Why you need a copywriter: especially during a global pandemic
Picture this (you’ll have to try really hard because it’s totally unbelievable that this could ever happen). Anyway, you’re a business owner. It’s the midst of a Global Pandemic.
Everyone has been hurtled towards a strange way of living that they’ve never experienced before. People are cooped in the confines of their own homes. Their hands are chapped from the amount of surgical-prep-precision washing they’ve subjected them to, and under the advice of the Prime Minister, they’ve sang ‘happy birthday’ to themselves more times than tongue can tell. And it’s not even their birthday. And just to add insult to injury, there’s no toilet paper left.
The enemy? Some sort of bioweapon virus that was maybe (probably) manufactured in a lab and released to throw the world into pure devastation and allow us mere civilians to be controlled by the tiny microchip that’s on its way in the supposed vaccination we’ll be treated to months down the line. Allegedly.
There’s also this term called ‘furlough’ that suddenly enters our daily vocabulary, and it’s got HR managers in a real spin. Worse, widespread redundancy raises its ugly head again a la The Great Recession. Families are having to survive on 80% of their usual wages – and that’s if they’re the lucky ones.
Suddenly, your consumers that happily threw their notes at you pre-pandemic become hyper-vigilant with their spending. They don’t want to splurge on those luxury items. Like, say, a double shot Venti latte at the local Starbucks that’s only open for drive-thru business sporadically before another full lockdown is slammed in place.
Your company is calm on the surface. Your social media executive begins posting quotes to the ‘gram that equate to the likes of “be kind to yourself.” Or “we’re all in this together.” It’s driving engagement and bringing the community together which is comforting. But what about the bottom line? Those quotes don’t pay the bills. And those products of yours that you used to sell in their thousands? They’re sat collecting dust on the warehouse shelves. The warehouse that’s no longer paying for itself through your profits.
Cool and collected as you seem on the surface, inside, there’s trouble brewing. That graceful, serene swan on the social media surface is actually paddling for life in the murky depths of the meta. There’s a LOT going on. There’s talk of NFT’s breaking the digital sphere (whatever the heck they are), Trump’s been banned from Twitter and Bernie Sanders has somehow become a social media sensation sat wearing his mittens. Meanwhile, your departments scramble to hit sales targets (“can we start selling mittens?!” you cry), you pace the boardroom brainstorming with the marketing team on how you can make some sustainable wins. Your office juniors have already been dissolved of their duties, and it’s looking likely that the Logistics team will be the next to go.
So what now? How are you going to sell your products to a seemingly un-marketable audience of consumers? Consumers who are that panic-stricken that they can’t even step outside of their own front door and breathe in fresh air for fear of being struck down by Public Enemy No 1? Consumers who are blowing their last wages on hand sanitiser and triply-inflated Andrex on Amazon, rather than food to feed their teenagers who are slaving away all day learning how to dance to Doja on TikTok and perfecting the lyrics to WAP.
I’ll tell you how. You’re going to hire a skilled copywriter that can sell a glass of water to a drowning man, or underwear to a nudist. A copywriter that can help you re-connect with your customers, re-build trust and get the sales rolling in again.
A copywriter like me.
Ready to climb out of the Covid crater and ramp up your revenue?