Staying in Touch in Challenging Times
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On January 5th, 2021 I led an open to the public presentation on how to stay in business in challenging times and thrive in any economy, hosted by Hawthorn University.
I was glad to share what I know, but a part of me was quietly dismayed that the content I created at the very beginning of the pandemic was still so relevant and applicable to many challenges we are still facing.
Attempted insurrection
Environmental melt downs
A new strain of COVID
COVID vaccine delivery disfunction
The economy
And more!
And we're to lead and stay in business in these times?!
Where do we go from here?
Well, the least I could do was offer a few ideas for your communications.
First, please don't ignore current events in your marketing communications.
It really lands tone deaf and with a whopping ton of privilege.
I know you mean well by trying to keep the focus on your work, but in 2021 that doesn't work without alienating quite a lot of people.
So HOW do you address current events when you may not know WHAT to say?
I can't say I know for sure, but I do know that I want my business to be a place where you can bring your whole self and feel safe to do so.
Here are a few ideas that you can make your own:
May you find something in here to help you show up for your clients, and for future clients that are watching.
1) If you wish you knew what to say...
It's not unusual to freeze up and tell yourself "I'll start marketing next week when this is all over."
This year has taught us that it ain't over until it's over and it is far from over on many fronts.
That said, do stay in touch with your audience and here's the simplest of all the ideas I have:
It's always good to send a brief, caring note letting people know you're thinking of them.
Think about what your client base (active and potential clients) needs right now?
That's how I came up with this email. I may not know how to process all the feels you feel about current events, but I can help you find your way forward in your business.
Perhaps a simple note of care and support?
A helpful resource?
An "I'm in this with you" message?
Or a resounding "to be clear, this is where I stand on this issue and hate has no place in my business" missive?
2) If you thought you could wait until it's over...
"It" being election shenanigans, COVID, racial justice pain, the divisiveness, the BLM movement, the economy bouncing back, kids going back to school, etc...
You can not stop marketing if you want to stay in business.
But you must adjust HOW you do your marketing in challenging times.
You can adjust your pace, your style, what you say, how you say things, how you make people feel, what words you use to show respect and kindness and that you're doing the work of educating yourself on current events, and even decide to go for a different client base altogether.
You can be a person who markets with sensitivity and heart.
Here are a few ideas for possible emails, blogs, and videos for your preferred keep-in-touch marketing.
An example for a health pro: What do your clients do when they are super stressed? Quit? Binge? Drink? Overwork? Speak to that. You could say that while you don't know how to help them through say, the Capital riot’s traumatic turn of events, you felt called to help them care for themselves and their family in a way that makes them feel calm, brings their family together and helps them feel resourceful.
If you're a relationship coach: We do not know how to talk amongst ourselves and with others about what's going on. I bet you might.
If you're a writing coach: Can you remind us how to use our words on the page to help us in trying times?
If you're a career coach: Can you send a word of encouragement for the clients daring to bet on themselves during this time in a world that they may not feel they can depend on?
3) If you're worried your clients will quit...
I will point you to an email that came across my desk this morning, from Melissa Urban of The Whole30 empire.
It's an excellent example of how to be there for your clients when they are having a hard time and may want to quit.
4) If you think YOU might just quit...
First, in the best of times, it may be helpful to know that you're going to need reentry time at the start of the New Year.
This blog post may help you get settled and get your bearings.
If I skip this strategy I feel wonky and can't quite motivate in the New Year.
Second, when you're tired, rest. I always want to quit when I'm tired. I don't really want to quit, I'm just tired!
Consider experimenting with your work schedule to make active rest a part of your work day.
We Happy Little Practices coaches, healers, guides and practitioners are more artist than CEOs and Business Managers my friends, and artists need a different kind of a workday.
And don't forget that joy is a way of resting. There's joy too - a comedy, a great conversation with a friend, a funny novel, basking in the beauty of clear night sky.
Third, I'll leave you with this piece of writing from Holly Whitaker. She writes about living alcohol free from a feminist perspective and I've adapted the last paragraph of this post she wrote to life as a business owner. (My edits are in brackets).
"If [leading a business] feels hard, that’s b/c [it] IS hard; becoming is hard, staying is hard. We spend our whole lives avoiding hard, until we learn, hard is where we are found. When you want to run, remember, this is the edge we’ve been looking for; you are strong enough to stay."
Hugs and staying in this with you,
Karin
P.S. - And of course, whenever you're ready, I'm here for you if you want a marketing and mindset coach by your side during this time. Reach me here.