Last week, I was asked to re-write several email campaigns for a client. Why? The current copy, which a month ago was just fine, was now out-of-step with all that’s going on. Had my client ran with it, he probably would have received more complaints than sales.
Thus is the challenge for marketers and copywriters during this pandemic. How do you even begin to write effective copy in times like these?
I don’t claim to have all the answers. (No one does.) But I do have some tips, which I share below.
But first let me say: don’t be hard on yourself. No one has done this before. No one has had to write marketing content during a pandemic. So, if you mess up a few times or get pushback on something you wrote, give yourself a break.
We’re all learning as we go.
And here’s what I’ve learned so far…
1.Ease back on the empathy
Yes, your customers want to know you care. Yes, they want your supportive messages. But, as a student in one of my courses said recently, “If I hear from another company asking me how I’m doing through all this, I’m going to scream.”
Most people don’t need to be reminded these are challenging times. So, by all means, tell them that you care. Be sincere about it. Then move on.
I suspect most people are past needing empathy from companies. What they’re interested in now is solutions.
2. Avoid an over-abundance of happy talk
You might be tempted to write something like, “Things will be back to normal soon.” “Everything is going to be fine.” “Look at all the great things you can do on your stay-cation. Woo hoo!”
There’s nothing wrong with infusing your copy with some optimism. In fact, that’s a smart idea. Just don’t lay it on too thick. Otherwise, your marketing message will come across as being out-of-touch or, worse, condescending.
3. Highlight how your helping
If your company (or client) is doing things to help customers through these tough times, consider highlighting that in the copy. Don’t brag about it; just state it, plainly. Customers will appreciate knowing how your company is helping.
More importantly, they’ll remember.
4. Don’t dance around the main marketing message.
When it comes to writing the pitch part of your message — the launch, offer, sale, etc. — get right into it. You don’t need to tread softly or ease into it apologetically, as if you’re sneaking in an uninvited guest to the party. If your product, service, or sale is something that may be useful or valuable to your prospect, present it with confidence.
You don’t need to temper your enthusiasm.
Focus on facts and details.
With so much uncertainty these days, people are craving facts, details and good information.
So, as much as possible, fill your marketing copy with those ingredients. Use plenty of testimonials. Reference highly-credible sources. Quote the latest statistics.
Have you been using a “fact” in your marketing writing that’s getting old? For example, “47% of home buyers say they hate virtual home tours”, says a study from… ah… 2016. A lot can change in four years! Get the most recent information.
Be ultra-realistic about benefits and outcomes.
As every good marketer and copywriter knows, you must paint an enthusiastic, yet realistic picture of benefits and expected outcomes. Otherwise, you won’t be credible. That hasn’t changed. What has changed is that buyers are being extra cautious and scrutinizing the claims made in marketing copy much more closely.
That doesn’t mean you can’t come on strong and persuasive. You definitely can and should. Just double-check that the benefits and promises are realistic.
Update your buyer personas
What are customers thinking about right now? What’s concerning them? What are their hopes and desires? No doubt, the answers are very different than from just a month ago. The pandemic has made all buyer personas out-of-date. So, you need to rethink your audience and get a clear picture of what’s going on for them today.
Okay. Those are some tips I’ve picked up from writing marketing copy during this period. But they’re definitely works-in-progress. Like I said earlier, we’re all learning as we go. (It’s a little like tip-toeing through a mind field.)
Do you have any copywriting tips you can add to this list? Please share in the comments below.
Great tips as always, SteveI have been doing much of this for my clients – helping them to be leaders during these uncertain times. Not putting any ego or over-abundance of sales talk, but rather coming from a place of discreet empathy. There are still opportunities out there for all of us to do business – just with a different, more methodical approach.
Great to hear from you, Kathy!
And you as well, Steve! 😉
Writing that’s getting old – yes I can certainly identify with that. This pandemic seems to be ‘stretching out time like a blade’ (to use a line from Shawshank Redemption).
So much so that late 2019 and even stuff from January 2020 seems to be from another era. I really don’t want to be hearing about stuff from 2019 let alone 2016.
Writing really does need to be right up to the minute now, which is good news for copywriters.
Thanks for the email.
That’s a good way to put it, Tim. Copywriting needs to be up-to-the-minute.
Thanks for showing up here! I’ve been wanting to tell you how much I value your Course on Writing EMAILS! Because of your course, because of you, I NOW feel ready to advertise my services. I just turned age 83 and believe I still have good years in me yet! I find your technique of REPETITION, for one thing, very effective!
Thanks, Richard. Good luck with your writing goals. Go for it!
I read other Awai instruction RE writing email sequences and I find YOURS the best! Thank you again!
That’s nice of you to say. Thanks!
Good points Steve – think speak and write from the perspective of the reader or listener.
You really can’t go wrong when you do that.
Thanks, Steve, a sober and sobering list, and yet full of “futurity” as a professor once said!
I especially like the “Update your buyer personas”
Looking forward to reading more of your insights.
Thank Nicole. Futurity. I love that word!
Thanks Nicole. “Futurity”. I’m definitely going to use that in a sentence this week.
I agree with the student who said ““If I hear from another company asking me how I’m doing through all this, I’m going to scream.” I don’t want to open those emails anymore. Thanks, Steve, for these good tips. I think your point about offering good and current information is important.
BTW, I used to receive your newsletter regularly and somehow I’ve fallen off the list. I do miss reading them so please feel free to reinstate me.
Thanks.
Thank Lanny. I checked and you’re definitely on the list.
As always, I really enjoy your practical, sincere and helpful tips. I especially agree with tip #1. Every company is starting to sound the same. I heard 3 radio commercials in a row with the exact same start. We can’t forget that part of our jobs as writers is to help companies stand out from the crowd.
It’s been a while, Andrea. Great to hear from you!
Great post, Steve. I’m glad to see I’m on the right track.
I was just writing an email to be sent by a CEO and I just wanted to tread lightly on the pandemic issue. Personally, if anyone else says “coronavirus” again I’m going to get up and leave and may be not talk to them for a while!
We had to change and remove several of our marketing messages and even postpone or rearrange several blog posts.
Anyways, thank you for writing this and it’s great to feel you’re on the right track.
Thanks Nada. I’m glad you found it helpful!
I am stymied: How the heck do you write for the December 2020 issue in JUNE?! I used to get my chops bucked up by turning the A/C way down cold and playing Christmas music while I worked, but this December is going to be a whole other animal and my crystal ball is broken! Any ideas for contributing editors who are writing for upscale lifestyle mags that deadline waaaaaay early?
It’s not easy. And to make it even tougher, the newsletters I write tend to be tied to the season. I don’t have any secret formulas for traveling forward in time. I just use my knowledge of the industry and my imagination and do my best!