As mentioned, when pressing global events start to unfold, some businesses shamelessly scramble to earn a few extra bucks. In the digital age, consumers see right through such ruthless sales tactics — so avoid them at all costs.
Naturally, you want to keep your business running, but when you’re sending out brand messaging to build your audience or keep the ship afloat during COVID-19, offer genuine value.
If you haven’t got a viable solution to present to your audience, hold off the soft sales messaging until you do.
For instance, if you’re a personal trainer and your gym is closed, you could reach out to your clients with an email outlining the immune system-boosting benefits of exercise, before offering virtual or park-based PT sessions, either one-to-one or in small, controlled groups. Or if you’re a coffee shop owner, you could provide an informational update, followed with useful COVID-19 home-based coffee-brewing tips and a pledge to deliver to customers in your locale. Just suggestions, but you get the picture … offer genuine value.