Start with optimism, it helps. 

Yes, we can say “during the COVID-19 situation, or in these uncertain times”. But focus on being optimistic in your messaging, which is different to positivity, and optimism is not being blinded from reality. Optimism accepts reality and looks forward to a brighter future. Its where hope stems from which is what keeps you moving forward. 

Don’t think my yard looks great, my tard looks GREAT, when in fact it doesn’t, that’s positivity run amuck. Think the yard needs work, but if I do this and that, it will improve and it WILL look great. That’s optimism.

There is a light at the end of this tunnel and we will all get there.

Develop a long-term view.

As a business, you need to see and act on possibility and connection.

We hear what we focus on, and what we share changes our community’s perception of us. How will your product or service benefit your customers?

Many businesses have pivoted to sewing masks or providing supplies to hospitals and with technology and the internet today, there are more ways businesses can pivot and remain open than there were in the Spanish Flu outbreak of 1918. We don’t have to choose between staying safe or working. We can innovate and find ways to do both.

So how does your business translate virtually?

And we’re not talking from a strictly operational standpoint. Yes, restaurants can switch to take-out only and your hairstylist can sell you hair dye kits customized to you. But how do you communicate that? What touchpoints do you typically have with your customers can you communicate using the digital channels available to you? 

Start with your physical space

How will you shop change to provide the new version of the services you provide. What environmental signage will you need to make it effective? Social distancing 6-foot markers, curbside pick area signs.

Communicating your pivoted products and services

What are the new services that your business is offering and how do you communicate them effectively? If your bar is now selling mix kits that you can pick up and make at home, have your customers take foodie pics of these at home and tag you to receive a discount. What will you name these kits? If you’re a country bar, maybe “The At-home Round-up kit”.

Targeting your audience

You know what your typical clientele is. So how do you target them online? That where personas come into play. If your typical customer base is a female 25-40 from within a 10-mile radius of your store, then that is the information you need to create a general person, known as a persona, that is used to create the audience that your social content and ads are served to.  

Communicate, serve optimism and repeat.

Remember optimism? When your communications and actions start with this, you create the right vibe for repeat customers.

We’re in it to win it.