Instead: “Carry on!” Adjust Your Mindset and Messaging During Coronavirus Pandemic

Timing is everything, perhaps now more than ever during this pandemic. As we watch the world around us change drastically, on a daily basis, it’s hard to know what to do. Do we ramp up advertising and customer messaging? Do we push out more offers? Do we create new discounts to keep sales coming in? If there was a crystal ball we trusted at times like these, what would it tell us to do?


That’s right. Do nothing different. Instead: “Stay the Course”

When everything around us seems to be in a state of chaos and uncertainty, we seek something solid to assure us that not all we know is pushing the “cancel” button, and that some parts of our lives will continue as normal.

When we see brands or businesses or organizations doing “business as usual,” or messaging positive news and actions, we find hope and relief and start to gravitate toward them. Whether they are right or wrong, it doesn’t matter. We need hope, assurance, and a little bit of our current normal, or we fall into states of despair and paralysis.

Not only is our trust changed for those that panicked and gave up during those tough times, so too often is our loyalty.  We find alternatives and quite often those alternatives become our new normal. And when stability comes back to our lives, we stay with that new normal quite often vs. go back to those that panicked and let us down.

As long as you are able, stay the course in terms of keeping stores open and services available, while also abiding by what local and federal mandates require of you, of course. And most importantly, keep communication relevant and timely, while also avoiding overwhelming those you’re messaging. Remember, we’re all receiving a lot of information now, and it can be a lot to digest.

So, how do we “do nothing” effectively? Stay in touch.

Here are some thoughts on staying connected during uncertain times in ways that keep customers aligned with your brand, trusting your position, and ready to come back when life resumes as usual, once again.


  • Keep communicating:If you send out weekly emails with product ideas, promotions, account statements, keep doing it. But instead of trying to sell to someone who is scared of life as they know it is over, peddle sincerity, compassion, and interesting stories.
  • Don’t make light of the situation:There is nothing funny from any angle so remain sensitive and stay real.
  • This is not an opportunity:Offer solutions, value and show compassion, understanding and patience.  Don’t use social media to increase impressions with insights about the situation unless you really have helpful information that makes a difference, and you are a credible source for the topic at hand.
  • Provide a healthy distraction:This would be a great time to tell stories about your brand, your employees, your community causes and your vision. Take this time to be uplifting, again, where appropriate.

Regardless of what business you are in, take a break. Take a break from the routine of pushing sales and counting acquisitions. It’s not going to pay off and your frustration level will just elevate. Stay focused on what you can continue to have a positive effect on: relationships. Keep your brand relationships alive with positive communications, stories of hope and community, and more.

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