Post by account_disabled on Feb 27, 2024 22:56:45 GMT -6
Difficult times demand changes in the way brands communicate with people. Maintaining a strong connection in a difficult context is a challenge that involves establishing differentiated contact, more focused on people, their needs and, why not, their anxieties. For professional communication work, in addition to carefully analyzing the current situation, you need to know how to speak to an audience that is not experiencing the normal state of things . The solution is to create empathetic communication guidelines for times of difficulty. Our contribution comes in the form of tips that are detailed in the text below. Good reading. 1. Create humanized narratives To have effective empathetic communication, the public needs to identify with companies' messages according to their lived reality. Humanized narratives are empathetic because they work with the concrete and the possible, something similar to what people are going through. Placing the human rather than the product in the focus of communication can have more positive effects. Advertising has always built a dreamlike world, full of opportunities within people's reach. When the world doesn't even allow us to dream about it, it's a good idea to work on a possible reality. So, prefer to talk about people and not products . Connect what you sell to people's real lives, with their needs and possibilities.
Use an appropriate tone of voice The tone of voice is one of Qatar Mobile Number List the main communication guidelines, and it must reflect the personality of the brand persona . The way a brand communicates says a lot about who it is. In times of crisis, brands also need to adopt an etiquette for their tone of voice, in the same way as people do in the most diverse situations in life. It is not always appropriate to continue with the original tone of voice. Empathy will occur when the voice is able to express the mood of the community and appears to be helping people overcome their problems. The promised benefits must connect with people's pain and never encourage them to do what they cannot. Instead of the rush of retail, for example, the focus on voice can be on solving new problems created by the crisis. 3. Connect with people’s context Nothing more empathetic than this guideline. If the time is of crisis, this is the environment people are in. Empathetic communication must take this into account. To do so, you must understand this “new normal” that is being established and seek to contextualize the messages within it. Your product can fit very well into your customer's new life, if they realize this through communication. People isolated at home cannot (and should not) be encouraged to consume fleetingly and without commitment.
This can generate discomfort and an escape from reality, showing the brand's disconnection from the lives of its audience. Prefer to understand what people are saying , how they are feeling and behaving now to connect your message to them. 4. Select topics to talk about The idea here is to create criteria so as not to overload your audience with subjects that are of little relevance but have a lot of impact. At this time, the rule of talking about the topic of the moment is not valid. Because it can often be painful. So be a dissonant voice amidst the chaos to connect with your audience. As difficult as it may seem, a lot is happening in the world and deserves attention. Empathetic communication is diverse in essence. She establishes bonds with people through stories and facts that everyone recognizes and pays attention to learn more. Empathetic communication needs a guideline that connects these four points that we explained above: positivity . Without being corny or naive, brands should always bring positive messages in their communication, creating a present link with people to bring them closer in the near future. The possible post-crisis world is beginning to be forged now, with positivity permeating all communication. Being positive in a time of crisis is a very powerful message , which creates empathy and hope in communication as a whole.