In times like these, there is a tendency to hunker down and wait for it to blow over, to get mired in fear over what to say and say nothing. We beg you, please don’t do that. The world needs your voice and spirit.
The ability to communicate is a great gift, one of the most profound ever unwrapped by humankind.
The ability to communicate in a crisis connects the gap between great gain and great loss.
In our opinion, it’s not to be squandered (think pushy marketing, opportunistic product offerings or fear-mongering) nor is it to be ignored (think: no emails, no shares, no posts at all).
Instead, mindfully share your voice.
If you haven’t already, plan to send some sort of communication to your clients as soon as you can put it together. You don’t need to address the pandemic directly; we all know what to do by now. Instead, use this communication to explain your focus in the following days and weeks. Then tell them you love them and appreciate their support. That’s it!
Next, your audience may not need your products and services right now. This is a hard reality for many. But that doesn’t mean they don’t need you, especially if you are acting as a warrior of the light. The world is in great need of warriors of the light right now, someone who can lead with positivity, calm and generosity of spirit.
Many of you have invested in marketing systems. Re-tool them to:
- Spread hope
- Share stories
- Offer support
When we are on the other side of this, people will remember.
Big brands are doing some huge things with their resources and reach. Case in point, Nike’s “Play inside. Play for the world.” campaign. If you are a small business owner or solo entrepreneur, you can do your version of that. Whatever your size, you can use your brand and your presence to be light.
You can spread hope by sharing the actions you are taking within your community. Big or small, these actions have the power to inspire others.
You can share stories about team members, partners and other businesses doing great work.
You can offer support in whatever way feels right, whether that be giving your time to a client in need, sharing words of inspiration or encouragement or hosting a virtual gathering.
As a leader, share what you can share. Nevermind for a moment the profit/loss statement or the ROI. In moments like these, tune in instead to the flow of love.
Gauge the health of your branding efforts from there instead.