Pivoting Starts With Your Words
2020 Has Taken A Real Turn
We're now 104 days into 2020, and shit has hit the fan more than once (see: bushfires, losing Kobe, and almost the start of WW3). The world has been in crisis mode since January, and I think it's crap. But we've all adapted accordingly to the shit show. If you're a business owner, you've really had to make changes in your life, including how you do business. Most of us could see 2020's advertising climate change by a mile away and began shouting 'PIVOT' from the rooftops. ‘Pivot or DIE’ we warned - and now we know who listened, and who didn't.
Get Creative With Your Copy
It's true. If your business' tone or approach has not changed accordingly, your cash flow will suffer, sales will decrease, and you're probably going to make some hard choices pretty quick here. If you're choosing to pivot, great! But I want to make one thing clear. I do not believe every business needs to scrap everything they know about making money, choose an entirely new service/product, and start talking to a new audience. For the love of Pete, do not do that right now.
The kind of pivot I'm referring to is the one that takes place in a business owner's mind and how they communicate with their community of customers. What do I mean by that? Well, what worked last summer won't work this year because I think it's safe to assume your ideal customer's priorities have changed. So, if you sell boutique type clothing, you'll have to shift your selling point from "look amazing on a girls night out" to "treating yourself" and selling a feeling. You're going to have to make a shift and start using emotional response copywriting (more on this later).
Shifting the selling point from a situation or event to feelings not only reflects the obvious - that girls' night is now a Zoom call - but shows the buyer your product can help make them feel ah-mazing now and when they're released back into the wild. Girls night is about to get LIT.
Remember, at the center of every human is the need to make meaningful connections with other humans. How your business communicates with customers plays a huge role in whether they stick around or stop buying. If you haven't yet, I strongly suggest you let your audience know just how much you really care and make sure your words make them feel damn ah-mazing.
Nows the perfect opportunity to start Emotional Response marketing and give them all kinds of feelings (feelings that will last much longer than the Safer At Home order - thank God).Bottom line - if you haven't yet, its time to get creative, make your audience smile, and inject a ton of personality into everything you do. Your audience will love you more for it.