Tough Times. Crazy times.
So, the big question is whether or not it’s okay to continue marketing your services?
Yes and no.
No, if it looks and feels at all like a “pitch.” Just look at how you, yourself, react when you get a salesy kind of message these days. It feels so tone deaf and crass, as if the sender is oblivious to what’s going on in the world.
YES, if your efforts are focused on reaching out to people, connecting with them and figuring out ways to serve them in this time of extreme need.
Lead with humanity. Reach out to your clients and contacts, not to solicit business, but to see how they’re doing and how their business is faring … and ask how you can help … gratis!
People don’t forget who was there for them in their hour of need.
Sounds somewhat oxymoronic, but these days, reaching out and connecting has to be done remotely via electronic media.
We’re all getting a crash course in how to use Zoom and similar services competently and how to use other electronic platforms / social media appropriately and effectively.
Teleconferencing, a super informative website, blogs, targeted emails, social media posts, webinars … these are your modern day tools.
And let’s not forget that good old 19th century invention, the phone. A phone call is about as personal as it gets.
Call people! They’re stuck at home. They want to talk with you now as much as they ever have!
Now, the question is how do you use your tools … what do you use them for?
To build trust and provide value. Think of it as “empathetic marketing.”
If you’re a lawyer, accountant or other professional service provider, position yourself as a thought leader … someone who can help your clients weather this storm and come back stronger than ever.
For example, if your area of expertise is small business, become the go-to person to help businesses apply for the Paycheck Protection Program or an Economic Injury Disaster Loan.
If your expertise is in the area of employment, help your clients navigate the Families First Coronavirus Response Act.
Even if you feel as if the market is saturated with information and resources, your clients want to hear from YOU and be helped BY YOU, someone they have a trusted relationship with, not some faceless “expert” sending endless eblasts.
Be there for your people in every way you can think of.
And be there NOW.
This is no time for us to be like the turtle and pull our heads back into our shells.
In a way, this is like being on a war footing.
We have to step up and do our jobs better than ever, with more creativity than ever, so we’re able to “hold the center” and keep the wheels of the economy turning.
The bottom line? We will meet the economic challenge we face by doing what we do best … meeting people’s needs.
And that’s what good marketing has always been about anyway … opening the door to helping people meet their needs.
We’ll get through this.
We’re in this together.
The way out is through.
It doesn’t promise to be quick or easy, but I’m guessing we’ll learn some valuable lessons in the process.
If I can help, please call me or just reply to this message.