Amidst all the changes driven by COVID over the past few years, we’ve seen consumers take a step back, reassess their values, and then realign their spending habits to those values.
Interestingly, that’s something that typically happens during a recession, too.
For that reason, it’s important that you take a deep look at not only your beliefs about who you are, but how you’re telling that story to your customers. And, more importantly: why they should care.
Is your brand speaking to your customers as individuals and humans, with lives and values? Or are you sticking to the same, tired product-driven script?
Here are a few tips for assessing your messaging and making sure it’s both differentiated and empathetic:
Are you still using the same messages you were using before the pandemic? Before talking of recession began? If so, it’s time to change things up.
Product-driven messaging can win in the short term, but purpose-driven messaging is what drives customer loyalty and causes them to think twice as they’re differentiating between need and want.
It sounds woo-woo, but a recession is a good time to lose the baggage. Consumers are distracted. You only have time for your most important messages. Cut what no longer hits and go with what feels purposeful, values-driven, and relevant.
We can all be precious with our words. A good way to cut through messaging clutter is to ask yourself, “If my audience walked away knowing only one thing about my brand, what would I want that to be?” Sometimes saying less is saying more. Your audience’s time is valuable. When you get it, use it wisely.
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