{"id":7591,"date":"2020-04-27T12:12:18","date_gmt":"2020-04-27T11:12:18","guid":{"rendered":"https:\/\/createhealth.com\/copy-in-a-crisis\/"},"modified":"2020-04-27T12:12:18","modified_gmt":"2020-04-27T11:12:18","slug":"copy-in-a-crisis","status":"publish","type":"post","link":"https:\/\/createhealth.com\/us\/copy-in-a-crisis\/","title":{"rendered":"Copy in a crisis &#8211; the strange new context of Covid19"},"content":{"rendered":"<p>Finding the right words when things have gone wrong is not an easy endeavour.<\/p>\r\n<p>In the grand scheme of things, marketing communications are not important to people right now. But, as a healthcare copywriting agency, we know the way that brands speak to the world will be remembered when life returns to some semblance of normal.<\/p>\r\n<p><strong>Watch your tone<\/strong><\/p>\r\n<p>Life at the moment is uncertain, stressful \u2013 terrifying for some. As a brand, you need to be sensitive to that in your copy; avoid sounding flippant and over-dramatising.<\/p>\r\n<p>However, don\u2019t be tempted to throw your tone of voice guide out of the window and lose the brand personality that you\u2019ve spent years building.<\/p>\r\n<p>If you\u2019re known for your witty tone, stay true to it. If customers love your conversational down-to-earth style, maintain it. You may just need to slightly adapt it to the strange new context of COVID-19.<\/p>\r\n<p>An example of a brand doing that really well is (no surprise) Innocent.<\/p>\r\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-4062\" src=\"https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image1-154x300.png\" alt=\"\" width=\"154\" height=\"300\" srcset=\"https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image1-154x300.png 154w, https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image1-525x1024.png 525w, https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image1-540x1054.png 540w, https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image1.png 628w\" sizes=\"auto, (max-width: 154px) 100vw, 154px\" \/><\/p>\r\n<p>Why does their copy work?<\/p>\r\n<ul>\r\n<li>They\u2019ve kept their tone light and characteristically \u2018Innocent\u2019<\/li>\r\n<li>Despite this, they don\u2019t sound glib or inappropriate<\/li>\r\n<li>The copy is direct and gets straight to the point, with no waffling introduction about the \u2018current situation\u2019<\/li>\r\n<li>As an extra-special mention, they\u2019ve used copy to position the scheme as families doing Innocent a favour by taking their \u2018spare\u2019 smoothies, rather than expressing pity for hard-up families or sounding smug about their good deed.<\/li>\r\n<\/ul>\r\n<p>We also tip our hat to Nike\u2019s latest campaign. Though gyms and sports facilities are closed, and we\u2019re all largely confined to our home, their Just Do It mentality hasn\u2019t wavered. Rather, it\u2019s been recalibrated.<\/p>\r\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-4063\" src=\"https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image2-300x155.png\" alt=\"\" width=\"300\" height=\"155\" srcset=\"https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image2-300x155.png 300w, https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image2-768x397.png 768w, https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image2-540x279.png 540w, https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image2-700x362.png 700w, https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image2-800x413.png 800w, https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image2.png 952w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\r\n<p>Instead of persuading people to get out and Just Do It, Nike is asking people to \u2018<a href=\"https:\/\/www.youtube.com\/watch?v=nL_UDABXLX8&amp;feature=emb_title\">Play inside, play for the world<\/a>.\u2019 It imbues people\u2019s safe home workouts and social-distance runs as working for the good of people across the whole planet. It\u2019s just as motivating as ever, while also having a lovely sense of unity and responsibility.<\/p>\r\n<p>And of course, and honourable mention to Channel 4\u2019s hilarious \u201c<a href=\"https:\/\/www.adsoftheworld.com\/media\/film\/channel_4_important_safety_announcement_for_your_arse_stayathome?className=collection-lb&amp;contentid=386614&amp;inline=true#collection-lb-content\">Important Safety Announcement for Your Arse<\/a>,\u201d which told us all to stay at home \u2013 very serious information\u00ad \u2013 in a delightfully cheeky way.<\/p>\r\n<p><strong>Don\u2019t follow the crowd<\/strong><\/p>\r\n<p>Getting copy wrong during a crisis can be so easy and very damaging. So, as a healthcare copywriting agency, we do understand why brands would want to play it safe with copy.<\/p>\r\n<p>While we\u2019re all for choosing words sensitively, we\u2019d warn against parroting what everyone is already saying.