How Should Your Messaging Change in Response to COVID-19?

How Should Your Messaging Change in Response to COVID-19?

Please consider the following when discussing COVID-19 messages: “Learn to respond, not react” - Tara Brach. I’ll get right to it. Please consider if your company should send a message about COVID-19 at all. Is your message news or noise? Everyone is aware of the situation, but as Gartner nicely points out, brands must consider how your message will impact an inbox that is already piling up with COVID-related messages. “Littering your customers’ inbox with indistinguishable and interchangeable emails won’t reduce customer worries; what will do that are messages that lead with customers’ WIIFM—‘what’s in it for me?’” —Beware of Virtue Signaling or Outright Greed in Brand Communications About COVID-19, Gartner We couldn’t have said it any better. If you are certain your message is going to add value to your subscribers, then also consider how your messaging must change with this new normal. Few people want to hear a CEO’s perspective on the situation unless it includes some description of how their company is reacting...
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Trendline Spotlight Featuring David Baker of Cordial

Trendline Spotlight Featuring David Baker of Cordial

Earlier this year, I wrote a post about two companies that should be on every marketer’s radar, and it received a lot of interest from many of my industry colleagues. David Baker is one of the co-founders of Cordial and, in my opinion, is one of the smartest people in our industry. I had the chance to interview him a few weeks ago about the happenings over at Cordial. I did so after our team had a chance to view a demo of the Cordial platform and take it for a spin. Our tech and strategy teams were so impressed that I wanted to really dig in deep to what Cordial is up to. Full disclosure: David Baker and I have been colleagues and friends for over 6 years, and I have nothing but the deepest respect for him and his entire team over at Cordial. Cordial is doing things that are unique and in my opinion are game changers in our...
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