Walk the talk in times of crisis

There are many ways in which brands communicate. They use advertising, which is a powerful tool. Sponsorship of sport, and other large-scale events, such as mega concerts, if leveraged properly, yield great returns on investment.

But in a time of crisis, such as now, with the world, it seems to some, almost shutting down, people clamour for information about the virus, and how you are communicating with them about it, rather than be attracted to the latest advertising fad.

In times of crisis such as Covid19, you need to walk the talkBut the most important form of communication has always been to “walk the talk”. It still is. Especially now. It means your brand and its promises can be believed.

At this time of crisis in the world, one would therefore think that every brand is practising what it preaches. And if it does not preach the message of staying healthy by applying the basis hygenic standards recommended by experts the world over, it should embrace these norms immediately.

Thus when you walk into a pharmacy, of all places, you expect sanitiser to be available at the entrance, and to be compelled to use it. Gloves and masks should be worn by the staff, if only to give comfort to their customers. Surfaces should be cleaned before and after every customer has been served. Yet some outlets of a well known pharmaceutical brand in South Africa are brazenly ignoring these standards, in spite of customer pleas not to do so. By doing so, they are implicitly saying that they don’t care. In the face of this unsafe behaviour (observed a day ago), this particular brand has stepped up its radio advertising to teach the public safety standards!

This need to “walk the talk” applies to government departments, as well as any business dealing face-to-face with customers, as well as religious organisations. If a small supermarket on the high street of one of Johannesburg’s residential suburbs can do it – as was observed this morning – so can every national chain, with their vastly larger resources, do so.

Walk the talk – that will be your advertising and marketing communication strategy that will see you through this tough time.It's important for brands to walk the talk in times of crisis, such as #Covid19

“See” the reader

Visualise your reader when you writeThe last tip on writing effectively in business: #Visualise your #reader. Billionaire Warren Buffett gets the right balance in his reports by writing for his sisters, Doris and Bertie – intelligent people, but not experts. (HBR, Mike Reed)

It’s all about the benefits

Tip 5 about #effective_writing in business: Focus on #benefitsFocus on the benefits, rather than the features of the product to people. Eg, “Keeps you warm in winter and cool in summer, thanks to its cotton-merino blend” works a lot better than “A luxurious cotton-merino blend fabric”. (Tips from HBR, Mike Reed)

To the point!

Effective writing in business gets quickly to the pointTip 4: Get to the point. Think like a #journalist – what’s the most important thing you need to say? Identify it, and put that first. Busy people need to get the point upfront. (Tips from HBR by Mike Reed, Reed Words, London)

The desire to communicate

Overcoming through a desire to communicate
Photo by 수안 최 on Unsplash, the internet’s source of freely-usable photos.

In this article in The Atlantichttp://ow.ly/Julf50xZSnY, John Hendrickson reflects on the seldom-acknowledged stutter of USA Presidential frontrunner for the 2020 Democratic Party nomination, Joe Biden. As the immediate former vice president of the USA, there is no doubt that Biden has a desire to communicate and get people to believe in the policies he promotes. It is interesting to read in this article about a speech therapist who, in helping people to overcome stuttering, concentrates not so much on the mechanics of communicating, but on the desire to communicate at all. Interestingly, it is difficult to perceive any trace of a stutter when one listens to Biden. This reminds us of the former great Methodist leader in South Africa, Dr Joseph B Webb, who delivered the most articulate presentations during his influential ministry. Yet he grew up with a profound stutter and overcame it by standing in farmlands in the Eastern Cape, practising, practising, practising to speak fluently. Effective communication – spoken, written, acted, presented – comes with practise and a simple belief in the desire to communicate.

Communicating through the beauty of singing
Photo by David Beale on Unsplash, the internet’s source of freely usable photos.

A final thought: When stutterers sing, they don’t stutter; they communicate the beauty of the music. (For a discussion on singing and stuttering, see this link.)

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