This past week (another ‘week like no other’) I’ve talked with a fair few business owners & marketers…
It’s been a mix of clients, colleagues, prospects and consulting calls.
Here’s what I learned, along with 3 questions to think about:
1 – Many businesses are adapting what they do on the fly…
They’re pivoting campaigns, or refocusing on short-term instead of long-term goals.
Others are doing just what they need to get by, taking it day by day.
Many are having to make tough decisions. In some cases, people I’ve worked with are no longer in their positions.
And there are even those for whom it’s still business as (almost) usual.
A lot of proactive businesses are taking the time to figure out how their customers’ needs have changed – so they can offer them new or amended products & services (often for free).
Positive action inspires others to do the same. We’re showing the best of ourselves, and that’s something worth celebrating.
Here’s a question for you to consider:
What’s one change your biz can make TODAY to help those on BOTH sides of the counter – you / your team, and your customers?
Right now, it’s possible both sides need something to change asap to help them get where they need to go.
Perhaps it’s a new offer, or publishing / clarifying some important information, maybe a new partnership or a new way of working behind the scenes.
It doesn’t have to be radical – sometimes one small change or gesture is all it takes to get things moving again in the right direction.
2 – Attention is still as important as ever, but in a different way…
Sure, a lot of people suddenly find themselves with more time on their hands (while splendid folks like key workers are out there putting in a double shift for the rest of us)…
…BUT they’re also receiving far more messages from many more sources than usual – not to mention searching for more information.
So attention is still at a premium, especially for sales messages.
Which prompts another question:
How can you get attention right now in a way that stays true to your values, but which likely does something different…
(remember: bReAk the paTteRn to WIN attention)
…in order to reach the people you’re best positioned to assist?
You don’t have to tear things up and start again. Your strategy may remain the same, but your tactics can change.
3 – In a fairly short space of time, we all seem to have a lot more in common than we used to…
We’re all looking for answers and direction in unprecedented circumstances…
We’re a lot less certain about some things (yep, even those who are declaring themselves a lot more certain about some things)…
We’re balancing our fight-or-flight survival instincts to help those close to us and in our wider communities…
We’re hoping things will get back to normal as soon as possible – even if what was ‘normal’ just a few weeks ago was nowhere near perfect!
And let’s face it:
We’re having to keep ourselves (and our quarantine-mates) entertained, and are still open to seeing the funny side of things.
Because boredom, anxiety and discomfort are often relieved by a good laugh or a decent story (Joe Exotic FTW!)
So here’s one last question to think about:
How might you inform, empathise with, lift up, reassure and even entertain your people?
PS – I’ve put together a discounted service for small-medium business (with less than 10 employees) who want to improve conversions from their most important marketing message during these uncertain times.