Let’s get ready for business!
Here are some great ideas for what to do and what not to do with your marketing and how to use it to get the best results now that things are starting to swing towards us getting back to business.
Relevant to your audience.
Intimate or personal. You care about your audiences, so write that way. Or use more personal communication vehicles, like the telephone.
Calm. Everyone is stressed. Use a calm, friendly tone.
Empathic. Consider what your audiences are going through right now. Avoid complaining about your overstuffed freezer, for example, if you’re communicating with individuals who recently lost their jobs.
Simplify your message. Assume we all have teeny attention spans. Edit, shorten, tighten, be clear.
More you, less me. Stop talking about your organization (“we”) and start talking about your customer (“you”).
Stop offering value. Connect people with your mission and the desired future you offer, even if they can’t have it now. A travel company sends regular emails to keep the dream of travel alive; they are not selling anything. Just sending photos.
Speaking of photos, don’t use inappropriate imagery. In the last couple weeks, I’ve received emails with images of people shaking hands, leaning towards each other and shaking hands, and hands with various skin tones and colors piled up. No! We’re not touching now.
Thanks to Gail Bower for this article: http://gailbower.com