crafting that ad copy in a way that ensures you can tweak your copy to adjust to these new rules.
Know that you are not alone in this. We are all adjusting to this new challenging situation and the new terms and guidelines that accompany it. Your message might be changing, and your offers might be changing, but copywriting standards should remain the same as much as possible. We are all still trying to add value and convey to our audiences that we understand what everyone is going through because we are as well.