We are living in strange times.
This year has been like one giant reset button
for businesses around the world.
No longer can we rely on outdated marketing funnels,
tone deaf copywriting, or one size fits all SOPs for ROI.
You gotta pivot and fast.
So here are five copywriting and marketing strategies
you must do to stay alive and thrive this year.
(upbeat music)
What's up guys, it's Alex,
and today I'm addressing a question
that I've received a lot lately.
"How do we as copywriters, marketers,
and business owners, pivot in response
to the global pandemic and other tumultuous social
and economic events of late?"
Ah yes, pivot.
The business key word of the year that has taken
on a rather different meaning. A slight repositioning?
No, sir.
More like total emergency management.
As we all know by now, companies have been forced
to either swiftly adapt to these new market shifts
or risk going under completely.
And for many businesses, going digital has proven
to be the ultimate payoff.
In fact, online sales have peaked to the highest level
in history, increasing by over 40% in just three months
since the pandemic was officially declared
in February of this year.
But of course it isn't just enough to modify operations,
the shift also needs to happen when it comes
to your marketing and messaging.
Let me tell you, there has never been a better time
than now to update those auto-responders,
revisit that five-year-old sales page,
and rewrite your customer service documentation,
because what worked then is most definitely
not gonna work now, at least not as well.
Now, more than ever before, you need to empathize
with your customers, cultivate a deeper connection
with your audience and humanize your brand.
Now that's not to say you should
change your entire story and voice.
Your brand is ultimately the essence of who you are,
what you do and why you do it,
and that's not likely gonna change overnight.
However, there are some significant ways
to adjust your messaging and marketing so that you can
stay relevant as you navigate these strange times
and move towards the new normal.
These strategic innovations can make this a wildly
successful year for you and I am here to help.
For more tips, tutorials, and ideas to up-level
your copywriting and marketing this year,
make sure to subscribe to my channel below
and ring that bell to be notified
when my next video goes live.
Now here they are, five important copywriting
and marketing strategies to keep your business
thriving right now, with some fun and unconventional
examples included, of course.
Strategy number one, address the elephant in the room.
Yes, I am here to say that you must address
the big COVID-shaped elephant in the room
and face the issue head on.
The worst thing you can do is simply ignore what's going on
and continue with business as usual,
and just hope it all goes away.
In this day and age, the market demands transparency
and authenticity from the brands they buy from.
So while sweeping it under the rug worked for our parents'
and grandparents' generations,
it's not gonna fly around here.
Now listen, I'm not saying that every single post,
and email, and piece of content you write needs to be
about what's going on in the world,
but to dodge the subject entirely
would seem tone deaf or inauthentic.
I mean, how many of you got emails in your inbox,
days or even weeks after the world went into lockdown
that were clearly automated and scheduled
before the pandemic?
Let's just say that KFC's finger lickin' good ads
were pretty frickin' bad after the outbreak.
Keeping your messaging current and consistent
with what's going on in the world,
and what's going on in the minds of your customers,
will help establish trust, relevancy and relatability.
And it doesn't always have to be all serious guys.
If your brand language is usually playful and uplifting,
there are ways to keep that brand voice intact.
Take Poo-Pourri for example.
Yes, for those of you who are not aware of this company,
they are a poop positive brand
that produces pretty smelling toilet sprays.
Yeah, you heard that right, it's a thing.
Poo-Pourri is known for their punny ads and commercials,
taking toilet humor to a whole 'nother level.
If they had tried to take a more serious approach
in their recent messaging,
it would have sounded totally forced and off-brand.
Throughout the lockdown, they kept their marketing
and content light by making references to quarantine life,
keeping your bathroom hygiene in check
while working from home, and even having a positive mindset
with their hashtag, #LetThatPoopGo.
Oh, and one more thing, now more than ever
make sure whatever messaging
or news you're sharing is accurate.
With the amount of conspiracy theories,
and unbacked opinions, and fake news circulating online,
it's important that your brand delivers facts
from reliable sources.
All right, strategy number two,
prioritize existing relationships.
So one of the best things you can do right now
is invest time and energy into strengthening
your relationships with your current customers and clients.
According to a recent study of nearly 300 top marketers
at US-based companies, despite the economic turndown,
customers are prioritizing trusted relationships
when it comes to their buying decisions,
even over lower pricing, which makes sense because trust
and connection are among the driving factors
sustaining morale as we adapt to the current climate.
According to the same study, 79% of marketers believe
that customers are also motivated by the social activism,
outreach, and investments of the brands they support.
So let's use a surprising example... jewelry.
You would think that jewelry would be
among the least prioritized purchases right now, right?
