Obviously, the marketplace you serve has changed during the coronavirus pandemic.
So in today’s post, I want to help you successfully adapt to these changes, so your business absolutely thrives.
Ask most business owners how they’ve adapted to the pandemic, you’ll hear very similar replies. They’ll tell you they’ve switched as much of their business online as possible. If they’re in hospitality, leisure, offline retail, construction, etc, they’ll tell you about social distancing measures, too.
Whilst those are important considerations, they’re missing a HUGE part of the picture. And it could lose them a fortune.
I don’t want that to happen to you.
The big brands have a very different and more effective focus. Agile owners of small and medium-sized businesses do too.
Their focus is on the dramatic change, in the way their clients and prospective clients are FEELING during these most difficult of times. As feelings are what drive decisions (and sales) far more than logic, this is something you need to be aware of. And focused on.
With that in mind, think for a moment about your clients and prospective clients. Consider how they have been impacted by the pandemic. Now ask yourself, how has the past 13 months changed things like:
- The way they feel about their immediate and long-term future?
- The way they feel about money?
- The way they feel about credit, debt, investments?
- The way they feel about the people in their lives?
- The way they feel about risk?
- The way they feel about the value of their time?
- The way they feel about their health?
- The way they feel about travelling?
- The way they feel about donating to causes?
- The way they feel about long-term results?
- The way they feel about short-term results?
- The way they feel about various types of loss?
Take a moment to think about the current focus of your marketing. Include things like your messaging, promises, guarantees, benefits, deals and payment options, etc.
Then ask yourself the following question.
Is it speaking to the need and wants of your pre-pandemic marketplace or their ACTUAL, current needs and wants?
Because if you’re using your pre-pandemic marketing strategy, (with Zoom calls and social distancing bolted on), your agile competitors could suddenly sound a lot more attractive.
However, by aligning your marketing with the way your clients and future clients now feel, you cut through the noise. Your messaging will strike the right chord. Your words will be more compelling.
And your products or services will sound a great deal more relevant to their exact needs. That’s marketing gold dust, right there.
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