At the beginning of lockdown in the US, it seemed like every business was sending a COVID-19-related email. From restaurants to software companies, our collective inboxes were flooded with three types of messages: The first type offered helpful information on whether or not a business would be open and detailed the health and safety precautions they were taking. The second type was similar and offered specific resources for customers, like information about deferred payments or discounts during the pandemic. The last type of messaging was promotional, with some businesses choosing to acknowledge current events and others completely ignoring it.
Whichever option you chose (or maybe you didn’t send a COVID-19 email - which in itself is another option!), finding the right message was difficult. Many entrepreneurs, business owners, and even professional marketing teams, lost sleep trying to figure out what to say. As we approach the holiday shopping season and new year, it will continue to be difficult to find the right balance between current events and promoting your business. After all, how do you address uncertainty while also encouraging customers to consider or buy your product?
Before starting The Cultivate Method, a key part of my previous jobs was to create effective messaging for software products. In good times, it meant I got to create and execute campaigns that celebrated new products and features. In not-so-good times, it meant I had to figure out how to address security vulnerabilities with angry customers and apologize to 5 million people who accidentally received the wrong email over Labor Day weekend. Having been through it all, I’ve learned a few things about how to use messaging to address uncertainty and build goodwill with customers.
In your messaging, you need to figure out a way to address the elephant in the room. It might seem awkward, but avoiding it is even more awkward. Acknowledging the uncertainty or current situation your business is in signals to your customer that there are real people behind your brand, business and product. Customers aren’t looking for a 5-paragraph essay on uncertainty, but they are looking for you to demonstrate a shared understanding and it’s easiest to work this into your messaging at the beginning of an email or post.
Some successful examples of this include:
You might think that providing a rosy outlook for customers would be beneficial, but in times of uncertainty, honesty and transparency go further in building goodwill. Being honest in your communications will allow customers to trust your business, and offering some transparency will help them understand why they should support you. When being honest and transparent, share what you are comfortable with, so customers can better understand your business and how they might be impacted by changes.
A few successful examples of this:
Uncertainty is hard for businesses and customers. Keep this in mind when you are writing your messaging and offer empathy for customers whenever possible. This can include offering to make time for their feedback or ideas, or just lending an ear for someone in your community. If you offer help where you can, customers will likely remember it in the future.
Here are some successful examples:
Finally, be sensitive to timing and unnecessary outreach. Make sure any messaging you put out is considerate and helpful for customers at this time. If your email or post is irrelevant, you may turn off more customers than you attract. Make sure you check any automated or pre-scheduled content, too - so you aren’t inadvertently sending mixed messages to your audience.
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Ada Chen
Ada Chen
