Your Customers Are Tired of Hearing About the Coronavirus in Your Messaging
Finally figured out your brand messaging for the coronavirus period? Guess what! It’s time to change your message again. Here’s why.
Tired of These Ads Yet?
We’ve seen countless ads that tell us we’re all in this together, even when we’re apart. Your company may have sent emails to your customers, explaining how you’re there to support them. Maybe your blog articles are full of coronavirus-related keywords. After two-plus months of it all, it’s time to move forward.
There comes a point when we can only hear the same message for so long — especially when the message itself creates anxiety. Ironic, isn’t it? All these uplifing messages about how we’re here for you and how we’re in this together, they can actually spike stress and anxiety. And at some point, your audience just gets tired of it.
More important for your brand, COVID-19 is the new normal. For now, anyway — until we’re in post-coronavirus phase, which will THEN be the new normal. But at this point, most people have pretty much learned how to live in the day-to-day world of social distancing and sheltering in place. We have new problems, new fears, new challenges we’re trying to figure out. And if you’re still speaking to your customers as if they’re just now trying to wrap their heads around the coronavirus crisis, you’re way behind.
Related content: Strike the Right Tone in Your Marketing Content During the Coronavirus
Think about that for a sec. In a matter of a couple months, your marketing has had to shift not once, but twice. And as we begin to reopen our businesses and come out of our caves, your customers may have new pains and challenges for you to speak to.
Forward, Not On
I said a few paragraphs ago that it’s time to move forward, but I didn’t say to move on. There’s a difference. COVID-19 is still relevant — it’s the water we’re swimming in. Your customers have needs and goals that are shaped by the coronavirus. It’s just that they’re also tired of hearing about it all the time.
In fact, I was a little hesitant to write this article, because it feels like this is all I’ve been talking about lately (especially on LinkedIn). But I think this topic is worth talking about.
So move forward in your marketing. Instead of talking about COVID all the time, start sharing valuable content that solves the problems your customers are facing today. That means your marketing messaging may be shaped by the coronavirus, but it doesn’t have to be ABOUT the coronavirus.
Got questions about how that plays out in real life? Let’s talk it through. Shoot me an email or give me a call and I’ll help you figure out what makes sense for your brand.