As a copywriter, those three R’s are pretty damn important.
Well, certainly reading. And definitely writing.
Arithmetic? Well, there aren’t many copywriters who’ll tell you they like maths, but it does come in handy when you’re analysing figures for data-driven content or crunching the numbers during these trying times.
During these Covid-19 times, where there are three different R’s that are just as important.
Three R’s that could transform your business.
The most important Three R’s today – Remind, Reassure, Relaunch
Social distancing, lockdown, a recession… Transforming your business seems like it could be pretty damn hard right now.
But it doesn’t need to be.
Not if you focus on and practice your three R’s.
Not if you remind your audience about your business.
Not if you reassure buyers they can still buy from you (and that they ought to).
And not if you relaunch your messaging to capture the zeitgeist.
It should. You don’t want to overcomplicate this. You just want to implement those small, effective changes as quickly as possible.
Here’s how to do it.
1. Remind everyone that you’re here
The world looks very different to three months ago. Planes are grounded, rivers are running clear and homes have been DIYed to perfection.
The world’s different and your audience is different. They’re sourdough-making, Tik Tok-creating, mindfulness-practicing experts now. And their buying habits have changed too.
With everything that everyone has been through, can you really expect prospects – and existing customers – to remember your company?
Compared to a global pandemic, you’re not that important.
But you will be again. You may already be.
You just can’t assume that your audience will remember you.
So remind them.
Remind them of who you are. Remind them of what you sell. Remind them that you exist.
It could just be a simple “Hey, we’re open for business again, can’t wait to welcome you back.”
Or it might be a “Remember that free trial you had back in March? Well things got a bit hectic there, so how about you try again?”
It doesn’t matter. Any form of communication to get you front of mind is what’s important here.
Why not email those who bought months or even years ago from you (If you don’t already)? Most businesses check in with customers a few days or a couple of weeks after they’ve bought. Not many email a year later.
Buck the trend. Drop a reminder in their inbox.
Especially if your product or service can be adapted and used to help out in these changing times.
2. Reassure prospects and customers you’re still useful
Because that’s step two. Letting your audience know that not only are you still here, you’re also still useful.
Perhaps even more useful.
One of the bigger changes of the last few months has been the lengthening of buyer decision-making. Your prospects have more time on their hands, so they’re going to use that time to decide what they want to buy.
More research. More looking at competitors. More weighing up options.
Especially given the financial constraints most of us are looking at, your audience will want to be sure that:
a) they do need to spend their money to solve that problem and
b) they’re spending it in the right place.
They need reassuring.
So use your marketing and your messaging to do that.
Firstly, you’ll need to reassure buyers that it is safe to buy from you. That your products are free from Covid-19 or that you’ve put all the necessary social distancing in place.
To overcome that first psychological hurdle, buyers need to be told explicitly it’s safe and legal to buy from you.
Of course if you’re selling SaaS or other online services, this isn’t a primary concern.
But you do need to reassure prospects and customers that what they can buy from you is still worth having. That it’s worth parting with their hard-earned, hard-saved cash. That it’s useful. Effective. Necessary.
You could do this by:
- Amending your landing pages to speak directly to the challenges posed with Covid-19 and how your products help
- Emailing the 3 core benefits of your offer, your product, or your service to prospects and telling them why they don’t want to miss out
- Drawing your customers attention to your case studies and demonstrating how you stand head and shoulders above your competitors when it comes to solving the problems they might have.
Those are just a few ways to reassure your prospects and customers that they should still buy from you. There are plenty of other tactics you could try.
And you might want to put several different ones in place when you:
3. Relaunch your products or your offering with new messaging
Reminding and Reassuring should all be driven by this third R. The Relaunch.
This is the big picture stuff, when you take a step back and look at your entire organisation. At all your marketing. At what you’re actually saying to your audience.
Look at your messaging with those new post-Covid-19 glasses on and ask:
“Does that messaging still hold up? Is it still appropriate? Is it relevant? Could we do better?”
You can always do better.
And now is the opportunity to actually do it. To stop thinking and start doing. To change your messaging and relaunch your products or your services.
Look at how your operations might have changed. Think about how your audience may have changed. And consider how your messaging should change.
Do you need to focus on one benefit more than others?
Is there a feature that needs to be marketed more prominently?
Does your value proposition need tweaking to reflect new times, new concerns and new desires?
Once you’ve nailed this, and you know how you want to relaunch, you’ll find it’s easy to roll out your comms around reminding and reassuring.
4. Remember to ask for help
Here’s a cheeky fourth R that could also be essential.
Remember to ask for help.
If you’re struggling with relaunching your business with new messaging, then ask us. We’re the message-first marketing experts.
If you need help reassuring your customers, ask us. We’re the specialist Manchester copywriting agency.
And if you’re struggling with your Three R’s, then just ask us. We’ve put a special relaunch package together that’s helping businesses just like yours.
You can join them here.