If your business is hurting due to the pandemic, your instinct may be to cut back on marketing, but that likely would be a huge error! Your customers need to hear from you so they are thinking of you, not your competitors, when things get back to “normal.” Every market shift creates opportunity, and the bold win the day. Now more than ever, you need the best possible messaging to keep your business strong.

Here’s a cool example of someone who turned the Great Depression into a great opportunity: the awesome story of Lucy Sawyer Stevens in Akron, Ohio. The cosmetics industry as we know it was born during the Great Depression!

Whether you were hoping to start a new business when the pandemic happened or you hope to keep one afloat, this advice from business and personal development guru Tony Robbins helps us understand how we can turn this downturn into business gold.

Keep reading to learn more ways you can help your business thrive during shelter-in-place!

 

First Things First–Run Your Business Within the Rules

Some businesses are being forced by law or strong governmental suggestion to close or significantly change their offerings. It’s important to follow these guidelines and find a way to work within them – not only to help prevent the spread of the virus, but to signal to customers that you care. When all of this is over, you want them to feel good about your business and come back to you instead of a competitor who kept in touch and followed the rules.

Once you know current restrictions for your business, it’s time to put on your thinking cap and figure out what you CAN do instead of dwelling on what you can’t. Here are a few educated bits of advice we gleaned from the web and our own experience:

  • Advertise MORE to fill the gaps your competitors leave.

Fortunately, in many industries, tough times mean less competition. And that means it’s easier for YOU to stand out. Many businesses will spend fewer advertising dollars during this time, which means each dollar you do spend represents a bigger share of the market. What do your customers need to know from you at this time? Send a mailed letter or email to check in with them and let them know how things have changed for your business. Offer specials to help them save money. Encourage them to follow you on social media for fun and informative posts. Offer how-to information, stories and tips to keep them thinking about you.

  • Focus on products you CAN sell.

One bar in New York starting selling party kits for takeout, pairing food with alcohol to follow the city’s guidelines saying alcohol can only be sold for takeout or delivery if it comes with food. Think about what people need right now that you can provide, and then pivot to fit that need. You might find your services are needed more than ever, which could help your business not only overcome this challenging time but thrive. My own daughter just moved to New York to apply for publishing jobs and was counting on a bartending job to fill the gap, but that is now gone. She didn’t miss a beat. She is now busy filling orders for freelance proofreading, copy editing and in-depth editing as she continues her search for a job as a publishing professional. When the going gets tough, the tough get going!

  • Check in with old customers.

This may be a great time to check in with customers who can use what you have to offer in the new world of the coronavirus. At Foster Writing, we realized all of our clients need to stay in touch with their own customers and we can help by offering a special deal on customer messaging. (See  newsletter advertisement.) For example, if you are a hair salon (forced to close), send a mass email to old customers on your list to let them know how you can help. Offer to mail products, set up long-term appointments at a discount if they schedule at least three, hold an inexpensive online how-to webinar. If you reach out to old customers, you might be surprised how helpful you can be. Your business might expand in exciting new ways.

  • Think ahead.

Once the health crisis subsides and businesses go back to full speed, how will you attract customers to YOUR business? If you’ve kept in touch during this time, they’ll be thinking of you when they  get back out and about. They’ll appreciate your efforts to help and reward you with their business. On the other hand, when business starts booming, competition will increase. Hold marketing money back to make sure you can compete then. Plan marketing pieces now and have them ready to drop before your competitors do! What exciting new thing could you plan for the reopening of America? Create your campaigns now, prepare the materials and get ready to hit the ground running.

In hard times, you can’t sit back, hope business trickles in and leave yourself at the mercy of the marketplace. You must proactively let customers know what you CAN do and convince them to choose you. Think creatively to sell now, and then plan for the future!

Let us help you get the writing right — right now. Do you need customer letters/emails? More blogs? Sales sheets? Updated web copy? Press releases to boost your SEO? We’re here to help. We can write or edit almost anything. For a free estimate, call 402-601-5483.

–Kindra Foster, kindra@fosterwriting.com