We’ve established that you must say something but, that doesn’t mean anything. When preparing your content for any business during this pandemic remember that people’s lives have been severely affected by it. People have lost loved ones, endured severe emotional, mental and physical pain and suffered tremendous personal financial loss. Consumer priorities have changed and their sensitivity towards offensive and exploitative messaging is at an all-time high. So, let’s take a look at how you can maintain purposeful, quality and effective communication.
Avoid harsh words
Any crisis, depending on what it is, will produce a new set of words that can trigger customers. For this pandemic, any word alluding to death, sickness, virus or infection is a trigger. These don’t only carry negative connotations but, can also appear offensive to your customers. They don’t have to be used in the context of the virus in order for them to be offensive. For example, ‘Take advantage of this sick deal!’, ‘Shop our killer sale!’ or ‘Like this post to make it go viral’ are all examples where harsh words even though not used in the context of COVID-19 can still appear as insensitive or inappropriate.
Avoid the need to be light-hearted and playful
You may think that being light-hearted or witty will help to maintain communication with your customers however, it’s best to steer clear of that and instead, let your content captivate a serious tone. Remember, though your intent may be good, all customers will see is a tone-deaf and overly casual message from your business. This may not be true for every single person, however, it’s better to be safe than sorry.
That being said, you don’t have to only be serious and clinical in your messaging. You can inspire hope, positivity and togetherness. Remind your customers that you’re there for them and working to make your business safer. Just skip the jokes.
It’s true, some businesses may make it out of this crisis unscathed or at least, not totally broken. It’s also true that many will not. Symptoms of a damaged business in this crisis include the letting go of employees and rapidly falling profits. Many people have had their incomes severely cut or lost their jobs as a direct result of this virus so, even if your business is doing well, veer away from boasting. We’re in a time when many are struggling, so there’s no need to let the world know that you are doing better than they are. After all, many of the customers who support your business may have lost their jobs or taken a pay cut so instead, try to be supportive and hopeful in your messaging