Communicating with Your Customers During COVID-19: Tips from a Copywriter
As the virus continues to spread and quarantines drag on, you may be wondering: how should I talk to my customers about COVID-19? OR, should we say anything at all?
This is a question that comes up daily with my clients, which are spread across all types of industries, from SaaS and e-commerce to marketing agencies, medical services, entrepreneurs, and everything in between.
While you must ultimately decide what makes the most sense for your brand and customers, I wanted to share some very simple tips that may come in handy as you adjust your marketing calendars and plan for the coming months.
Let’s dive in!
Address it directly, but ONLY if it it’s relevant
Unless you have a specific, legitimate reason to update your customers regarding COVID-19, don’t.
During these crazy times, people don’t want to see another “email from the CEO” regarding COVID, unless you have information that directly impacts them in some way.
For example:
🛍🍟Restaurant / store / studio updates
Yes, you should share updates regarding new hours, store closures, menu updates, new delivery options, new online offerings, etc.
👩🏽⚕️🧪Health & medical (including pet services)
Anything related to hours, closures, staff updates, info on prescriptions, health precautions, scheduling tele-med services…you get the idea.
📦🚚 Order or shipping-related updated
If things are out of stock due to manufacturing delays or packages will be late due to shipping delays, great, your customers want/need to know that information.
💰🤑 Financial/banking
Not surprisingly, people are concerned about money right now, so it may make sense to reassure customers, share helpful advice, offer free services, etc.
📚👩🏻🏫 Education
Schools, tutors, online educators, and educational organizations will certainly have updates for students regarding closures, new schedules, online classes, etc.
🐬🚑 Charity/non-profits
This one should go without saying, but if you or your organization needs extra support during this time, sending updates to your friends, family, or donors is appropriate.
✈️🧳 Travel / Events
If you’re an in the transportation or travel industry, it’s very likely that you’ll be communicating with your customers quite a bit right now. Same goes for businesses that are hosting an upcoming trip or event that needs to be canceled or postponed.
I’m sure I’m missing some other good examples, but it’s really not that complicated: only send updates that truly matter. 😊
Take out anything old that may sound tone deaf
Like those in the fashion industry, marketing teams are often working “ahead of schedule,” which means whatever content or campaigns are going live today were probably created before COVID struck.
While you may not need to redo your entire marketing plan, it can’t hurt to review it with a fresh set of eyes to make sure all of your social posts, blog articles, emails, or website updates are not going to be misinterpreted and/or viewed as offensive during these uncertain times.
Don’t pretend like it’s not happening
You don’t have to send a “we’re in this together” email to make your customers feel like you understand them and the pains they’re currently experiencing.
If it makes sense, use humor to connect with customers and share the pain we’re all feeling like Halo Hair does in in this Instagram post:
Or like Reformation does in this post about getting back to real life (someday):
Or like Sustain does in this example featuring a “stay-at-home starter pack”…
Or like this post from Travel & Leisure that encourages their audience to stay home as motivation for future adventures:
While these examples are only focused on one marketing channel (Instagram), you can apply a similar approach to some of your upcoming emails, blog posts, or whatever you have coming down the pike.
My rule of thumb is, as long as it’s appropriate and relevant for your audience, it’s less likely to be seen as insincere or self-serving.
And of course, it doesn’t always have to be funny or playful. You can share genuinely helpful advice, tips, ideas or whatever you think will help people get through these tough times.
For example:
- Working from home tips
- At-home exercises
- DIY projects
- Educational projects (i.e. — online course, learning a new skill)
- Personal projects (i.e. — writing a book, starting a podcast, etc)
- Home improvement projects
- Ways to virtually connect with friends/family/pets
- Favorite books, shows, movies, podcasts, etc.
- Or whatever makes sense for your audience!
Don’t make it all about the virus, all the time
While we don’t have to pretend it’s not happening, we also don’t have to focus on it 100% of the time.
In fact, escapism may be more useful now than ever, so don’t be afraid to direct your audience’s attention away from the virus in favor of an exciting new product launch, a future event they can look forward to, an upcoming sale, or something that will lift people’s spirits.
What did I miss?
I’d love to hear how you’re communicating with your audience during these uncertain times.
Share your thoughts and tips below!
