Sandy Waggett explains how to announce business changes during a crisis. Lead with empathy and frame decisions around caring for customers and staff, not external rules. Instead of "masks required by guidelines," say "we're requiring masks to care for you."
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Good morning, everyone.
Sandy Weigt here with MSW Interactive Designs. And today I'm coming to you with a marketing message and a marketing tip about communicating during a crisis. Today seemed like a great day to do it because there's a lot of changes out there effective today. And even though a lot of it is coming down from the top as far as CDC guidelines, I think that.
Businesses who are making changes, even if.
It'S a result of the guidelines, should.
Really be communicating their message in a.
Way that is far more effective and centered around their customer.
So today's marketing tip is, when you.
Are dealing with a crisis situation, making.
Changes in your business and having to.
Market that and communicate those changes, the.
First thing you want to do is lead with empathy, and you want to.
Make the message about your customer, what.
Problem it solves for your customer, how.
It helps your customer, and how it helps your employees as well. So if you're a business that is effectively starting to require masks today as.
An example, rather than saying, we are.
Doing this because of the CDC guidelines, it is a far more effective and.
Welcoming message to lead with empathy and.
Say something to the effect that we know that there is a lot of uncertainty out there in the world right now, and frankly, a lot of people still have fear around the situation.
And for good reason.
We care very deeply about our customers and our employees.
And because of that, we are going.
To require masks when you enter our store for the foreseeable future. And we appreciate your understanding.
Very simple. It leads with empathy.
It's about the customer. It's about the employees. Instead of saying, you will do this because we're following these rules or these guidelines.
So with your own business, think about.
Changes that you're making and how you might formulate your marketing message in a much more positive and empathetic way so that it is centered around your customer, the problem you're solving for your customer, centered around your employee, the problem you're solving for your employee.
That way, no matter who's listening to.
The message, it's really hard to argue with because it's hard to argue with and get upset about a company that cares.
That's what I've got for you. Sandy Waggett with MSW Interactive Designs. Have a great day, everyone.
