How well are you communicating with your customers during this time?
98% of what’s landed in my inbox as a response to the crisis from various businesses has ranged from pointless to inane, such as suggesting I sing the Happy Birthday song to myself twice when washing my hands (no joke, that was part of a real email a business thought to send me).
Most have had me running for the unsubscribe link.
With one of my clients this week we took a different tack.
Here’s just a sample of the responses we got:
“This is a wonderful message. You will always have my business!”
“Thank you folks for reaching out and offering your generous support and good spirit to the community.”
“You are awesome. So thoughtful!”
“That is the best business email in response to the CV crisis I have received.”
Now I have to give credit to this client because the initiatives were 100% his idea. He’s good that way, and a smart marketer in his own right. My contribution was knowing how to frame them effectively, and with a certain amount of flair.
Here’s the point:
You have an opportunity right now. The word ‘crisis’ comes from the Greek krisis. It literally means “turning point”. So you have a choice; you can fall silent as some people will surely tell you to do. Or you can use whatever platform you currently have to show leadership.
Now is the time to BUILD relationships.
Not let them go cold.
Think for a second about the relationship capital contained in responses like the ones above.
Case in muscular point: I started my personal training business in 2008. Believe it or not the easiest and most profitable years, as far as marketing ROI anyway, were between 2008 and 2011. One theory I have is when times are tight people clam up and stop marketing aggressively. I was doing the opposite. That meant less competition. And indeed the business grew nicely during those years.
There’s no doubt about it, we’re headed for a recession.
You might need to make some sacrifices in the months ahead.
Don’t let it be your marketing, unless you want to fade into oblivion.
Alright, I’ll climb down off of my soap box now.
(And wipe it down thoroughly.)
If you’d like me to help you quickly grab more market share in the coming months while your competition is hitting the snooze button, go here to request your no-stress Free Brainstorm Call to find out if we’re a fit:
But time is short.
My schedule is filling up.
And I’ll be marketing more, not less.