It’s increasingly clear that the Covid 19 pandemic has
changed the world we live in at a fundamental level. Covid has given almost
everyone on the planet an opportunity to rethink the way they perceive the
world around them.
What does this mean for copy and content creators?
Well I’m sure we can all agree that to ignore the new
“reality” we all find ourselves in is not a sensible or viable option. We are
all consumers; we have all changed the way we make consumer choices. Some have
been placed upon us through new rules and regulations, but I believe the most
important changes copy creators must consider are those which govern the way everyone
now perceives their world.
Here are 5 things to consider if you are planning to
communicate with your clients, key influencers, or employees.
Risk – Just reflect on how the
real and perceived level of risk to the individual has changed. Risk levels
have an impact on choice and willingness to invest in new ideas, processes, or
products.
Trust – Pre Covid
if you required an audience to change the way you, or your company, or your
market sector was perceived the level of trust was understood. Just think about
used car salesmen and politicians for example – it was the considered wisdom
they both had a level of trust which was manageable. Covid has changed that – for
example national airlines have taken action which has altered the way they can
be trusted, especially by their current and future employees, and customers.
Awareness – All sizes
of companies are going to have to show they are fully aware the world has
changed. Digging out a successful marketing communications strategy from a few
years ago will just look out of place. It is obvious when TV commercials are
still aired with 2019 content- it will be the same for all online and offline
marketing collateral.
Empathy – Not just a
softer tone of voice, but a clear understanding of the needs of your target
audience. When putting offers to the market for example you may need to
consider extended low interest credit options together with extended guarantees.
Integrity – Do you
know how you or your company / organisation is perceived? What do your
employees think about the company or organisation they work for? Is fairness
and transparency clearly part of the values that guide decision making? Do you
have a statement on the rights of individuals to be recognised regardless of
their age, sexuality, creed, religious affiliations, and gender identity? These
are very important issues and your communications need to reflect the changes
that are happening. Covid 19 has created a new space that has given permission
for major structural changes to society to be discussed and faced up.
Just 5 things to consider. Undoubtedly there are going
to more. How many have you considered in the past 24 hours?
At the time of writing April 2021, there is clearly a
long way to go with the Covid pandemic. If you would like to explore any of the
themes in this article please contact me chris@simplygreatcopy.com.