We’re all trying to readjust to these strange times. First of all, we’re simply trying to get through the emergency with our health, our family and our business intact. Besides this, we’re trying to second guess what the world will look like when it finally emerges from the grip of coronavirus, and how our business will fit into it.
And the answer, of course, is partly that it depends on what we’re doing right now.
Keep In Touch
One of the worst aspects of the coronavirus crisis is not knowing what’s happening. Even if we’re not completely self-isolating, we’re largely in our own bubbles. We’re all trying to find out what the government, the NHS and other agencies are doing, but we also want to know about our suppliers and clients.
Of course, I’m not suggesting you send out half a dozen mass emails a day — unless, that is, you genuinely have that much information to share that your readers will find valuable. You can let people know you’re still here, though, whether that’s by sharing on social media, writing blogs or contacting them individually.
Business as Usual
So what are you going to say in all these communications? While it would be ridiculous to ignore the epidemic, your audience isn’t going to want you banging on about that and nothing else. They could get that from the news.
When you’re contacting individuals, you can just have a chat. Ask if they’re OK, then just talk about whatever you normally would. You don’t even need to mention business or viruses, if you don’t want to.
For the more general communications, the important thing is to give a positive message. That doesn’t mean pretending that nothing’s wrong, but it’s going to be all all right — you’ll be there when they need you.
Turn Your Communication Up to Eleven
None of this is easy to get right, of course. Your marketing communication needs to be sharpened and polished at the best of times, but now it has to be even better.
Don’t just write something and fire it off. Think about what you’re trying to say, and when you’ve written your first draft, make sure you really have said what you wanted. Consider what you’ve written from all angles and be as sure as you can that it can’t be misinterpreted in a way you didn’t intend. Try it out on someone else, who can tell you how it comes over.
We all need reassurance at the moment. If you can offer it (genuinely, not just as a phony exercise) you have a much better chance of coming out of the crisis with your reputation riding high.