Effective Copywriting

The global pandemic, better known as COVID-19, has shaken every aspect of life–particularly marketing strategies. Regardless of the industry in which you operate, you most likely are addressing the current situation in your content. However, you are also most likely wondering how to find the balance between survival and sympathy during this unprecedented situation.

Not only are businesses finding themselves making a pivot, but also consumers have drastically changed both how they purchase and what they deem a priority.

This article will provide you with 4 key content strategies when communicating with your consumer base so you can:  

  • Remain sensitive
  • Ensure accuracy
  • Offer tactfully
  • Stay current  

Remain Sensitive to the Current Climate

COVID-19 has adversely affected many people across the world both personally and financially. As a result, it is extremely important to avoid remarks that appear insensitive or come off as an attempt to capitalize. A mistake like this could result in irreparable damage to your business.

During this time, it is better to be safe than sorry. You may have a brand that is generally witty or more bubbly in nature, however, a nonchalant demeanor in your messaging can be disconcerting. It is recommended that you maintain a positive and helpful tone and avoid any humor or dismissive content in your copy. 

Unfortunately there are now words you should avoid that were once harmless prior to this pandemic. For example: 

  • Killer (ie. “killer offer”)
  • Contagious (“ contagious content”)
  • Health or checkup-related terms (“conduct a pulse check on your strategy”)
  • Spread
  • Contagious
  • Infectious 
  • Viral
  • Gather
  • Event

This is also a time to step up your service. A lot of people are just trying to survive right now so the last thing they want to do is be sold. Your focus should be on how to add value with contributions. 

Ensure Accuracy to Avoid Confusion

There is so much information on the Internet that it is hard to distinguish fact from fiction. It is highly important to ensure what you share publicly is accurate to maintain the trust of your hard-earned audience. 

To remain accurate, you want to use credible COVID-19 sources only. The greater purpose of effective copywriting is delivering a message. Your intention will be to help your audience but inaccurate information will relay that you are careless in your approach and therefore untrustworthy. 

Reliable sources include but are not limited to: 

  • Center for Disease Control
  • World Health Organization
  • The Department of Public Health  

Social posts are easily shared and the last thing you want is an “epidemic” of false information started by your business. Currently, Canva is offering free social templates that provide information from the World Health Organization you can integrate into your social marketing. 

Proper grammar should be a given and a copywriting commandment, but it is especially crucial during this pandemic. Improper grammar can relay your message incorrectly. Case and point the proper usage of the common phrase “shelter in place.” Many are using this phrase incorrectly and implies a gathering. For example, “our governor put a shelter in place” versus “the governor advised us to shelter in place.” 

In this current climate, it’s okay to remain positive and inspire hope but avoid promising what you can’t control. Right now we have uncertainty. Even expert opinions are being challenged with each day that new developments arise. All you can solidly guarantee your audience is your commitment to serving them in the best way you can.  

Frame Your Offers Tactfully 

It is completely understandable that you need to make sales in order to survive. However, it’s important to ensure your call-to-actions are appropriate or you risk losing any prospective buyers. In order to keep up with changes, remain fluid with your messaging and be prepared for sudden modifications.

The staple call-to-actions of “book now” are still acceptable but if your product or service is not deemed essential to health or growth in this current climate, rhetoric that promotes scarcity such as “grab yours before it’s too late!” might not resonate well right now and come across as callous to the circumstances. 

Stay Current in This Climate 

Ensure your messaging aligns with the current lifestyle. Avoid copy that infers gatherings and travel reflects activities that are online or home-based. It’s important to promote safety first using words such as remote, virtual, contact-free, online, at home, etc. 

To maximize your reach online during the pandemic, check out How to Amplify Your Facebook and Instagram During COVID-19.

Make sure to check any scheduled content for relevance. This includes blogs, social posts, nurture campaigns, and email blasts.

Stay Calm and Know You Aren’t Alone

With all the sudden changes and having to stay on top of what’s occurring it is easy to become overwhelmed. You are not alone in this. We all are figuring out this new normal and how to best adjust to it. To stay on track: prioritize, track what you change, and reserve what you have created prior to the pandemic for when things settle. And above all else, maintain a high caliber of copywriting at all times.


If you need help fine tuning your message or assistance in deciding the best course of action for your business? Click here to book a call and we’ll help place you on the right track!