<\/p>\r\n<p>The first time a brand said \u2018we\u2019re here for you during these uncertain, unprecedented times\u2019 it was warm, understanding, reassuring. But now that countless brands have said it, it has started to lose meaning. It sounds like a cookie-cutter regurgitation, and now is not the time for empty words.<\/p>\r\n<p>IKEA certainly didn\u2019t follow the crowd. With stores closed in Israel, they transformed their catalogue into an <a href=\"https:\/\/www.adsoftheworld.com\/media\/print\/ikea_ikea_stay_home_catalog_family_boredom_solutions\">activities and colouring book<\/a> for the whole family. IKEA product illustrations feature in the games, but without pricing or CTAs, leaving recipients to be entertained without pushy sales. Clever, helpful, memorable \u00ad\u2013 a job well done.<\/p>\r\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-4064\" src=\"https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image3-227x300.png\" alt=\"\" width=\"227\" height=\"300\" srcset=\"https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image3-227x300.png 227w, https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image3-774x1024.png 774w, https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image3-768x1016.png 768w, https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image3-540x714.png 540w, https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image3-700x926.png 700w, https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image3-800x1058.png 800w, https:\/\/createhealth.com\/wp-content\/uploads\/2020\/05\/Image3.png 904w\" sizes=\"auto, (max-width: 227px) 100vw, 227px\" \/><\/p>\r\n<p>Brands: mix it up and be creative with your message. And if you\u2019re putting a communication out there, make sure you actually have something to say. <em>How <\/em>are you supporting people? <em>What <\/em>are you doing to make things a little better? You have a chance to be remembered, rather than blend into the crowd, so use it wisely.<\/p>\r\n<p><strong>Sometimes, the best thing to say is nothing <\/strong><\/p>\r\n<p>For some brands, as frustrating as it may be, heavy marketing is simply not a good idea right now.<\/p>\r\n<p>Members of our team are still regularly getting emails from travel companies, asking us to pick our next destination. Of course, we\u2019d love to \u2013 should we have <em>any <\/em>idea when oversees travel (or any travel at all beyond a weekly trip to Tesco!) will be possible. And, being as many customers are being ignored as they plead for holiday refunds that they\u2019ve waited months for, it seems plain wrong to be sending sales comms at all.<\/p>\r\n<p>Marketing as if everything is normal can do your brand more harm than good. You don\u2019t want to be remembered after this as a tone-deaf, flog-at-all-costs kind of business. Especially when many people are more stressed and cash-strapped than they\u2019ve ever been.<\/p>\r\n<p>In these instances, silence really can be golden. <a href=\"https:\/\/www.thisismoney.co.uk\/money\/markets\/article-8250725\/Jackpotjoy-Virgin-Games-owner-ends-television-radio-advertising.html\">Jackpot Joy and Virgin Games<\/a>, two gambling sites, have decided to cancel all TV and radio advertising due to COVID-19. Considering people are stuck at home and looking for entertainment, it seems a very brave move as they stand to profit from advertising. But with many having money worries caused by the illness, we think it\u2019s a very responsible decision to suspend activity. Gambling companies don\u2019t often have a reputation for being ethical companies, so this move could help their reputations for years to come.<\/p>\r\n<p><em><strong>Our <a href=\"https:\/\/createhealth.com\/service\/digital-content\/\">copy and content creators<\/a> are experts at approaching the most delicate subjects and communicating even the most niche message.<\/strong><\/em><\/p>\r\n<p><em><strong>If you\u2019d like to discuss anything in this blog or are keen to elevate your copy, please do get in touch.<\/strong><\/em><\/p>\r\n\r\n<p>&nbsp;<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Finding the right words when things have gone wrong is not an easy endeavour. In the grand scheme of things, marketing communications are not important to people right now. But, as a healthcare copywriting agency, we know the way that brands speak to the world will be remembered when life returns to some semblance of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7353,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[87],"tags":[],"class_list":["post-7591","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Copy in a crisis - the strange new context of Covid19 - Create Health - Healthcare &amp; Medical Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/createhealth.com\/us\/copy-in-a-crisis\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Copy in a crisis - the strange new context of Covid19 - Create Health - Healthcare &amp; Medical Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"Finding the right words when things have gone wrong is not an easy endeavour. 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