We are going through an unprecedented time right now. There is fear, disruption and uncertainty everywhere. During this very sensitive time, we encourage all business, marketing and sales leaders to be careful with their messaging.
More specifically, their message as it relates to the pandemic. Don’t try to capitalize on the fear and uncertainty that exists. Don’t try to hitch your message, brand, company or solution to “coronavirus” or “COVID-19” just because 6.7 million people mentioned it on social media in a single day.
It is sad but true. Too many business leaders are looking for ways to use this tragic event as a “messaging opportunity.” You’ve probably witnessed it firsthand. You’ve received the emails, read the LinkedIn posts, seen the tweets, etc. Our message to you: Don’t join the conversation unless you truly have a message that will help those battling with this disease or struggling with the financial uncertainty it has caused in the market.
Instead, use this time to look inward. Reflect on your current go-to-market story. Look more closely at your industry, customers and business. Align your company, brand and story with what truly matters to your buyers —; not today or tomorrow — but long term. Invest in the strategic thinking required to formulate an authentic, sustainable message that clearly communicates what you stand for, what you do and the value you deliver to your customers — post COVID-19. Business leaders who heed this advice will be much better positioned to earn the trust and business of customers when this terrible health issue subsides and the economy rebounds.
