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During “normal” times, all marketers are trying to figure out the next best ad hook, tagline, imagery, and content to connect our customers with our brand.
Suddenly, we’re all thrust into new territory, and in this current crisis, navigating marketing messaging can be especially sticky. To the extreme, sending the right or wrong message can be the difference between earning brand loyalty and drowning.
So how do you choose what to say and how to say it during a crisis?
Many marketers have found the Hero’s Journey to be a useful framework for connecting your brand with your ideal customer. The Hero’s Journey is a time-tested formula present in nearly every great story. Adapted from Donald Miller’s Story Brand, Spire uses the Hero’s Journey every single day as we create content for our customers. It’s an especially applicable framework to return to in times of crisis.
In a nutshell, the Hero in a story has a problem he can’t overcome on his own. He meets a Guide who has been there before and has the credentials and empathy to help out the Hero. The Guide presents a plan, and it’s up to the Hero to decide what to do next.
Every human being views themselves as the Hero in their story. But when businesses tell the story of themselves, they tend to tell it from the Hero’s perspective, when what your customer really wants and needs during this time is a Guide. Your organization’s marketing will perform better if you position your customer as the Hero and your brand as the Guide.
The traditional Hero’s Journey becomes more complicated when you’re in the midst of a global pandemic.
Enter the Victim and the Villain.
In the wake of government shutdowns, businesses everywhere (including our own) took a few days to hunker down. Imagine the vivid images during a hurricane, folks peering out from behind shuttered windows at the furious world. While hurricane forces gust 100 MPH and higher, everyone else must stand still. It’s likely we all have had moments like this during the coronavirus pandemic, moments of personal and psychological shutdown where all that mattered was survival.
But we can’t stay there.
The Victim in any story is the anonymous other. My family watched The Titanic the other night. While Rose (Hero) and Jack (Guide) do everything in their power to survive the inevitable sinking, it’s all of the extras in the movie that fall victim.
The traditional victim character is usually silent. When they do speak, they take a passive, often negative posture. They tend to avoid responsibility or criticism and instead point fingers in an effort to find someone else to blame. In their perceived helplessness, they seek pity and compassion, putting themselves down in order to attract attention.
Victims get stuck in a loop of “Why is this happening to me?” instead of acknowledging, “This is happening. What can I do about it?”
When fear and the sense we’re losing control start to take their grip, it’s tempting to wrap yourself up in a quilt of victimhood. You want to go silent. You want to huddle up, duck and cover, and wait for the storm to pass. But as leaders, we must resist this temptation.
Going silent in a crisis can be just as damaging as communicating poorly during a crisis. We’ll talk about what it means to become the Villain during a crisis later. Why is communication vital during a crisis?
Without communication, you can’t be seen as part of the solution. You are just another victim of the crisis.
Once you’ve crawled out from your shelter and shed your fears of communication, it’s time to figure out what to say and how to say it. In order to do that, you need to understand who your customer is and what they are going through right now.
We’ve all just experienced (and are still living through) a significantly traumatic event in which our lives as we knew them were disrupted. No one has been spared. Everyone has suffered or will suffer some sense of loss - lost income, lost jobs, lost freedom, lost vacations, lost gatherings, lost health, lost opportunities, lost lives. Because of that shared loss, humanity is also sharing in a moment of collective grief. How do you communicate the value of your product or service in times of crisis? What role should you play in this current situation?
To do this, it’s important to view your business through the new lens of coronavirus. Your customer hasn’t changed, but the way they experience the world has changed, dramatically, nearly overnight. When you view your brand through that lens, new specks of opportunity and challenge in your messaging will become clear.
It isn’t hard to put ourselves into the shoes of our Hero right now. We’re all feeling it: traumatized, afraid, helpless but wanting to help, stuck (both indoors and in the trajectory of their lives), paralyzed, unsure about the future, overwhelmed, foggy, directionless, a sense of grief over immediate and distant losses. In short, it’s tough out there.
You have to decide how your brand is going to respond to your hero in his or her distress. Craig Modsley, joint chief strategy officer at AMV BBDO, says, “The data tells us people are looking for two things right now: help and comfort. If you’re able to help them to navigate the current situation, tell them about that. But they also want joyful distractions — things to make them smile in times of hardship.”
