We know from mental health and personal development experts that what we say to ourselves matters. In short, we are what we think. The same principle applies to business wording\u2014we are what we type, and what we write to our customers matters.
\nWhen communicating about COVID-19 and its impact to your organization, here are four ways to ensure that your writing is in the best interest of your customers\u2019 psyche and your bottom line.<\/p>\n
1. Be a Leader<\/strong> Examples:<\/p>\n Before:<\/strong> We are doing our best to maintain regular operations. Before:<\/strong> We are considering our options to postpone or reschedule\u2026 2. Be Solutions-Focused<\/strong> Examples:<\/p>\n Before:<\/strong> As we learn to adapt to new levels of uncertainty, turmoil, and disruption\u2026 Before: <\/strong>Our hearts go out to our staff and everyone impacted by this global pandemic. 3. Be in the Now<\/p>\n Examples:<\/p>\n Jumping ahead to the distant future isn\u2019t helpful. In fact, it\u2019s likely to invoke more worry than confidence. Instead, stay in the present by focusing on the next few weeks and months\u2014time frames that people can see on their calendar.<\/p>\n
\nAs individuals, we are challenged to find our power right now, but as a business, you have a built-in role as a leader. Communicating that you are in control will assure customers that they can count on your business, adding short-term and long-term value to your brand.<\/p>\n
\nAfter:<\/strong> We are committed to delivering first-class service during this time.<\/p>\n
\nAfter: <\/strong>Our amazing team is working quickly to reschedule…<\/p>\n
\nWith all of the COVID-19 content that’s being created right now, it\u2019s easy to adopt wording that is negative and fear-based. Instead, choose wording that is pragmatic and solutions-focused to help ease the collective anxiety and to create positive associations with your brand.<\/p>\n
\nAfter:<\/strong> As we learn to embrace new levels of challenge, change, and flexibility\u2026<\/p>\n
\nAfter:<\/strong> We are prioritizing protecting the safety of our staff, their families, and the broader community.<\/p>\n