Well, while the market definitely has taken a hit,
many luxury and independent brand names,
such as Bulgari, Asprey, and Tiffany's
are donating proceeds to COVID-19 related causes,
and increasing outreach to their current clientele.
As a result, and of course also given the canceled travel
plans, postponed investments, and just an overall
decrease in social expenditures,
loyal customers of these brands are now more inclined
to purchase jewelry for their sentimental value,
to make up for the sudden change in lifestyle.
Yes, we are talking about an audience that falls
in a higher income bracket.
And no, this doesn't mean that jewelry brands
are raking in more profits right now than normal,
but these efforts are keeping these nonessential businesses
afloat during this time, and clearly indicate the value
that can come from having a strong relationship
with your customers and clients.
Strategy number three, step up your game on social media.
So what do customers do when they're confined at home
with fewer work hours and minimal outdoor activity?
They look to their cell phones for a taste of life
outside their bubble.
Remaining visible throughout the pandemic
is critical to building brand engagement and value,
retaining current customers, and connecting with prospects.
Social media is probably the most important tool
for marketers to achieve this.
In fact, according to the study I referenced earlier,
84.2% of marketers say that they've used social media
for brand building, and 54.3% say that they've used it
to effectively retain customers during the pandemic.
So for example, as museums and galleries around the world
were forced to cease their operations,
the Getty Museum in California launched
the Getty Museum Challenge,
daring their followers to continue celebrating their love
for art during lockdown, by recreating their favorite
artwork using objects found around the house.
The campaign was a great success with entries
that went viral for their humor and creativity,
lifting the mood of viewers around the world.
All right, strategy number four,
make your marketing relevant.
Making your marketing relevant to the current circumstances
and lifestyle of your customers will give you a great
advantage, especially if your products revolve
around activities that are now restricted
or banned temporarily.
For example, we see a lot of changes in the restaurant
and fashion industry.
Besides moving to delivery and pickup options,
many restaurants have also taken to the grocery approach
and are selling their dishes as frozen meals,
or even meal kits for people who prefer
to cook it fresh at home.
And fashion labels have adopted creative ways
to position their products as lounge wear, at-home wear,
or remote work wear for the frequent Zoom caller.
Brands like Zara even had their models photograph themselves
in their spring and summer collections
in home environments, and festival wear maker,
iHeartRaves switched up their game
by presenting their clothes as fun lingerie
and funky lounge wear.
I just love a creative pivot that works.
And finally moving on to strategy number five,
meet your customers wherever they are.
So, as I mentioned earlier in this video,
empathy is a key advantage in times like these.
What would be some of the more unique concerns
and pain points that your customers have right now,
beyond the obvious?
How can you use your copy to resonate
with what they're going through and how they're feeling?
And more importantly, how can you be of service
without making conversion your utmost priority?
This is also an invitation for you to revisit your customer
avatar profile and make some updates
to your customer support messaging.
Based on the characteristics and goals
of your current ideal customer,
think about what their life looks like right now.
What challenges are they facing?
What is their stance on what is going on in the world,
and how can you back them up?
What can you do to address their needs and desires best.
For example, given the sudden breakdown
of the travel industry, nearly 90% of travel marketers
have slashed their budgets.
AirBnb was quick to offer financial solutions
to their hosts and connect them with potential guests
in very different and unique ways.
AirBnb hosts can now offer online experiences,
activities and classes, such as art, cooking, meditation,
and virtual tours for a small fee.
By doing this, AirBnb is also paving the way
for a new definition of travel, fostering humanity
and diversity by helping travelers discover new destinations
and cultures from a distance.
All right guys, there you have it,
five marketing and messaging pivots for staying relevant
in today's environment.
Above all, remember it is oh, so important
to keep a growth mindset
during challenging times like these.
Remember that change is constant and that pivots
are needed for growth.
Yes, the current global situation has made it a little bit
more urgent with very little time to adjust,
but these unexpected innovations can lead to success,
longevity, and relevancy.
I've had so many students, clients, and mastermind members
tell me that their business has taken a huge leap this year,
because they can finally focus on what matters,
and let go of anything that's not working.
And guys, I am here to help you do the same!
So give me a thumbs up below
if you found this video helpful.
Coming up next week is the video that many of you
have been waiting for, my own step-by-step method
to critiquing a sales page.
Make sure you subscribe right here so you don't miss it,
and next step, check out my video on five mindset shifts
to build a 6-figure writing business.
You can watch that right here.
Until next week, I'm Alex! Ciao for now.
Or rewrite your customer, rewrite,
that's a hard word to say.