In order to be a Guide people are willing to turn to during any time, you need to build trust with your Hero. Empathy and credibility are the building blocks that provide evidence you are trustworthy.
During a crisis, people will sniff out false hope and syrupy promises. A good Guide adds honesty and vulnerability during a crisis. Like it or not, you’re going to have to tell it like it is and recognize the gravity of this experience. When Voldemort comes back, Dumbledore doesn’t mince words—dark days are coming. Dumbledore is honest with Harry, but he also empathizes with Harry and casts a vision and a plan for how they are going to get through this. He instills hope and optimism. The Guide marries what the Hero feels with a real, distinct next step towards a solution.
We’ve identified a few different strategies you might consider to communicate as the Guide for your customer during this time.
In times of crisis, when people feel helpless, a Guide can show people how they can help. This can be especially effective in employee recruitment efforts and fundraising efforts.
Fred Rogers is famously quoted for this saying, “When I was a boy and I would see scary things in the news, my mother would say to me, ‘Look for the helpers. You will always find people who are helping.’”
Not only are we feeling helpless, the everyday Hero is also on the lookout for good news. We’re inundated by hard facts, data points, and losses. Your Hero wants to hear about good news, participate in the good news, and celebrate the heroes on the front lines. Hillary Haley, a social psychologist at L.A. agency RPA, says brands can see the most benefit long-term “if they can play the connector role” between worthy causes and anxious consumers.
This messaging is important for the Hero who feels stuck in their problems. Your business can provide the right next step out of whatever circumstances they are in. What kinds of problems does your business solve for the person who just got laid off, or who is bored at home, or who is trying to homeschool their children for the first time? Dig into the specific problems your hero might be encountering and figure out how your product or service can help them take the right next step.
For the Hero who feels hopeless and afraid, how does your product or service provide them with a sense of hope and security that will help them get through this? If your product or service can’t be bought or used right now, this is an opportunity to plant the seeds for brighter days. Every car commercial we’ve seen on TV lately takes this angle - things are tough right now, but we will be together on the other side. Have hope, take comfort, and trust our brand when things brighten up tomorrow.
We’ve got one more character to talk about, and it’s the character we’re all convinced is someone else, certainly not us: The Villain.
Consider these characteristics of the best villains in well-known stories:
Of course, none of us want to be the Villain in the story, but in times of crisis, the fearful Guide can slide swiftly into the Villain’s cloak.
Motivated by fear of closing, fear of losing revenue, fear of losing employees, the Guide-turned-Villain can come up with all kinds of ways to capitalize on the Hero’s problems and turn manipulative and opportunistic, doing whatever he can to seize control, stay in power, and keep winning.
How do you check your intentions and your marketing messaging so you don’t become the villain?
When fear and the sense that we’re losing control start to take their grip, it’s tempting to pull on the villain’s cloak. But we cannot let fear win. Fear contorts what you’ve spent years of your life building. Stay true to yourself, Anakin. Stay true to your core values, who you are as a business, and lead with integrity.
The villain in any story preys on weaknesses. They will do anything they can to uncover vulnerabilities and manipulate the hero into believing what they have to offer is the right thing. The wicked queen in Snow White plays on Snow White’s desire to care for the weak and helpless in order to win, and in the process, she contorts herself into something she isn’t, costing herself everything.
Villain messaging is sly and manipulative and beautiful. It observes the world’s sense of grief and loss and devises ways to play on our strongest negative emotions—fear, control, poverty, anger—to drive us away from that pain.
It’s extremely effective, but it isn’t who you are.
Don’t pull on the cloak of the villain—in an effort to preserve all that you’ve built, all that you’ve built can be swept away.
Times of crisis have a way of stripping away facades to reveal what you’re made of and what matters to you. Your decisions about your business and how you respond in a crisis say a lot about the character and integrity of your brand. Let your true character shine through; don’t let fear paralyze you and bury the values you and your organization stand on.
When you’re trying to navigate this crisis, listen to the grandmother (Guide) in Moana, “Listen, do you remember who you are?” Stay true to yourself, Moana. You know the way. Now guide your people forward with the message they need to hear today, into a brighter future.