Uff. It’s a lot out there right now.
And you know it’s a lot because you just read that and nodded like, “RIGHT? TOO MUCH.” Even without knowing exactly what I mean—you get it.

But you know what? We’re gonna get through this together.

Even though we’ll dive in (carefully) to a couple of specific and current examples to make my point, you’re about to get solid advice you can come back to pretty much no matter what happens in your business or the world at large.

 So, bookmark it, screenshot it, or print it out and send it by mail to someone who needs it (if you’re my Dad.)

Here’s the advice: Making a statement when the world feels messy is hard, and tricky, and worth it.

You may find yourself stuck, not knowing the exact right thing to say or whether you should say anything at all. That’s why we have to really know our audience.

Now, we’re in the Marketing business, and a lot of the time when we say that, we mean “know who’s going to buy what you’re selling,” but that’s just one part of the equation. We need to know who they are, where they are, what they think, what their goals are, and what they might be going through.

That’s a lot to know; it’s overly broad, and it changes all the time, but that’s how you can create real conversations and build loyalty for your business.

The kind of loyalty that could keep the lights on when the world is messy.

Ask yourself: What do the people who support my business need right now?

People are on edge about many different things, and if those things intersect with your business, your audience may need to hear from you.

When I asked myself that question, I remembered that I have a particular skill that can be useful if I can unplug from the news and channel my energy into helping the people around me.

What is that skill? I can write something in a way that connects with the person I’m writing for. Not just write, or to write clearly, and definitely not to be concise, but to put pen to paper (fingers to keyboard) in a way that can speak to the humanity of the person I’m trying to reach.

Maybe that sounds grandiose, and maybe I’m just a little bit delusional, but it’s my skill, and I think now is the prime time to leverage it.

Here are the examples that are on my mind right now:

Immigration Policies – With recent executive orders and other Federal actions, immigrant communities across the United States, including people who have been living and working in their communities for decades, are experiencing a slew of strong emotions. Fear of being detained or deported despite their legal status, uncertainty over the best steps to take to protect themselves, their families, and their savings, and the frustration of not knowing what the next day will bring.

Uncertainty in the US Banking System – People have an emotional relationship with money, and any uncertainty around their access, privacy, or economic future can crank those emotions up to 11.

The banking system is complex and can seem murky. When consumer confidence takes a hit, recovery can be slow—and that uncertainty can ripple out to affect your business.

If your business faces either of these (or many other challenges), the decision to make any statement could be paralyzing. You can’t control the forces that may upend your customers’ lives and you can’t promise them safety or security.

All you can do is your best.

PLUS, with the country more divided than ever, even saying that you’ll do what you can to help might be seen as a political statement.

It’s a conundrum.

But here’s the truth: Your customers may be looking to you for clarity, reassurance, or simply to acknowledge how they feel. Even if you don’t have all the answers (and who does?), recognizing their concerns will go a long way toward building trust.

This is what I suggest you do about all this:

(Not just right now, but always.)

Step 1: Think about the world through the eyes of the customers that will help your business grow.

Do they have the stability, security, confidence, and, let’s face it, money to continue to do business with you? Or are there parts of that audience that might be struggling?

If you keep doing business as usual, you’re risking the Marketing you do falling on deaf ears, or work, being seen as tone-deaf and uncaring and losing business.

So..

Step 2: Decide what you can do.

Before you make any statement, decide what practical steps, if any, you can take.

It’s okay, right now, if you realize you can’t do anything or if you see that there’s quite a lot you can do, but you’re not sure if you should. This is the time to get all your options on the table.

Step 3: Consider your organization’s risk tolerance (or risk aversion.)

Stepping forward and standing up for people comes with some risk, and it may seem much more feasible to do that if you’re financially stable, secure in your core values, and ready to weather any blowback.

Step 4: Make a call.

The longer you wait, the less relevant and helpful anything you say will seem.

If you decide not to make a public statement, the work doesn’t stop here. Follow the next step to craft your internal communication instead.

Step 5: Do. The. Hard. Things.

Use what you know about your audience and make the statement they need to hear.

Here’s an outline you can use:

  1. A friendly greeting.
  2. This is what’s happening.
  3. This is how it might affect you.
  4. Here’s what we plan to do about it.
  5. This is what you can do.

Like this:

Hello Friend, With the recent economic uncertainty, we know it might be harder for some of our clients to justify Marketing expenses to their Boss or Board.

We hope that’s not a situation you’re struggling with right now, but if it is, we’re here to help. We’re committed to finding the best investment of your Marketing dollars possible and working with you to keep your business thriving. Reach out if your plans are changing or anytime you need us.

Your Friends at Exclamation

The truth is, you don’t need the perfect words—you just need honest ones.
In uncertain times, the most powerful thing you can say might simply be:
“We see you. We’re here. We’ll keep showing up.”

Sue C

About the Author: Suzanne Campbell is the Lead Creative & Brand Champion on the Exclamation Team, a writer, and the self-proclaimed evangelist for Brand Voice. She’s a Marketing leader and Credit Union Development Educator (CUDE) with expertise in Organizational Training, Coaching, and Member Service Management. She has picked up a lot of smart ideas from some pretty amazing people in her 25+ year career and you can hear those (and much more) Awsomology podcast.