Should You Address the Pandemic in Your Marketing? (and How to Do it the Right Way)

It’s a question on every business owner’s minds… to address the pandemic in your marketing and advertising or not to address the pandemic at all?

To be fair, these are unprecedented times and business owners have had to pivot. But is using the pandemic in your messaging a good thing or a bad thing? Will it hurt or help your business?

The Short Answer

If you’re addressing the pandemic in your marketing and advertising, you’re a smart business owner. Consider yourself a savvy marketer because you absolutely should be addressing what is going on around the world right now in your messaging.

Here’s the Catch

While addressing the pandemic if your marketing displays your awareness to the situation, there is a right and wrong way to approach the topic.

The Wrong Way:

This is not the time to be taking advantage of someone’s fear to make a sale. If you’re using over-the-top scare tactics, this will ultimately make you seem sleazy and slimy. So if your messaging is somewhere along the lines of “this virus is going to kill us all unless…”, you should probably stop it. This is an unethical approach.

The Right Way:

Addressing the pandemic in your messaging in the right way boils down to your intentions. If you know that you have a quality product or service that can genuinely help people (like a supplement or info product), your customers are going to need you more than ever. If your supplement can help someone’s health by boosting their immunity, or just generally boosting your customer’s well-being in any way, they’ll need you.

You don’t have to (and shouldn’t) make any claims that your supplement/service can cure or treat this virus. If your supplement will help your customer’s overall well-being, it could possibly better equip them to deal with the virus should it affect them.

It is your responsibility to do everything within your power to get your product in the hands of as many people if you care about serving and helping your customers.

Let’s Face it…

It is absolutely ok to be talking about the pandemic in your marketing, and you should be! Why? Because it’s top-of-mind… in fact, that’s a gross understatement.

By addressing it, you’re entering the conversation that is already going on in both your customer’s and your prospect’s mind.

Acknowledge and Support

Acknowledging the pandemic and everything that is happening in the world is the right thing to do. You should also acknowledge the fears and uncertainties that many are facing in such unprecedented times. Let your customers know that it’s ok to be worried since none of us know exactly what is going to happen. But let them know that we’re all in this together and that we’ll all get through this together.

Let them know that you (and your business) are here to help support and serve your customer in any way that you can.

If you approach the situation from an angle of genuine concern and care while still acknowledging the current state of the world, you’re going to align your messaging with your values.

Remember to put your customer’s care first! That way, you can acknowledge the pandemic, and increase your sales and revenue without having to do so in a sleazy way that preys off of people’s fears.

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