Marketing During Uncertain Times
“Value-First” and “Human-Centered” Marketing Wins During Uncertain Times
During the past few weeks, the heightened chaos and instability happening in Minnesota and around the world woke me up.
I was having a hard time deciding on what topic that I want to share this month for my Marketing Tool Box.
Given this context, I’ve decided to write something to help some of you who may be in the same situation as I do: How do we continue to market our business during uncertain times and not make it tone-deaf and too sales oriented?
In my opinion, I believe the most effective approach would be using “value-first” or “human-centered” marketing.
Value-first means that you offer values to help people feel better, lighten their stress level, reduce their loads, or help them get productive even when they may not feel motivated.
Human-centered means that you focus on your customers with empathy, kindness, and forgiveness that will make you a better person to help them navigate reality.
This means Instead of pushing products, you’re genuinely helping people navigate the chaos and messiness around them, while building trust that naturally leads to brand affinity and sales over time.
What are some ways to articulate “value-first” or “human-centered” marketing?
Consider these nuggets:
- Lead with useful content and support. Share practical information related to your expertise that helps people solve real problems they’re facing right now. If you run a financial services firm, create content about managing uncertainty or stretching budgets. If you’re in wellness, address stress management. The key is making it genuinely helpful, with less focus on sales pitch.
- Acknowledge reality without dwelling on it. By acknowledging reality with a simple recognition goes a long way. Something like: “We know these are uncertain times” before explaining why you’re there to help. Then move forward constructively rather than amplifying anxiety.
- Emphasize community and connection. People crave belonging and love when the world feels chaotic. Create spaces for customers to connect with each other, share stories from your community, highlight how communities coming together can strengthen faith and trust to move forward. This builds emotional bonds that transcend transactions.
- Be transparent and reliable. In uncertain times, consistency is comforting. Communicate clearly about your offerings, pricing, availability. If you need to make changes, explain why. This reliability becomes a form of value itself.
- Show rather than tell your values. Instead of grand statements, demonstrate what you stand for through actions, such as lending a voice to someone calling out bad behaviors, supporting marches that express public opinions and your own sentiments, and serving customers with empathy. People notice authenticity and real emotions – which will make them value you even more.
Are these tips helpful for you to navigate your marketing approach in uncertain times? Drop me a line if this resonates and share with your friends and colleagues.
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