This will be a very simple, blog post.
The most important marketing thing to remember in a COVID crisis is your audience. By the way, all our audiences have changed. They have not changed in demographics, they have changed in psychographics. We all have changed.
It’s been hard on everyone and especially your customers, donors, stakeholders, patients, potential students and friends. Your target audience, at a minimum, is uneasy and unsettled. Some are so uncomfortable with their current state, they are angry. Most are just worried and dealing with all levels of anxiety.
- They want information, not hyperbole
- They don’t want fake compassion
- They want ideas
- They need confidence
The best way to be relevant to your new-normal audience is to read all your marketing out loud. If you’re too embarrassed, then there is something wrong with your copy. Read out loud all your messaging, letters, ads, sales sheets, speeches, blog posts and posters. It is best to read out loud to a group of people (on a Zoom meeting, of course) similar to your audience. Read to people who will be honest.
We’re all embracing the unknown. Yet focusing on your audience’s current condition will help your copy connect in a relevant way.