Our newest Rockstar CMO band member, experienced copywriter, Carmine Mastropierro, returns with some advice on how to stand out as the voice of positivity that your audience is looking for. Positive messaging is always important, but particularly so during the current pandemic, when it can bring relief in uncertain times.

If there’s one thing on everyone’s mind, it’s the global pandemic. Many people are fearful and on edge right now. Things are changing. The economy is uncertain. People are unemployed.

However, you don’t have to make it any worse as a business. You see, many times when we’re trying to sell products or advertise, we lean to the negative. You know what I’m talking about: elaborating on pain points, urging customers to take action, and other messaging that is based on negatives.

We see enough of that right now. Hence why being a positive light in this dark time will make your business stand out and be a relief. Here’s how to adjust your brand’s messaging to do so.

Ditch the urgency and scarcity

Sales copy commonly uses urgency, scarcity, and similar emotions to promote customers to purchase products. Why? Because it works. In fact, a study found that people are more likely to perform unimportant tasks over crucial ones when there’s a sense of urgency.  

However, here’s the thing: while putting a fire under customers butts to take action is effective, they already have enough of that on their plate. We’re seeing negative news and information constantly with the media talking about the pandemic, recession, and related events.

31% of marketers have offended customers through an advertisement. Removing these strategies from your branding and marketing leaves you with only one thing to focus on which is positive messaging. That brings me to my next point.

Use positive, inspirational, and hopeful copy

Be a breath of fresh air and provide messages that have a positive tone. No more fear-mongering. The first way to do this is to focus on the good instead of the bad.

For instance, let’s go back to the pain point example. Instead of talking about what customers are missing out on, paint a picture in their head of the amazing things your product or service will do. Talk about how great their finances, health, or mental health will be. Really zone in on the benefits.

Next, offer hope. This is a scarce resource right now with so many people afraid of the future. No matter what your industry or product is, give readers examples, tutorials, and inspiration for improving their business. Let them know that there’s a light at the end of the tunnel. 

Showcase more testimonials and reviews

What are reviews and testimonials at their heart? A customer explaining a problem they experienced and how they overcame it. By their very nature these offer confidence and positive emotions for readers and customers. This is exactly why I suggest pushing reviews and testimonials to the forefront of your business with the current global state.

The main way to do this is by clearly displaying them on your website. They can be placed on the home page or on dedicated pages. Not only does this keep readers on a positive note, but 49% of consumers rely on recommendations to make purchases. 

Similarly, companies can use them as content, publishing the testimonials on social media and via email newsletters.

Final thoughts

Whether you’ve been affected by the global pandemic or not, most are in a fearful and uneasy state. Heck, it’s all we’re seeing in the media and hearing from people, right? I for one believe we’ve had enough of the negativity.

Brands can use this as an opportunity to cut through the static and make a positive impact on the world by shifting their messaging. Ditch the old approach of inciting fear and urgency in customers. Instead, give them hope, inspiration, and confidence.

This can be done in a variety of ways, including helping readers picture more positive scenarios and outcomes in their businesses and lives. Use case studies, testimonials, and reviews to offer hope. Lastly, use a positive writing style and power words that feel great. 


Photo by MARK ADRIANE on Unsplash

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