Considerate communication
How thoughtful marketing is changing copywriting
As brands and businesses begin to recover from the impact of coronavirus, ‘thoughtful marketing’ is gaining traction – but what is it, exactly?
When online florist Bloom & Wild offered their customers the chance to opt-out from communications about Mother’s Day, they received a hugely positive response. In recognising that Mother’s Day could be a difficult time for many, they’d shown compassion and understanding. Almost overnight, the thoughtful marketing movement was born. Since then, brands and copywriters across the country have followed suit and today the concept is even recognised in parliament.
So how can your copywriting become more considerate?
#1 Show you care
During lockdown, our inboxes were full of ‘we’re here for you’ emails. But it’s not enough to simply tell customers you care – we all need to show them. A good first step is to keep any promises you make. And to regularly check in with your customers through social media and email. Not with pushy sales messages, but with sincere updates and maybe even offers of support and help. Customers know when a brand’s being genuine… and it goes a long way.
#2 Offer opt-outs
For some customers, certain calendar dates (like Mother’s Day and Father’s Day) are a difficult time. Loss, inter-personal dynamics, non-standard families – there could be many reasons why someone would rather let these springtime celebrations go by unnoticed. Why not take a leaf out of Bloom & Wild’s book? They invited customers to opt-out of receiving marketing that may be upsetting or irrelevant to them. It will show you understand. And can only do good for your company image.
#3 Flex your tone of voice
Good communications are always personal and empathetic. So even if you have a well-established tone of voice, flex it to fit the current mood. Using personal pronouns (‘we, us, our’) can help you sound more conversational. If you want to sound inspiring, share uplifting but genuine content. Inspirational stories from customers feel a lot more personal than a generic quote.
If you’d like to add a personal touch to your communications, please get in touch and we’ll have a chat about how we can help.