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THIS WEEK
Copywriting During a Recession - Get a Bigger "WHY"
ALSO IN THIS EDITION
Copywriting During a Recession - Get a Bigger "WHY"
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While the politicians may debate about the words to describe our economy, the reality for most people and businesses is that things are tough. As a result, people are changing their buying behaviour and many businesses are hurting.
Visible trends
If you look at the fashion for the past 12 months – colours were more subdued, combat clothing was big, as was aggressive belts, buckles, and battle-ready clothing. This was not sweetness and light clothing!
Employment turnover has stalled in many businesses. People are now only leaving jobs when they are leaving for jobs with greater stability and higher wages. This is not necessarily a good thing as businesses become bloated with conscripts who have nowhere else to go, rather than people who willingly choose to be there.
 The Psychology of Threat
Psychologically, during periods of threat, people circle the wagons, bring their attention closer to home and home events, and focus more on the family, repelling outsiders.
They will save their money for a rainy day, and use windfalls, such as tax refunds, to pay down debt rather than fritter away on consumer items. They will spend on things to beautify their home, build their family, and invest in the future.
These are all trends that businesses need to understand and reflect in their marketing. During tough times, money is still spent ... it is just being spent differently and according to the dominant values of the time.
So what does this mean for your copywriting and marketing?
Build your trustworthiness
In tough times, you need to increase your credibility before people will trust you enough to spend with you. You need to be inside the wagons, not outside. This means you need to increase your social proof that you are trustworthy and have a great product. Some ways to do that are through increased testimonials and social media interaction.
Tone down the hype and snake-oil sales
I am seeing less screaming headlines and strong highlighter in direct response long copy sales, and more subdued language that focuses on all of the facts.
Put your face to things
There has been an increase in businesses using video on their websites to sell and promote their products. The ones with great results include key business owners or employees personally showing their expertise or talking about their product or service.
Demonstrate massive value for money
During tough times, people need a strong reason to spend their money. They need a bigger emotional "why", backed up by logical reasons as to how this purchase supports their values or needs. Increase the value of your offerings rather than decreasing your costs.
Test everything
The old ways are no longer working for many businesses. Test to see what works now, and adjust your course based on the feedback you get.
Share
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The Depression wasn't all doom and gloom. Some of the top businesses in the world today first started during the Depression. Businesses were also grappling with how to deal with radical new technology. So what can we learn from those times?
exuberantly yours
Ingrid
Heart Harmony
Legal stuff: This newsletter is intended as only a general guideline for Australian businesses. You should seek specific advice for your situation rather than relying only on this newsletter
Earnings disclaimer. Some of the content may include advertorial information, which means I may receive financial compensation for the products I recommend. But - unless I know and trust the product, I will not recommend it.
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