Copywriting in a Time of Crisis

Originally published on June 9, 2020, for internal efforts while working at a digital marketing agency.

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“In these uncertain times...," “

Now, more than ever...," 

"...even if we’re apart, we’re in this together...," “

...we’re here for you….”

Sound familiar? That’s because it’s the language that just about every brand is using when it comes to advertising during the coronavirus pandemic. In fact, this approach has been so overwhelming that one viewer created a compilation of all the times he noticed it.

While it’s admittedly humorous, it also begs the question: Does this repetitive and overused “heartfelt” copy actually come off insincere? Are these brands just trying to take advantage of a global pandemic to build awareness?

When it comes to content creation and copywriting, there’s a fine line between staying relevant and informative, and being insensitive. Markentum is sharing information on copywriting for senior living communities or other industries during a time of crisis.

TIP #1: BE SENSITIVE

Our first point can’t be stressed enough. The COVID-19 pandemic has affected every person on a global scale and has claimed the lives of more than 330,000 people worldwide. People are losing their jobs, postponing weddings, and missing out on important life events. During this unprecedented time, brands are trying to find a balance between providing useful and positive content and not sounding out of touch.

Because the consumer mindset is so delicate, brands must be overcautious when writing copy. One ill-timed joke or misguided word choice could have severe consequences in the long-run. A good rule of thumb is if you have any doubt whatsoever about the sensitivity of something, don’t post it. It’s better to be safe than sorry.

BONUS TIP 📣

During a time of crisis, whether it’s a pandemic or a natural disaster, always review your scheduled content. Make sure there is nothing irrelevant like a blog post about summer travel tips.

Of course, being sensitive doesn’t have to be bleak and dispiriting. By finding the appropriate tone, your copy can be mindful while also being uplifting, creative, and—if done right—fun.

MARKENTUM’S PICKS FOR BEST COPY 🏆

TIP #2: FOCUS ON ENCOURAGEMENT, NOT CONVERSION

This is a tricky time for businesses. Sales are plunging in just about every industry, so companies have to make sure they’re staying top-of-mind and valuable without trying to push sales.

This is where strategic copywriting comes in. Shape your content so that it’s supportive but not assertive. If you can, continue to offer value through discounts, deals, or modified services.

TIP #3: STAY ACCURATE AND UP-TO-DATE

If your business is one that’s directly affected by the COVID-19 pandemic, it’s essential to be accurate when it comes to providing necessary information. Guidelines and recommendations are changing daily, and your content should reflect that you’ve been keeping up with the latest news. With so much media circulating around us at all times, people are looking for a trustworthy and accurate source of information.

For companies directly related to health care, it’s even more crucial that you provide accurate updates. Whether it’s modified hours at your dentist office, or new measures and protocols set in place at your senior living community, make sure that your content supplies the reader with accurate, valuable information.

APPROPRIATE CONTENT FOR YOUR COMMUNITY

Amid concerns surrounding the coronavirus pandemic, people may have been worried about the health and safety of those living in senior living communities. It is especially important for your community to continually provide up-to-date, trustworthy copy communicating all that you are doing during this crisis.

Whether it’s a press release, a social media post, or an email newsletter, it’s crucial for you to ensure that your residents and their families are aware of your processes and precautions to promote health and safety within the community. It’s also important that you update this regularly (including visible dates) to reflect all the current measures your community is taking.

BONUS TIP 📣

As you want to be seen as a source of trustworthy information, make sure you get your facts from reliable sources. There’s inaccurate information about the coronavirus everywhere, so only use data from reputable organizations or websites, like the CDC, WHO, and your local Department of Public Health.

Markentum has been working closely with senior living communities during the coronavirus pandemic. We’ve helped craft thoughtful copy focusing on communities’ efforts to provide a safe, healthy, and engaging environment during this time of crisis.

Now, more than ever, we know the importance of providing residents and their families with safety and peace of mind and you are able to do so through content creation and copywriting. If you’re looking for a marketing partner to help you grow, establish trust, and more, we’re here for you.