Business owners of all types are expressing hesitations and concerns about how to properly approach their marketing right now. You probably can relate. They’ve shared things like:
- Finding it difficult to express positivity when fighting your own worries and fears
- Wanting to be reassuring while battling your own uncertainty
- Trying to figure out how to promote and market services without ignoring world events
- Finding a balance of being positive and realistic, honest and reassuring, strong and compassionate
If you’re feeling this way, you’re not alone.
First of all, take it easy on yourself. We’re living through historic events. It’s ok if you don’t know how to handle it right away.
The truth is, no one knows what the “new normal” is going to be. Which means…this is your opportunity to forge YOUR new normal.
Having the Answer vs Figuring Out the Answer
Imagine you’re a Park Ranger at a National Park. (You know, back when those were still open.) Your job is to lead visitors through the terrain. You guide people through the same path each time. You know where the turns are. You know where the fork in the road is. You know what hazards to avoid. You’re their leader.
And then, in the middle of a tour you notice that a landslide came through completely changed the landscape. The path is now covered in debris. The path might not be there at all anymore.
You’re in the wilderness. Do you tell your group to just wait and set up camp until the path reveals itself again? Or do you find a different way to get back home?
Survival means adaptability.
Before the landslide, you were the leader because you had the answers. After the landslide, you’re the leader because you can figure out the answers.
So, how should your communication adapt during a crisis? It’s a matter of shifting from conclusion to process.
When you were on the familiar path, you led people to your conclusions about the journey because you had been down the path so many times before. You knew the answers along the way.
After the “landslide,” you need to communicate your process. How are you problem solving the situation? What things do you take into consideration before making decisions about which action to take? This is how you’d guide your tour group back to safety. This is how you can guide your target market through this crisis.
Being a leader doesn’t mean having all the answers, it means providing guidance towards the answers.
If you want to gain more momentum in your Thought Leadership online, we’d love to have you join the FREE 7-Day Influence Momentum Challenge! Get creative & productive in how you share your expertise online. We kickoff September 4th, so sign up now!
Lean into Your Character
You don’t know what the future holds, but you can reassure your people about how you intend to handle things every step of the way. What are your guiding values? What is the character of your company?
Maybe your marketing efforts don’t have to be “5 ideas for securing your future” or “Exactly how to get through the COVID crisis.” Instead your message could be:
- We will adapt
- We are open to conversation
- We can collaborate to problem solve together
- Let’s get creative
- Resiliency in our industry
- It’s ok to not have the answers right now; let’s find them together
- Reflect and (re)plan
Lead with your character, especially when you don’t have all the answers.
Social media has conditioned us to wear the “everything is awesome” mask. Today, “everything is awesome” is disingenuous.
The world collectively has a deeper understanding of struggle and uncertainty now.
If you take anything from today’s article, I hope it’s this: Your struggles don’t make you unworthy of being of service. And being of service will help you through your struggles.
Don’t let the shifting landscape make you doubt who YOU are. You got to your position because of your discernment, your character, and your resiliency. Those same qualities will help you lead through this new landscape.
Keep showing up. Keep adding your voice to the conversation. People need to hear from those of us who wish to strike a balance, not those who pretend to have all the answers all the time. You will attract better clients when your message talks about your process, your character, and your humanity.
If you’d like to learn exactly how you can apply these and other communication strategies into your marketing and sales, I’d love to have a conversation with you. Learn more here.
And, remember, our FREE Influence Momentum Challenge begins September 4th! Get a daily message from me with 1) A content creation prompt that will connect with your target market, 2) A tip/tool for organizing & planning your content, and 3) Insights for overcoming “head junk” that gets in the way of sharing more of your knowledge and expertise! Sign up now!
Influence Speaker & Coach
P.S. Here are a few other ways I can help you increase your influence, whenever you’re ready.
2. Grab a FREE copy of my Mindreader Blueprint. It’s the step by step guide for finding your influential message. Use this workbook to make your next pitch or presentation more persuasive!
3. Booking speakers for virtual events or post-COVID live events? Your audience will LOVE learning how to be more persuasive in business and in life. Looking for a keynote speaker who jam-packs a speech with practical, how-to content that actually helps professionals be better leaders? You can find out more, here.