How Not to Do COVID Messaging

Tired of getting sanctimonious COVID missives which you delete without reading? (Hopefully not this one!)

How bad is it? Well, today I got one from my online stock photo supplier. And one from a mental health services provider which was so badly written I began to foam at the mouth. And do I really need to know that a company is providing hand sanitizer for its employees?

But let’s put the shoe on the other foot and consider our own messaging. What are the risks that we might annoy rather than educate, lose friends rather than gain them?

So if we must do social media COVID blasts, here are a few tips:

1. Before you put your fingers on the keyboard, engage your brain. Understand exactly what it is that your audience needs to hear from you.

2. Ask yourself, “Am I just repeating generally available knowledge?” If so, why will your public thank you for the repetition?

3. Is your main purpose to demonstrate your social responsibility? “We’re doing all we can to serve our valuable clients and protect our precious employees.” Even pirate ships are doing that. You’ll look just as opportunistic as they do.

4. It’s about them, not you. Consider your audience, its fears, needs and wants. Especially the fears. Tailor your message to deal with those things, and nothing else.

5. Don’t send it until you have crafted a subject line which succinctly and attractively captures why the reader should open the message.

6. Keep it simple and readable. Avoid jargon and pomposity. Once you have a draft, cut out all bloat. Reduce it by about 25%. Your readers will thank you.

7. Feed hope, not fear. Of course we have to be realistic in our messaging, but we don’t have to wear sackcloth and ashes or wave doomsday placards. We’re still allowed to smile, after all.

If you’re agonizing with your COVID messaging and would like some help, give me a call or drop me a line. I’ve had a few engagements cancelled, so I have some time! And please forward this– you may save somebody’s mental health today.