It can be quite challenging at times. Managing tone can be challenging when dealing with situations that affect your customers' lives and may alter the way your business functions. Here are a few suggestions to assist you in adopting a balanced approach.
1. Choosing the topic to write about
In times of crisis within your community, stay vigilant for official statements from the authorities to ensure you are in sync with their guidance. Before you start drafting, ensure you have a complete understanding of the current scenario.
Focus on concise factual statements regarding the effects on your business operations, and include expressions of sympathy if suitable.
Please refrain from making any speculative remarks, assigning blame to any person or organization, or identifying or sharing images of those involved.
2. Timing for Writing
Avoid writing during moments of high stress, as it may reflect in your communication with customers.
3. Before you share, distribute or release
After completing your draft, consider taking a break or, for significant communications, even getting some rest before revisiting it.
Next, conduct the ‘in your shoes’ test - picture yourself receiving unfortunate news - what emotions would this content evoke in you?
In times of crisis, while everything may feel hurried, it's essential to remember that poor spelling and grammar can unsettle customers and lead to confusion regarding the intended message.
Ultimately, if possible, it's beneficial to get feedback on your tone from others - whether it's family, friends, or anyone willing to assist!
4. Acknowledge the reality of the situation
In light of the current situation, if you find that you are unable to operate as usual, please update your website and social media platforms with a clear statement regarding your business status, indicating whether you are open for trade or not. If there is no clarity, customers might form their own opinions and assumptions, which is certainly not desirable!
Once that is taken care of, it’s important to note that not every email or social media post needs to address the crisis directly, but all communications should be considerate and pertinent to the current circumstances. If you are organizing any events, ensure that they remain suitable and think about postponing if needed.
In certain contexts, humor can be beneficial, but it is essential to ensure that it is suitable and not trivial, especially when marketing your products and services.
A local pub sending a reminder for the weekly quiz, including a light-hearted line like the one below, might not resonate well with those who are particularly impacted. “See you all tonight - drinks are the best way to cope!”
“This evening, we will unite as a community to reflect on those who are currently impacted by the crisis.”
5. Avoid sharing any behind-the-scenes chaos
When a crisis affects you or your business directly, adapting swiftly can be challenging and may require time to navigate effectively.
It’s essential to keep your customers informed about the actions you are taking and what they can anticipate. However, avoid alarming your customers by sharing all the challenges and complexities you are addressing. Instead, adopt a thoughtful strategy, communicate what you are aware of, and guide customers on how to reach out.
There are frequently instances of Facebook posts similar to this: “As we have had to shut down and are uncertain about our reopening date, we are considering transitioning to an online format.” We are currently figuring out the best approach to revamp our entire system. The timeline for this process is uncertain, but we appreciate your patience during this transition. Many of our team members are unavailable, which is making it challenging for us to answer calls.
We are excited to announce that, with the shop now closed, we are transitioning to an online service. We will resume operations at the earliest possible time. In the meantime, for any specific queries or orders, please reach out to us via email at (insert address). Currently, we have a smaller team, but we will respond to you within (insert realistic time). We will ensure to keep everyone informed through our Facebook page, website, and other platforms. Once the online service is operational, we will share all the details with you. Thank you!
6. Avoid applying pressure
During times of intense pressure, it’s common to inadvertently transfer that stress onto others, which can lead to distancing from customers.
Businesses require robust support from their customers, and many individuals are willing to make an extra effort to purchase from small and medium enterprises, particularly in challenging times.
It’s common to dwell on personal fears, expressing concerns such as:
“If we don’t receive local support, I doubt we will be able to thrive.”
Think about it from the viewpoint of your customers:
● Express your gratitude
● Share what actions you are taking to assist them
● Encourage them to keep in contact
This will assist you in crafting a more optimistic message:
“We deeply appreciate the tremendous support from our local community, and we remain committed to doing everything possible to meet our customers' needs (provide specific examples). We encourage you to regularly visit our Facebook page to stay informed about our latest activities, and feel free to share our page with your network.
7. Pause and breathe
There are so many customers who are incredibly flexible and supportive; however, there will always be those who seem unreasonable.
Before reacting impulsively, pause for a moment and reflect. Keep in mind that they might have recently encountered unfortunate news or could be anxious about how any crisis might affect their finances, health, or family. This will enable you to take a moment to respond appropriately and reduce any potential escalation - something you definitely want to avoid with all your other responsibilities.
In situations filled with strong emotions, referring to the suggestions mentioned at the beginning of this article will prove to be particularly beneficial.