Copywriting is not just about making sales. Copywriting is about communication. Thoughtful, relevant, clear communication that relays what your business wants to say to people who need to hear it.
Sales are a natural by-product of doing this well. You’re using words to tell someone who needs something, “Hey, we’re over here, and we’re great!”.
But sales are also a natural by-product of creating close connections to customers when it matters most. Like in times of war or economic uncertainty – when customers become cautious or anxious and start to withdraw.
Sadly though, some businesses also behave the same. They become cautious or anxious and go quiet, waiting for a brighter day to pick up where they left off.
I can tell you without hesitation that this approach is the wrong one. Why? Because I’ve seen this approach, and its opposite, play out in tough times. And there was certainly a clear winner between the two.
Successful businesses stay open
My business was never so busy as it was during COVID. I must have worked 10-hour days for months.
What I noticed during this time was a clear delineation between customer communication strategies. Let me explain…
Business A Communication Strategy
- Double or triple customer communication
- Share insights to help customers get through
- Stay open about changes to products or services and why
- Create fun promotions to lighten the mood
- Innovate or pivot to meet customer needs – then tell them
Business B Communication Strategy
- We don’t know what to say
- We don’t want to appear weak
- It’s better to stay quiet
- This will all blow over in a few weeks
Which businesses do you think emerged from COVID in a stronger position (or at all)?
It can be tempting to blame budget and say, “Well some businesses have to cut expenses in tough times, so that’s why they stopped communicating”.
I don’t believe this and have never seen it to be true. You don’t have to hire a professional writer to maintain open communications with customers – guaranteed there is someone in your office who can put together a decent email. They could even send it to me for a quick review for like $50.
It’s not about budget. It’s about how they chose to respond to a difficult situation – by withdrawing rather than connecting. By not knowing what to say and so believing they should say nothing.
Successful businesses stay open. They show customers they care, they remain transparent about their own challenges, and they invite customers to rally behind them (which they often do).
Will your business succeed by staying open?
We now find ourselves in a time reminiscent of the COVID pandemic, where the future is uncertain and a growing number of businesses are starting to experience genuine financial or operational pain.
I dare say this is only the beginning too, and like the pandemic we may be in for months (if not years) of market volatility.
So what approach is your business going to take?
Will it be like Business B and go quiet? Or will it be like Business A and get closer to customers when it matters most?
If you would like support to develop customer communications during difficult times, please reach out. I’m even happy to look over staff or AI written communications to ensure they are clear and relevant for a minimal fee.
My main concern is that you do this, so your business emerges from whatever comes next, and in the strongest possible position.