A colleague was in the middle of a marketing launch when this all hit. As part of her marketing launch, she was sending out free content and inviting people to live webinars. MOST of her audience was happy to receive the information, and appreciated something to focus on other than the COVID-19 news. But one person “virus shamed” her and said he felt it was inappropriate to market during this pandemic.

Is it wrong to make a living while others are out of work?

Is it wrong to charge for your products and services while the world is in crisis?

How can we serve others now?

It can feel awkward sending our marketing messages at this time. I understand that. But we DO have products and services that will help others. And we all need to pay our mortgage and put food on the table, too.

So, how do you market during the age of coronavirus?

I’m not going to tell you how to do your marketing or how to stay in alignment with your brand during this pandemic. You have to do what’s right for you, your business, and your family.

• Some people will continue to do their normal, powerful marketing campaigns, while others will back off a little, soften the message.
• Some will charge their normal fees while others will offer discounts to those who need it.
• Some will create temporary, short-term groups and services to help clients over the next 3 or 4 months.

What I will suggest is that you preface your communications with some empathy. Tell your audience that you know many of them are going through a difficult, confusing time right now.

Then go ahead and explain how your products and services can support them, and how important it is for them to continue to focus on the positive results they want to create in their personal and professional lives.

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