this is what your customers expect from your brand
The coronavirus blew up your strategic plan in mid-March: all those lines of work that so many efforts had cost you turned into waste paper.
Amid so much uncertainty, several weeks have passed and now we We are facing a new scenario.
There has been a profound change in our way of life and we need to adapt ourselves by leaps and bounds to the new demands of the market.
Because everything has changed. Also the consumption trends of your clients have done so.
The challenge is to give, to the voice of and through copywriting, a response adapted to current consumer behaviors during the de-escalation stage of this health crisis.
What are you going to find in this post?
One of the keys to adapting to this new situation is to listen to what worries your customers.
Copywriting is now even more important in your brand communication.
The purchase decision is even more emotional in times of crisis
One of the consequences of the health crisis is not only that decision-making of the consumer has taken a sharp turn, but also the impulses of purchase have slowed down.
The first weeks we saw that the purchases focused only on the sectors of first necessity: food and hygiene.
This can make people think that the purchasing process becomes more rational, but nothing is further from reality …
It has been shown that, when we live in situations of uncertainty, decision-making becomes more emotional. Far from being a negative thing, this is what has allowed us to survive throughout the centuries, and is based on something very powerful: follow your own intuition.
Now that they have already After a few weeks and it seems that we are getting out of that “survival mode”, it is crucial that as businesses we adapt quickly to what is already here.
What they have called “new normality” —a total euphemism — is actually a radical change in our way of relating, feeling and communicating.
So, while you are trying to decipher the phases of de-escalation, if you have not already done so, you should start thinking about – and putting into practice as soon as possible How are you going to respond to the new concerns of your customers.
The 5 trends in communication that mark your customer's purchasing decisions
Next, I present to you the 5 trends that are looming in the communication sector and what should you Take into account immediately in your copywriting if you want to:
- strengthen your business;
- convey credibility;
- guarantee the trust of your clients.
Your customers use digital commerce —use and abuse, because consumption online has exploded — and you need Be there to remind them that your brand beats strongly.
Customers buy from companies that they continue to network with and that they feel somewhat committed to. What's more, your customers have to love you before your products.
The nets are the perfect setting to simmer your relationship with your customers. Because the purchase, and even more so now that we are all slowing down when it comes to taking out the credit card, is a consequence of the mutual commitment that networks allow.
There must be a genuine connection between your customers and your brand.
You need to make your audience fall in love with your unique way of doing things day by day, and for that you must reflect your values and your processes in your publications on networks.
It may not seem like anything new, but there are still many brands that they don't take it seriously. If it was necessary to do it before the alarm situation, now it is a priority that you review your editorial calendar and think about what your communication strategy is going to be.
The reality is that, if you are not the one respond to their concerns, your client will go with another brand that does and that is leading the sector.
I know what you are concerned about. It is no coincidence that in two of the directives of #CopyDesdeCasa that we have had during these weeks he has talked about how to approach communication in networks.
I encourage you to review them. Start here if you need help to communicate your values in the texts you write for your business:
In addition, you should know what is holding you back and not allowing you to connect through of your posts. And you have to solve it today.
In this session you will find very valuable information to correct the errors that prevent you from standing out and positioning yourself on your social networks.
2. Communicate your new hygiene and safety processes step by step
Open up the channel and have all the details that you are carrying out to adapt to this stage, whether you are a digital business or a store at street level .
Communicate what your new hygiene and safety processes are like when it comes to handling, handling and sending orders.
Your customers need to have this information through you.
Only then will you overcome the mental barriers of your customers, who want to take the step of buying, but need someone to confirm that they are in good hands. If you don't tell them, all your efforts to adapt to the new situation will be useless.
3. Take maximum care of the brand experience
We saw this at the beginning of the year in copywriting trends for 2020 before our life took a 180º turn with the pandemic. However, now your customers are even more demanding.
Buying your products or services should be an event.
Draw a brand experience from start to finish that exceeds your expectations, as that will encourage them to keep buying what you offer.
Here again the copy — just like the microcopy that accompanies your client throughout the entire purchase process — serves to convey in words the value of small details. And that will be what allows the client to have an experience of 10.
But there is more, because what your community wants is to be part of that experience. Beyond the purchase, your client needs to feel that he belongs to something bigger.
It has always been like this, nor is it new that someone wants to feel special, but now more than ever we want to be part of a movement.
It is curious that, in these moments in which the situation forces us to maintain social distance, in the digital environment an important stimulus arises for:
- going back to the local;
- creating care networks;
- reformulate consumption.
4. Bring your vision for a more sustainable future
Is creating a more sustainable future something consumers really want? Well, here the studies provide different opinions, so time will reveal whether we have learned anything from this situation.
What is certain is that this mandatory stop in our voracious way of consuming has served to rethink what we were doing and who we were buying.
This is an opportunity for (authentic) sustainable brands to be heard.
But don't be tempted to upload to the car of sustainability if this is not part of your values and brand commitments.
Will we return to recover our consumption habits? Within the European sphere, we Spaniards are the most optimistic in thinking that yes, that we will be the same again.
If I'm honest, I hope not completely.
I want to believe that seeing ourselves as vulnerable has made us more aware that we need to consume with our heads and dedicate our spending to businesses with souls that strive for products to be close, that pamper the production processes and that offer environmental guarantees.
5. The customer service response must be impeccable
In addition to demonstrating your resolve to process orders online effectively and safely, and to generate confidence in new consumers, you must show empathy, transparency and the ability to listen in the sales and after-sales processes.
Credibility is going to be one of the main pillars of brand communication.
I leave you here the link to the Write to Sell podcast, in which I tell you 4 ways to convey credibility with your texts. I am sure it will be very useful for you to determine what actions you can take to achieve this objective in your communication plan.
Copywriting is the tool that generates bonds with your customers
If digital businesses take care of all these details, they will have the opportunity to consolidate in the coming months. For this, copywriting is going to be the tool that allows them to connect with their clients and adapt to the new times.
In summary, your communication must be constant and show the decisions you are making in your company, and this without forgetting about talking to customers and listening to their opinions.
Now that consumption is gradually reactivating, the essential thing is that you share everything you are already doing and that you Show open and close to be the brand chosen by customers.
Tell me in comments: What is the biggest challenge in communicating your business during this new phase?
I would love to hear about your experience and give you my vision if that can help you strengthen ties with your customers.